英语流行话题听力:Unit48 互联网威胁个人隐私

[00:01.49] Unit 48 Internet Threatens Privacy In the past, if a shop manager wanted to know you better, he had to rely on a good memory for detail. [00:13.58] They cane out from behind the counter to give you personalized service, browsed the shelves with you and made recommendations. [00:22.01] Sometimes their recommendations were made with uncanny accuracy, based on hints they picked up about who you are and what you might want. [00:32.50] They are old tricks for winning loyal customers. [00:36.43] Now take those tricks, add massive computing power and multiply the effect by a million. [00:43.40] That's what is happening these days on the World Wide Web. [00:47.51] On the Web, businesses are making great effort to know you better than you may know yourself. [00:54.23] It's called personalization. [00:57.10] Many e commerce firms are betting their future on it. [01:01.47] In this digital marketplace, the" shop manager" may actually be a machine. [01:07.27] It searches in its memory of information about you, analyzes it and creates a clear portrait of what you are likely to buy and do in the future. [01:18.05] Not all companies approach personalization in the same way. [01:22.49] For some websites, the approach is direct: they ask you to take a survey about what you like, [01:30.10] and then make offers that match your interests. [01:34.04] Another way is through IP addresses, the electronic place from which you browse the Web. [01:41.23] The addresses provide websites with an easy way to target a particular person or household. [01:49.48] Amazon. com and many other sites also compare individual's browsing and buying habits to those of thousand and millions of other consumers in their databases. [02:00.53] Using a technique called collaborative filtering, they can find out your likely interests. [02:07.34] This is based on what they know about what like minded people buy or do. [02:13.14] A clothing store, for instance, would make a very different recommendation to a customer who is 39, [02:20.13] married, intent on looking young and willing to spend US$500 than it will to a recent college graduate. [02:30.26] But this new use of Internet begins to trouble some computer users. [02:35.32] They worry that advertisers can track you without your knowledge, and that files about them might be put to ill use somehow, [02:44.01] or shared with wrong people. [02:46.35] Sometimes they just do not like being watched.

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