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1、23DEDICATIONToMomandDad4CONTENTSCoverTitlePageDedicationForewordbyStevenPinkerIntroduction:TheOutlinesofaRevolutionPARTI:DATA,BIGANDSMALL1.YourFaultyGut5PARTII:THEPOWERSOFBIGDATA2.WasFreudRight?3.DataReimaginedBodiesasDataWordsasDataPicturesasData4.DigitalTruthSerumTheTru
2、thAboutSexTheTruthAboutHateandPrejudiceTheTruthAbouttheInternetTheTruthAboutChildAbuseandAbortionTheTruthAboutYourFacebookFriendsTheTruthAboutYourCustomersCanWeHandletheTruth?65.ZoomingInWhat’sReallyGoingOninOurCounties,Cities,andTowns?HowWeFillOurMinutesandHoursOurDoppel
3、gangersDataStories6.AlltheWorld’saLabTheABCsofA/BTestingNature’sCruel—butEnlightening—ExperimentsPARTIII:BIGDATA:HANDLEWITHCARE7.BigData,BigSchmata?WhatItCannotDoTheCurseofDimensionality7TheOveremphasisonWhatIsMeasurable8.MoData,MoProblems?WhatWeShouldn’tDoTheDangerofEmpo
4、weredCorporationsTheDangerofEmpoweredGovernmentsConclusion:HowManyPeopleFinishBooks?AcknowledgmentsNotesIndexAbouttheAuthorCopyrightAboutthePublisher8FOREWORDEversincephilosophersspeculatedabouta“cerebroscope,”amythicaldevicethatwoulddisplayaperson’sthoughtsonascreen,soci
5、alscientistshavebeenlookingfortoolstoexposetheworkingsofhumannature.Duringmycareerasanexperimentalpsychologist,differentoneshavegoneinandoutoffashion,andI’vetriedthemall—ratingscales,reactiontimes,pupildilation,functionalneuroimaging,evenepilepsy9patientswithimplantedelec
6、trodeswhowerehappytowhileawaythehoursinalanguageexperimentwhilewaitingtohaveaseizure.Yetnoneofthesemethodsprovidesanunobstructedviewintothemind.Theproblemisasavagetradeoff.Humanthoughtsarecomplexpropositions;unlikeWoodyAllenspeed-readingWarandPeace,wedon’tjustthink“Itwasa
7、boutsomeRussians.”Butpropositionsinalltheirtangledmultidimensionalgloryaredifficultforascientisttoanalyze.Sure,whenpeoplepourtheirheartsout,weapprehendtherichnessoftheirstreamofconsciousness,butmonologuesarenotanidealdatasetfortestinghypotheses.Ontheotherhand,if10weconcen
8、trateonmeasuresthatareeasilyquantifiable,likepeople’sreactiontimetowords,ortheirskinresponsetopi
