Ijaji leNkantolo Ephakeme yaseLos Angeles lishaye iBig Tech ngendlela engakaze ibonwe ngaphambili ngokuthola iMeta ne-YouTube zinecala lokulimaza impilo yengqondo yowesifazane osemusha ngokuklama amapulatifomu abo ngendlela edala umlutha. Leli cala, elilandelwa eduze yizinkampani zomthetho, abameli bezomthetho, kanye namaqembu okumela imindeni, seliyicala lokuhlola izinga lomthwalo wemfanelo ezinkundleni zokuxhumana lapho abasebenzisi besebancane.
Ummangali, ohlonzwe emibhalweni yenkantolo yi-initials KGM noma Kaley , manje uneminyaka engu-20 ubudala futhi ugcizelela ukuthi ukusetshenziswa kakhulu kwe -Instagram ne-YouTube kusukela ebuntwaneni kwaholela ekubeni umlutha okwaholela ekukhathazekeni, ekucindezelekeni, emicabangweni yokuzibulala, kanye nokuphazamiseka komzimba . Ijaji lithole ukuthi izici ezifana nokuskrola okungenamkhawulo , ukudlala ngokuzenzakalela, kanye nama-algorithms ancoma okuqukethwe okungapheli kwakuyizici ezibalulekile ekuwohlokeni kwenhlalakahle yakhe yengqondo.
Isinqumo esibalulekile: ukunganaki kanye nomklamo omlutha
Ngemva kwecala elithathe amasonto amaningana nezinsuku eziyisishiyagalolunye zokuxoxisana , ijaji laphetha ngokuthi i-Meta ne-YouTube zenze ngokunganaki ekwakhiweni nasekusebenzeni kwezinsizakalo zabo . Amalungu ephaneli, abesifazane abayisikhombisa namadoda amahlanu, athole ukuthi kufakazelwe ukuthi lezi zinkampani zakha imikhiqizo eyenzelwe ukwandisa isikhathi sokusetshenziswa, ngaphandle kokucabangela ngokwanele umthelela kubasebenzisi abasebasha.
Umshushisi uchaze obala izinkundla zokuxhumana ngokuthi “imishini yokulutha” eyenzelwe ukubopha izingane ezincane, eqhathanisa ukusetshenziswa kwayo nogwayi, amakhasino, noma ukugembula . Phakathi kwezici ezigqanyisiwe kwakukhona ukuskrola okungapheli, izaziso eziqhubekayo, kanye nezincomo ezizenzakalelayo , ezicindezela abasebenzisi ukuthi badle okuqukethwe cishe ngaphandle kokuyeka, okukhuthaza imikhuba yokuphoqelela.
Ngesikhathi senqubo, abantu abadumile njengoMark Zuckerberg , i-CEO ye-Meta, no -Adam Mosseri , inhloko ye-Instagram, bafakaze. Bobabili baphikile ukuthi amapulatifomu abo ayalutha futhi bavikela amathuluzi abo okulawula abazali kanye nezinqubomgomo zobudala obuncane, begcizelela ukuthi impilo yengqondo yentsha iyinto eyinkimbinkimbi engenakubangelwa uhlelo lokusebenza olulodwa.
Nokho, ijaji lanikeza intshisekelo enkulu emibikweni yangaphakathi kanye nobufakazi bochwepheshe obethulwe yicala lokushushisa, okwabonisa ukuthi amaqembu ahlukene ngaphakathi kwe-Meta kanye ne-YouTube ayexwayise kanjani ngokwanda kwezinkinga zokukhathazeka, ukucindezeleka, kanye nokuzethemba phakathi kwabasebenzisi abasebasha, kuyilapho okubaluleke kakhulu ezinkampanini kwakuwukukhula nesikhathi esichithwa kusayithi.
Isinxephezelo sezigidi zamaRandi kanye nokwanda kwamacala okungenzeka
Isinqumo ekuqaleni sibeka isinxephezelo ku-$3 million (ngaphezu nje kuka-€2,5 million) kwalona wesifazane osemusha, inani elihloselwe ukukhokhela ukucindezeleka ngokomzwelo, ukuhlupheka kwengqondo, kanye nokunye ukulahlekelwa kwezomnotho . Ukusatshalaliswa komthwalo wemfanelo wezezimali nakho kuchazwe ngokucacile: I-Meta izothatha u-70% wenani , kanye ne-YouTube, ephethwe yi-Google, u-30% osele.
Iphaneli yamajaji iphinde ivule ithuba lokufaka imali eyengeziwe yesijeziso , okuwumthetho wase-U.S. ofuna ukujezisa ukuziphatha okubi kakhulu nokuvimbela ezinye izinkampani ukuthi zingakuphindi. Kulesi simo, ochwepheshe abakuchithi ukuthi kungenzeka ukuthi inani lokugcina lingakhuphuka kakhulu uma inkantolo ithola ukuthi kube nobubi, ukucindezelwa, noma ukukhwabanisa endleleni amapulatifomu aklanywe futhi asebenza ngayo.
