EverybodyLies_BigData,NewData,andWhatthe.epub - (EPUB全文下载)

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DEDICATION
To Mom and Dad
CONTENTS
Cover
Title Page
Dedication
Foreword by Steven Pinker
Introduction: The Outlines of a Revolution
PART I: DATA, BIG AND SMALL
1. Your Faulty Gut
PART II: THE POWERS OF BIG DATA
2. Was Freud Right?
3. Data Reimagined
Bodies as Data
Words as Data
Pictures as Data
4. Digital Truth Serum
The Truth About Sex
The Truth About Hate and Prejudice
The Truth About the Internet
The Truth About Child Abuse and Abortion
The Truth About Your Facebook Friends
The Truth About Your Customers
Can We Handle the Truth?
5. Zooming In
What’s Really Going On in Our Counties, Cities, and Towns?
How We Fill Our Minutes and Hours
Our Doppelgangers
Data Stories
6. All the World’s a Lab
The ABCs of A/B Testing
Nature’s Cruel—but Enlightening—Experiments
PART III: BIG DATA: HANDLE WITH CARE
7. Big Data, Big Schmata? What It Cannot Do
The Curse of Dimensionality
The Overemphasis on What Is Measurable
8. Mo Data, Mo Problems? What We Shouldn’t Do
The Danger of Empowered Corporations
The Danger of Empowered Governments
Conclusion: How Many People Finish Books?
Acknowledgments
Notes
Index
About the Author
Copyright
About the Publisher
FOREWORD
Ever since philosophers speculated about a “cerebroscope,” a mythical device that would display a person’s thoughts on a screen, social scientists have been looking for tools to expose the workings of human nature. During my career as an experimental psychologist, different ones have gone in and out of fashion, and I’ve tried them all—rating scales, reaction times, pupil dilation, functional neuroimaging, even epilepsy patients with implanted electrodes who were happy to while away the hours in a language experiment while waiting to have a seizure.
Yet none of these methods provides an unobstructed view into the mind. The problem is a savage tradeoff. Human thoughts are complex propositions; unlike Woody Allen speed-reading War and Peace, we don’t just think “It was about some Russians.” But propositions in all their tangled multidimensional glory are difficult for a scientist to analyze. Sure, when people pour their hearts out, we apprehend the richness of their stream of consciousness, but monologues are not an ideal dataset for testing hypotheses. On the other hand, if we concentrate on measures that are easily quantifiable, like people’s reaction time to words, or their skin response to pictures, we can do the statistics, but we’ve pureed the complex texture of cognition into a single number. Even the most sophis ............

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