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Voorgeprogrammeerd Voorgeprogrammeerd Voorgeprogrammeerd.indd 1 28-2-2012 14:19:13 Voorgeprogrammeerd.indd 2 28-2-2012 14:19:13 Voorgeprogrammeerd Hoe internet ons leven leidt Redactie: Christian van ’t Hof Jelte Timmer Rinie van Est Boom Lemma uitgevers Den Haag 2012 Voorgeprogrammeerd.indd 3 28-2-2012 14:19:14 Omslagontwerp: Textcetera, Den Haag Foto omslag: Shutterstock Opmaak binnenwerk: Textcetera, Den Haag © 2012 Rathenau | Boom Lemma uit gevers Behoudens de in of krachtens de Auteurswet gestelde uitzonderingen mag niets uit deze uitgave worden verveelvoudigd, opgeslagen in een geautomatiseerd gegevens- bestand, of openbaar gemaakt, in enige vorm of op enige wijze, hetzij elektronisch, mechanisch, door fotokopieën, opnamen of enige andere manier, zonder vooraf- gaande schriftelijke toestemming van de uitgever. Voor zover het maken van reprografische verveelvoudigingen uit deze uitgave is toe- gestaan op grond van artikel 16h Auteurswet dient men de daarvoor wettelijk ver- schuldigde vergoedingen te voldoen aan de Stichting Reprorecht (Postbus 3051, 2130 KB Hoofddorp, www.reprorecht.nl). Voor het overnemen van (een) gedeelte(n) uit deze uitgave in bloemlezingen, readers en andere compilatiewerken (art. 16 Auteurswet) kan men zich wenden tot de Stichting PRO (Stichting Publicatie- en Reproductierechten Organisatie, Postbus 3060, 2130 KB Hoofddorp, www.cedar.nl/pro). No part of this book may be reproduced in any form, by print, photoprint, microfilm or any other means without written permission from the publisher. ISBN 978-90-5931-797-0 NUR 800 www.boomlemma.nl www.rathenau.nl Voorgeprogrammeerd.indd 4 28-2-2012 14:19:14 Voorwoord Het Rathenau Instituut stimuleert de discussie over technologische ont- wikkelingen die veel impact hebben op de samenleving. Internet is zo’n technologie. Daarom kijken we al sinds de jaren negentig naar de nieuwe mogelijkheden en bedreigingen van het internet. In onze studies en dis- cussies ging het vaak over privacy: welke informatie geef je van jezelf prijs? Nu keren we die vraag om: welke informatie krijg je? Oftewel: hoe wordt je internetgedrag gestuurd door de achterliggende software? Software is niet neutraal, maar de uitkomst van vele keuzes die gemaakt zijn in het verleden. Keuzes van onszelf en van anderen. Ons surfgedrag wordt voorgeprogrammeerd. En gelukkig maar. Want zonder structure- rende voorprogrammering is het net een ondoorzoekbare brij van onge- structureerde informatie. Maar de keuzes die gemaakt zijn, kun je niet direct zien. Daarom dit boek, om je een kijkje achter de schermen van het internet te geven. We zijn daarin bijgestaan door een heel team aan experts. Naast de drie Rathenau-onderzoekers en de zestien auteurs van de casestudies beschikten we over een zeer ervaren begeleidingscommissie: prof. Jos de Haan (SCP, EUR), Diana Janssen (DDMA), Maurits Kreijveld (STT), prof. Ronald Leenes (UvT), Rashid Niamat (Niamat Media Groep), prof. Gerard van Oortmerssen (UvT) en prof. Corien Prins (UvT, WRR). We zijn hen zeer erkentelijk voor hun waardevolle reacties op onze plannen en conceptteksten. Dit boek is bedoeld voor iedereen die zich afvraagt waarom je op inter- net toch meestal ergens anders uitkomt dan je in eerste instantie wilde. We richten ons daarbij in het bijzonder op studenten: zij gebruiken vaak het internet en