The Limits of Big Data: A Review of Social Physics by Alex Pentland [technologyreview.com]
In 1969, Playboy published a long, freewheeling interview with Marshall McLuhan in which the media theorist and sixties icon sketched a portrait of the future that was at once seductive and repellent. Noting the ability of digital computers to analyze data and communicate messages, he predicted that the machines eventually would be deployed to fine-tune society’s workings. “The computer can be used to direct a network of global thermostats to pattern life in ways that will optimize human awareness,” he said. “Already, it’s technologically feasible to employ the computer to program societies in beneficial ways.” He acknowledged that such centralized control raised the specter of “brainwashing, or far worse,” but he stressed that “the programming of societies could actually be conducted quite constructively and humanistically.”
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