The joy of creativity

 
Column In the competition for talent, the media can learn from the IT sector - Joseph Weizenbaum sends his regards.  
The first conversation with Eliza was a serious one: The computer program simulated a therapeutic conversation. Question after question, she tried to get to the bottom of our motives. Once again, when dealing with computers, the question arose that humanity asks itself whenever new technical possibilities are developed: When will machines trump humans? Will the power of decision ultimately go to an electronic mastermind? And when will people still need people as counterparts with whom they can experience all aspects of existence face to face? two news items in recent days have once again prompted reflection on this topic. The death of Joseph Weizenbaum, the computer pioneer who was not only concerned with technological developments, but also with their positive and negative effects on humanity. In the 1960s, he developed a program that simulated the principles of psychological questioning. The virtual therapy program Eliza became a test of the extent to which flesh-and-blood interlocutors could be replaced by artificial programs.
The reactions triggered by Eliza were a further reason for Weizenbaum to carefully analyze the relationship between computers and society. One of his core tasks became the critical examination of the use of computers. In 1972, he wrote in an essay for the weekly newspaper Die Zeit: "Most of the damage that the computer could potentially cause depends less on what the computer can or cannot actually do than on the characteristics that the public ascribes to the computer." He therefore criticized the creation of an artificial world in which there is no longer any real experience.
The second piece of news from the past few days provides proof that people cannot live in artificial worlds alone. Google is expanding its headquarters in Zurich. The company opened its new research and development center on the Hürlimann site.
And how does Google justify its decision? Research has apparently shown that Zurich Googlers, the "Zooglers", value inspiring communal and working areas. An attractive working environment promotes creativity. Nelson Mattos from Google explained: "Our international teams support the cross-fertilization of ideas and a culture of innovation." With its search engines and internet services, Google wants to offer the world a virtual open communication platform. Within the company, however, it is important to continue to ensure real contact in addition to virtual exchange.
Creativity is encouraged with a mix of work and relaxation facilities. Google's offices look like a large playground. On the company website, Google describes its corporate philosophy: "Just as Google puts users first when it comes to online service, Google puts employees first when it comes to day-to-day work. (...) The highly communicative environment encourages productivity and camaraderie. (...) Give a group of people who want to achieve something positive the right tools and they will achieve it." Terms such as "communicative environment" or even "camaraderie", on the other hand, seem like fairy tales from another era in many companies that are under a lot of pressure.
For once, there are Google fans and Google sceptics: search engines may be helpful tools, but they are no substitute for human interaction. "Today, everyone thinks they only have to Google to get relevant information. But you first have to learn to ask the right questions," explained Weizenbaum in an interview with Die Zeit. Good questions are like scientific experiments, they presuppose a lot of knowledge. The Zooglers apparently learn to ask the right questions not through algorithms, but through an intensive exchange with colleagues.
Competition in the media is also a war for talent. In this war, however, special weapons are required. The business of the media is ultimately content that is intended to interest and fascinate. In the competition for users' favor, it is also important to keep offering surprises.
Google has built its success on innovative solutions. To ensure that search engines do not completely supplant traditional media, the latter must compete for creativity.
The traditional media should accept this challenge. Otherwise the IT companies will soon have conquered the content market after their offensive in the advertising market. What did Joseph Weizenbaum say? "Technology derives its value from the society in which it is embedded."
Josefa Haas is Head of the Media Institute