Ngaphandle kwenani elithile, okukhathaza ngempela iSilicon Valley ukuthi leli cala libhekwa njengesibonelo samacala afanayo amakhulu noma ngisho nezinkulungwane acutshungulwa njengamanje e-United States. Izinhlangano zabazali, izifunda zezikole, kanye nabameli jikelele abavela ezifundazweni eziningana bafake izinyathelo zomthetho ngokumelene neMeta, i-YouTube, iTikTok, kanye ne-Snap ngokulimaza impilo yengqondo yezingane kanye nokwehluleka ukuzivikela kokuqukethwe okulimazayo.
Ithimba labameli besifazane abasebasha ligcizelele ukuthi lokhu kungokokuqala ijaji lihlola ngokucophelela ubufakazi obuvela kubaphathi kanye nemibhalo yangaphakathi evela kulezi zinkampani mayelana nomthelela wemikhiqizo yabo ezinganeni nasebancane. Kusukela manje kuqhubeke, abanye abahluleli bangabhekisela kulesi sinqumo ukuze banikeze ulwazi ngezinqumo zesikhathi esizayo, okwenza leli cala libe yindawo yokushintsha kwezomthetho yangempela embonini.
Impi ekhumbuza amacala amakhulu abhekene nezinkampani zikagwayi
Abahlaziyi bezomthetho abaningana baveze ukufana okucacile phakathi kwaleli cala kanye namacala abalulekile abhekene nezinkampani zikagwayi ngasekupheleni kweminyaka yama-90 , lapho kwafakazelwa khona ukuthi izinkampani bezilokhu zazi iminyaka eminingi ngemiphumela eyingozi kagwayi, kodwa zalunciphisa noma zalufihla lolo lwazi emphakathini.
Ngaleso sikhathi, iziqhwaga ezifana noPhilip Morris noRJ Reynolds zagcina zisayine izivumelwano zezigidigidi zamaRandi nezifundazwe eziningi, okwaholela ekukhokheni isinxephezelo esingaphezu kwamaRandi ayizigidigidi ezingama-200.000 kanye nemikhawulo ebalulekile ekukhangiseni nasekuthengisweni kukagwayi. Manje, abanye bakholelwa ukuthi amapulatifomu ezokuxhumana nabantu angase angene esigabeni esifanayo sokuhlolwa nokuziphendulela, ikakhulukazi maqondana nezingane ezincane nokuqukethwe okubucayi.
Inkulumo yeziphathimandla ezilandele lezi zenzo ilandela umugqa ofanayo. Ummeli Jikelele waseNew Mexico uRaúl Torrez muva nje ugubhe elinye icala elibhekene neMeta, kulokhu ngokwenza kube lula ukuxhashazwa ngokocansi kwezingane ezinkundleni zayo kanye nokubeka engozini ukuphepha kwezigidi zabasebenzisi. Kuleso simo, ijaji layala inkampani ukuthi ikhokhe amaRandi ayizigidi ezingu-375 , okuqinisa umbono wokuthi izinkantolo zase-US zithatha isinyathelo esiqinile.
UTorrez waze wathi lesi sinqumo simelela "ukunqoba okungokomlando kwawo wonke umntwana nomndeni" oye wabhekana nemiphumela yezinqumo zikaMeta, egomela ngokuthi inkampani izishaye indiva izixwayiso zangaphakathi futhi yadukisa umphakathi ngezingozi zangempela. Lezi zinsolo ezinamandla kakhulu zihlobene necala likaFrances Haugen , owayeyisisebenzi owakhipha amadokhumenti ngo-2021 abonisa ukuthi inkampani yayiyazi ngomthelela omubi wemikhiqizo yayo entsheni, ikakhulukazi amantombazane, kodwa yabeka phambili ukukhula.
Kafushane, uhlelo lwezomthetho luqala ukuba nesimo esifanayo nalokho okwenzekile ngogwayi: uphenyo lwangaphakathi oluvuvukile, amacala ahlanganisiwe, izinqumo ezinkulu zenkantolo, kanye nokucindezela okwandayo kwemithetho . Ezinkampanini zezokuxhumana, lesi simo sisho ukubuyekezwa okujulile kwamasu azo, hhayi nje ngenxa yezizathu zodumo, kodwa futhi ngenxa yezingozi zomthetho nezomnotho.
