Google Study Finds Psychological 'Inoculation' Can Improve Resistance to Misinformation

Are there better ways to fight misinformation? "Researchers at Google, the University of Cambridge and the University of Bristol tested a different approach that tries to undermine misinformation before people see it," reports the New York Times. (Alternate URL here.) Instead of using the term "debunking," they're calling it "pre-bunking...."The researchers found that psychologically "inoculating" internet users against lies and conspiracy theories - by pre-emptively showing them videos about the tactics behind misinformation - made people more skeptical of falsehoods afterward, according to an academic paper published in the journal Science Advances on Wednesday.... The users were taught about tactics such as scapegoating and deliberate incoherence, or the use of conflicting explanations to assert that something is true, so that they could spot lies. Researchers tested some participants within 24 hours of seeing a pre-bunk video and found a 5 percent increase in their ability to recognize misinformation techniques. One video opens with a mournful piano tune and a little girl grasping a teddy bear, as a narrator says, "What happens next will make you tear up." Then the narrator explains that emotional content compels people to pay more attention than they otherwise would, and that fear-mongering and appeals to outrage are keys to spreading moral and political ideas on social media. The video offers examples, such as headlines that describe a "horrific" accident instead of a "serious" one, before reminding viewers that if something they see makes them angry, "someone may be pulling your strings." Beth Goldberg, one of the paper's authors and the head of research and development at Jigsaw, a technology incubator within Google, said in an interview that pre-bunking leaned into people's innate desire to not be duped. "This is one of the few misinformation interventions that I've seen at least that has worked not just across the conspiratorial spectrum but across the political spectrum," Ms. Goldberg said. Jigsaw will start a pre-bunking ad campaign on YouTube, Facebook, Twitter and TikTok at the end of August for users in Poland, Slovakia and the Czech Republic, meant to head off fear-mongering about Ukrainian refugees who entered those countries after Russia invaded Ukraine. It will be done in concert with local fact checkers, academics and disinformation experts. The researchers don't have plans for similar pre-bunking videos ahead of the midterm elections in the United States, but they are hoping other tech companies and civil groups will use their research as a template for addressing misinformation.... The effects of pre-bunking last for only between a few days and a month.... The researchers wrote that pre-bunking worked like medical immunization: "Pre-emptively warning and exposing people to weakened doses of misinformation can cultivate 'mental antibodies' against fake news."

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