Pioneered by digital literacy experts, the “Sift” strategy is a technique for spotting fake news and misleading social media posts, says Amanda Ruggeri.
It’s no secret that misinformation is rampant on social media. And it’s even more so in some subjects than others. Research has found, for example, that around two-thirds of the most popular YouTube videos on vaccines contain misinformation. The fall-out can be dire: an uptick in inaccurate anti-vaccination content online correlates with a decline in vaccination coverage, especially among children. That has led to larger outbreaks of potentially deadly diseases, like measles, than have been seen in recent years.
“Misinformation is worse than an epidemic,” Marcia McNutt, president of the US National Academy of Sciences, put it in 2021, implicitly referring to the Covid-19 pandemic. “It spreads at the speed of light throughout the globe and can prove deadly when it reinforces misplaced personal bias against all trustworthy evidence.”
HOW NOT TO BE MANIPULATED
In today’s onslaught of overwhelming information (and misinformation), it can be difficult to know who to trust. In this column, Amanda Ruggeri explores smart, thoughtful ways to navigate the noise. Drawing on insights from psychology, social science and media literacy, it offers practical advice, new ideas and evidence-based solutions for how to be a wiser, more discerning critical thinker.
There are many reasons why misinformation travels so quickly – according to some research, even faster than accurate information. One reason is that people are far more likely to share a claim when it confirms their pre-existing beliefs, regardless of its accuracy. This cognitive bias may help explain why even more misinformation seems to be shared by individuals than by bots. One study, for example, found that just 15% of news sharers spread up to 40% of fake news.
That’s a sobering statistic, but there’s an upside. As long as individuals are the ones responsible for sharing so much misinformation, we’re also the ones who – by being more mindful of what we “like”, share, and amplify – can help make the greatest change.
When it comes to not falling for misinformation, being aware of our human fallibilities, such as our quickness to believe what we want to believe, is a good first step. Research shows that even being more reflective in general can “inoculate” us against believing fake news.
But it’s not the only thing that we can do. In particular, researchers have found there are several simple, concrete strategies that we all can (and should) use, especially before we’re tempted to share or repeat a claim, to verify its accuracy first.
One of my favourites comes with a nifty acronym: the Sift method. Pioneered by digital literacy expert Mike Caulfield, it breaks down into four easy-to-remember steps.
Feature Image Credit: Javier Hirschfeld/Getty Images
By Amanda Ruggeri
Amanda Ruggeri is an award-winning science and features journalist. She posts about expertise, media literacy and more on Instagram at @mandyruggeri.