Invited Talk at the Natural Language Processing for Internet Freedom (NLP4IF) workshop at EMNLP 2019 in Hong Kong.
Talk addresses how to use human perception measurements (large scale survey methodology) to identify and defend against propaganda and fake news on social media, toward protecting democratic elections.
Elissa Redmiles, Princeton University & Microsoft Research
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A dissertation exploring the influence of design on the 2008 Obama political campaign. It looks to answer the question: 'Did the flawless design strategy of the campaign lead to Obama's victory?'
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A dissertation exploring the influence of design on the 2008 Obama political campaign. It looks to answer the question: 'Did the flawless design strategy of the campaign lead to Obama's victory?'
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These are the slides from the Deep Dive Into Politics training hosted by the Center for Cooperative Media and the American Press Institute on October 8, 2014 at Montclair State University.
Get Out the Vote (GOTV) is a topic can easily fill hundreds of pages. We’ve boiled it down to the most important components:
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- Latest GOTV developments
- What doesn't work
- What works
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Giving You the Edge - The Science of Winning Elections Michael Lieberman
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This study, prepared by a Republican-led group of researchers, seeks to better understand to the factors that are motivating nativism, racism, and other cultural anxieties among the American electorate.
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One system, two parties, many Americans feeling left out. Our political system has fostered an endless shouting match between two ways of thinking. Liberal and conservative values collide while 42% of Americans call themselves independents, uninspired by either option. Because nobody is understanding voters with any real depth.
At W&W, we wanted to tackle this problem by applying the private sector research methodologies that we use on brands like Nike and startups like Bonobos, Harry’s and Oscar. So we started four/twelve, a research initiative to get deep with voters in a new way. Because if we can get these voters motivated around new school candidates, we can change our system for the better.
API's senior research manager Jane Elizabeth, joined by PolitiFact editor Angie Holan, trained reporters in the art of fact-checking, including some of the best tools for verify information, crowdsourcing and sharing information.
The Fact Checking Project from the American Press InstituteJoe Amditis
These are the slides from the Deep Dive Into Politics training hosted by the Center for Cooperative Media and the American Press Institute on October 8, 2014 at Montclair State University.
Get Out the Vote (GOTV) is a topic can easily fill hundreds of pages. We’ve boiled it down to the most important components:
- Proven GOTV scripts for success
- Latest GOTV developments
- What doesn't work
- What works
Increasing Voter Knowledge with Pre-Election Interventions on FacebookMIT GOV/LAB
As part of our Data Science to Solve Social Problems series, Facebook Data Scientist Winter Mason presented on efforts to increase online civic engagement.
Giving You the Edge - The Science of Winning Elections Michael Lieberman
Giving You the Edge – The Science of Winning Elections, written by experienced political consultant Michael Lieberman, identifies and explains the use of key research methodology and multivariate analysis in supporting political campaign goals through the various stages of an election.
This study, prepared by a Republican-led group of researchers, seeks to better understand to the factors that are motivating nativism, racism, and other cultural anxieties among the American electorate.
How to Engage with the Independent Voter in Virginia: An Insights ReportWolf & Wilhelmine
One system, two parties, many Americans feeling left out. Our political system has fostered an endless shouting match between two ways of thinking. Liberal and conservative values collide while 42% of Americans call themselves independents, uninspired by either option. Because nobody is understanding voters with any real depth.
At W&W, we wanted to tackle this problem by applying the private sector research methodologies that we use on brands like Nike and startups like Bonobos, Harry’s and Oscar. So we started four/twelve, a research initiative to get deep with voters in a new way. Because if we can get these voters motivated around new school candidates, we can change our system for the better.
Ned’s Job of the Week (JOTW) newsletter and Sword and the Script Media conducted the third annual JOTW Communications Survey for 2020 to understand trends in the field of communications. The survey examines trends in communications, public relations (PR), public affairs, marketing communications and related fields. It covers important topics including: the effects of partisan politics on communications; top challenges facing communicators, the state of media relations, media bias, PR ethics, PR firms, top tactics in PR and communications, PR measurement, PR technology, employment and organizational structure of the in-house communications department. A total of 300 professionals took the survey: 95% of respondents are based in the U.S.; 92% report having 11 or more years of experience; 52% of respondents are in-house communicators (corporate communications); and respondents come from more than a dozen different industries. Detailed demographics are included at the end.
How Social Media Marketing Companies Shape Political NarrativesMichael Thomas
Connect with FABTARY if you are looking to build effective, ethical and result-driven social media strategies and campaigns. Our extensive experience and unrivalled social media expertise help drive positive and tangible results.
