Van der Linden worked with game developers to create an online choose-your-own-adventure game called Bad News, where players can try their hand at writing and spreading misinformation. Much like a broadly protective vaccine, if you show people the tactics used to spread fake news, it fortifies their inbuilt bullshit detectors.
But social media companies were still hesitant to get on board; correcting misinformation and being the arbiters of truth is not part of their core business model. Then people in China started getting sick with a mysterious flulike illness.
The coronavirus pandemic propelled the threat of misinformation to dizzying new heights. Van der Linden began working with the British government and bodies like the World Health Organization and the United Nations to create a more streamlined version of the game specifically revolving around Covid, which they called GoViral! They created more versions, including one for the 2020 US presidential election, and another to prevent extremist recruitment in the Middle East. Slowly, Silicon Valley came around.
A collaboration with Google has resulted in a campaign on YouTube in which the platform plays clips in the ad section before the video starts, warning viewers about misinformation tropes like scapegoating and false dichotomies and drawing examples from Family Guy and Star Wars. A study with 20,000 participants found that people who viewed the ads were better able to spot manipulation tactics; the feature is now being rolled out to hundreds of millions of people in Europe.
Van der Linden understands that working with social media companies, who have historically been reluctant to censor disinformation, is a double-edged sword. But, at the same time, they’re the de facto guardians of the online flow of information, he says, “and so if we’re going to scale the solution, we need their cooperation.” (A downside is that they often work in unpredictable ways. Elon Musk fired the entire team who was working on pre-bunking at Twitter when he became CEO, for instance.)
This year, van der Linden wrote a book on his research, titled Foolproof: Why We Fall for Misinformation and How to Build Immunity. Ultimately, he hopes this isn’t a tool that stays under the thumb of third-party companies; his dream is for people to inoculate one another. It could go like this: You see a false narrative gaining traction on social media, you then warn your parents or your neighbor about it, and they’ll be pre-bunked when they encounter it. “This should be a tool that’s for the people, by the people,” van der Linden says.
This article first appeared in the September/October 2023 edition of WIRED UK.
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