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Evaluating individual stories is simply too slow to reliably stem their spread. The key to evaluating credibility, and story placement, is to focus not on individual items but on the cumulative stream of content from a given website. They need to move suspect news stories farther down the lists of items returned through search engines or social media feeds. The Internet platforms have perhaps the most important role in the fight against fake news. Countless debunking stories by fact checkers had far less impact. But in September 2016, Trump publicly announced that Obama was a native-born American, “period.” Polling a few days later showed an 18-percentage point drop among registered Republicans in acceptance of the birther myth. For instance, Trump is arguably the individual most closely associated with birtherism. When it comes to correcting falsehoods, a fellow partisan is often more persuasive than a neutral third party.
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To persuade people that fake news is fake, the messenger is as important as the message. Fact checkers can’t compete - especially if their findings are writ small. Fake news stories nearly always feature alarming claims designed to grab the attention of Web surfers. A long-standing body of research shows that people are more likely to attend to and later recall a sensational or negative headline, even if a fact checker flags it as suspect. The problem is that readers are more likely to notice and remember the claim than the conclusion.Īnother thing we know is that shocking claims stick in your memory. The online Washington Post regularly features “Fact Checker” headlines consisting of claims to be evaluated, with a “Pinocchio Test” appearing at the end of the accompanying story. This flies in the face of a lot of traditional journalistic practice. For example, a fact-check story about “birtherism” should lead by debunking the myth, not restating it. Editors, producers, distributors and aggregators need to stop repeating these stories, especially in their headlines. Reducing acceptance of fake news thus means making it less familiar. It doesn’t matter if from the start it was labeled as fake news or unreliable - repetition is what counts. When they encounter it again, it is familiar from the prior exposure, and so they are more likely to accept it as true. As recent studies led by psychologist Gordon Pennycook, political scientist Adam Berinsky and others have shown, over time people tend to forget where or how they found out about a news story. We know, for example, that the more you’re exposed to things that aren’t true, the more likely you are to eventually accept them as true. Unfortunately - as a conference we recently convened at Harvard revealed - the solutions Google, Facebook and other tech giants and media companies are pursuing aren’t in many instances the ones social scientists and computer scientists are convinced will work. election - such as Hillary Clinton selling weapons to Islamic State or the pope endorsing Donald Trump for president - were simply made up. Some of the most shared “news stories” from the 2016 U.S. In 1925, Harper’s Magazine published “Fake News and the Public,” calling its spread via new communication technologies “a source of unprecedented danger.”
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Academics have been studying it - and how to combat it - for decades.