Artificial Intelligence and Social Media
Summary
TLDRThis transcript explores the influence of social media platforms, emphasizing how companies utilize notifications and artificial intelligence to keep users engaged and drive profit. It delves into the role of machine learning in shaping content recommendations, sentiment analysis, and micro-targeting, raising concerns about privacy, bias, and misinformation. The script also touches on the emotional impact of social media, especially on teens, and discusses potential risks, including cyberbullying and manipulated perceptions. It concludes with a call for better regulation and management of social media's rapidly evolving landscape to safeguard users.
Takeaways
- 🐣 Social media companies constantly grab users' attention through notifications and emails that encourage content creation or site visits.
- 🤖 AI, particularly machine learning and sentiment analysis, is used by social media platforms to interpret and categorize user-generated data based on emotions and opinions.
- 😊 Emoticons help train AI engines by adding emotional context to messages, especially when understanding humor and sarcasm.
- 📈 Recommendation engines on social media platforms use user data, like content interactions, to suggest targeted ads or posts based on personal preferences.
- 📷 Facial recognition technology identifies and tags people in photos, contributing more data to social media algorithms about user behaviors and social connections.
- 💼 LinkedIn's AI tools match users with job opportunities, while YouTube uses algorithms to recommend videos, leading users down 'rabbit holes' to increase engagement.
- 😟 Social media's unregulated environment contributes to cyberbullying, teen anxiety, and the spread of misinformation, which can have serious real-world consequences.
- 🧠 Social media triggers reward centers in teen brains, encouraging addictive behaviors, while also intensifying feelings of anxiety and exclusion.
- 💻 Social media shapes our reality by filtering the information we see, reinforcing confirmation biases and sometimes manipulating perceptions for political or commercial gain.
- 📊 Predictive analytics on social media use vast amounts of data to forecast user behaviors, decisions, and even election outcomes, potentially influencing opinions and beliefs.
Q & A
What are the two main types of notifications used by social media companies?
-The two main types of notifications are: 1) Notifications encouraging users to create more content, such as reminders about sharing updates when engagement is low, and 2) Notifications that drive users to revisit the platform, such as alerts about likes, mentions, or events.
How do social media companies use machine learning to analyze user content?
-Social media companies use machine learning, particularly sentiment analysis, which combines natural language processing (NLP) and machine learning to categorize user content as positive, negative, or neutral, helping AI tools understand user emotions and opinions.
What role do emoticons play in sentiment analysis on social media?
-Emoticons help AI sentiment analysis tools understand the tone of messages, especially in cases of humor and sarcasm, which are difficult for machines to interpret accurately.
How do recommendation engines on social media platforms work?
-Recommendation engines collect data on user interactions, such as posts liked, content reviewed, and user activity, to display targeted ads or relevant posts based on the user’s preferences and patterns.
What are the ethical concerns around facial recognition technology used by social media companies?
-Facial recognition algorithms often have biases, particularly toward underrepresented groups, such as people with darker complexions. These biases stem from unequal representation during the development stages, raising concerns about fairness and accuracy.
How does social media contribute to the spread of fake news?
-Social media facilitates the rapid spread of false information because there is no verification system in place for self-published content. Studies show that fake news travels faster on platforms like Twitter, often due to its sensational nature.
What are some of the psychological effects of social media use on teenagers?
-Social media can intensify feelings of depression and anxiety in teens. Factors include pressure to post appealing content, fear of missing out (FOMO) when seeing others' posts, and the stress of getting likes or positive feedback on their own posts.
How do social media platforms create echo chambers that influence user perception?
-Social media algorithms often show users content that aligns with their views, reinforcing their opinions. This creates confirmation bias, where users primarily see posts that support their beliefs, contributing to polarized perspectives on controversial topics.
What is micro-targeting and how is it used in political campaigns?
-Micro-targeting is a strategy that uses detailed data about users’ preferences, demographics, and behaviors to deliver personalized political ads. It is often criticized for its lack of transparency and potential for misuse in manipulating voter perceptions.
What concerns are there regarding AI's role in shaping the future of social media content?
