BY CLAIMING THAT COMPUTERS WILL EVER ORGANIZE ALL OUR DATA, OR PROVIDE US WITH A FULL UNDERSTANDING OF THE FLU, OR FITNESS, OR SOCIAL CONNECTIONS, OR ANYTHING ELSE FOR THAT MATTER, THEY RADICALLY REDUCE WHAT DATA AND UNDERSTANDING MEANS.
If the big data evangelists of Silicon Valley really want to “understand the world” they need to capture both its (big) quantities and its (thick) qualities. Unfortunately, gathering the latter requires that instead of just ‘seeing the world through Google Glass’ (or in the case of Facebook, Virtual Reality) they leave the computers behind and experience the world first hand. There are two key reasons why.
To Understand People, You Need to Understand Their Context
Thin data is most useful when you have a high degree of familiarity with an area, and thus have the ability to fill in the gaps and imagine why people might have behaved or reacted like they did — when you can imagine and reconstruct the context within which the observed behavior makes sense. Without knowing the context, it is impossible to infer any kind of causality and understand why people do what they do.
This is why, in scientific experiments, researchers go to great lengths to control the context of the laboratory environment –- to create an artificial place where all influences can be accounted for. But the real world is not a lab. The only way to make sure you understand the context of an unfamiliar world is to be physically present yourself to observe, internalize, and interpret everything that is going on.
Most of ‘the World’ Is Background Knowledge We Are Not Aware of
If big data excels at measuring actions, it fails at understanding people’s background knowledge of everyday things. How do I know how much toothpaste to use on my toothbrush, or when to merge into a traffic lane, or that a wink means “this is funny” and not “I have something stuck in my eye”? These are the internalized skills, automatic behaviors, and implicit understandings that govern most of what we do. It is a background of knowledge that is invisible to ourselves as well as those around us unless they are actively looking. Yet it has tremendous impact on why individuals behave as they do. It explains how things are relevant and meaningful to us.
The human and social sciences contain a large array of methods for capturing and making sense of people, their context, and their background knowledge, and they all have one thing in common: they require that the researchers immerse themselves in the messy reality of real life.
No single tool is likely to provide a silver bullet to human understanding. Despite the many wonderful innovations developed in Silicon Valley, there are limits to what we should expect from any digital technology. The real lesson of Google Flu Trends is that it simply isn’t enough to ask how ‘big’ the data is: we also need to ask how ‘thick’ it is.
Sometimes, it is just better to be there in real life. Sometimes, we have to leave the computer behind.
譯者：不準(zhǔn)起毛球 原文作者：Emily Dreyfuss via：譯言網(wǎng)