Indlela ukusetshenziswa kwe-Instagram ne-YouTube okwathinta ngayo impilo yalona wesifazane osemusha
Ukulandisa kommangali kube ngenye yezinto ezihlaba umxhwele kakhulu kuleli cala. Ngokusho kobufakazi bakhe, waqala ukusebenzisa i-YouTube eneminyaka engu-6 kuphela ubudala kanye ne-Instagram eneminyaka engu-9 ubudala , ngaphandle kokubhekana nanoma yiziphi izithiyo zobuchwepheshe zokufinyelela naphezu kwemingcele yobudala esemthethweni.
Ngokuhamba kwesikhathi, ukusetshenziswa kwakhe kokuqukethwe kwanda kakhulu kwaze kwaba yilapho eyeka ukuxhumana nomndeni wakhe nabangane, echitha cishe usuku lonke ku-inthanethi. Wachaza ukuthi, eneminyaka eyi-10, waqala ukuba nezimpawu zokukhathazeka nokucindezeleka , ezatholwa kamuva ochwepheshe bezempilo yengqondo.
Ingxenye ebalulekile yecala yayigxile ekuthandeni ukubukeka ngokomzimba kanye nokuqhathaniswa komphakathi . Lo wesifazane osemusha walandisa ukuthi, cishe kusukela ekuqaleni, wayesebenzisa izihlungi ze-Instagram ezazishintsha ubuso bakhe— ikhala elincane, amehlo amakhulu, isikhumba esingenasici —nokuthi lokhu kwashintsha indlela ayezibona ngayo. Eminyakeni edlule, wathola ukuxilongwa kwesifo somzimba esibangela ukuphazamiseka , isimo lapho umuntu ekhathazeka kakhulu ngamaphutha abonakalayo ekubukekeni kwakhe.
Abameli bommangali baxhumanise lo mkhuba nokuguquguquka kokuqinisekisa okukhona ezinkundleni zokuxhumana : ukuthandwa, ukuphawula, abalandeli, kanye nokuqhathaniswa okuqhubekayo namanye amaphrofayili. Baphikisana ngokuthi ama-algorithms avame ukubonisa okuqukethwe okuqinisa ukungazethembi futhi akhuthaze amazinga obuhle angafinyeleleki , into eyinkinga kakhulu uma umsebenzisi eyintombazane noma esemusha.
Udaba lwesikhathi sesikrini nalo luphakanyisiwe. Ngesikhathi secala, kwavela amacala okusetshenziswa kwe-Instagram amahora afinyelela kwangu-16 ngosuku olulodwa . Lapho ebuzwa ngalokhu, u-Adam Mosseri, umphathi, uvumile ukuthi kungaba "yinkinga" ukuthi ingane encane ichithe isikhathi esiningi sosuku kuhlelo lokusebenza, yize ephikile ukuthi lokhu kukodwa kubonisa umlutha. Nokho, ijaji laphetha ngokuthi le ndlela yayihambisana nokuziphatha okusobala ukuthi kuyalutha.
Impendulo evela ku-Meta, i-YouTube, kanye nayo yonke imboni
Ngenxa yomthelela wesinqumo kwabezindaba, i-Meta kanye ne-Google (umnikazi we-YouTube) bakhiphe izitatimende ezilinganiswe ngokucophelela. Zombili izinkampani zigcizelele ukuthi "azivumelani" nesinqumo sejaji futhi zikhombisile ukuthi zihlola izindlela zomthetho ezingaba khona kanye nezikhalazo , zinethemba lokuthi izinkantolo eziphakeme zizobuyekeza icala.
I-Meta igcizelela ukuthi impilo yengqondo yentsha ayinakubangelwa yipulatifomu eyodwa futhi iveza ukuthi, ephepheni, izinsizakalo zayo azivumeli ama-akhawunti abasebenzisi abangaphansi kweminyaka engu-13. UMark Zuckerberg uthe ubelokhu ethanda ukuhamba ngokushesha ngezinhlelo zokuthola nokuvimba abasebenzisi abangaphansi kweminyaka, kodwa wagcizelela ukuthi inkampani ibilokhu ifaka izilawuli zabazali , imikhawulo yesikhathi, kanye namathuluzi ezempilo yedijithali.
Okhulumela i-Google ugcizelele ukuthi i-YouTube iyipulatifomu yevidiyo eyakhelwe ngokuzibophezela , eseduze nemodeli yokusakaza kunenethiwekhi yezenhlalo yendabuko, nokuthi inkampani ithuthukise izinguqulo ezithile zezingane kanye nezinketho eziningi zokulawula abazali. Naphezu kwalokhu, ijaji licabangele ukuthi ukwakheka kwesevisi iyonke kube nomthelela ezinkingeni zalona wesifazane osemusha.