-There is concern that AI could be used to manipulate information, influencing user beliefs by curating the content they see. This could lead to AI controlling narratives, shaping public opinion in ways that are not transparent or democratic.
Outlines
📲 Social Media's Attention Economy
Social media platforms use notifications to grab our attention, either encouraging content creation or prompting visits to the platform. These notifications are designed to be vague, making users curious enough to click through, which often leads to increased exposure to advertisements. Social media companies leverage AI, particularly machine learning and sentiment analysis, to interpret user-generated content and emotions. Emoticons are a key factor in helping these systems understand human expressions like humor and sarcasm.
📊 AI and Social Media Recommendation Engines
Social media platforms employ machine learning to power recommendation engines, tracking user behaviors such as posts, clicks, and likes to serve relevant content or ads. Facial recognition technology also aids in identifying individuals in photos. LinkedIn, for example, uses AI to match job seekers with employers based on user data. YouTube's algorithms are adept at keeping users engaged, pushing content to lead users down 'rabbit holes.' These strategies generate profit for platforms like LinkedIn and YouTube while increasing user engagement.
🚨 Social Media's Influence on Mental Health and Behavior
Social media platforms have a significant impact on teen mental health, with studies showing links to increased depression and anxiety. The pressure to receive likes and positive feedback on posts can contribute to these issues. Social media also creates an addiction-like effect by constantly adapting to user preferences. This leads to problematic behavior, similar to how drug dealers cater to users, reflecting the deep psychological influence that these platforms can have.
🔍 Social Media Misdirection and the AI Matrix
Just like magicians use misdirection to divert attention, social media distracts users with posts and content while subtly influencing their perceptions. AI filters the information we receive, shaping our worldview. With many relying on social media for news, the content tends to reinforce existing beliefs, creating a feedback loop of confirmation bias. Social media has unprecedented influence, as demonstrated by how fake news spreads faster than facts and how platforms like Facebook have been used for political manipulation and social discord.
💥 The Real-World Consequences of Social Media Misinformation
False information spread on social media has led to dangerous real-world consequences. One notable example is 'Pizzagate,' where a man acted on conspiracy theories by attacking a pizzeria. Similarly, in Myanmar, a false report on Facebook incited mob violence. These incidents highlight how social media algorithms can amplify harmful narratives. While platforms may not intentionally cause harm, their design allows misinformation to spread rapidly, with dire effects.
🛑 AI Bias and Misrepresentation in Social Media
AI tools used by social media companies can carry hidden biases, especially in areas like facial recognition, where dark-skinned individuals are often misrepresented due to inadequate training data. Public perception can also be skewed, as people consistently overestimate or underestimate certain demographic statistics. These biases affect broader societal behaviors and decisions, including voting patterns and consumer preferences.
🎯 Social Media and Election Manipulation
Social media's influence extends to political campaigns through micro-targeting, where user data is analyzed to deliver specific ads and messages. This covert form of advertising can sway public opinion without transparency. Platforms like Twitter have attempted to mitigate these issues by banning political ads and addressing the dangers of deepfakes, which are becoming more sophisticated and deceptive with advancements in AI.
📉 Predictive Analysis and the Future of Social Media Manipulation
At its deepest level, social media utilizes predictive analysis to forecast user behavior and preferences. This enables platforms to shape public opinion and even alter election outcomes by tailoring content. The concern is that these predictive tools might evolve to the point where they manipulate beliefs en masse. The rise of social media during COVID-19 has made it an even more powerful communication tool, but like early automobiles, which were eventually made safer through regulation, social media must also be better managed.
Mindmap
Keywords
💡Social Media Notifications
💡Sentiment Analysis
💡Recommendation Engines
💡Facial Recognition Technology
💡Artificial Intelligence (AI)
💡Cyberbullying
💡Fake News
💡Machine Learning Bias
💡Microtargeting
💡Confirmation Bias
Highlights
Social media companies use notifications and emails to drive users to create more content or visit the site.
Artificial Intelligence and machine learning tools are used to review user data and understand sentiments through sentiment analysis.
Emoticons help AI better understand the nuances of human emotions, humor, and sarcasm, essentially training the AI engines.
Social media recommendation engines gather data on user interactions and preferences to suggest relevant posts and advertisements.
