{"id":3034,"date":"2022-06-27T11:51:55","date_gmt":"2022-06-27T11:51:55","guid":{"rendered":"https:\/\/www1.medianet.hr\/?p=3034"},"modified":"2026-08-19T15:03:42","modified_gmt":"2026-08-19T15:03:42","slug":"media-intelligence-explained","status":"publish","type":"post","link":"https:\/\/www.medianet.hr\/en\/media-intelligence-explained\/","title":{"rendered":"Media Intelligence Explained"},"content":{"rendered":"
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Media Intelligence Explained - novosti iz svijeta tehnologije,
medija i industrije medijskog monitoringa i analize<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Vijest o Muskovoj kupovini Twittera<\/b> izaziva spekulacije o tome \u0161to \u0107e Twitter postati pod Muskovom ‘vladavinom’. On tvrdi da \u017eeli postati centar slobode govora, jer je to temelj funkcionalne demokracije, a Twitter je digitalni javni trg gdje se raspravlja o stvarima vitalnim za budu\u0107nost \u010dovje\u010danstva.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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U tom smislu razmatrat \u0107e nove na\u010dine i prakse upravljanja sadr\u017eajem na Twitteru. Neki se zbog toga boje da \u0107e se ukinuti pravila moderiranja te da \u0107e na toj platformi ekstremisti na\u0107i svoje mjesto za \u0161irenje ideja. Trenutno je takav sadr\u017eaj mogu\u0107e prijaviti ili blokirati. Musk tako\u0111er \u017eeli unaprijediti proizvod novim zna\u010dajkama kao \u0161to je opcija za ponovo ure\u0111ivanje poruke<\/b>, koja trenutno ne postoji. Sadr\u017eaj koji ste ve\u0107 objavili ne mo\u017eete ponovo urediti. Twitter su korisnici kritizirali zbog nedovoljnog unaprje\u0111ivanja alata, a najve\u0107a promjena u posljednjih pet godina je pro\u0161irenje prostora za pisanje objave sa 140 na 280 znakova.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Izazov za industriju pra\u0107enja i analize medija su\u00a0nejasni Twitterovi algoritmi<\/b> i razlozi za\u0161to nam se neki sadr\u017eaj prikazuje, a drugi ne te na koji na\u010din funkcionira organski doseg, odnosno broj ljudi koji je vidio objavljenu poruku.\u00a0<\/p>

Musk se suo\u010dava i s kritikama da algoritmi dru\u0161tvenih mre\u017ea razaraju tkivo dru\u0161tva<\/b> i promoviraju polariziraju\u0107i i provokativan sadr\u017eaj koji izaziva reakcije i anga\u017eman. Stoga je izjavio da \u0107e algoritme u\u010diniti javno dostupnim<\/b> (open source) kako bi pove\u0107ao povjerenje u platformu.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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Anonimni korisnici su \u010desto provokativniji i radikalniji pa Musk \u017eeli provjeriti svakog korisnika<\/b>, kako bi se borio protiv botova. Kontradiktorno je kako se zala\u017ee za slobodu govora, a istovremeno \u017eeli provjeriti svakog korisnika i oduzeti mu privatnost. Twitter ima milijune korisnika diljem svijeta i \u010dini se nemogu\u0107im svakog pojedinog provjeriti. Morala bi postojati globalna identifikacijska platforma zadu\u017eena za takvu provjeru. No postoji bojazan da \u0107e podaci ljudi koji ih ostavljaju zbog autentifikacije biti ugro\u017eeni, da \u0107e korisnici biti nadzirani i naru\u0161it \u0107e im se privatnost. To bi moglo imati i negativne efekte, unato\u010d zagovaranju slobode govora.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Kako \u0107e autentifikacija korisnika utjecati na industriju media intelligence-a? Ako \u0107e biti vi\u0161e slu\u017ebenih, verificiranih korisnika i manje botova, mo\u017eda \u0107emo na ispravniji na\u010din mjeriti utjecaj influencera i korisnika op\u0107enito. Bit \u0107e lak\u0161e ujediniti profile istih korisnika na npr. Instagramu i Twitteru kako bismo bolje mjerili njihov op\u0107eniti utjecaj, kroz sve platforme.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Unato\u010d kontroverznim izjavama Elona Muska, mora mu se priznati da uspje\u0161no ostvaruje svoje ciljeve \u2013 lansirao je raketu u svemir, ponovo popularizirao elektri\u010dne automobile. Twitter \u0107e biti ve\u0107i izazov jer ima jako veliki broj korisnika i omogu\u0107uje komunikaciju, kanal je za izra\u017eavanje cijelim zajednicama, utje\u010de na politiku, izbore, kulturu i dru\u0161tvo u cjelini. \u010cinjenica da \u0107e ‘platforma za slobodu govora’ biti u rukama samo jedne osobe, poslovnog \u010dovjeka koji ima mo\u0107 Bitcoinu spustiti ili podi\u0107i cijenu samo jednom tvitom, mo\u017ee zvu\u010dati zastra\u0161uju\u0107e \u2013 bit \u0107emo u njegovoj milosti \u2013 zaklju\u010duju autori podcasta.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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EU \u017eeli regulirati kompanije i velike platforme kao \u0161to su Twitter, Google i Meta <\/b>(one s vi\u0161e od 45 milijuna europskih korisnika) zakonom o digitalnim uslugama<\/b> u nastojanju da otkriju istra\u017eiva\u010dkim tvrtkama kako funkcioniraju njihovi algoritmi. Zakon je jo\u0161 u izradi. Mo\u017eda Musk \u017eeli preduhitriti ovaj zakon otkrivanjem Twitterovog algoritma.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Sva pravila koja su do sada propustili provesti u zakon, iz EU sada definiraju jednim zakonom, koji regulira sljede\u0107e:<\/p>\n

