What’s the worst thing about the news that Facebook hosted what The Atlantic aptly called a “secret mood manipulation experiment,” conducted on 689,000 unwitting members of its network? That’s hard to say. There’s so much bad to choose from.
First, the nature of the experiment: It was cruel. Researchers from Facebook itself, Cornell, and University of California, San Francisco, were looking into whether emotional states could be spread via news shared by online media. That means, without direct personal contact.
The vehicle for this “emotional contagion” was to be Facebook’s News Feed: By tinkering with the feed, researchers altered the balance of positive and negative items people were exposed to. Then, by peeking at the messages that those same people subsequently posted—some 3 million during the week in January 2012 when the experiment was conducted—and categorizing them as positive or negative, the researchers could determine to what degree the members had been influenced.
Not surprisingly, researchers found what they called “experimental evidence for massive-scale contagion via social networks.”
Now, this isn’t a very nice thing to do to people—deliberately goad them into an emotional response just to show that you can. Worse still, half of the lab rats in this exercise were given an overabundance not of joyous news to make them happy, but of stories featuring dreary, gloomy, negative things. That feels very much like what qualifies as intentional infliction of emotional distress.
(Finding evidence that people share such misery, that it constitutes a “contagion,” apparently interests scholars. Why? I can’t imagine. Everybody’s been saddened by dismal news and told others about it. But some social scientists build careers by confirming the obvious.)
Second, not only was this cruel, it was deceptive. The whole appeal of Facebook’s News Feed is that it’s supposed to constitute a filtered selection of news that has been endorsed by the member’s community of “friends.” It’s meant to be what the people you care about seem to care about.
This feed wasn’t that at all. It wasn’t what your friends said was worth knowing. If you attached importance to it because you believed your network of like-minded souls had commended it to your attention, you were being tricked. Other Continue reading