Khonamanjalo, iTikTok kanye neSnap (inkampani engumzali weSnapchat), nabo abamangalelwa ekuqaleni ecaleni elifanayo, bakhethe indlela ehlukile: izivumelwano eziyimfihlo ngaphandle kwenkantolo nommangali, ezibavumela ukuba bagweme ukuqulwa kwecala. Leli qhinga lihunyushwe njengomzamo wokunciphisa ukuvezwa komphakathi nokugcina ukulawula isinxephezelo sezimali esingaba khona.
Umkhakha wonke wezobuchwepheshe ubheke leli cala ngokukhathazeka. Kubahlaziyi kanye nezinkampani zokubonisana ezikhethekile, isinqumo saseLos Angeles sisebenza "njengecala lokuhlola" noma i-bellwether : uma sisekelwa ekudlulisweni kwecala, singasheshisa izinguquko kuma-algorithms, izici zezingane ezincane, kanye nezixwayiso zengozi , kanye nokukhuthaza imindeni eminingi ukuthi ithathe isinyathelo sezomthetho.
Umthelela womthetho kanye nemiphumela eYurophu naseSpain
Nakuba icala lenzeke eCalifornia, imiphumela yaleli cala idlulela kude ne-United States. Ngesikhathi lapho i-European Union isebenzisa imithetho efana ne- Digital Services Act (DSA) , edinga amapulatifomu amakhulu okuhlola nokunciphisa izingozi ezinganeni ezincane , isinqumo esinjengalesi siqinisa umuzwa wokuthi isikhathi sokuzilawula siyaphela.
EYurophu, kanye naseSpain, iziphathimandla zokuvikela idatha kanye nabalawuli bedijithali bebexwayisa ngemiphumela yokuklama okukholisayo ezinganeni nasebancane: ukuphazamisa njalo izaziso, izinhlelo zemivuzo, amavidiyo aboshwe ngamaketanga, kanye nezindlela ezenza kube nzima ngabasebenzisi ukuvala uhlelo lokusebenza. Isinqumo saseLos Angeles singasebenza njengesizathu esengeziwe sokuqinisa izidingo ze-Meta, i-Google, kanye nezinye izinkundla ezisebenza eYurophu.
Amanye amazwe aseqalile ukuthatha isinyathelo, njenge- Indonesia ne-Australia. I-Australia isebenzise imikhawulo ekusetshenzisweni kwezokuxhumana kwezingane ezincane , kanti i-United Kingdom ihlola amaphrojekthi okuhlola ukuze ifunde ukuvinjelwa okungenzeka kokufinyelela kwalabo abangaphansi kweminyaka engu-16. Kulesi simo, ngeke kumangaze uma izinhlelo ezifanayo zithola ukuthandwa kwamanye amazwe angamalungu e-EU uma umbono wokuthi ukwakheka kwalezi zinkundla kungase kube yingozi empilweni yengqondo yentsha uqhubeka.
ESpain, lapho ukusetshenziswa kwezokuxhumana phakathi kwentsha kuphezulu kakhulu futhi impikiswano ephathelene nocingo lokuqala kanye nokufinyelela kumanethiwekhi omphakathi iyanda kakhulu emindenini nasezikoleni, lolu hlobo lwesinqumo lunikeza umbono wesimo samanje. Izinhlangano zabazali, izazi zokusebenza kwengqondo yezingane, kanye nochwepheshe bezokuphepha kwedijithali bebelokhu becela imingcele yobudala ecacile, ukuqinisekiswa okuqinile, kanye nezisusa ezimbalwa zokulutha kuzinhlelo zokusebenza.
Uma izinkantolo zase-US ziqhubeka ngale ndlela futhi izinkampani ezinkulu zobuchwepheshe ziphoqeleka ukushintsha imiklamo yazo yemikhiqizo ukuze zigweme ukuqulwa kwamacala, lezi zinguquko zingaba nomthelela emhlabeni wonke, zithinte nabasebenzisi baseYurophu naseSpain . Ngokufanayo, imiphumela yalezi zimo ingakhuthaza amacala amasha noma izimangalo e-EU, isebenzise izinhlaka zomthetho ezikhona ezihlobene nokuvikelwa kwabathengi , ukuvikelwa kwezingane, kanye nobumfihlo.
Konke kusikisela ukuthi icala likaKaley ngeke libe yinto eyenzeka yodwa, kodwa kunalokho ukuqala kwenkathi entsha lapho amamodeli ebhizinisi asekelwe ekubambeni nasekugcineni ukunaka kwezingane azohlolwa ngabahluleli nabalawuli. Ku-Meta, i-YouTube, kanye nayo yonke imboni, umyalezo ovela eLos Angeles ucacile: indlela amapulatifomu aklanywe ngayo angadala izikweletu zomthetho ezibalulekile njengokuqukethwe abakusingathayo.
