Embed Size (px)
Citation preview
Sociedad
1
Información
Sesión 9
Tecnología
Sociedad
2
Información
Sesión 9
Indice de próximas sesiones
3
1. Introducción2. Tecnología y sociedad se co-producen (1)3. ¿De qué hablamos cuando hablamos de
Internet?4. Internet: Un cruce de culturas5. Tecnología y sociedad se co-producen (2)6. Visiones de la sociedad de la información7. Web 2.0, Social Media y afines8. Nueva(s) Economía(s) 9. Cultura “free”10. Comunicación en la Sociedad Red
4
Sesión 9:
Cultura free + Google
5
• Comentarios y cuestiones sobre el blog• Debate: “Cultura free”• Teoría 9: Google
Plan de la Sesión:
6
Tema a debate:
Cultura ‘free’
7
“Free culture, like free markets, are built with property. But the nature of property that builds a free culture is very different from the extremist vision that dominates the debate today”.
L. Lessig, “Free Culture”
8
PUBLICAR TRANSFORMAR
Comercial © Libre
No comercial Libre Libre
pág. 170 y ss.
Copyright hacia 1790
9
PUBLICAR TRANSFORMAR
Comercial © ©
No comercial Libre Libre
pág. 170 y ss.
Copyright hacia finales del XIX
10
PUBLICAR TRANSFORMAR
Comercial © ©
No comercial © / Libre Libre
pág. 170 y ss.
Copyright hacia 1975
11
PUBLICAR TRANSFORMAR
Comercial © ©
No comercial © ©
pág. 170 y ss.
Copyright hacia 201x?
12
“Common sense is with the copyright warriors because the debate so far has free framed at the extremes - as a grand either/or: either property or anarchy, either total control or artists won’t be paid. If that really is the choice, then the warriors sould win”.
L. Lessig, “Free Culture” (276)
13
Buscamos en vano entre (muchos de) los promotores y agitadores de Internet las cualidades del conocimiento social y político que caracterizaban a los revolucionarios del pasado“.
Langdon Winner, ”La ballena y el reactor”
15
16
Anderson:
“Distribution is now close enough to free to round down. Today, it costs about $0.25 to stream one hour of video to one person. Next year, it will be $0.15. A year later it will be less than a dime. Which is why YouTube’s founders decided to give it away. . . . The result is both messy and runs counter to every instinct of a television professional, but this is what abundance both requires and demands”.
Gladwell
“There are four strands of argument here: a technological claim (digital infrastructure is effectively Free), a psychological claim (consumers love Free), a procedural claim (Free means never having to make a judgment), and a commercial claim (the market created by the technological Free and the psychological Free can make you a lot of money)”.
17
Una píldora de teoría social
Personas
InstitucionesPropósitosObjetivosSentido
ProyectosPrácticas
Actuaciones
Culturas
18
Sesión 8:
19http://royal.pingdom.com/2010/02/24/google-facts-and-figures-massive-infographic/
20
21
22
23
24
25
26
27
“La misión de Google es organizar la información mundial para que resulte universalmente accesible y útil”.
DE-CONSTRUIR
28
¿ORGANIZA LA INFORMACIÓN?
“The structure of the Web has caused the atomic unit of consumption for news to migrate from the full newspaper to the individual article [...] With online news, a reader is much more likely to arrive at a single article. While these individual articles could be accessed from a newspaper's homepage, readers often click directly to a particular article via a search engine or another Website.
Changing the basic unit of content consumption is a challenge, but also an opportunity. Treating the article as the atomic unit of consumption online has several powerful consequences. [...] It [...] requires a different approach to monetization: each individual article should be self-sustaining”.
Marissa Mayer, Google
29
¿ORGANIZA LA INFORMACIÓN?
¿O LA FRAGMENTA?
30
“We have to look at today’s economy and say “What is that’s really scarce in the Internet economy?” And the answer is ‘attention’ [...] So being able to capture someone’s attention at the right time is a very valuable asset”.
Hal Varian, Google Chief Economist
Ideología de la ‘nueva economía’
31
32
¿Qué contienen (y no contienen) las condiciones de servicio?
✓ Derechos de Google✓ Derechos del usuario
✓ ¿Qué obtiene el usuario?✓ ¿Qué obtiene Google?
COMPARAR
COMPARAR
33
“The question is whether firms should be able to use personal data without compensating the individual.
This frames the question of privacy as a typical cost-benefit issue: How valuable is privacy about certain types of information to the individual, and how valuable are certain pieces of personal data to suppliers?
