Ukuvela kwemidiya emisha: Amandla amasha abusa indawo yabezindaba

• About the Author:
• Igama lomlobi

  I-Quantumrun Foresight
• February 25, 2022

Isifinyezo sokuqonda

Imboni yezokusakaza ibe noguquko olukhulu, nokwehla ukwethenjwa komphakathi kanye nezindlela ezintsha zokuxhumana ezithatha indawo ephambili. Izinto ezinjengokuhlukaniswa kwezindaba, umthelela womqedazwe we-COVID-19, kanye nokwanda kwezinkundla eziku-inthanethi kushintshe isimo sezwe, okuholele ekushintsheni ekubeni yimithombo yezindaba evamile kuya ezinkundleni zedijithali. Lolu shintsho lwenze abezindaba lwentando yeningi, kodwa luphinde lwaveza ukukhathazeka mayelana nokusabalala kolwazi olungaqondile, ukusimama kobuntatheli obusezingeni eliphezulu, kanye nesidingo sokuqondiswa kokulawula.

Ukunyuka kwengqikithi yemidiya entsha

Imboni yezindaba, eyake yaba isikhanyiso sokubeka izinto obala nokuba yiqiniso, ibone ushintsho olukhulu ekuthembekeni komphakathi eminyakeni edlule. Ekuqaleni kwawo-1970, cishe amaphesenti angu-70 omphakathi abeka ithemba lawo kwabezindaba, isibalo esiye sehla saba ngamaphesenti angu-40 ngo-2021. Ucwaningo olwenziwa ngawo lowo nyaka lwathola ukuthi i-US yayinezinga eliphansi lokuthembela abezindaba, ngamaphesenti angama-29 kuphela abantu abazwakalisa ukuzethemba. Lokhu kuncipha kokwethenjwa kungase kubangelwe izici ezihlukahlukene, okuhlanganisa ukwanda kokwehluka kwabantu kanye nokuba nezombusazwe kwezindaba, okwenze kwaba inselele kwabaningi ukuhlukanisa phakathi kokubika okuyiqiniso nolwazi olunganembile.

Umkhakha wezindaba wekhulunyaka lama-21 usuphenduke isizinda semibono ehlukene, evame ukuthonywa ukuthambekela kwezepolitiki. Lolu shintsho selwenze kwaba nzima ukuthi izethameli zihlukanise izindaba zangempela nezindaba eziqanjiwe. Lesi simo saba lukhuni nakakhulu ngenxa yalolu bhubhane, olungagcinanga nje ngokuphazamisa ukuhamba kwemali yokukhangisa kodwa futhi lwasheshisa ukwehla kwamaphephandaba ashicilelwe emhlabeni jikelele. Le ntuthuko iholele ekulahlekeni kwemisebenzi okukhulu embonini, okuqhubekisela phambili ukuntengantenga kwesimo ebesivele sibucayi.

Phakathi kwalezi zinselele, izindlela zendabuko zemithombo yezindaba, njengamaphephandaba kanye nenethiwekhi yezindaba zamakhebula, ziye zathathelwa indawo izindlela ezintsha zokuxhumana. Lawa mafomu ahlanganisa amawebhusayithi, ukusakazwa kwamavidiyo aku-inthanethi, izinkundla zokuxhumana, imiphakathi eku-inthanethi, namabhulogi. Lezi zinkundla, ngokufinyelela kwazo okukhulu nokufinyeleleka kwazo, zinikeze umphakathi nezintatheli ezisafufusa ikhono lokwabelana ngemibono yazo nezindaba nezithameli zomhlaba. Lolu shintsho lwenze intando yeningi ezweni labezindaba, kodwa luphinde lwaphakamisa imibuzo emisha mayelana neqhaza nezibopho zabezindaba esikhathini sedijithali.

Umthelela ophazamisayo

Ukwanda kwezinkundla zezokuxhumana eziku-inthanethi nezinkundla zokuxhumana kuyishintshe kakhulu indlela ulwazi olusatshalaliswa ngayo emphakathini wethu. Osaziwayo nabagqugquzeli, abahlome ngama-smartphones abo, manje sebengakwazi ukwabelana ngemibono yabo nezithameli zomhlaba wonke, balolonge imibono yomphakathi ngezindlela ngaphambilini ezaziyisizinda sezintatheli ezingochwepheshe. Lolu shintsho luphoqe abezindaba bendabuko ukuthi bazivumelanise nezimo, basungula ubukhona obuqinile ku-inthanethi nokukhulisa ukulandela kwabo kwedijithali ukuze bahlale bebalulekile. 

