{"id":49684,"date":"2019-10-08T13:19:43","date_gmt":"2019-10-08T20:19:43","guid":{"rendered":"http:\/\/world.edu\/?p=49684"},"modified":"2019-10-08T13:19:43","modified_gmt":"2019-10-08T20:19:43","slug":"can-hiding-likes-make-facebook-fairer-and-rein-in-fake-news-the-science-says-maybe","status":"publish","type":"post","link":"https:\/\/world.edu\/can-hiding-likes-make-facebook-fairer-and-rein-in-fake-news-the-science-says-maybe\/","title":{"rendered":"Can hiding likes make Facebook fairer and rein in fake news? The science says maybe"},"content":{"rendered":"

\"\"

Kiev, Ukraine – August 10, 2015: Facebook like logos for e-business, web sites, mobile applications, banners, printed on paper and placed in the sand against the sea Social network facebook sign.<\/p><\/div>
\nYou may have read about \u2013 or already seen, depending on where you are \u2013 the latest tweak to Facebook\u2019s interface: the disappearance of the likes counter.<\/p>\n

Like Instagram (which it owns), Facebook is experimenting with hiding the number of likes that posts receive for users in some areas (Australia<\/a>\u00a0for Facebook, and\u00a0Canada<\/a>\u00a0for Instagram).<\/p>\n

In the new design, the number of likes is no longer shown. But with a simple click you can see who liked the post and even count them.<\/p>\n

It seems like Facebook is going to a lot of trouble to hide a seemingly innocuous signal, especially when it is relatively easy to retrieve.
\n\"\"<\/p>\n

Facebook\u2019s goal is reportedly to\u00a0make people comfortable expressing themselves<\/a>\u00a0and to increase the quality of the content they share.<\/p>\n

There are also claims about ameliorating user insecurity when posting, perceived liberty of expression, and circumventing the herd mentality.<\/p>\n

But are there any scientific grounds for this change?<\/p>\n

The MusicLab model<\/h4>\n

In 2006, US researchers Matthew Salganik, Peter Dodds and Duncan Watts set out to investigate the intriguing disconnect between quality and popularity observed in cultural markets.<\/p>\n

They created the\u00a0MusicLab experiments<\/a>, in which users were presented with a choice of songs from unknown bands. Users would listen online and could choose to download songs they liked.<\/p>\n

The users were divided into two groups: for one group, the songs were shown at random with no other information; for the other group, songs were ordered according to a social signal \u2013 the number of times each had already been downloaded \u2013 and this number was shown next to them.<\/p>\n

A song\u2019s number of downloads is a measure of its popularity, akin to the number of likes for Facebook posts.<\/p>\n

The results were fascinating: when the number of downloads was shown, the song market would evolve to be highly unequal (with one song becoming vastly more popular than all the others) and unpredictable (the winning song would not be the same if the experiment were repeated).<\/p>\n

Based on these results,\u00a0Australian researchers<\/a>\u00a0proposed the first model (dubbed the MusicLab model) to explain how content becomes popular in cultural markets, why a few things get all the popularity and most get nothing, and (most important for us) why showing the number of downloads is so detrimental.<\/p>\n

They theorised that the consumption of an online product (such as a song) is a two-step process: first the user clicks on it based on its appeal, then they download it based on its quality.<\/p>\n

As it turns out, a song\u2019s appeal is largely determined by its current popularity. If other people like something, we tend to think it\u2019s worth taking a look at.<\/p>\n

So how often a song will be downloaded in future depends on its current appeal, which in turn depends on its current number of downloads.<\/p>\n

This leads to the\u00a0well-known result<\/a>\u00a0that future popularity of a product or idea is highly dependent on its past popularity. This is also known as the \u201crich get richer\u201d effect.<\/p>\n

What does this have to do with Facebook likes?<\/h4>\n

The parallel between Facebook and the MusicLab experiment is straightforward: the songs correspond to posts, whereas downloads correspond to likes.<\/p>\n

For a market of products such as songs, the MusicLab model implies that showing popularity means fewer cultural products of varying quality are consumed overall, and some high-quality products may go unnoticed.<\/p>\n

But the effects are even more severe for a market of ideas, such as Facebook. The \u201crich get richer\u201d effect compounds over time like interest on a mortgage. The total popularity of one idea can increase exponentially and quickly dominate the entire market.<\/p>\n

As a result, the first idea on the market has more time to grow and has increased chances of dominating regardless of its quality (a strong first-mover advantage).<\/p>\n

This first-mover advantage partially explains why fake news items so often dominate their debunking, and why it is so hard to replace wrong and detrimental beliefs with correct or healthier alternatives that arrive later in the game.<\/p>\n

Despite what is sometimes claimed, the \u201cmarketplace of ideas\u201d is no guarantee that high-quality content will become popular.<\/p>\n

Other\u00a0lines of research<\/a>\u00a0suggest that while quality ideas do make it to the top, it is next to impossible to predict early which ones. In other words, quality appears disconnected from popularity.<\/p>\n

Is there any way the game can be fixed?<\/h4>\n

This seems to paint a bleak picture of online society, in which misinformation, populist ideas, and unhealthy teen challenges can freely flow through online media and capture the public\u2019s attention.<\/p>\n

However, the other group in the MusicLab experiment \u2013 the group who were not shown a popularity indicator \u2013 can give us hope for a solution, or at least some improvement.<\/p>\n

The researchers reported that hiding the number of downloads led to a much fairer and more predictable market, in which popularity is more evenly distributed among a greater number of competitors and more closely correlated to quality.<\/p>\n

So it appears that Facebook\u2019s decision to hide the number of likes on posts could be better for everyone.<\/p>\n

In addition to limiting pressure on post creators and reducing their levels of anxiety and envy, it might also help to create a fairer information exchange environment.<\/p>\n

And if posters spend less time on optimising post timing and other tricks for gaming the system, we might even notice an increase in content quality.<\/p>\n

Author Bio:<\/strong> Marian-Andrei Rizoiu is a Lecturer in Computer Science at the University of Technology Sydney<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

You may have read about \u2013 or already seen, depending on where you are \u2013 the latest tweak to Facebook\u2019s interface: the disappearance of the likes counter. Like Instagram (which it owns), Facebook is experimenting with hiding the number of likes that posts receive for users in some areas (Australia\u00a0for Facebook, and\u00a0Canada\u00a0for Instagram). In the […]\n… learn more→<\/a><\/p>","protected":false},"author":33,"featured_media":49685,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[85],"tags":[295435],"coauthors":[],"class_list":["post-49684","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-change","tag-popularity"],"acf":[],"yoast_head":"\nCan hiding likes make Facebook fairer and rein in fake news? 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