A recent story on New Scientist gives a glimmer of hope for those of us who bemoan the swelling tsunami of claptrap and codswallop that fills the internet:
THE internet is stuffed with garbage. Anti-vaccination websites make the front page of Google, and fact-free “news” stories spread like wildfire. Google has devised a fix – rank websites according to their truthfulness.
What a relief that will be. Of course it may spell doom for the popularity of pseudoscience, conspiracy theories, fad diets, racist, anti-vaccination fearmongers, yellow journalism, Fox News, celebrity wingnuts, psychics and some local bloggers – all of whose sites have an astronomically distant relationship with fact and truth, and depend instead on the ignorance and gullibility of their readers.
Page ranking has historically been based on a complex relationship of several, mostly superficial factors: links, keywords, page views, page loading speed, etc. – about 200 different factors determine relevance and where a page appears in a search – it’s in part a worldwide popularity contest that doesn’t measure content.
Fact ranking – knowledge-based trust – would certainly make it more difficult for the scam artists who thrive because their sites pop up at the top of a search – which many people assume means credibility. But people would actually have to pay attention to trust rankings for them to have any effect. If you’re determined to have your aura read, or communicate with your dead aunt, or arrange your furniture with feng shui, you’ve already crossed the truth threshold into fantasy with your wallet open. Fact ranking won’t help you.
A Google research team is adapting that model to measure the trustworthiness of a page, rather than its reputation across the web. Instead of counting incoming links, the system – which is not yet live – counts the number of incorrect facts within a page…its Knowledge-Based Trust score. The software works by tapping into the Knowledge Vault, the vast store of facts that Google has pulled off the internet. Facts the web unanimously agrees on are considered a reasonable proxy for truth. Web pages that contain contradictory information are bumped down the rankings.
Garbage online affecting our decisions, our lifestyles, our pinions, our ability to make appropriate judgments, our voting and our critical thinking? Not news. Back in 2004, the Columbia Journalism Review ran a story on the ‘toxic tidal wave’ of lies and deceit affecting the US presidential campaign. One of the points it makes is that we’re awash in digital content, so much so that our ability to sort it out has been hampered by the sheer volume.