Targetirano ogla\u0161avanje temeljeno na religiji, seksualnoj orijentaciji ili pripadnosti etni\u010dkoj grupi bit \u0107e zabranjeno.<\/b> Kao i ogla\u0161avanje upu\u0107eno maloljetnim osobama. Meta je ogla\u0161avanje maloljetnicima ve\u0107 zabranila \u2013 na Instagramu nije mogu\u0107e odabrati ciljnu skupinu ispod 18 godina, kada \u017eelite kreirati oglas.<\/p>\n

Sljede\u0107e pravilo je regulacija ‘tamnog uzorka’ <\/b>(dark pattern) –  zbunjuju\u0107eg ili zavaravaju\u0107eg su\u010delja koje korisnika onemogu\u0107uje da se odjavi s ne\u010deg na \u0161to se pretplatio ili prijavio, ili brojnih privola i postavki vezanih uz privatnost i GDPR koje odbijaju korisnike zbog kompliciranosti i navode ih da prihvate sve kola\u010di\u0107e.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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EU tako\u0111er \u017eeli pomo\u0107i istra\u017eiva\u010dima u razumijevanju na\u010dina rada platformi tako da algoritme u\u010dini transparentnim.<\/b> Postoji bojazan da dru\u0161tvene mre\u017ee mijenjaju tkivo dru\u0161tva zbog komercijalne dobiti promoviraju\u0107i i sugeriraju\u0107i nam odre\u0111eni tip sadr\u017eaja koji vodi do online sukoba, koji se kasnije nastavljaju u stvarnom \u017eivotu.\u00a0<\/p>