zullen het in de toekomst mede vormgeven. We hebben daarom ook samengewerkt met studenten Human Technology van de Haagse Hogeschool, die dit project als minor hebben gedaan. Ze hebben voor ons vele websites bezocht met verschillende geconstrueerde identi- teiten om te kijken hoe hun profiel hun informatieaanbod bepaalt. Daarbij hebben ze vele honderden screencaptures gemaakt van verleidelijke en misleidende knoppen, teksten en plaatjes. Als echte ‘Haagse hackers’ hebben ze ons geholpen de black box te openen. Voorgeprogrammeerd.indd 5 28-2-2012 14:19:14 6 Voorgeprogrammeerd Die methode werkte goed. We hebben daarom ook een prijsvraag uitgezet voor de meest grappige, irritante, handige en sluwe knoppen. Iedereen die meedeed, werd zo ook een beetje een Haagse hacker. Het resultaat is te zien op www.rathenau.nl/webstrijd. Maar voordat u weer online gaat, om eventueel weer heel ergens anders uit te komen dan waar u begonnen was, neem eerst, samen met ons, een kijkje achter de schermen van het internet. Prof. dr. Frans W.A. Brom, Hoofd afdeling Technology Assessment Voorgeprogrammeerd.indd 6 28-2-2012 14:19:14 Inhoud Voorwoord 5 1 Voorgeprogrammeerd 13 Achter de schermen van het internet Christian van ’t Hof, Jelte Timmer en Rinie van Est 1.1 Voorprogrammeren en herprogrammeren 13 1.2 Kijken achter de schermen van het internet 15 1.3 Voorprogrammering van dit boek 27 Intermezzo 1: Het gebruikersonderzoek en de Haagse hackers 29 2 De almachtige zoekmachine 35 Google van online TomTom naar personal coach Peter Olsthoorn 2.1 Een ideologische start 36 2.2 Naar de vette reclamebuit 38 2.3 Van personalisatie naar personal coach 47 2.4 Slot: geen kwaad in de zin 54 Intermezzo 2: Google 56 3 Dit profiel ben jij 61 Hyves en Facebook als advertentie platform en identiteitsmachine Arnold Roosendaal, Simone Fennell en Bibi van den Berg 3.1 Alles draait om leden 61 3.2 Sociale netwerksites 62 3.3 Ontwerpkeuzes en functionaliteiten 66 3.4 Domesticatie en herprogrammering 68 3.5 Verdere personalisering en micro-persuasion 69 3.6 Businessmodellen 71 3.7 Invloed op de maatschappij 78 3.8 Conclusie 80 Intermezzo 3: Facebook en Hyves 83 Voorgeprogrammeerd.indd 7 28-2-2012 14:19:14 8 Voorgeprogrammeerd 4 Automatisering van de liefde 91 Datingsites als de nieuwe matchmaker Alexander Schouten, Marjolijn Antheunis en Saskia Kanters 4.1 Online dating 91 4.2 Werking van datingsites 94 4.3 Implicaties 106 Intermezzo 4: Datingsites 112 5 Buiten de gebaande paden of binnen het eigen straatje? 119 Geosociale netwerken en de orkestratie van toeval Robin van den Akker en Linda Kool 5.1 Locatie, locatie, locatie 119 5.2 Captology: spelen, delen, jagen 122 5.3 Domesticatie 126 5.4 Orkestratie van toeval 128 5.5 Serendipiteit in de openbare ruimte 131 Intermezzo 5: Foursquare 136 6 Hoe gezond leef jij eigenlijk? 141 Gezondheid en leefstijl volgens online gezondheidstesten Stans van Egmond en Petra Engels 6.1 Gezondheidstesten als onschuldig tijdverdrijf 141 6.2 De ontwikkeling van het preventiedenken en de opkomst van marktwerking in de zorg 143 6.3 Gezondheidstesten: het vormgeven van gezondheidsinformatie 146 6.4 Aanbieders van gezondheidstesten als marktontginners 157 Intermezzo 6: Gezondheidstesten 162 7 Wijzer stemmen? 