3. Indice de próximas sesiones
1. Introducción
2. Tecnología y sociedad se co-producen (1)
3. ¿De qué hablamos cuando hablamos de
Internet?
4. Internet: Un cruce de culturas
5. Tecnología y sociedad se co-producen (2)
6. Visiones de la sociedad de la información
7. Web 2.0, Social Media y afines
8. Nueva(s) Economía(s)
9. Cultura “free”
10. Comunicación en la Sociedad Red
3
7. “Free culture, like free markets,
are built with property. But the
nature of property that builds a
free culture is very different
from the extremist vision that
dominates the debate today”.
L. Lessig, “Free Culture”
7
12. “Common sense is with the
copyright warriors because the
debate so far has free framed at
the extremes - as a grand either/
or: either property or anarchy,
either total control or artists
won’t be paid. If that really is the
choice, then the warriors sould
win”.
L. Lessig, “Free Culture” (276)
12
14. Buscamos en vano entre (muchos de) los
promotores y agitadores de Internet las
cualidades del conocimiento social y político que
caracterizaban a los revolucionarios del pasado“.
Langdon Winner, ”La ballena y el reactor”
16. Anderson:
“Distribution is now close enough to free to round down. Today, it costs about
$0.25 to stream one hour of video to one person. Next year, it will be $0.15. A
year later it will be less than a dime. Which is why YouTube’s founders decided to
give it away. . . . The result is both messy and runs counter to every instinct of a
television professional, but this is what abundance both requires and demands”.
Gladwell
“There are four strands of argument here: a technological claim (digital
infrastructure is effectively Free), a psychological claim (consumers love Free), a
procedural claim (Free means never having to make a judgment), and a
commercial claim (the market created by the technological Free and the
psychological Free can make you a lot of money)”.
16
17. Una píldora de teoría social
Personas
Propósitos
Objetivos Instituciones Culturas
Sentido
Proyectos
Prácticas
Actuaciones
17
29. ¿ORGANIZA LA
INFORMACIÓN?
“The structure of the Web has caused the atomic unit of consumption for news
to migrate from the full newspaper to the individual article [...] With online
news, a reader is much more likely to arrive at a single article. While these
individual articles could be accessed from a newspaper's homepage, readers
often click directly to a particular article via a search engine or another
Website.
Changing the basic unit of content consumption is a challenge, but also an
opportunity. Treating the article as the atomic unit of consumption online has
several powerful consequences. [...] It [...] requires a different approach to
monetization: each individual article should be self-sustaining”.
Marissa Mayer, Google
¿O LA FRAGMENTA?
29
30. Ideología de la ‘nueva economía’
“We have to look at today’s economy and say
“What is that’s really scarce in the Internet
economy?” And the answer is ‘attention’ [...] So
being able to capture someone’s attention at the
right time is a very valuable asset”.
Hal Varian, Google Chief Economist
30
32. ¿Qué contienen (y no contienen)
las condiciones de servicio?
✓ Derechos de Google
✓ Derechos del usuario COMPARAR
✓ ¿Qué obtiene el usuario?
✓ ¿Qué obtiene Google? COMPARAR
32
33. “The question is whether firms should be able to use personal data
without compensating the individual.
This frames the question of privacy as a typical cost-benefit issue: How
valuable is privacy about certain types of information to the individual,
and how valuable are certain pieces of personal data to suppliers?
If suppliers of privacy information were obligated to pay people for the
data, would they be as interested in using as much of that “input” to
produce their data services?”
Jonathan Aronson
33
34. Web Site
Captura e indexa
contenidos
Acceden a los
Google contenidos que
Los ordena y les interesan
muestra a los
internautas por
medio del buscador
Internautas
35. ¿Qué obtiene ...
... el
Transacción propietario del ... Google?
contenido?
Google captura Nada, Materia prima
e indexa el de momento gratis para su
contenido negocio
Google muestra Visitas a su Audiencia para
contenidos a contenido su negocio de
los internautas publicidad
36. Objetivos de la
¿Serían aplicables a
regulación en
Google?
telecomunicaciones
✓ Garantizar general
de interés
un servicio ✓ red y indexación de la
¿La
la búsqueda?