Misinformation, Disinformation & Hate speech
Tackling Misinformation,
Disinformation, and Hate Speech:
Empowering South Sudanese Youth, a presentation by Emmanuel Bida Thomas a fact-checker at 211 Check a fact-checking and information verification platform in South Sudan dedicated to countering misinformation, disinformation and hate speech.
The ability to provide the public with information regarding ter.docxtodd801
The ability to provide the public with information regarding terrorist groups, acts, and threats is critical to managing fear and anxiety. The importance of a carefully crafted message cannot be overstated. The government has many possible dissemination tools and sometimes the tool can dramatically affect the reception of the message. Proof of this became evident during the 2008 U.S. Presidential election where fundraising from the internet dwarfed conventional fundraising methods. The internet proved a more viable tool to communicate with the public. When communicating terrorist related information, it is critical to reach the target audience with the targeted message.
As you consider the different methods used to communicate terrorism information with the public, discuss the following:
Assignment Guidelines
In 6 paragraphs, address the following:
What are the most common communication mediums available to the government? Explain.
What do you think are the pros and cons of each? Explain.
What unconventional communication methods might the government leverage? Explain.
Why might these be appropriate tools for information dissemination? Explain.
The Department of Homeland Security currently uses a “Threat Level” system to communicate with the public regarding terrorism. Is this method effective?
How has the continued state of “yellow” or elevated alert desensitized the American public to the threats from terrorism? Is this justified?
What changes would you make to this system? Explain.
Post a new topic to the Discussion Board that contains your responses to the above questions.
Comment on at least two other students' posts.
.
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We live in the most interesting times as far as the media is concerned. In fact as I approach the topic.These lines from Charles Dickens signifying the scenario of the French revolution came instantly to my mind – yes there is an upheaval going on in the media too..and it is marked with opposing views on the continuum-... Read More
Facebook lancia l'allarme: tentativi di propaganda e manipolazione dell'informazione, apparentemente orchestrati da governi o soggetti organizzati, sfruttando le 'fake news' ma anche profili falsi che puntano a influenzare l'opinione pubblica.
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3. This has been going on for a long time…
“The first casualty in war is truth”
“Black Brute” message
in Jim Crow propaganda
The “Evil Jew” message
in Nazi propaganda
Not all influence
has ill intent
4. Propaganda has two goals
Influence people Avoid detection
(labeling as propaganda)
6. Don’t take my word for it, let’s consider
a case study of the Russian DNC Ads
On Microtargeting Socially Divisive Ads: A Case Study of Russia-Linked Ad Campaigns on Facebook
Ribeiro, F., Saha, K., Babaei, M., Henrique, L., Messias, J., Goga, O., Benevenuto, F., Gummadi, K.P.,
and Redmiles, E.M. ACM FAT* 2019.
10. Propaganda has two goals
Influence people Avoid detection
(labeling as propaganda)
11. Influence people Avoid detection
(labeling as propaganda)
Using human perception measurements to
understand whether IRA ads achieved these goals
ReportingApproval
Perception
Proxy
Propaganda
Goal
12. Influence people
Measured divisiveness in ad approval to proxy
for whether propaganda influenced people
Propaganda
Goal
Survey Measurement
of Approval
1) Do you approve or disapprove
of what this ad says or implies?
Answer choices: Approve;
Disapprove; Neither; There is
nothing in this ad to approve or
disapprove of; I don’t know.
2) “Do you [approve/disapprove]
very strongly, or not so strongly?”
Metrics of
Divisiveness
Between-group:
how different are the
opinions of different
ideological groups?
Within-group:
do people of the same
political ideology have
consistent opinions?
13. Accurate human measurements require
careful questionnaire design
Pre-testing
Questions were evaluated & revised using cognitive interviews
that help ensure respondents consistently understand questions
Cognitive Load
Survey methodology research suggests that the shorter the
survey, the more accurate the measurements. Each participant
in our survey saw 10 ads
Internal measurement validity
Ads were randomized to avoid priming effects & questions had
a ”don’t know” response option to avoid inaccurate answers
14. Accurate human measurements also
require careful choice of respondent sample
Sample should be representative of
the population you wish to study
To represent the U.S. population, we used
an online panel (SSI) to collect a
census-representative sample comprised
of 40% Democrats, 40% Republicans, and
20% Independents across the U.S.
