Cómo nos manipulan en las redes sociales | Santiago Bilinkis | TEDxRiodelaPlata

Translator: Gisela Giardino

Reviewer: Sebastian Betti A while ago, I was in a bar. There, was a woman at another table

with her five-year-old son. She was completely captured

by her cell phone. Meanwhile, the kid stared at her. Maybe another kid would have messed up

to try to get her attention. But not this kid. He waited for a while,

he finally stood up, went behind his mother

and began to stroke her hair. He tried to summon her with caresses

for several minutes. And she never realized

what was happening. A question haunted me: How many times I might have been in the same situation

without even realizing it? What is happening to us? Why do we live obsessed

with our screens? Today we unlock our cell phones

150 times a day. This is once every 6 minutes

during the time we are awake. I decided to do some research on this

and came to a conclusion that struck me. What is happening to us

with technology is not an accident. Stanford University is located

at the heart of Silicon Valley, the cradle of the world's

biggest technology companies. The Persuasive Technology Lab

is based there, where brilliant researchers work -- in their own words -- to see how to use the websites and mobile apps we use to manipulate what we think

and what we do. Trying to persuade others

is as old as the world. But digital devices and the huge volume

of personal information accumulated from our online activity are creating a new way to manipulate

our thoughts and actions taking advantage

of the vulnerabilities of the mind detected by behavioral economics, psychology and neuroscience. Examples abound. On the social scale,

attempts to manipulate elections, the proliferation of fake news, the widening of all social gaps. In the personal orbit, parents

who don't see their children, and conversely, meetings where everyone is more concerned about

what happens on their screen than with what happens around them. A growing difficulty to focus. This phenomenon began

with the initial expectation that everything on the Internet

had to be for free. A group of companies had to find a way to earn money without charging users. First thing they did was to place ads and start charging advertisers. Then they started collecting

this heap of personal data to ultra-segment the message

they deliver to each of us. Finally, to increase their profits, each company needed us to spend

more and more time on their platform. And that was how

the attention hack was born. When the product that

companies sell is your attention, it's a dog-eat-dog race. Facebook competes against

other social media like Twitter, but also with very different products like YouTube, Netflix or Fortnite. Every second you're not there hypnotized it's time they cannot sell

to their advertisers. That's why they use visual

and sound notifications and all kinds of tricks to distract you

from anything you are doing, even when you are using other platforms. Not long ago, the former president

of Facebook made public his regrets. In a presentation he said

that he and Mark Zuckerberg were absolutely aware

of being developing a platform which would exploit

vulnerabilities in our minds to maximize the addictive effect. But he was not the only one to admit

the use of these abusive mechanisms. Recently, the founder of Netflix declared that their greatest enemy is sleep. His goal is that we sleep less

so we spend more time watching series. Selling products that are not good for us

is also not new. But at least the executives of companies

like big tobacco were on the defensive. The founder of Netflix overtly tells us that his company

is willing to induce habits which are totally detrimental

to our health in order to make more money. To achieve these goals

they feed on our naivety. When we are going to buy a product, say a pair of shoes,

we have some distrust. We wonder things like,

"are they comfortable?" "Are they good quality shoes?" "Is this a reasonable price to pay?" But when the product is free,

we lower our guard. If the product is free

we should be much more wary. Why a large multinational company would want to incur the huge costs

of developing a social network, a video platform, an email system, for us to use for free? Nothing is free in the business world. If we are not paying with money,

what else are we paying with? An especially sensitive ground

for manipulation is self-esteem. The increasing use of photos and videos

as the main language in the networks, gives an absurd, overblown importance to aesthetics and physique over all other dimensions of our being to the eyes of others

and, therefore, to ourselves. And networks take advantage of that. Social media takes advantage

of the fascination that causes in us to spy on the lives of others and make an impact on others

with our own image to keep us endlessly mesmerized. Moreover, since each of us shares very little spontaneous content about the highlights of our day, conveniently edited to look

much better than it was, when we later ride a bus,

cramped and bored surfing on a social network, it's inevitable to have the wrong feeling that we are the only ones