Ukuphendula lezi zinguquko, amamodeli ebhizinisi ezinhlangano eziningi zemidiya athuthukile. Ubuntatheli befomu ende, uma kuyindinganiso yokubika okujulile, sebuthathelwe indawo kakhulu amamodeli okubhalisa nawobulungu. Lawa mamodeli amasha avumela abezindaba ukuthi bafinyelele izethameli zabo ngokuqondile, bedlula iziteshi ezivamile zokusabalalisa. Kodwa-ke, baphinde baphakamise imibuzo mayelana nokusimama kobuntatheli obusezingeni enkathini lapho izihloko zezindaba ze-clickbait kanye nokuvusa imizwa kuvame ukuthola ukunakwa okwengeziwe.

Ukusetshenziswa kwama-algorithms ukuqondisa okuqukethwe ezithamelini ezithile kuye kwaguqula ngokwengeziwe isimo semidiya. Lobu buchwepheshe buvumela izintatheli ezizimele nabasakazi ukuthi bafinyelele izethameli zabo ngempumelelo. Kodwa-ke, iphinde inikeze amandla ukusatshalaliswa kokuqukethwe okuchemile noma okudukisayo, njengoba lawa ma-algorithms evame ukubeka phambili ukuzibandakanya kunokunemba. Lo mkhuba ugcizelela isidingo sokufunda nokubhala kwabezindaba kanye namakhono okucabanga okujulile phakathi komphakathi, kanye nesidingo sokwengamela okulawulwayo ukuze kuqinisekiswe ukusetshenziswa ngendlela efanele kwala mathuluzi anamandla.

Imithelela yokukhula kwemidiya entsha

Imithelela ebanzi yokukhuphuka kwemidiya entsha ingase ihlanganise:

• Ikhono lokusakaza imilayezo echemile ngezinga, okuholela ekwenyukeni kwezingxabano kanye nokukhuthazwa nokugxilwa kwe-polarization nokungabekezelelani.
• Ukuncipha kokuthembeka kokubikwa kwezindaba okuvamile ngenxa yobuningi bezinketho zemidiya ezitholakalayo ukuze zisetshenziswe umphakathi.
• Ukwenyuka kwemizwa yemithombo yezindaba njengendlela yokuthuthukisa ukubukwa okukhulayo phakathi kwababukeli bayo nokuncintisana ngokumelene nabezindaba ezintsha.
• Amathuba amasha ekudaleni okuqukethwe kwedijithali nokuphathwa kwenkundla yezokuxhumana.
• Izimo zezepolitiki ezihlukene njengoba abantu bechayeka emibonweni eyeqisayo.
• Ukusetshenziswa kwama-algorithms ukuze kuqondiswe okuqukethwe okuholela ekwakhiweni "kwamagumbi e-echo," lapho abantu bevezwa kuphela emibonweni eqondana neyabo, okukhawulela ukuqonda kwabo imibono eyahlukahlukene.
• Ukwenyuka kokusetshenziswa kwamandla kanye nokumoshakala kwe-elekthronikhi njengoba kudingeka amadivaysi amaningi ukuze ufinyelele okuqukethwe kwedijithali.
• Ukucutshungulwa okukhulu kwezinkampani zobuchwepheshe njengoba ohulumeni befuna ukulawula ithonya labo futhi bavikele idatha yabasebenzisi.
• Ukwenyuka kobuntatheli bezakhamizi okuthuthukisa ukuzibandakanya komphakathi kanye nokubika kwendawo.

Imibuzo okufanele icatshangelwe

• Lapho sibhekene nezibalo ezikhulayo zezinkundla ezintsha zemidiya, iyiphi indlela engcono kakhulu yokulwa nokusabalala kolwazi olunganembile?
• Ingabe ucabanga ukuthi isimo semidiya esithuthukisiwe sizofinyelela emazingeni okuthenjwa umphakathi ake ajatshulelwa umsebenzi wezindaba emashumini eminyaka adlule?