n = 2,886
Studied the 485 most impact ads (>80% spend,
impressions, clicks) run before the election
Each ad evaluated by at least 15 respondents
15. Democratic respondents approve the same ads with similar
and near-opposite strength to Republican respondents
Low within-group divisiveness:
people with similar political
leanings approve of the ads
with similar strength
𝑠𝑡𝑑 𝑑𝑒𝑣 (𝑎𝑝𝑝𝑟𝑜𝑣𝑎𝑙 𝑜𝑓 𝑖𝑑𝑒𝑜𝑙𝑜𝑔𝑖𝑐𝑎𝑙 𝑔𝑟𝑜𝑢𝑝)
𝑠𝑡𝑑 𝑑𝑒𝑣 (𝑎𝑙𝑙 𝑟𝑒𝑠𝑝𝑜𝑛𝑑𝑒𝑛𝑡𝑠)
< 1
High between-group divisiveness
We don’t want to honor racism, slavery
and hatred. This is what Confederate
Heritage is. Not My Heritage Rally
America is at risk. To protect our country we
need to secure the border
It’s ok they’re women so they’ll only
find the kitchen
16. Propaganda has two goals
Influence people Avoid detection
(labeling as propaganda)
17. Avoid detection
(labeling as propaganda)
Measured reporting behavioral intent to proxy
for whether propaganda would avoid detection
Reporting
Perception
Proxy
Propaganda
Goal
Survey
Measurement
Some social media platforms
allow you to report content by
clicking "report". Would you
report this ad?
Answer choices:
“Yes”, “No”, “I don’t know”
18. Between-group divisiveness in reporting
For nearly ¾ of the ads, at least 3 of 15 respondents (20%)
who reviewed the ad said they would have reported it
19. Reported by the Liberals
Not Reported by the Conservatives
Reported by the Conservatives
Not Reported by the Liberals20
20. Propaganda has two goals
Influence people Avoid detection
(labeling as propaganda)
21. IRA used targeting to avoid detection: match ads to
those who wouldn’t report / would approve
Reporting Approval
Ad
ProportionReported
Non-Targeted
Targeted
Ad
ApprovalScore
Non-Targeted
Targeted
22. The IRA primarily targeted their ads using
attribute-based targeting
• Using name, phone number, or email address to target the ads
• None of the IRA ads used this method
PII targeting
• Provide user PII or page, Facebook identifies targets "like" that user or page audience
• 1.1% of IRA ads were targeted this way
Look-a-like audience targeting
• Create a targeting formula based on demographics (gender, age, location, language),
advanced demographics (e.g., parents with toddlers, political leaning, etc.), interests (e.g.,
religion, travel) and behaviors (e.g., new vehicle buyers)
• ~99% of high impact IRA ads were targeted this way
• Up to 39 attributes used in targeting; 78% of ads had 2+ attributes used to target
Attributed-based targeting
28. Leveraging human perceptions to protect
democracy: Case study of
fact checking prioritization
Analysing Biases in Perception of Truth in News Stories and their Implications for Fact Checking
Babaei, M., Kulshrestha, J., Chakraborty, A., Redmiles, E.M., Cha, M., and Gummadi, K.P. ACM FAT* 2019.
29. Traditionally, journalist claims were fact
checked; Now, anyone can produce “news”
• Produced by professional
journalists
• Limited number of media
sources
• Media watchdog groups check
for bias and inaccuracies
• Produced by members of
the crowd
• Number of potential news
sources is huge
• Not possible to monitor all
news sources
30. Fake news: news which is verifiably false
Different from the IRA ads
in that it is verifiably false
Similar in that it alters
human perceptions
31. Verifying news is time consuming & costly
• Verify stories to be True, Mostly True, False, Mostly False …
Expert fact checkers follow principled approach
(e.g., Poynter’s Code of Principles)
• Snopes, PolitiFact, FactCheck.org, AltNews, etc.
Dedicated fact-checking organizations
Solution: prioritize stories for fact checking
Problem: cannot fact check all stories
32. Current state-of-the-art: how Facebook,
Twitter, etc. prioritize stories for fact checking
Ask users to report news stories which they perceive to be false
Stories reported as false by many users are prioritized
Goal: Fact check false news with
higher probability than true news
Does the strategy achieve this goal?
Depends on how users perceive
the truthfulness of different stories
33. Let’s consider an example set of news
• S1: President Trump inherited a White House infested with cockroaches due
to the careless behavior of his predecessor, Barack Obama. False
• S2: Sen. John McCain’s vote against a ‘skinny repeal’ health care proposal
stopped attempts to repeal the Affordable Care Act for FY ’17. False
• S3: The national debt saw a ‘surprising’ decline of $102 billion
between January 20 and July 27 2017. True
• S4: President Donald Trump changed the constitution to
read ‘citizens’ instead of persons. Mostly False
Goal: Fact check false news with higher probability than true news
S2, S1 > S4 > S3
34. But, how do people
perceive the truthfulness
of these stories?