Medijski slabije pismeni korisnici, osobito starije generacije, dru\u0161tvene mre\u017ee koriste bez kriti\u010dnosti, vjeruju\u0107i svemu \u0161to tamo vide pa ih je lako polarizirati, podlo\u017eni su manipulaciji i impresionirani svime na Internetu. Stoga ih je potrebno nau\u010diti da nije svaki sadr\u017eaj koji vide istinit, da im je prezentiran jer ih netko \u017eeli du\u017ee zadr\u017eati na platformi, izazvati emociju, u\u010diniti ih ljutim i isprovocirati jer je vjerojatnije da \u0107e tada biti aktivni i ostavljati komentare.\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Regulacija hosting usluga<\/b> o\u010dekuje od online platformi i tvrtki koje pru\u017eaju usluge hostinga da jasno obrazlo\u017ee za\u0161to su uklonili pojedini ilegalan sadr\u017eaj, ali i da korisnicima omogu\u0107e da opozovu uklanjanje takvog sadr\u017eaja.\u00a0 – Mogu\u0107nost uklanjanja ilegalnog sadr\u017eaja mogla bi voditi u cenzuru, jer nigdje se propisuje kakav sadr\u017eaj je ilegalan, tako da je opoziv od strane korisnika i mogu\u0107nost rasprave oko povla\u010denja ili zadr\u017eavanja odre\u0111enog sadr\u017eaja na platformi po\u017eeljna mogu\u0107nost.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Svakoj pojedinoj EU dr\u017eavi \u0107e se ostaviti autonomija u odlu\u010divanju \u0161to je ilegalan sadr\u017eaj, \u0161to tako\u0111er mo\u017ee biti prijetnja slobodi govora, jer svaka dr\u017eava mo\u017ee stvari interpretirati na svoj na\u010din, ovisno kako joj odgovara. Ako je Internet globalni javni izvor znanja, informacija i interakcija, u prilog slobodi govora ne\u0107e i\u0107i \u010dinjenica da \u0107e vlade pojedinih dr\u017eava i razne organizacije polako uvoditi legislativu koja\u00a0 dijeli Internet, usitnjava ga i lokalizira na npr. kineski Internet, europski Internet\u2026i omogu\u0107uje uspostavu 27 razli\u010ditih pravila u 27 zemalja EU.\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Velike platforme uvest \u0107e i nove strategije borbe s dezinformacijama<\/b> tijekom kriza. EU zemlje su sada preplavljene dezinformacijama zbog rata. Kako to optimalno regulirati, a da se vladama EU zemalja ne dopusti da cenzuriraju medije, ili da ih koriste za \u0161irenje propagande, jo\u0161 nije poznato. La\u017ene vijesti \u0161ire se brzo jer su napravljene su budu privla\u010dne, senzacionalisti\u010dke. Ako ne\u0161to postane viralno, potrebno je provjeriti je li istinito. Instagram u tu svrhu\u00a0 pru\u017ea edukativne informacije \u2013 na primjer, svaki put kada netko objavi sadr\u017eaj u kojem se nalazi rije\u010d Covid, automatski se pojave dodatne slu\u017ebene informacije o Covidu.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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Najva\u017eniji tehnolo\u0161ki doga\u0111aj u AI svijetu je uvo\u0111enje DALL\u00b7E 2<\/b>, nove tehnologije iz otvorenog izvora koja omogu\u0107ava treniranim strojevima obradu i la\u017eiranje fotografija i slika. Na temelju tekstualnog opisa umjetni\u010dkog djela,\u00a0 DALL\u00b7E 2 kombinira koncepte, atribute i razli\u010dite umjetni\u010dke stilove te dostavlja gotovu sliku visoke kvalitete, za koju korisnik te\u0161ko mo\u017ee utvrditi da ju je napravila umjetna inteligencija. Izgleda vjerodostojno, sa sjenama, odsjajima i teksturama, gotovo kao prava fotografija. Promatrano u kontekstu poplave la\u017enih informacija i zloupotreba fotografija, vijest o novoj tehnologiji mo\u017ee zvu\u010dati zabrinjavaju\u0107e i pozivati na oprez, jer \u0107e kroz nekoliko godina tehnologija biti dostupna svima i, osim za korisne svrhe, biti upotrebljavana za dezinformiranje, integriranje u spam botove, la\u017ene poruke i to puno vje\u0161tije i br\u017ee nego \u0161to bi to mogli ljudi. Na\u0161a spremnost podrazumijevala bi razlikovanje kompjuterski generiranog teksta ili slike od onog koji stvara \u010dovjek – postoji tehnologija koja detektira takvo ne\u0161to – i provjeru istinitog\/la\u017enog sadr\u017eaja. Ova \u0107e tehnologija biti bitna i za industriju pra\u0107enja i analiziranja medija, koja \u0107e ina\u010de tro\u0161iti resurse na obradu velike koli\u010dine la\u017enog i zavaravaju\u0107eg sadr\u017eaja. EU ve\u0107 uvelike ula\u017ee u tehnologiju koja \u0107e detektirati la\u017eni sadr\u017eaj ili sliku, iako je u ovom trenutku tehnologija za kreiranje jezi\u010dnog i slikovnog sadr\u017eaja puno naprednija od tehnologije koja detektira i verificira, tj. nadzire takav sadr\u017eaj.\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

Novosti iz svijeta tehnologije, medija i industrije medijskog monitoringa i analize!
\nVijest o Muskovoj kupovini Twittera izaziva spekulacije o tome \u0161to \u0107e Twitter postati pod Muskovom ‘vladavinom’. 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