{"id":13172,"date":"2022-08-25T14:58:05","date_gmt":"2022-08-25T14:58:05","guid":{"rendered":"https:\/\/scienceandnerds.com\/2022\/08\/25\/can-a-youtube-ad-change-your-mind-about-disinformation\/"},"modified":"2022-08-25T14:58:06","modified_gmt":"2022-08-25T14:58:06","slug":"can-a-youtube-ad-change-your-mind-about-disinformation","status":"publish","type":"post","link":"https:\/\/scienceandnerds.com\/2022\/08\/25\/can-a-youtube-ad-change-your-mind-about-disinformation\/","title":{"rendered":"Can a YouTube ad change your mind about disinformation?"},"content":{"rendered":"<p>Source: <a href=\"https:\/\/www.theverge.com\/2022\/8\/24\/23317286\/google-jigsaw-cambridge-study-prebunking-disinformation-research\">https:\/\/www.theverge.com\/2022\/8\/24\/23317286\/google-jigsaw-cambridge-study-prebunking-disinformation-research<\/a><br \/>\n<code><br \/><\/br><\/code><\/p>\n<div readability=\"129.53182364042\">\n<p id=\"g04iWC\">\u201cPrebunking\u201d false information with short videos could nudge people to be more critical of it, suggests <a href=\"https:\/\/urldefense.proofpoint.com\/v2\/url?u=http-3A__dx.doi.org_10.1126_sciadv.abo6254&#038;d=DwMFaQ&#038;c=7MSjEE-cVgLCRHxk1P5PWg&#038;r=5c6jsAEnAtnpltsAC_qOuorSdHdePWqk8ZgYjlOve5I&#038;m=8ZxoV6HWn5_w0RgL6KepwHGc27XKGbKcRerGCG_ywp13Fk-AVmwQE-ZA9_rO1j7Q&#038;s=V0bqB7SDWoE4kX9Yfix0MzGPzSYkMvqYIs9etK35imc&#038;e=\">a new study<\/a> from researchers at the University of Cambridge and Google\u2019s Jigsaw division. The study is part of ongoing work in the field of mis- and disinformation, and it\u2019s encouraging news for researchers hoping to improve the online information ecosystem \u2014 albeit with many caveats.<\/p>\n<p id=\"4j18jN\">The Jigsaw and Cambridge study \u2014 which also involved researchers from the University of Bristol and the University of Western Australia, Perth \u2014 is one of several attempts to <a href=\"https:\/\/firstdraftnews.org\/articles\/a-guide-to-prebunking-a-promising-way-to-inoculate-against-misinformation\/\">\u201cinoculate\u201d or \u201cprebunk\u201d people<\/a> against disinformation instead of debunking it after the fact. Published in <em>Science Advances<\/em>, it recounts the impact of <a href=\"https:\/\/inoculation.science\/inoculation-videos\/\">a video series<\/a> about common tactics often used to spread false information, including scapegoating, false dichotomies, and appeals to emotion.<\/p>\n<p id=\"KbEVbN\">The roughly 90-second videos didn\u2019t discuss specific false narratives or whether a given piece of information was factual. They typically used absurd or funny examples drawn from pop culture, including <em>Family Guy<\/em> or <em>Star Wars<\/em>. (Anakin Skywalker\u2019s claim that \u201cif you\u2019re not with me, then you\u2019re my enemy\u201d is a classic false dichotomy.) The goal was to highlight red flags that might short-circuit people\u2019s critical evaluation of a social media post or video, then to see if that translated into wider recognition of those tactics. Avoiding factual claims also meant viewers weren\u2019t judging whether they trusted the source of those facts.<\/p>\n<div id=\"JL62bY\">\n<p><iframe src=\"https:\/\/www.youtube.com\/embed\/gDfQHWQwJ8Q?rel=0\" allowfullscreen=\"\" scrolling=\"no\" allow=\"accelerometer; clipboard-write; encrypted-media; gyroscope; picture-in-picture;\"><\/iframe><\/p>\n<\/div>\n<p id=\"PV1CHd\">\u201cWe wanted to remove any of the possible politicization that has sort of been confounding the question,\u201d says Jigsaw head of research and development Beth Goldberg.<\/p>\n<p id=\"OxfA3Z\">Prebunking has been promoted as an anti-misinformation strategy for years, especially after research suggested that fact-checking and corrections <a href=\"https:\/\/www.theatlantic.com\/science\/archive\/2017\/03\/this-article-wont-change-your-mind\/519093\/\">might not change people\u2019s minds<\/a> and can <a href=\"https:\/\/www.vox.com\/2014\/12\/22\/7433899\/debunk-how-to\">even backfire<\/a>. (Some of <a href=\"https:\/\/slate.com\/health-and-science\/2018\/01\/weve-been-told-were-living-in-a-post-truth-age-dont-believe-it.html\">this research is disputed<\/a>.) But as with other tactics, researchers are still in the early stages of measuring its effectiveness, particularly on social media.<\/p>\n<p id=\"YpFCWV\">Here, the study found encouraging results. In five controlled studies involving 5,000 participants recruited online, people watched either one of the prebunking videos or a neutral video of a similar length. Then, they were shown fake social media posts, some of which used the tactic in the video. People who had seen the videos were overall significantly better at judging whether these posts used the manipulation tactic, and they were significantly less likely to say they\u2019d share them.<\/p>\n<div class=\"c-float-right\">\n<aside id=\"5EBVGM\"><q>\u201cThe framing around self-defense &#8230; really resonates on both sides of the political aisle\u201d<\/q><\/aside>\n<\/div>\n<p id=\"Cu0oHy\">The team also conducted a larger study (of around 22,000 people) on the Google-owned platform YouTube. They purchased ad space to show prebunking in front of random videos. Within 24 hours, they followed up with questions similar to the ones described above, judging people\u2019s ability to recognize manipulation tactics. As before, the viewers performed better than a control group but, this time, with a longer gap after watching the video \u2014 the median was about 18 hours.