35. Created Truth Perception Tests (similar to Implicit
Association Tests) to evaluate truth perceptions
Participants rapidly (in 15 seconds or less) provide their
truth perception for the story or headline
36. Human measurements must be done carefully: we
conducted six micro-experiments validating our TPTs
TPTs are robust to sampling, answer choice, incentive and satisficing effects
Survey panel
Expert panel
Accuracy incentive
7 point scale
6 point scale
5 point scale
37. Going back to our example, relying on people’s truth
perceptions (current approach) does not achieve goal
Goal ranking by ground truth:
S2, S1 > S4 > S3
Ranking by truth perception:
S1 > S4 > S3 > S2
38. But, truth perceptions can help us achieve other goals:
decreasing polarization, correcting misperceptions
39. Identifying perception
manipulation proactively could
be our “canary in the coal mine”
Platforms can use TPTs to assess
perceptions of content in an
evenly-sampled user population
to flag issues as they emerge
40. Opportunities for
future work
Human perception measurements, and human computation,
has rarely been combined with NLP in the democracy space
41. Resources for getting started with
human measurement (survey methods)
Overview of survey methodology best practices & pitfalls:
bit.ly/surveyHandbook
Tutorial presentation of best practices & case studies:
bit.ly/surveyTutorial
University of Maryland / Michigan Joint Institute on Survey Methods
Elissa Redmiles | eredmiles@gmail.com | @eredmil1
Editor's Notes
1877-1950 jim crow
The entire IRA ads dataset consists a total of 3517 ads.
The temporal figure demonstrates that these ad campaigns intensified near the U.S. election period – increasing by nearly 1 order of magnitude
The average cost of the ads amounted at 34.5 USD, average number of views of 11k, and average number of clicks of 1062.
*Let us talk about the click-through-rate or the CTR of the ads.
CTR is a mechanism to measure the effectiveness of ads, that essentially is the percentage of clicks per total number of views or impressions of ad.
The average CTR of IRA ads amounted at 10.8, which is extremely high compared to any other type of Facebook ads.
The entire IRA ads dataset consists a total of 3517 ads.
The temporal figure demonstrates that these ad campaigns intensified near the U.S. election period – increasing by nearly 1 order of magnitude
The average cost of the ads amounted at 34.5 USD, average number of views of 11k, and average number of clicks of 1062.
*Let us talk about the click-through-rate or the CTR of the ads.
CTR is a mechanism to measure the effectiveness of ads, that essentially is the percentage of clicks per total number of views or impressions of ad.
The average CTR of IRA ads amounted at 10.8, which is extremely high compared to any other type of Facebook ads.
The entire IRA ads dataset consists a total of 3517 ads.
The temporal figure demonstrates that these ad campaigns intensified near the U.S. election period – increasing by nearly 1 order of magnitude
The average cost of the ads amounted at 34.5 USD, average number of views of 11k, and average number of clicks of 1062.
*Let us talk about the click-through-rate or the CTR of the ads.
CTR is a mechanism to measure the effectiveness of ads, that essentially is the percentage of clicks per total number of views or impressions of ad.
The average CTR of IRA ads amounted at 10.8, which is extremely high compared to any other type of Facebook ads.
We have some proof from the election, but we can’t do a controlled experiment (unethical) and we are doing this retroactively
Many types of influence, in this case goal has appeared to be inciting division between groups
We have some proof from the election, but we can’t do a controlled experiment (unethical) and we are doing this retroactively
Here is a contrasting example.
These ads target two different inciteful topics.
The ad on the left, which targets immigration in the country mentions that immigrants are like parasites, and we must get rid of them. This particular ad would have been reported by the liberals, whereas not by conservatives.
The ad on the right targets the topics of muslims, and that they are subject to islamophobia. This ad would have been reported by the conservatives, but not by the liberals.
Therefore, if the first ad is targeted only to the conservatives, they would probably never get reported, and the second, would probably never be reported if only targeted to the liberals.
We have some proof from the election, but we can’t do a controlled experiment (unethical) and we are doing this retroactively
What actually happens?
Results correlated 0.90 to 0.96 meaning this was robust
Using demographic features like those used in the ad targeting previously, can predict GTL of headlines with 82% accuracy. Look at difference between predicted GTL and PTL
Objective 3 can be achieved with no prediction – just knowledge of political leaning