Source: Technology Review By Nicholas Carr
Tapping into big data, researchers and planners are building mathematical models of personal and civic behavior. But the models may hide rather than reveal the deepest sources of social ills.
In 1969, Playboy published a long, freewheeling interview with Marshall McLuhan in which the media theorist and sixties icon sketched a portrait of the future that was at once seductive and repellent. Noting the ability of digital computers to analyze data and communicate messages, he predicted that the machines eventually would be deployed to fine-tune society’s workings. “The computer can be used to direct a network of global thermostats to pattern life in ways that will optimize human awareness,” he said. “Already, it’s technologically feasible to employ the computer to program societies in beneficial ways.” He acknowledged that such centralized control raised the specter of “brainwashing, or far worse,” but he stressed that “the programming of societies could actually be conducted quite constructively and humanistically.”
The interview appeared when computers were used mainly for arcane scientific and industrial number-crunching. To most readers at the time, McLuhan’s words must have sounded far-fetched, if not nutty. Now they seem prophetic. With smartphones ubiquitous, Facebook inescapable, and wearable computers like Google Glass emerging, society is gaining a digital sensing system. People’s location and behavior are being tracked as they go through their days, and the resulting information is being transmitted instantaneously to vast server farms. Once we write the algorithms needed to parse all that “big data,” many sociologists and statisticians believe, we’ll be rewarded with a much deeper understanding of what makes society tick. Read the rest of this entry »