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The tech giant plans to release a series of short videos highlighting the techniques common to many misleading claims. The videos will appear as advertisements on platforms like Facebook, YouTube or TikTok<\/a> in Germany. A similar campaign in India is also in the works.
It's an approach called pre-bunking, which involves teaching people how to spot false claims before they encounter them. The strategy is gaining support among researchers and tech companies.
\"There's a real appetite for solutions,\" said Beth Goldberg, head of research and development at Jigsaw, an incubator division of Google that studies emerging social challenges. \"Using ads as a vehicle to counter a disinformation technique is pretty novel. And we're excited about the results.\"
While belief in falsehoods and conspiracy theories isn't new, the speed and reach of the internet<\/a> has given them a heightened power. When catalyzed by algorithms, misleading claims can discourage people from getting vaccines, spread authoritarian propaganda, foment distrust in democratic institutions and spur violence.
It's a challenge with few easy solutions. Journalistic fact checks are effective, but they're labor intensive, aren't read by everyone, and won't convince those already distrustful of traditional journalism. Content moderation by tech companies is another response, but it only drives misinformation<\/a> elsewhere, while prompting cries of censorship and bias.
Pre-bunking videos, by contrast, are relatively cheap and easy to produce and can be seen by millions when placed on popular platforms. They also avoid the political challenge altogether by focusing not on the topics of false claims, which are often cultural lightning rods, but on the techniques that make viral misinformation so infectious.
Those techniques include fear-mongering, scapegoating, false comparisons, exaggeration and missing context. Whether the subject is COVID-19, mass shootings, immigration, climate change or elections, misleading claims often rely on one or more of these tricks to exploit emotions and short-circuit critical thinking.
Last fall, Google launched the largest test of the theory so far with a pre-bunking video campaign in Poland, the Czech Republic and Slovakia. The videos dissected different techniques seen in false claims about Ukrainian refugees. Many of those claims relied on alarming and unfounded stories about refugees committing crimes or taking jobs away from residents.
The videos were seen 38 million times on Facebook, TikTok, YouTube and Twitter - a number that equates to a majority of the population in the three nations. Researchers found that compared to people who hadn't seen the videos, those who did watch were more likely to be able to identify misinformation techniques, and less likely to spread false claims to others.
The pilot project was the largest test of pre-bunking so far and adds to a growing consensus in support of the theory.
\"This is a good news story in what has essentially been a bad news business when it comes to misinformation,\" said Alex Mahadevan, director of MediaWise, a media literacy initiative of the Poynter Institute that has incorporated pre-bunking into its own programs in countries including Brazil, Spain, France and the U.S.
Mahadevan called the strategy a \"pretty efficient way to address misinformation at scale, because you can reach a lot of people while at the same time address a wide range of misinformation.\"
Google's new campaign in Germany will include a focus on photos and videos, and the ease with which they can be presented of evidence of something false. One example: Last week, following the earthquake in Turkey, some social media users shared video of the massive explosion in Beirut in 2020, claiming it was actually footage of a nuclear explosion triggered by the earthquake. It was not the first time the 2020 explosion had been the subject of misinformation.
Google will announce its new German campaign Monday ahead of next week's Munich Security Conference. The timing of the announcement, coming before that annual gathering of international security officials, reflects heightened concerns about the impact of misinformation among both tech companies and government officials.
Tech companies like pre-bunking because it avoids touchy topics that are easily politicized, said Sander van der<\/a> Linden, a University of Cambridge professor considered a leading expert on the theory. Van der Linden worked with Google on its campaign and is now advising Meta<\/a>, the owner of Facebook and Instagram<\/a>, as well.
Meta has incorporated pre-bunking into many different media literacy and anti-misinformation campaigns in recent years, the company told The Associated Press in an emailed statement.
They include a 2021 program in the U.S. that offered media literacy training about COVID-19 to Black, Latino and Asian American communities. Participants who took the training were later tested and found to be far more resistant to misleading COVID-19 claims.
Pre-bunking comes with its own challenges. The effects of the videos eventually wears off, requiring the use of periodic \"booster\" videos. Also, the videos must be crafted well enough to hold the viewer's attention, and tailored for different languages, cultures and demographics. And like a vaccine, it's not 100% effective for everyone.
Google found that its campaign in Eastern Europe varied from country to country. While the effect of the videos was highest in Poland, in Slovakia they had \"little to no discernible effect,\" researchers found. One possible explanation: The videos were dubbed into the Slovak language, and not created specifically for the local audience.
But together with traditional journalism, content moderation and other methods of combating misinformation, pre-bunking could help communities reach a kind of herd immunity when it comes to misinformation, limiting its spread and impact.
