The company is bringing a new suite of video ads to multiple platforms in new countries, with the hope of combatting the spread of lies online.
that direct people to increasingly extremist content, pre-bunking is likely a less resource-intensive strategy for tech companies. It also doesn’t require that these corporations directly weigh in on individual, highly politicized issues—just that they attempt to arm their user-base with the tools to recognize when a claim might not be all that it seems.For one, cultural differences and ensuring cultural relevancy could be super critical in creating impactful pre-bunk content.
a challenge for even the most popular and prolific influencers on the web. Content volume is high and attention spans are short. Beyond the single test, it’s also widely accepted that viewing a single pre-bunk video doesn’t lead to lasting shifts in attitudes or awareness. People need repeated inoculations or “booster” videos to keep up their skepticism and media literacy.And Google isn’t exactly a perfect arbiter of what’s true and what’s false. Last week, the company evenThen, there’s the potential for the pre-bunking format itself to be co-opted into disinformation campaigns, or simply be a stand-alone manipulation.
But regardless of the challenges, researchers see pre-bunking as a potential part of the fight against misinformation moving forward. As Jon Roozenbeek, one of the Cambridge University researchers on the August 2022 study,
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