(universal?)
✓ Evitar la integración ¿La integración de
✓ búsqueda y publicidad?
vertical
✓ Evitar las subvenciones
cruzadas entre servicios ✓ Google la practica
✓ Evitar posibles abusos
de posición dominante ✓ ???
37. Efectos colaterales
“Ante una propuesta de un nuevo sistema
tecnológico, los ciudadanos y sus representantes
tendrían que examinar el contrato social implícito
en la construcción del sistema en una forma
determinada”.
Langdon Winner
37
38. "Para que las fuerzas generadoras de riqueza en
el nuevo paradigma alcancen su máximo
esplendor, se requieren cambios inmensos en los
patrones de inversión, en los modelos de
organización de máxima eficiencia, en los mapas
mentales de todos los actores sociales y en las
instituciones que regulan y habilitan los
procesos sociales y económicos".
Carlota Pérez
38
44. Economía de las ideas
La combinación de los retornos crecientes y la
propiedad intelectual crea monopolios ‘de
facto’
“Monopolistic competition it's a form of competition between
different firms, each of which sells a different kind of product and
can behave like a monopolist at least temporarily. Of course, it
takes various kinds of institutional infrastructure to make this
system work. For example, the Government has to grant property
rights over intangible assets like ideas. It is the combination of
low replication costs to the producer and the protection of
intellectual property rights that creates the monopoly position”.
Paul Romer
44
45. La economía de retornos crecientes
“The underlying mechanisms that determine economic behavior have shifted
from ones of diminishing to ones of increasing returns”.
“Increasing returns generate not equilibrium but instability”.
“Diminishing returns reign in the traditional part of the economy. Increasing
returns reign in the newer part - the knowledge based industries” [...] They call
for different management techniques, different strategies, different codes of
government regulation. They call for different understandings.
“The hallmark of increasing returns: market instability, multiple potential
outcomes, unpredictability, the ability to lock in a market, the possible
predominance of an inferior product, fat profits for the winner”.
Brian Arthur
“Increasing Returns and the Two Worlds of Business”
“En este juego no gana siempre el pez más grande
(ni el mejor), si no el más rápido”.
(Del blog de la asignatura)
45
46. “Some experts say social media could become the Internet's next
search engine”.
46
48. “Podemos estar seguros de que la sociedad de
2030 será muy distinta de la de hoy [...]
No estará dominada, ni siquiera conformada por
las tecnologías de la información [...]
La característica central de la próxima sociedad,
como la de sus predecesores, serán nuevas
instituciones y nuevas teorías, ideologías y
problemas”.
Peter Drucker
48
50. “We stand alone in our focus on developing the
"perfect search engine," defined by co-founder
Larry Page as something that, "understands
exactly what you mean and gives you back exactly
what you want." http://www.google.com/intl/en/corporate/tech.html
“The ultimate search engine is something as
smart as people—or smarter,” [...] “For us,
working on search is a way to work on artificial
intelligence.” [...] “Certainly if you had all the
world’s information directly attached to your
brain, or an artificial brain that was smarter than
your brain, you’d be better off.”
Google, citado por N. Carr
50
52. Teorías
“En la medida en que
llegásemos a vivir una gran
parte de nuestras vidas en el
ciberspacio,
¿nos convertiríamos en super-
o infra- humanos?
H.L. Dreyfus
52
53. “The attribution of intelligence to machines, crowds
of fragments, or other nerd deities obscures more
than it illuminates. When people are told that a
computer is intelligent, they become prone to
changing themselves in order to make the computer
appear to work better, instead of demanding that the
computer be changed to become more useful. People
already tend to defer to computers, blaming
themselves when a digital gadget or online service is
hard to use.
Treating computers as intelligent, autonomous
entities ends up standing the process of engineering
on its head. We can’t afford to respect our own
designs so much” (36).
53
