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Six initial controlled experiments featured 6,464 participants, with the sixth experiment conducted a year after the first five to ensure earlier findings could be replicated. This “prebunking” strategy pre-emptively exposes people to tropes at the root of malicious propaganda, so they can better identify online falsehoods regardless of subject matter.
Google say the unprecedented nature of the experiment means there is no direct data comparison available. However, increases in brand awareness from advertising on YouTube – known as “brand lift”– are typically limited to 1% in surveys of under 45,000 users. Harmful misinformation takes many forms, but the manipulative tactics and narratives are often repeated and can therefore be predicted,” said Beth Goldberg, co-author and Head of Research and Development for Google’s Jigsaw unit. Pictured above: Kate wearing the trousers at the Foundling Museum in January 2022, while visiting London’s Ukrainian Cultural Centre in March 2022 and in Wolverhampton during Mental Health Awareness Week in 2021. About the wide leg trousers: Despite the intense “noise” and distractions on YouTube, ability to recognise manipulation techniques at the heart of misinformation increased by 5% on average.
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Google Jigsaw exposed around 5.4 million US YouTubers to an inoculation video, with almost a million watching for at least 30 seconds. The platform then gave a random 30% of users that watched a voluntary test question within 24 hours of their initial viewing.
The researchers also gave a “control” group of users who had not viewed a video the same test question. In total, 22,632 users answered a question. The findings, published in Science Advances, come from seven experiments involving a total of almost 30,000 participants – including the first “real world field study” of inoculation theory on a social media platform – and show a single viewing of a film clip increases awareness of misinformation. The stylish wide-leg trousers look fantastic on Kate. She often pairs them with navy heels and a long coat. Google – YouTube’s parent company – is already harnessing the findings. At the end of August, Jigsaw will roll out a prebunking campaign across several platforms in Poland, Slovakia, and the Czech Republic to get ahead of emerging disinformation relating to Ukrainian refugees.Lead author Dr Jon Roozenbeek from Cambridge’s SDML describes the team’s videos as “source agnostic”, avoiding biases people have about where information is from, and how it chimes – or not – with what they already believe.
Kate clearly keeps abreast of trends. Puddle pants have soared in popularity over the last 2-to-3 years. Local communities are a vital tool in helping archaeologists identify, understand and protect Cambridgeshire's rich archaeological heritage. Jigsaw started as a five-year Heritage Lottery Funded project (2011-2016) by Oxford Archaeology East and Cambridgeshire County Council to assist local history and archaeological societies in historical research, excavation, artefact identification, recording, and much more. For more information, please see our leaflet. Two of the animations were then tested “in the wild” as part of a vast experiment on YouTube, with clips positioned in the pre-video advert slot that provides an option to skip after five seconds.Short animations giving viewers a taste of the tactics behind misinformation can help to “ inoculate” people against harmful content on social media when deployed in YouTube’s advert slot, according to a major online experiment led by the University of Cambridge. While for the incoherence video, ‘ inoculated’ participants were over twice as good (2.14) as the control group at identifying this manipulation technique. The beauty of these pants is that they work across all kind of occasions and moods … when styled, they look remarkably modern and cool. We’ve shown that video ads as a delivery method of prebunking messages can be used to reach millions of people, potentially before harmful narratives take hold,” Goldberg said.
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