MONKTOBERFEST 2018: Psychology of Fake News

045d790f605ea8d482380c5075d802d5?s=47 Cecy C.
October 04, 2018
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MONKTOBERFEST 2018: Psychology of Fake News

Fake news spread six times faster in social media than true stories. As technologists, our industry has built the tools that enable the spread of disinformation across social, the web, and beyond. But fake news is nothing new, it has been a part of each advancement in the technology that powers the spread of information, from the printing press to blogging. What makes fake news so appealing? Is it a tech problem or a human problem? In this talk, I will explain the psychology that makes fake news appealing to our brain, and what technology can learn about this psychology to build better tools.

045d790f605ea8d482380c5075d802d5?s=128

Cecy C.

October 04, 2018
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Transcript

  1. PSYCHOLOGY OF FAKE NEWS [CECY CORREA // @cecycorrea // 2018]

    AND WHAT TECH CAN DO ABOUT IT
  2. RESEARCHING FAKE NEWS SINCE 2016

  3. HOW DID WE GET HERE?

  4. None
  5. WHY DO PEOPLE BELIEVE FAKE NEWS?

  6. THE PSYCHOLOGY BEHIND FAKE NEWS

  7. HOW BELIEFS ARE FORMED HOW WE EXPERIENCE KNOWLEDGE

  8. THINKING FAST AND SLOW, DANIEL KAHNEMAN HOW BELIEFS ARE FORMED

  9. STUDY: “Steve is very shy and withdrawn. Helpful but shows

    little interest in people. Meek and tidy with a passion for structure.” IS STEVE A FARMER OR A LIBRARIAN?
  10. STUDY: “Steve is very shy and withdrawn. Helpful but shows

    little interest in people. Meek and tidy with a passion for structure.” IS STEVE A FARMER OR A LIBRARIAN?
  11. 20 FARMERS PER 1 LIBRARIAN

  12. SYSTEM 1 fast, automatic, intuitive (FAST)

  13. SYSTEM 2 Analytical (SLOW)

  14. WE USE SLOW MIND (SYSTEM 2) TO FORM BELIEFS, OUR

    ACTIONS ON THOSE BELIEFS ARE INSTINCTUAL
  15. FAKE NEWS SITES COVERING THE SAME ‘STORY’ SOURCE: BUZZFEED

  16. YELLOW JOURNALISM EST. 1890s

  17. SENSATIONALISTIC HEADLINES WORK BECAUSE THEY APPEAL TO OUR FEELINGS

  18. WHERE DO FEELINGS FIT WITH BELIEFS AND KNOWLEDGE?

  19. “WHEN FACED WITH A DIFFICULT QUESTION, WE ANSWER AN EASIER

    ONE INSTEAD”
  20. HOW WE ANSWER QUESTIONS WITH FEELINGS “How should financial advisors

    who prey on the elderly be punished?” “How much anger do I feel when I think of financial predators?”
  21. WE CAN OFTEN CONFUSE FEELINGS FOR KNOWLEDGE

  22. KNOWLEDGE THE KNOWLEDGE ILLUSION

  23. EXERCISE: DRAW A BIKE

  24. KNOWLEDGE IS SHALLOW “BY DESIGN”

  25. OUR BRAINS COULD NOT FUNCTION IF WE WERE AWARE OF

    HOW MUCH WE DON’T KNOW
  26. THE KNOWLEDGE ILLUSION THE KNOWLEDGE ILLUSION “...strong feelings about issues

    do not emerge from deep understanding... but it deepens as more people believe this together”
  27. None
  28. BELIEVING (FEELING) TOGETHER

  29. FAKE NEWS SPREAD SOURCE: THE ATLANTIC

  30. “It seems to be pretty clear that false information outperforms

    true information,” said Soroush Vosoughi, a data scientist at MIT who has studied fake news since 2013 and who led this study. “And that is not just because of bots. It might have something to do with human nature.”
  31. TWO STORIES

  32. A TALE OF TWO STORIES THEN PRESIDENTIAL HOPEFUL DONALD TRUMP

    FLIES CRITICALLY ILL CHILD ANDREW TEN FROM CALIFORNIA TO NEW YORK IN HIS PRIVATE JET FOR TREATMENT OBITUARY FROM DONALD TRUMP’S DECEASED COUSIN IMPLORES THE PUBLIC NOT TO VOTE FOR THE GOP PRESIDENTIAL CANDIDATE.
  33. A TALE OF TWO STORIES THEN PRESIDENTIAL HOPEFUL DONALD TRUMP

    FLIES CRITICALLY ILL CHILD ANDREW TEN FROM CALIFORNIA TO NEW YORK IN HIS PRIVATE JET FOR TREATMENT ✅ OBITUARY FROM DONALD TRUMP’S DECEASED COUSIN IMPLORES THE PUBLIC NOT TO VOTE FOR THE GOP PRESIDENTIAL CANDIDATE. ❌
  34. FAKE NEWS STORIES OUTPERFORM TRUE STORIES BY ABOUT 6X

  35. FAKE NEWS STORIES ELICIT A STRONG EMOTIONAL RESPONSE

  36. THE HATE CLICK SOURCE: ScreenCrush

  37. CAN WE DISPROVE FAKE NEWS?

  38. EXERCISE: DRAW A BIKE EXPLAIN POLICY

  39. GREAT! LET’S DO THAT!

  40. TURNS OUT PEOPLE DON’T LIKE FEELING DUMB

  41. None
  42. “For some of our participants, checking out the other bubble

    only confirmed their commitment to staying inside their own.”
  43. “A GOOD LEADER MUST BE ABLE TO HELP PEOPLE REALIZE

    THEIR IGNORANCE WITHOUT MAKING THEM FEEL STUPID”
  44. THIS IS WHERE TECH COMES IN!

  45. SOURCE: CNN

  46. FUTUREOFFAKENEWS.COM

  47. SOURCE: @arsduo

  48. None
  49. WE NEED TO TAKE GREATER OWNERSHIP OF OUR PRODUCTS /

    TOOLS
  50. SOURCE: VANITY FAIR

  51. “You can’t tell your advertisers that you can target users

    down to the tiniest pixel but then throw your hands up before the politicians and say your machines can’t figure out if bad actors are using your platform.” —Jessica Powell
  52. PERSPECTIVE API

  53. SOURCE: Forbes

  54. THE OPPORTUNITY IS OUT THERE

  55. None