Facial recognition technology is commonly used on social media platforms, such as Facebook, to tag people in group photos.
LinkedIn uses AI to match users to potential employers by analyzing hiring patterns, skills, and job descriptions.
YouTube’s recommendation engine uses user behavior to push more content, often leading users down content 'rabbit holes' for increased engagement.
Studies link social media to increasing rates of cyberbullying, teen depression, anxiety, and even suicides.
Social media can create anxiety by fostering comparison culture, where users feel pressure to post and get likes or comments.
Machine learning algorithms, despite their complexity, may reinforce biases, as demonstrated by facial recognition technology's lower accuracy on dark-skinned individuals.
Misinformation spreads rapidly on social media; for example, fake news on Twitter spreads six times faster than the truth.
Pizzagate, a conspiracy theory, is an example where false information led to real-world violent actions.
Social media platforms are often accused of being complicit in amplifying false narratives due to algorithmic biases that promote engagement.
Micro-targeting in political campaigns leverages detailed personal data to craft covert and highly targeted advertisements.
Deep fakes, powered by AI, have raised concerns about the manipulation of audio and visual content, potentially deceiving large audiences.
Transcripts
like
chicks in a nest social media companies
clamor for our attention with their
emails notifications and beeps
these come in two varieties
notifications that encourage you to
create more content
you had no new likes this week share
updates about yourself and friends by
creating a new post or video
and notifications that encourage you to
go and visit the site
your post has been liked you were tagged
in a photo
you have been mentioned birthday
reminders
there's an event happening near you
someone viewed your profile
here are tweets that might be of
interest to you
the notifications and emails never tell
you the full story
they're designed to provoke your
interest so that you follow the link to
the social media site
and there you are subjected to more
advertisements
and the till's ring catching
at level two we're looking at artificial
intelligence
and more specifically machine learning
these tools review the large amounts of
data that us users post on social media
sites
and they have the ability to decipher
these data
and gain an understanding of what is
being said
here we use a branch of machine learning
called
sentiment analysis a process that uses
natural language processing
nlp and machine learning to pair social
media data
with predefined labels such as positive
negative or neutral
in this way machines can develop agents
that learn to understand the opinions
and emotions
underlying the messages we are asked to
help in this process
by adding the emoticons these help the
sentiment analysis tools better
understand the nature of our messages
particularly in the areas of humor and
sarcasm
which are concepts ai machines find
difficult to understand
so by using emoticons we are in effect
training the ai engines
having analyzed all the data that we the
users have posted
what do the social media companies do
with it
well at level two they do the following
they populate
social media recommendation engines the
recommendation engines collect data on
the content you engage with
from pinning a picture on pinterest to
commenting on an instagram post
and then they display material that they
anticipate you will enjoy
this material can be either targeted
advertising
or other people's posts that are
perceived to be relevant
the recommendation engines collect
information relating to
the content you post the content you
review and click on
and the number of likes you put on
certain posts
and in this way they can deduce your
personality
facial recognition technology is used to
identify people in photographs
you may have seen on facebook that when
you post a group photo
many of the faces if not all of them
will be identified and automatically
tagged
you can then enhance the knowledge base
by clicking on the
check-in icon and in this way you can
tell facebook
that all these people were in this
location at this time
this then feeds the machine learning
programs with more information on the
preferences of the individuals
linkedin has two facets a social media
platform
facebook for corporate workers which
uses its recommendation engine to
suggest people that you might like to
connect with
but it makes its money from recruiters
seeking talent
as a user you have kindly updated your
career history and skills
and linkedin uses an ai tool from
recently acquired bright
to perform intelligent matches for both
employers and job seekers
it takes into account the user's hiring
patterns work experience
and similarities in job descriptions
kaching
money for linkedin youtube is
particularly adept at analyzing your
usage patterns and making
recommendations
for what you should look at next these
are designed to tempt you down
rabbit holes so that you continue
watching videos
and in so doing you're subjected to more
advertisements
catching again national laws run way
behind
the environments that technology
companies are creating
social media companies are commercial
organizations and are driven by the
pursuit of profit
therefore they are not incentivized to
