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March 15, 2021 11:34 am

Facebook Studies the Spread of 'Vaccine Hesitancy', Finds Small Group Has Big Influence

The Washington Post reports:Facebook is conducting a vast behind-the-scenes study of doubts expressed by U.S. users about vaccines, a major project that attempts to probe and teach software to identify the medical attitudes of millions of Americans, according to documents obtained by The Washington Post. The research is a large-scale attempt to understand the spread of ideas that contribute to vaccine hesitancy, or the act of delaying or refusing a vaccination despite its availability, on social media — a primary source of health information for millions of people... Its early findings suggest that a large amount of content that does not break the rules may be causing harm in certain communities, where it has an echo chamber effect... Just 10 out of the 638 population segments contained 50 percent of all vaccine hesitancy content on the platform. And in the population segment with the most vaccine hesitancy, just 111 users contributed half of all vaccine hesitant content... The research effort also discovered early evidence of significant overlap between communities that are skeptical of vaccines and those affiliated with QAnon, a sprawling set of baseless claims that has radicalized its followers and been associated with violent crimes, according to the documents... Facebook, which owns WhatsApp messenger and Instagram, collects reams of data on its more than 3.3 billion users worldwide and has a broad reach onto those users' devices. Public health experts say that puts the company in a unique position to examine attitudes toward vaccines, testing and other behaviors and push information to people. But the company has a steep hill to climb when it comes to proving that its research efforts serve the public because of its history of misusing people's data. Facebook is removing content which violates its policies. Yet the documents obtained by the Post say "While research is very early, we're concerned that harm from non-violating content may be substantial."

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