AFP Photo/Leon Neal
bOLLy ENn - Facebook
menjalankan eksperimen psikologi ke atas pengguna dengan memanipulasi emosi
mereka tanpa pengetahuan mereka, satu kajian baru mende-dahkan.
Penyelidik
toyed dengan perasaan 689003 dipilih secara rawak berbahasa Inggeris pengguna
Facebook dengan menukar kandungan berita mereka, menurut kertas yang
diterbitkan ‘published’
dalam edisi Jun daripada 'Prosiding National Academy of Saintis jurnal (PNAS).
Dalam
tempoh seminggu pd bln Januari 2012, penyelidik dipentaskan 2 eksperimen
yg sama, mengurangkan bilangan kemas kini positif atau negatif dlm berita
makanan setiap pengguna.
"Apabila
ungkapan positif telah dikurangkan, orang yang dihasilkan jawatan positif lebih
sedikit dan jawatan lebih negatif; apabila ungkapan negatif dikurangkan, corak
yang bertentangan berlaku Keputusan ini menunjukkan bahawa emosi dinyatakan
oleh orang lain di Facebook mempengaruhi emosi kita sendiri, yg menjadi bukti
eksperimen untuk besar2. penularan melalui rangkaian sosial, "kata
penulis kertas, yg termasuk penyelidik dari Facebook, Universiti Cornell, dan
University of California.
"Kami
juga memperhatikan kesan pengeluaran: Orang yang terdedah kepada posts emosi
kurang (sama ada valensinya) dalam News Feed mereka kurang ekspresif
keseluruhan pada hari-hari berikut."
Para
penyelidik menunjukkan bahawa kajian yang berjaya adalah yang pertama untuk
mencari yang mood diungkapkan melalui rangkaian sosial mempengaruhi emosi orang
lain.
"Keputusan
ini menunjukkan bahawa emosi dinyatakan oleh rakan-rakan, melalui rangkaian
sosial dalam talian, mempengaruhi mood kita sendiri, membentuk, untuk
pengetahuan kita, bukti eksperimen pertama utk besar2 penularan emosi
melalui rangkaian sosial, & menyediakan sokongan utk tuntutan sebelum ini
dipertandingkan bahawa emosi merebak melalui penularan melalui rangkaian."
Para
pengguna Facebook tidak diberitahu eksperimen. Walau bagaimanapun, ber-gantung
kepada terma Facebook perkhidmatan (yang tiap-tiap orang bersetuju apabila
mereka mendaftar di rangkaian sosial), data pengguna boleh digunakan
"untuk operasi dalaman, termasuk penyelesaian masalah, analisis data,
pengujian, penyelidikan dan penambahbaikan perkhidmatan."
Para
penyelidik berpendapat bahawa eksperimen mereka adalah konsisten dengan Dasar
Penggunaan Data Facebook.
Kertas
ini juga dinyatakan bahawa para penyelidik tidak pernah melihat kandungan
jawatan sebenar; sebaliknya, mereka bergantung pd komputer yg dikira
berlakunya perkataan positif dan negatif di lebih daripada 3 juta kemas kini
status. Mereka jawatan terkandung sejumlah 122 juta perkataan; 4 juta daripada
mereka yang positif (3.6%) dan 1.8 juta adalah negatif (1.6%).
Kepentingan
penyelidikan telah dikurangkan kepada peratusan yang sangat kecil, sebagai
"penularan emosi" dianggarkan hanya 0.1 peratus. Walau bagaimanapun,
seseorang boleh berhujah bahawa dengan lebih daripada 1.3 bilion pengguna
Facebook di seluruh DUNIA, bahawa peratusan kecil masih termasuk sejumlah besar
orang.
Facebook
manipulated users' emotions as part
of psychological experiment - study
Facebook
conducted a psychological experiment on its users by manipulating their
emotions without their knowledge, a new study reveals.
Researchers
toyed with the feelings of 689,003 randomly selected English-speaking Facebook
users by changing the contents of their news feed, according to a paper published
in the June edition of the journal 'Proceedings of the National Academy of
Scientists' (PNAS).
During
a week-long period in January 2012, researchers staged two parallel
experiments, reducing the number of positive or negative updates in each user's
news feed.
"When
positive expressions were reduced, people produced fewer positive posts and
more negative posts; when negative expressions were reduced, the opposite
pattern occurred. These results indicate that emotions expressed by others on
Facebook influence our own emotions, constituting experimental evidence for
massive-scale contagion via social networks," said the authors of the
paper, who include researchers from Facebook, Cornell University, and the
University of California.
“We
also observed a withdrawal effect: People who were exposed to fewer emotional
posts (of either valence) in their News Feed were less expressive overall on
the following days.”
The
researchers indicated that the successful study is the first to find that moods
expressed via social networks influence the emotions of others.
“These
results suggest that the emotions expressed by friends, via online social
networks, influence our own moods, constituting, to our knowledge, the first
experimental evidence for massive-scale emotional contagion via social
networks, and providing support for previously contested claims that emotions
spread via contagion through a network.”
The
Facebook users were not notified of the experiment. However, according to
Facebook's terms of service (to which every person agrees when they register on
the social network), users’ data may be used “for internal operations,
including troubleshooting, data analysis, testing, research and service
improvement.”
The
researchers argue that their experiment was consistent with Facebook’s Data Use
Policy.
The
paper also stated that the researchers never saw the content of the actual
posts; instead, they relied on a computer which counted the occurrence of
positive and negative words in more than three million status updates. Those
posts contained a total of 122 million words; four million of those were
positive (3.6%) and 1.8 million were negative (1.6%).
The
significance of the research was reduced to a very small percentage, as the
“emotional contagion” was estimated at only 0.1 percent. However, one can argue
that with more than 1.3 billion Facebook users worldwide, that small percentage
still includes a significant amount of people.
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