If suppliers of privacy information were obligated to pay people for the data, would they be as interested in using as much of that “input” to produce their data services?”
Jonathan Aronson
Web Site
Internautas
Captura e indexa contenidos
Los ordena y muestra a los internautas por
medio del buscador
Acceden a los contenidos que les interesan
¿Qué obtiene ...¿Qué obtiene ...
Transacción... el
propietario del contenido?
... Google?
Google captura e indexa el contenido
Nada, de momento
Materia prima gratis para su
negocioGoogle muestra contenidos a
los internautasVisitas a su contenido
Audiencia para su negocio de
publicidad
Objetivos de la regulación en
telecomunicaciones¿Serían aplicables a
Google?
✓ Garantizar un servicio de interés general (universal?)✓ Evitar la integración vertical✓ Evitar las subvenciones cruzadas entre servicios✓ Evitar posibles abusos de posición dominante
✓ ¿La indexación de la red y la búsqueda?
✓ ¿La integración de búsqueda y publicidad?
✓ Google la practica
✓ ???
37
“Ante una propuesta de un nuevo sistema tecnológico, los ciudadanos y sus representantes tendrían que examinar el contrato social implícito en la construcción del sistema en una forma determinada”.
Langdon Winner
Efectos colaterales
38
"Para que las fuerzas generadoras de riqueza en el nuevo paradigma alcancen su máximo esplendor, se requieren cambios inmensos en los patrones de inversión, en los modelos de organización de máxima eficiencia, en los mapas mentales de todos los actores sociales y en las instituciones que regulan y habilitan los procesos sociales y económicos".
Carlota Pérez
39
Acerca de la estrategia de Google
40
41
¿SORPRENDENTE?
EN ABSOLUTO
42
¿POR QUÉ?
43
44
Economía de las ideas
“Monopolistic competition it's a form of competition between different firms, each of which sells a different kind of product and can behave like a monopolist at least temporarily. Of course, it takes various kinds of institutional infrastructure to make this system work. For example, the Government has to grant property rights over intangible assets like ideas. It is the combination of low replication costs to the producer and the protection of intellectual property rights that creates the monopoly position”.
Paul Romer
La combinación de los retornos crecientes y la propiedad intelectual crea monopolios ‘de
facto’
45
La economía de retornos crecientes
“En este juego no gana siempre el pez más grande (ni el mejor), si no el más rápido”.
(Del blog de la asignatura)
“The underlying mechanisms that determine economic behavior have shifted from ones of diminishing to ones of increasing returns”.
“Increasing returns generate not equilibrium but instability”.
“Diminishing returns reign in the traditional part of the economy. Increasing returns reign in the newer part - the knowledge based industries” [...] They call for different management techniques, different strategies, different codes of government regulation. They call for different understandings.
“The hallmark of increasing returns: market instability, multiple potential outcomes, unpredictability, the ability to lock in a market, the possible predominance of an inferior product, fat profits for the winner”.
Brian Arthur“Increasing Returns and the Two Worlds of Business”
46
“Some experts say social media could become the Internet's next search engine”.
47
Acerca de la ideología de Google
“Podemos estar seguros de que la sociedad de 2030 será muy distinta de la de hoy [...]
No estará dominada, ni siquiera conformada por las tecnologías de la información [...]
La característica central de la próxima sociedad, como la de sus predecesores, serán nuevas instituciones y nuevas teorías, ideologías y problemas”.
Peter Drucker
48
49
50
“We stand alone in our focus on developing the "perfect search engine," defined by co-founder Larry Page as something that, "understands exactly what you mean and gives you back exactly what you want." http://www.google.com/intl/en/corporate/tech.html
“The ultimate search engine is something as smart as people—or smarter,” [...] “For us, working on search is a way to work on artificial intelligence.” [...] “Certainly if you had all the world’s information directly attached to your brain, or an artificial brain that was smarter than your brain, you’d be better off.”
Google, citado por N. Carr
51
???
Teorías
52
“En la medida en que llegásemos a vivir una gran
parte de nuestras vidas en el ciberspacio,
¿nos convertiríamos en super- o infra- humanos?
H.L. Dreyfus
53
“The attribution of intelligence to machines, crowds of fragments, or other nerd deities obscures more than it illuminates. When people are told that a computer is intelligent, they become prone to changing themselves in order to make the computer appear to work better, instead of demanding that the computer be changed to become more useful. People already tend to defer to computers, blaming themselves when a digital gadget or online service is hard to use.
Treating computers as intelligent, autonomous entities ends up standing the process of engineering on its head. We can’t afford to respect our own designs so much” (36).