167 StemWijzer, Kieskompas en het voorgeprogrammeerde electoraat Thomas Fossen, Joel Anderson en Will Tiemeijer 7.1 Online stemadvies voor kieskeurige burgers 167 7.2 Ontwikkelingsgeschiedenis 169 7.3 Onder de kap: sturing in de constructie van stemhulpen 171 7.4 De ‘goede burger’: impliciete beelden van burgerschap en democratie 180 7.5 Conclusie 184 Voorgeprogrammeerd.indd 8 28-2-2012 14:19:14 Inhoud 9 Intermezzo 7: StemWijzer en Kieskompas 188 8 Politiek in 140 tekens 193 Een analyse van twitterende Nederlandse politici Mirko Tobias Schäfer, Nikos Overheul en Thomas Boeschoten 8.1 Twitter als politiek medium 193 8.2 Hoe Twitter de communicatie voorprogrammeert 197 8.3 Twitter als een online openbaarheid 201 8.4 De Nederlandse politieke twittersfeer 202 8.5 Debat op Twitter en in de traditionele media 205 8.6 Consequenties voor de publieke sfeer 211 Intermezzo 8: Twitter 215 9 Slotbeschouwing 221 Hoe het internet jouw leven leidt Christian van ’t Hof, Rinie van Est en Jelte Timmer 9.1 Mesoniveau: achter de schermen van het internet 221 9.2 Macroniveau: trends in de informatiesamenleving 227 9.3 Microniveau: bewuster surfen langs sturende knoppen 232 Over de auteurs 241 Voorgeprogrammeerd.indd 9 28-2-2012 14:19:14 Voorgeprogrammeerd.indd 10 28-2-2012 14:19:14 Inleiding Zoeken Vrienden Liefde Locaties Gezondheid Stemmen Opinie Slot Voorgeprogrammeerd.indd 11 28-2-2012 14:19:14 Inleiding Zoeken Vrienden Liefde Locaties Gezondheid Stemmen Opinie Slot Voorgeprogrammeerd.indd 12 3128-2-2012 14:19:15 Voorgeprogrammeerd Achter de schermen van het internet Christian van ’t Hof, Jelte Timmer en Rinie van Est Een zoekterm bij Google wordt automatisch aangevuld. Facebook, LinkedIn en datingsites geven suggesties voor contacten die inte- ressant kunnen zijn. Een boodschap op Twitter moet binnen 140 tekens blijven. Gezondheidssites geven na een testje advies hoe je je leefstijl kunt verbeteren. En stemwijzers maken de keuze voor politieke partijen makkelijker. In steeds meer belangrijke keuzes in ons leven laten we ons bijstaan door internet. Dat maakt het leven gemakkelijker, want wie alle informatie krijgt, komt uiteindelijk om in te veel keuzes en heeft uiteindelijk niets. Keuzes moeten daarom worden voorgeprogrammeerd. Echter, hoe komt die programme- ring tot stand? Om antwoord te krijgen op deze vragen, nemen we in dit boek een kijkje achter de schermen van het internet. ‘Neo: “But if you already know, how can I make a choice?” The Oracle: “Because you didn’t come here to make the choice, you’ve already made it. You’re here to try to understand why you made it. I thought you’d have figured that out by now.’’’ (The Matrix Reloaded, 2003) 1.1 Voorprogrammeren en herprogrammeren Een mes snijdt niet altijd aan twee kanten. Als slechts één kant gesle- pen is, dwingt het mes je in wezen die kant te gebruiken als je iets wilt snijden. Het mes is dus voorgeprogrammeerd voor een bepaald gebruik. Onder voorprogrammeren verstaan we de keuzes die vooraf zijn gemaakt en besloten liggen in de technologie. Autorijden is ook voorgeprogram- meerd: de aanleg van wegen en het plaatsen van verkeersborden maken bepaalde routes begaanbaar en andere niet. Dat moet ook wel, anders verdwalen we of botsen we op elkaar. Voor technologie geldt in het alge- meen dat het ons helpt, maar tegelijk ook stuurt in ons gedrag. 31Voorgeprogrammeerd.indd 13 28-2-2012 14:19:15 14 Voorgeprogrammeerd Met informatietechnologie is echter iets bijzonders aan de hand.
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