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)