who have an ordinary life more full of obligations and mishaps

than laughter and sunsets. It's inevitable that the comparison

against these false ideals leaves us disappointed with our own lives. The decision of who we follow

and what we show is key to breaking the effects

of this distorted mirror. While it was always true that there were some popular people

and some others more withdrawn, somehow this is implied. Today it's measurable

and visible to everyone. The likes and the number of followers is the currency in which

social acceptance is traded today. And each action is subject

to public quantification, for the amount of likes it gets. As a result, we begin to live life to show it, not to enjoy it. That is the narcissistic swamp

in which social media put us and which, curiously,

we don't want to leave. The desire to find someone

to love and be loved leaves us in a particularly

vulnerable position. Last month, the U.S. Department

of Consumer Defense sued the world's largest dating company. Charges are for taking advantage

of the despair of those who are not being able

to find a partner, allowing them to be contacted

from false profiles, then inviting them to pay to get in touch

with these non-existent people, who will never reply their messages back. Is that really anything goes

to retain us as users and take our money? Another particularly attractive group which is an easy target is our teenagers. Adolescence is the time

when manipulations of our self-esteem find the most fertile ground. But the problem starts long before that. Babies have also been discovered

as a new consumer target. YouTube is full of videos specifically designed to hook them. Although the recommendation

of the World Health Organization says that babies under two shouldn't spend

a second in front of screens, the reality is quite different. The average time for two-year-olds today is 2.5 hours a day. And a third of babies uses screens

from before walking. At this crucial stage of development

of the nervous system and the psyche, the electronic pacifier

is becoming a tempting escape for parents and it's replacing

physical contact, the use of speech and upbringing games. Many parents even take pride

in their kids' ability to handle these devices. They see what their children learn

with these videos: the animals, the colors, but they don't see the lessons

and experiences lost. Several scientific studies

are already beginning to show the negative consequences of this change in areas such as language acquisition, attention span

and socio-emotional development. The biggest risk for our children is not the early use of screens, but adults exceedingly slipping away. (Applause) In the face of this, some people say: "After all, it's always the same. In the 40's the villain was the radio,

in the 60's, television, in the 80's, video games,

and now is this." For Socrates, the villain was writing. There is always something the elders

demonize simply because it's new. But this time is different. Because, while we keep calling this ultra-light supercomputer

that each of us carries a "cell phone", this device is everything. It's indeed a cell phone,

but it's also a camera, a TV, a GPS, a game console, a camcorder, an Internet browser, a flashlight,

an alarm clock, a calculator, a stereo... and many more things. Not only it is everything. It's with us everywhere and at all times offering the promise

of an unlimited flow of content capable of filling the void

at every moment of our life. Yet, in this era of hyper communication, studies show that the number

of people who feel lonely was never as high as it is today. There is no worse loneliness

than loneliness surrounded by people. And all this is going to get worse. So far only a handful of companies

put these mechanisms into practice. But new ventures are developing software to bring these manipulative methods

to all digital products. The use of manipulation

and the hacking of our attention have just began. What do we do? Do we throw away our cell phones

and delete our social media profiles? No, it's not necessary to go that far. The advantages of connected life are too great to give up. But we are in an unequal battle

between very sophisticated companies and users that act with naivety. We signed a contract

written by the other party without even being able to read or know what the hell we are signing. To even things out, we need to understand

how these mechanisms work in order to defend ourselves

from manipulation. If we asked ourselves how

each of these companies makes money, it'd be easier to imagine

what kind of behavior they want to induce in us and what kind of information

they may be looking for. For example, the next time

you use a dating app, keep in mind that the business

of these companies is that you search, not find. Devices and networks keep us absorbed, distracted, impatient and focused

on passive consumption. But it doesn't have to be like that. It's time to leave naivety behind

and fight back. We can reclaim the control of our lives to take advantage

of the benefits of technology without being eaten up by it. To take advantage of the supercomputer

we carry with us to create, not just to consume. To use it to live shared experiences instead of being locked upon

our own screen. In short, the challenge is to put

platforms and devices at the service of the life

we want to live, not at the life that others

need us to live. (Applause)