\"You can think of misinformation as a virus. It spreads. It lingers. It can make people act in certain ways,\" Van der Linden told the AP. \"Some people develop symptoms, some do not. So: if it spreads and acts like a virus, then maybe we can figure out how to inoculate people.\"
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谷歌在欧洲扩大错误信息“prebunking”
这家科技巨头计划发布一系列简短的视频,包括许多误导性广告常见的技术。视频会出现广告平台像Facebook, YouTube或TikTok在德国。在印度还发起过一次类似的推广活动。
这家科技巨头计划发布一系列简短的视频,包括许多误导性广告常见的技术。视频会出现广告平台像Facebook, YouTube或TikTok在德国。在印度还发起过一次类似的推广活动。
这是一个方法称为pre-bunking,包括教人们如何识别虚假索赔之前遇到他们。战略研究人员和科技公司中获得支持。
“有真实需求的解决方案,”贝思说戈德堡、研发主管拼图,孵化器谷歌分工研究新兴的社会挑战。“把广告作为一种车辆对抗虚假信息技术很新颖。我们对结果感到兴奋。”
而相信谎言和阴谋论并不新鲜,速度和达到的互联网给了他们一个更高的力量。当催化算法,误导可以阻碍人们获得疫苗,宣传独裁,煽动民主机构的不信任,并引发暴力。
这是一个挑战与几个简单的解决办法。新闻事实检查是有效的,但它们是劳动密集型,并不被大家所接受,不会让那些已经不信任的传统新闻。科技公司是另一个反应适度的内容,但它只驱动器错误信息在其他地方,而促使的审查和偏见。
Pre-bunking视频,相比之下,相对便宜和容易产生,可以看到数百万当放置在流行的平台。他们也完全避免政治挑战虚假声称不关注的话题,通常文化避雷针,但错误信息技术,使病毒感染。
寻找替罪羊,这些技术包括散布虚假的比较,夸张和失踪上下文。这个话题是否COVID-19,大规模枪击事件、移民、气候变化或选举,误导往往依赖于一个或多个这些技巧利用情感和短路批判性思维。
去年秋天,谷歌推出了迄今为止最大的测试理论与pre-bunking视频运动在波兰,捷克共和国和斯洛伐克。切割不同的技术的视频中看到错误的关于乌克兰的难民。许多主张依靠报警和毫无根据的难民的故事犯罪远离居民或工作。
视频出现在Facebook上3800万倍,TikTok, YouTube和Twitter——这一数字相当于大多数在这三个国家的人口。研究人员发现,没有看过视频的人相比,那些观看更有可能能够识别错误的信息技术,也不太可能传播虚假索赔。
试点项目是pre-bunking迄今为止最大的测试,需要增加共识支持这个理论。
”这是一个很好的新闻故事在本质上乐动扑克一直是坏消息业务错误信息时,“说亚历克斯·马哈MediaWise主任媒介素养倡议的波因特学院合并pre-bunking到它自己的程序的国家包括巴西、西班牙、法国和美国
马哈称战略是“相当有效的方法来解决大规模错误信息,因为你可以达到很多人同时解决广泛的错误。”
谷歌的新运动在德国将包括一个专注于照片和视频,以及他们的可以提出一些虚假的证据。一个例子:上周,在土耳其地震之后,巨大的爆炸的一些社交媒体用户共享视频2020年在贝鲁特,声称它实际上是地震引发核爆炸的镜头。第一次在2020年爆炸了错误信息的主题。
谷歌周一将宣布其新的德国活动之前,下周的慕尼黑安全会议。之前宣布的时机,年会的国际安全官员,反映了影响的担忧加剧错误信息科技公司和政府官员。
科技公司喜欢pre-bunking因为它避免敏感话题很容易政治化,桑德说范德剑桥大学教授林登认为是一个领先的专家理论。范德林登曾与谷歌在其竞选,现在建议元,Facebook的老板Instagram。
元已经包含pre-bunking成许多不同的媒介素养和anti-misinformation运动近年来,该公司在一份电邮声明中告诉美联社。
包括2021项目在美国提供媒介素养培训COVID-19黑人,拉丁裔和亚裔美国人社区。培训的参与者们后来测试和发现更耐误导COVID-19索赔。
Pre-bunking带来了一系列的挑战。视频的影响最终会消退,需要周期性的“助推器”视频的使用。同时,必须精心制作的视频足以抓住观众的注意力,并针对不同的语言,文化和人口统计数据。像疫苗一样,对每个人来说都不是100%的有效。
谷歌发现其在东欧各国不同的运动。虽然视频的效果是最高的在波兰,斯洛伐克他们“几乎没有明显的影响,”研究人员发现。一个可能的解释:视频被称为到斯洛伐克的语言,而不是创建专门为当地观众。
但与传统新闻、打击错误的内容节制和其他方法,pre-bunking可以帮助社区达到一种群体免疫时错误信息,限制了它的传播和影响。
“你可以认为错误是一个病毒。它传播。它徘徊。它能让人们以某种方式行动,”范德林登告诉美联社。“有些人出现症状,有些没有。所以:如果它就像一个病毒传播,那么也许我们可以找出如何接种人。”
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