regulate themselves
this leads to at best a degree of
negligence in reviewing the content that
they publish
unregulated self-published content is
causing
increasing concern imperial college
london
published a report in the lancet
outlining the harm
caused to teenagers by cyber bullying
teen suicides and self-harm have
dramatically increased over recent years
there is evidence that supports a link
with social media
youtube instagram and snapchat are the
most common social media platforms for
teens
in a study by researchers at the ucla
brain mapping center
they found that certain regions of teen
brains became
activated by likes on social media
sometimes causing them to want to use
social media more
researchers believe social media can be
associated with the intensification
of the symptoms of depression the
harvard graduate school of education has
posted a research story
entitled social media and teen anxiety
with anxiety being triggered by seeing
people posting about events to which
they haven't been invited
feeling pressure to post positive and
attractive content about yourself
feeling pressure to get comments and
likes on your posts
and having someone post things about you
that you can't change or control
just take a moment and think do you
recognize any of these behaviors in
yourself
can you control your addictions one of
the most compelling features of social
media
is that it responds to your choices and
so adapts to suit your preferences
there are two groups of people that call
their customers users
one is the technology companies and the
other is drug dealers
now let's move to level three where we
look at the less
obvious behavior patterns facilitated by
social media companies
magicians are able to use misdirection
because our brain automatically
categorizes people's motions
by interpreting their intentions we see
somebody push their spectacles up the
bridge of their nose and assume
that their glasses have slipped but the
magician uses this motion
to hide something in their mouth
similarly
whilst we're being distracted by the
posts photos and friendly surveys we
partake in
we are being misdirected away from what
is happening beneath the surface
the threat from artificial intelligence
is not taking the shape of terminators
being managed by skynet it is much
closer to the matrix
where we are living in an artificially
constructed reality
by this i mean that the view we have of
the world is through
our computers and mobile devices and the
information we receive
is being filtered by ai engines these
are regulating the news articles that we
see
which of our friends posts we see and
the advertisements in our news feeds
a recent pew survey found almost
60 percent of us regularly use social
media for our news
but we are complicit in constructing our
artificial world
by creating a confirmation bias
by this i mean when it comes to
controversial topics
including politics if you're like most
people the majority of your friends and
followers on social media
probably share your outlook this means
that the vast majority of tweets
facebook posts pins or other content you
read on these sites
tend to express the same point of view
as your own
here are some july 2020 figures world
population
7.8 billion unique mobile phone users
5.2 billion internet users
4.6 billion active social media users
4 billion social media companies have
unprecedented audiences facebook youtube
and whatsapp
dominate the league table twitter
clearly punches above its weight with a
comparatively small
326 million this creates
a lot of influence any advertiser will
tell you
the most powerful form of advertising is
word of mouth
we believe what our friends tell us
social media
provides a vehicle for forwarding and
liking messages
so that they become word of mouth
endorsements
because social media sites provide the
vehicle for self-publication
there's no verification of the content
this leads to fake news
and we have a natural bias towards false
and potentially more exciting
information
in 2018 an mit study showed that fake
news on twitter travels six times faster
than the truth
each person with marginal views can see
that they're not alone
and when these people are introduced to
each other on social media
they collaborate and share information
here are a couple of examples
where social media postings have been
interpreted as genuine nudes
pizzagate here conspiracy theorists
falsely claimed in posts made on social
media that a number of emails linked
high-ranking democratic party officials
within an alleged human trafficking and
child sex
ring managed out of the comet ping pong
pizzeria
in washington dc a man from north
carolina
believed these stories to be true and
went to the comet ping pong
armed with a rifle which he fired inside
the restroom in the belief he was there
to rescue children
the restaurant owner and staff received
death threats
from other conspiracy theorists in
myanmar
previously known as burma on the evening
of july 2014
a mob of hundreds of angry residents
gathered around the sun tea shop
in the commercial hub of mandalay
myanmar's second largest city
the tea shop's muslim owner had been
accused falsely
of misdeeds against a female buddhist
employee
the accusations against him originally
reported on a blog
exploded when they made their way to
is facebook complicit in these events
well certainly
they allowed false accusations to be
published
but to be fair that's simply what they
