From Scientific American:
Consider Andy, who is worried about contracting COVID-19. Unable to read all the articles he sees on it, he relies on trusted friends for tips. When one opines on Facebook that pandemic fears are overblown, Andy dismisses the idea at first. But then the hotel where he works closes its doors, and with his job at risk, Andy starts wondering how serious the threat from the new virus really is. No one he knows has died, after all. A colleague posts an article about the COVID “scare” having been created by Big Pharma in collusion with corrupt politicians, which jibes with Andy’s distrust of government. His Web search quickly takes him to articles claiming that COVID-19 is no worse than the flu. Andy joins an online group of people who have been or fear being laid off and soon finds himself asking, like many of them, “What pandemic?” When he learns that several of his new friends are planning to attend a rally demanding an end to lockdowns, he decides to join them. Almost no one at the massive protest, including him, wears a mask. When his sister asks about the rally, Andy shares the conviction that has now become part of his identity: COVID is a hoax.
This example illustrates a minefield of cognitive biases. We prefer information from people we trust, our in-group. We pay attention to and are more likely to share information about risks—for Andy, the risk of losing his job. We search for and remember things that fit well with what we already know and understand. These biases are products of our evolutionary past, and for tens of thousands of years, they served us well. People who behaved in accordance with them—for example, by staying away from the overgrown pond bank where someone said there was a viper—were more likely to survive than those who did not.
Modern technologies are amplifying these biases in harmful ways, however. Search engines direct Andy to sites that inflame his suspicions, and social media connects him with like-minded people, feeding his fears. Making matters worse, bots—automated social media accounts that impersonate humans—enable misguided or malevolent actors to take advantage of his vulnerabilities.
Compounding the problem is the proliferation of online information. Viewing and producing blogs, videos, tweets and other units of information called memes has become so cheap and easy that the information marketplace is inundated. Unable to process all this material, we let our cognitive biases decide what we should pay attention to. These mental shortcuts influence which information we search for, comprehend, remember and repeat to a harmful extent.
The need to understand these cognitive vulnerabilities and how algorithms use or manipulate them has become urgent. At the University of Warwick in England and at Indiana University Bloomington’s Observatory on Social Media (OSoMe, pronounced “awesome”), our teams are using cognitive experiments, simulations, data mining and artificial intelligence to comprehend the cognitive vulnerabilities of social media users. Insights from psychological studies on the evolution of information conducted at Warwick inform the computer models developed at Indiana, and vice versa. We are also developing analytical and machine-learning aids to fight social media manipulation. Some of these tools are already being used by journalists, civil-society organizations and individuals to detect inauthentic actors, map the spread of false narratives and foster news literacy.
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Direct to Online Tools Available From Indiana University Bloomington’s Observatory on Social Media
About Gary Price
