Minutes: Credible Web CG (11 June 2018)




# [An Xiao Mina] Agenda here:

# [connie moon sehat] present +

# [An Xiao Mina]

# [An Xiao Mina]

# [An Xiao Mina]

# An Xiao Mina says: one of the weak points of credibility coalition is understanding how advertising works

# .. mere quantity of ads does not correlate with credibility

# .. instead, one of the elements that seemed to play a role is the aggressiveness of ads, like pop-ups, or the request to readers to share the content on social media

# .. also the language in the text emphasizing requests for sharing is perceived as a relevant indicator for aggressiveness (and credibility)

# Owen Ambur says: the use of the work “fight” can be an indicator of polarisation

# connie moon sehat says: there might be an intersection here with other topics that use similar tones ad that call people to action

# .. engaging people in a larger arena: not necessarily “fight” but also “combating”

# .. there is a subtle division between call to to action, self-promotion, and ads

# Owen Ambur says: it is a matter of balance

# connie moon sehat says: when you start moving to the activist side that seems to be when you start to invoke emotionally charge

# Owen Ambur says: it seems that a lot of marketing is based on emotions rather than on utility

# connie moon sehat says: at Oxford Internet Group they are looking at how propaganda intersects with advertising

# .. one thing is having ads in your page, another is having an article promoting a movement

# .. or maybe the question is what is the difference

# Owen Ambur says: maybe the difference is the appealing to emotions or the fact that something is factual

# An Xiao Mina says: I think we are extending from emotions to actions, beyond the text

# Owen Ambur says: in the political realm voters don’t find detailed plans in candidates websites

# An Xiao Mina says: some of the article they were assessing look like marketing

# Owen Ambur says: the health domain is interesting because this is where the connection between reality and emotions takes place

# connie moon sehat says: the presence of an ad is easy to check, and then you can decide how aggressive it is

# .. then you can check if there are calls to action in the article

# .. if there is a specific call to action it might worth nothing

# .. then we might look at the specific kind of call and maybe define a taxonomy, but the fact that it is present is worth nothing

# An Xiao Mina says: in some sources there is an engineering of reality in the content itself through calls for action

# Owen Ambur says: there should be a distinction between a call for action and advertising

# An Xiao Mina says: that the types of ads should be considered, their aggressiveness, their patterns

# Scott Yates says: the correlation is interesting. Sometimes reputable sites have annoying ads

# .. sometimes publishers don’t have control over ads

# .. I’d be nice to say that if a thing pops over 12 times it becomes an indicator

# .. there are small publishers doing a good job but due to the mechanisms in place they rely on annoying ads

# An Xiao Mina says: financially motivated misinformation is basically selling clicks

# Scott Yates says: third party certification might be useful to address this issue

# An Xiao Mina says: in the vocabulary we are trying to articulate the security risk

# An Xiao Mina says: could content recommendation boxes be good indicators?

# Scott Yates says: the problem of blacklists is that new sites appear very quickly

# An Xiao Mina says: the most productive thing to do seems to distinguish between content and ads

# .. is thinking to classify the different types of ads

# .. is setting up another study soon with 30-50 articles

# [An Xiao Mina] thank you @Davide Ceolin ! :pray:

# [Scott Yates] And thanks, @Davide Ceolin for not mentioning that I think @An Xiao Mina should run all the meetings from now on and not @Sandro Hawke .

# [Scott Yates] *Re: “” – quote And thanks, @Davide Ceolin for not mentioning that I think @An Xiao Mina should run all the meetings from now on and not @Sandro Hawke . *

# [Davide Ceolin] You’re welcome, @An Xiao Mina