<\/p>\n<p id=\"7UJued\">Future research is designed to push that timeline further, seeing how long the effects of the \u201cinoculation\u201d last. Jigsaw also wants to test videos that address specific topics, like false narratives about refugees in Europe. And because this research was conducted in the US, future studies will need to test whether other groups respond to the videos. \u201cThe framing around self-defense \u2014 someone else is trying to manipulate you, you need to equip yourself and defend yourself \u2014 really resonates on both sides of the political aisle\u201d in the US, says Goldberg. \u201cYou can really see that tapping into this American individualism.\u201d That doesn\u2019t necessarily generalize to a global scope.<\/p>\n<div class=\"c-float-right\">\n<aside id=\"RSb5h1\"><q>\u201cWe were paying folks to pay attention\u201d<\/q><\/aside>\n<\/div>\n<p id=\"AwDiH2\">Interestingly, the study\u2019s results seemed independent of people\u2019s predisposition toward conspiracy theories or political polarization. In the controlled studies, participants took surveys evaluating these and other qualities, but the results didn\u2019t correlate with their performance. \u201cI would have anticipated that a high conspiracy mentality means that you would be bad at discerning things like fear-mongering,\u201d says Goldberg. <\/p>\n<p id=\"tKyO8i\">One possible explanation is that their study stripped out the signals \u2014 like specific sources or political topics \u2014 that triggered conspiratorial or polarized thinking. Another is simpler: \u201cI think in part, we were paying folks to pay attention,\u201d says Goldberg.<\/p>\n<div id=\"tfS1Jz\">\n<p><iframe src=\"https:\/\/www.youtube.com\/embed\/lxaq_2uTgNo?rel=0\" allowfullscreen=\"\" scrolling=\"no\" allow=\"accelerometer; clipboard-write; encrypted-media; gyroscope; picture-in-picture;\"><\/iframe><\/p>\n<\/div>\n<p id=\"Z9OcLt\">Cambridge researchers have made earlier findings suggesting that prebunking might work, <a href=\"https:\/\/www.cam.ac.uk\/stories\/goviral\">including a study<\/a> built on a pandemic-themed game called <em>Go Viral! <\/em>The recent study demonstrates the potential effects of shorter, simpler interventions. But it also comes with significant limits. Even within the study, some videos were more effective than others: the video on scapegoating and another on incoherence, for instance, didn\u2019t change people\u2019s willingness to share posts using those tactics. Outside this particular experiment, the group is still evaluating how long people might retain the lessons they\u2019d learned.<\/p>\n<p id=\"ldd2hN\">And the group is still far from testing whether prebunking will make people critically evaluate information they <em>want <\/em>to believe from sources they like \u2014 which is how a lot of false information spreads across social media. \u201cThe Holy Grail will be: can we actually measure, in the moment, if you\u2019re able to apply that prebunking lesson and recall it a week later when you see Alex Jones using emotional language?\u201d says Goldberg. \u201cI\u2019m not sure that we will get significantly closer in the near term.\u201d But for now, the work opens the door to more research on whether a misinformation vaccine makes sense.<\/p>\n<\/div>\n<p><code><br \/><\/br><\/code><\/p>\n<p>Source: <a href=\"https:\/\/www.theverge.com\/2022\/8\/24\/23317286\/google-jigsaw-cambridge-study-prebunking-disinformation-research\">https:\/\/www.theverge.com\/2022\/8\/24\/23317286\/google-jigsaw-cambridge-study-prebunking-disinformation-research<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Source: \u201cPrebunking\u201d false information with short videos could nudge people to be more critical of it, suggests a new study from researchers at the University of Cambridge and Google\u2019s Jigsaw division. The study is part of ongoing work in the field of mis- and disinformation, and it\u2019s encouraging news for researchers hoping to improve the [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":13173,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","om_disable_all_campaigns":false,"pagelayer_contact_templates":[],"_pagelayer_content":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[21,8],"tags":[10],"class_list":["post-13172","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google","category-technology","tag-google"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Can a YouTube ad change your mind about disinformation? - Science and Nerds<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/scienceandnerds.com\/2022\/08\/25\/can-a-youtube-ad-change-your-mind-about-disinformation\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Can a YouTube ad change your mind about disinformation? - Science and Nerds\" \/>\n<meta property=\"og:description\" content=\"Source: \u201cPrebunking\u201d false information with short videos could nudge people to be more critical of it, suggests a new study from researchers at the University of Cambridge and Google\u2019s Jigsaw division. 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