attention in the digital age. I think it's more than just distraction, and it's more

數字時代的注意力。我認為這不僅僅是分散注意力，更多的是

than even just addiction. It could actually be the defining political and moral challenge

甚至不只是吸毒。它實際上可能是決定性的政治和道德挑戰。

of our time. I want to start with clearing the ground with

的時間。我想從清理地面開始，以

an observation that Herbert Simon made in the 1970s – “when information becomes

赫伯特-西蒙在20世紀70年代提出的一個觀點--"當資訊變成了"。

abundant, attention becomes the scarce resource”. This is an observation that I think we're

豐富，注意力成為稀缺資源"。這個觀點，我認為我們是

only just starting to understand what it means for human life and society.

才剛剛開始瞭解它對人類生活和社會的意義。

This whole environment that has emerged in the last couple of years to compete for our

這幾年出現的整個環境，為了爭奪我們的。

attention in scientific, systematic ways is often called the attention economy.

用科學的、系統的方法來關注，通常被稱為注意力經濟。

If you think about the goals that you have for yourself, your life, today, this week,

如果你想一想你對自己、對生活、對今天、對本週的目標。

this year – they're probably things like, I want to spend more time with family, I want

今年 - 他們可能是這樣的事情，我想花更多的時間與家人，我想。

to learn how to play the piano, I want to take that trip I've been thinking about

我想去學鋼琴，我想去旅行，我一直在想。

and reflect on my life – these are real human goals.

並反思我的生活--這些都是真正的人類目標。

But if you look at the goals that technologies have for us – they're not usually these

但如果你看看技術對我們的目標--它們通常不是這些。

things – they're things like - maximise the amount of time we spend with them, time

他們是這樣的事情 最大限度地增加我們和他們在一起的時間，時間。

on site, or the number of clicks, the number of times we can scroll or tap, the number

或點擊的次數，我們可以滾動或點擊的次數，我們可以點擊的次數，我們可以點擊的次數。

of page views or ad views – things like this.

的頁面瀏覽量或廣告瀏覽量--這樣的事情。

There's a deep fundamental gap here, between the goals we have and the goals our technologies

我們的目標和我們技術的目標之間有很深的基本差距

have for us. And so, I think there is this kind of inconvenient truth that we either

有對我們。是以，我認為有這種不方便的事實，我們要麼

kind of ignore, or maybe don't know about a lot of the time, which is that the attention

種忽略，或者說很多時候不知道，這就是關注度

economy, by and large, is not on our side. Its goals are not our goals. We trust these

經濟，總的來說，不是站在我們這邊。它的目標不是我們的目標。我們相信這些

things to be GPS for our lives, but really they're directing us to these petty engagement

東西是我們生活的GPS，但實際上他們是引導我們這些小的參與。

goals. And this is very well known by the people

目標。而這一點，人們都非常清楚

who create them – the CEO of Netflix a little while back said in addition to Snapchat and

誰創造了它們--Netflix的CEO不久前表示，除了Snapchat和。

YouTube, one of their major competitors was sleep. Steve Jobs did not let his children

YouTube，他們的主要競爭對手之一是睡眠。喬布斯沒有讓他的孩子

use the iPad, right? Broadly speaking, what's happened in the

使用iPad，對嗎？大體上說，在發生了什麼？

last couple of decades is our knowledge of psychology, and particularly our non-rational

在過去的幾十年裡，我們對心理學的認識，特別是我們的非理性的

biases, these vulnerabilities in our brain, you know, non-rational dynamics of decision

偏見，這些弱點在我們的大腦， 你知道，非理性的動態決策。

making, we've developed an enormous catalogue of these things, and at the same time this

製作，我們已經制定了一個龐大的目錄，同時這個

system has emerged on the internet – a system of measurement, message delivery, optimisation

互聯網上出現了一個系統--測量、資訊傳遞、優化的系統

and experimentation – and these two trends have come into conversation now in the attention

和實驗--而這兩種趨勢現在已經在關注的話題中出現了。

economy. What this means now is that this industrial-scale persuasion is now the primary

經濟。這意味著，現在這種工業規模的說服力是主要的。

business model of our first really major global communications medium.

我們第一個真正意義上的全球主要傳播媒介的商業模式。

And this isn't widely talked about. We still call companies like Facebook or Google social

而這並沒有被廣泛談論。我們仍然把Facebook或谷歌這樣的公司稱為社交

media companies, but they're not selling social media, they're selling our attention.

媒體公司，但他們不是在銷售社交媒體，他們是在銷售我們的注意力。

But I think another factor that makes this so urgent is this power to shape people's

但我認為，另一個讓這個問題變得如此迫切的因素是，這種塑造人們的力量。

attention, to persuade people to one end or another, is increasingly centralised in the

注意力，以說服人們達到一個或多個目的，越來越多地集中於

hands of just a few people, in a few companies, in one state, in one country.

僅僅幾個人的手中，在幾個公司，在一個州，在一個國家。

It's a weird irony that the whole point of the internet was that it was decentralized

這是一個奇怪的諷刺，互聯網的全部要點 是，它是去中心化。

in its infrastructure, but then the platforms that have emerged on it have been so so centralized

在它的基礎設施中，但後來在它上面出現的平臺卻如此的集中化

so that literally there are people who would probably fit in this room who have their hands

所以，從字面上看，有誰可能會適合在這個房間裡誰有他們的雙手

on levers that can control the attentional habits of over 2 billion people on Planet

可以控制地球上20多億人的注意力習慣的槓桿。

Earth. What I realised when I was working at Google

地球。當我在谷歌工作的時候，我才發現

is, looking across at the industry, at the state of the attention economy and how little

是，縱觀整個行業，在注意力經濟的狀態下，很少有

it was being talked about it society and then feeling its effects in my own life, honestly

它是被談論它的社會，然後感覺到它的影響 在我自己的生活，說實話

– that there was more technology around me than ever before but it was harder somehow

- 我身邊的技術比以往任何時候都要多，但不知為何卻更難了

to do what I wanted to do - I felt we'd made the same mistake that Aldous Huxley talked

做我想做的事--我覺得我們犯了同樣的錯誤，就像奧爾德斯-赫胥黎說的那樣。

about when he was lamenting that the defenders of freedom in his own time had failed to take

當他感嘆在他的時代，自由的捍衛者們沒有采取任何措施時，他說："我不知道。

into account man's almost infinite appetite for distractions.

考慮到人類幾乎無限的胃口分心。

I want to suggest that if we're at all serious about promoting freedom or autonomy in the

我想說的是，如果我們真的要促進自由或自治，那麼，我們就必須要有一個好的環境。

digital age, it's really urgent for us to look at this situation and to start taking

數字化時代，我們真的迫切需要審視這種情況，並開始採取。

into account our infinite appetite for distractions. I think what that would entail is starting

考慮到我們無限的胃口分心。我認為這將需要開始

to assert and defend our freedom of attention.

以維護和捍衛我們的注意力自由。