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Why we believe fake news
How misinformation builds
- When we encounter unfamiliar information on a social network, we verify it in one of two ways. We either go through the burdensome process of countless claims and counter-claims to understand if it is true, or we rely on others by way of social proof.
- If we search for online information, instead of coming up with our own way of assessing the quality or the usefulness of every website, we rely on Google's PageRank algorithm to come up with the best sites. In essence, we rely on other people to source information by use of user traffic, reviews, ratings, clicks and likes.
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Information storms
We often feel overwhelmed when we are exposed to a large volume of information. We also rely on secondary knowledge that does not come from any external source.
To put it another way: rightly or wrongly, we think what other people think. The digital culture has taken this reliance on social information to a new level, with new sets of hazards, anxieties, manipulation and influence.
How to handle an infostorm
Infostorms are like actual storms: they are a product of climatic conditions. Different climates can produce different results.
The more we understand the chain of events that led to a particular view, the better we are equipped to appreciate it if we are skeptical or take into account other perspectives.
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Paradox of knowledge
The increased access to information and knowledge we have today does not empower us or make us more cognitively autonomous.
Instead, it makes us more dependent on other people's judgments and...
From Information to Reputation
There is a fundamental paradigm shift in our relationship to knowledge from 'information age', moving towards the 'reputation age'.
This shift involves valuing information only if it has already been filtered, evaluated and commented upon by others. From this perspective, reputation has become a central pillar or gatekeeper of collective intelligence. We become reliant on biased judgments of other people.
Reliant on reputation
If you are asked why you believe in, for instance, the big changes in climate, you might answer that:
- You trust the reputation of scientific research and believe that peer-review is a reasonable way of sifting out 'truths'.
- You trust newspapers, magazines or TV channels that endorse a political view that supports scientific research to summarise its findings for you. (Here you are twice-removed from the source - you trust other people's trust in science.)
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Healthy skepticism
Find out who is making the claim
When you encounter a new claim, look for conflicts of interest. Ask: Do they stand to profit from what they say? Are they affiliated with an organization that could be swaying them? Other questions to consider: What makes the writer or speaker qualified to comment on the topic? What statements have they made in the past?
The halo effect
Is a cognitive bias that makes our feeling towards someone affect how we judge their claims. If we dislike someone, we are a lot more likely to disagree with them; if we like them, we are biased to agree.
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How Excitement Works
Excitement is temporary
It could go on for only so long due to a condition of stability in the body.
Excitement is mental, but it...
Great Marketing Excites Your Audience
Strong Emotion. Create shareable, viral content that is relatable to the the audience.
Progress. Reward people who always patronize your service or product to make them always go back to you.
Strong Feature Design. Consider the right color for your ads to enhance the sense of excitement of the audience.
Price. Establish a low price or make it look like it is. Have promos or discounts.
Limited Products. There is always a demand for seasonal or limited products.