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Why You Believe Lies You Hear More Often | Derek Thompson

Even if you think of yourself as a human lie detector, there are some untruths that will sneak under the hood. For that, you can thank your brain, and it’s absolute adoration for all things familiar, says Derek Thompson, senior editor at The Atlantic. One of the oldest findings in psychology history is the ‘mere exposure effect’, in which merely being exposed to something makes you biased toward it—parents influence their children by playing certain music around the house that they will love their whole lives, or they instill a political preference in them from an early age. You are drawn to what you know, and that bias really matters when it comes to digital media and the fake news phenomenon. Once something becomes memorable, we tend to conflate familiarity with fact. “This is one of the big reasons why it’s difficult to myth-bust on television or myth-bust in journalism, because sometimes the mere repetition of that myth biases audiences toward thinking that it’s true…” says Thompson. “The mere exposure of news to us biases us toward thinking that that news item is true.” Facebook has an enormous ethical responsibility in this, he says, because it is the world’s largest and most influential news outlet—whether it intended to be or not. Thompson believes there is no algorithmic fix for fake news that spreads via Facebook, only a human one: “The answer to a problem of a lack of human ethics in information markets is the introduction of more humans and more ethics,” he says. Derek Thompson’s latest book is Hit Makers: The Science of Popularity in an Age of Distraction.

Read more at BigThink.com: http://bigthink.com/videos/derek-thompson-how-lies-become-the-truth-facebook-familiarity-bias-and-fake-news

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Transcript: Two of the favorite terms that I learned in writing this book are fluency and disfluency, and these terms relate to the idea that we have feelings about our thoughts. And that sounds hippie-dippy, but some thoughts feel easy. It feels easy to listen to a song for the 50th time. It feels easy to watch a rerun or easy to read an article that we already agree with. Those are fluent thoughts; those are thoughts that feel good and easy.

But there are also all sorts of experiences, all sorts of types of thinking, that feel difficult and that’s what we call disfluency. So being lost in a foreign country and trying to figure out what all of the signs mean: that is disfluent. Reading an article that is trying to express a position that you consider morally abhorrent: that is disfluent too.

But what’s most fascinating about fluency and disfluency is how they exist together. So imagine that you’re in that foreign country and you’re trying to read all of the signs, and it’s in some Slavic language that you don’t speak and you feel lost and anxious and your brain is hurting with all of these sort of thoughts that are going through it.

And suddenly you turn around and you see an old friend from high school that you immediately recognize and who knows that foreign language. That is an “ah-ha” moment. That is a moment where you transition from disfluent thinking to fluent thinking. And there are all sorts of studies that have said that we love these “ah-ha” moments. We love them in art. We love figuring out art. We love them in storytelling. We love the disfluency of not knowing who the murderer is, and then that moment when—ding!—we got it, we know who the murderer is.

We even love it, I think, in ordinary political opinion writing when someone takes a complex subject and expresses it in such a beautifully clarifying way, it’s like solving a crossword puzzle for politics; we have—click—an “ah-ha” moment.

And I truly think that people are looking for “ah-ha” moments across the cultural landscape. I think that “ah-ha” moments are a large part of what we want from storytelling, what we want from a great education, what we want from a great article or a great book. We are looking for both fluency and disfluency yielding to each other so that we can feel those transition moments that are invigorating and that make us feel like the act of thinking is worth it.

One of the oldest findings in psychology history is called the mere exposure effect. And the mere exposure effect says that the mere exposure of any stimulus to you biases you toward that stimulus. So children who grow up eating more spicy foods tend to like more spicy foods. People who grow up with their parents listening to more jazz end up liking more jazz timbres and more jazz styles.

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