do and the way their algorithms work
their ai tools identified the nature of
the posts
and direct them to people showing
similar interests
and so facebook became the wind behind
the fire
you may think handing decisions over to
a machine
would remove any human bias overtly tech
companies are politically correct
and do not display any segregation or
discrimination
however their machine learning
algorithms do have a covert bias
it is what they're designed to do they
categorize people and make decisions
based on these categorizations
an example is that social media facial
recognition algorithms
do not work well on people with dark
complexions
and the reason is that this group were
underrepresented in the machine learning
stages
of the algorithm's development
our perception doesn't always match
reality
here are some examples from surveys
people in saudi arabia were asked
what proportion of the population do you
think is obese
respondents replied 25
it's actually 75 percent
people in the uk were asked what
percentage of the population do you
think
is muslim they answered 24
it's actually 5 percent people in japan
were asked what percentage of the
population live in rural areas
they answered 56 percent it's actually
seven percent our perceptions affect our
behavior
perhaps even our voting preferences in
2010
facebook conducted an experiment by
randomly deploying
a non-partisan i voted button
into 61 million feeds during the u.s
midterm elections
that simple action led to an additional
340 000
votes a number that could swing an
election
facebook had shown itself to be an
influencer
the chinese government is cited as being
particularly prolific in the creation of
false accounts
and paying people to broadcast
pro-government messages
with the intention of changing their
perceptions
in september 2019 twitter removed over
900 accounts it believed were
established by the chinese government
which were deliberately and specifically
attempting to sow political discord
in may 2020 the bbc reported that
hundreds of fake
or hijacked social media accounts have
been pushing pro-chinese government
messages
about the coronavirus pandemic onto
facebook twitter and youtube
these were attributed to the chinese
regime's 50 cent army
these are hired professional trolls and
the nickname
suggests how much they get paid per post
micro targeting
is a marketing strategy that uses
people's data what they like
what they're connected to what their
demographics are so that they can be
segmented into small groups for content
targeting
leading up to elections detailed micro
targeting has been used to target voters
the institute of practitioners in
advertising the ipa
has called for a suspension of micro
targeting ads in political campaigns
due to the covert secret nature of these
ads that do not have to be listed for
public display
like other political advertising it
creates a culture
that lacks openness and can be
vulnerable to abuse
with the us 2020 election looming
twitter announced
we will not permit our service to be
abused around civic processes
most importantly elections any attempt
to do so
both foreign and domestic will be met
with strict enforcement of our rules
twitter also banned political ads and
deep fakes
while the actor faking content is not
new deep fakes leverage
powerful techniques from machine
learning and artificial intelligence
to manipulate or generate visual and
audio content
with a high potential to deceive
and an entertaining example that springs
to mind is the fabricated footage of
forrest gump
talking to john and f kennedy
level four is evolving but it's here
and at this deep level it is where the
vast amounts of data
collected from around our planet are
used to perform predictive analysis
the software mines and analyzes
historical data patterns to predict
future outcomes
by extracting information from data sets
to determine likely outcomes
many of our decisions are not based on
logic
rather emotions trust intuition
satisfaction and culture
all play a crucial role in persuading us
to buy a certain product
or make a particular decision this
provides the opportunity to say
commission a social media company to
predict the voting patterns from an
election manifesto
the manifesto could then be reworked so
that it derives the most positive
results
and the analysis could also identify the
key messages to be conveyed to
particular social groups
i do hope we don't reach the next level
which is where social media companies
are commissioned to change the beliefs
of populations
by manipulating the information we
receive and so
change our beliefs to order so in
conclusion i would say that
during the lockdown periods for covert
19 there has been a significant increase
in online activity
social interaction is part of our dna
and so social networking
is here for the foreseeable future when
cars were first introduced to our
highways
they featured body damaging vertical
shapes with sharp metal emblems
they were a new concept and it took some
years of public pressure to change the
laws
and make the cars safer changes included
having gently sloping fronts with
collapsible bumpers
and outlawing those fixed protruding
bonnet emblems
and also fitting airbags
social media is a powerful and rapidly
evolving
communications vehicle we cannot put the
genie back in the bottle
but we must learn to manage it better
you
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