̽��ֱ�� of Cambridge - facebook

Slamming political rivals may be the most effective way to go viral

fpjl2 — Tue, 22 Jun 2021 08:02:51 +0000

Study of almost 3 million Facebook and Twitter posts from US media and politicians shows divisive posts dunking on opponents drive engagement on social media.

Centre for the Future of Intelligence joins international coalition for safe and beneficial AI

sjr81 — Tue, 16 May 2017 19:00:13 +0000

̽��ֱ��Partnership is a not-for-profit organisation dedicated to collaboration and open dialogue on the opportunities and challenges of AI. Its founding members included Amazon, Apple, Google/DeepMind, Facebook, IBM and Microsoft.

CFI’s Executive Director, Dr Stephen Cave, said: “With AI advancing rapidly, we need a broad coalition to manage its impact for the good of all. ̽��ֱ��Partnership on AI is a much-needed and timely development, bringing together the leading companies driving the technology, and an increasingly wide range of other groups, including non-profit and academic institutions, such as our Centre based at the ̽��ֱ�� of Cambridge.”

As well as CFI, twenty other organisations have joined ̽��ֱ��Partnership on AI, including UNICEF and Sony.

̽��ֱ��Partnership’s goals are to study and formulate best practices on the development, testing, and fielding of AI technologies, advancing the public’s understanding of AI, to serve as an open platform for discussion and engagement about AI and its influences on people and society and identify and foster aspirational efforts in AI for socially beneficial purposes.

̽��ֱ��Partnership on AI was actively designed to bring together a diverse range of voices from for-profit and non-profit, all of whom share the belief in the tenets, and are committed to collaboration and open dialogue on the many opportunities and rising challenges around AI.

Added Cave: “At CFI, we strongly share the Partnership’s mission to ensure that AI develops in a way that is safe, responsible and fair. We are therefore delighted to be joining the Partnership on AI, alongside other organisations including UNICEF, Human Rights Watch, and our partners in Oxford, the Future of Humanity Institute.

“We hope that being a member will provide us with new allies and opportunities in what is likely to be one of the great challenges of the 21st century, and hope to be able to contribute the insight and analysis of our highly interdisciplinary team.”

CFI is a collaboration between the Universities of Cambridge and Oxford, Imperial College London and the ̽��ֱ�� of California at Berkeley and is funded by an unprecedented £10 million grant from the Leverhulme Trust.

Its mission is to create the interdisciplinary community that will be needed to make the AI revolution go as well as possible for humanity. At the Centre’s launch in Cambridge last October, Professor Stephen Hawking said: “ ̽��ֱ��rise of powerful AI will be either the best, or the worst thing, ever to happen to humanity. We do not yet know which. ̽��ֱ��research done by this centre will be crucial to the future of our civilisation and of our species.”

You can find out more about CFI at www.lcfi.ac.uk and @LeverhulmeCFI. You can find out more about the Partnership on AI at: www.partnershiponai.org/the-latest/ and @PartnershipAI

̽��ֱ��Leverhulme Centre for the Future of Intelligence (CFI), a Cambridge-based research Centre exploring the nature and impact of Artificial Intelligence (AI), is joining the Partnership on AI to Benefit People and Society (Partnership on AI), it was announced this evening.

With AI advancing rapidly, we need a broad coalition to manage its impact for the good of all.

Stephen Cave

̽��ֱ��text in this work is licensed under a Creative Commons Attribution 4.0 International License. For image use please see separate credits above.

Yes

Licence type:

Attribution-Noncommercial-ShareAlike

Viral charity campaigns have a psychological 'recipe' and all-too-brief lifespan

fpjl2 — Mon, 13 Feb 2017 16:01:23 +0000

A ̽��ֱ�� of Cambridge researcher has identified a recipe for the new breed of wildly successful online charity campaigns such as the ALS Ice Bucket Challenge – a phenomenon he has labelled “viral altruism” – and what might make them stick in people’s minds.

However, he says the optimistic use of global digital networks to propel positive social change is balanced by the shallow, short-lived nature of engagement with anything viral.

Writing in the journal Nature Human Behaviour, social psychologist Dr Sander van der Linden has outlined the key psychological levers he says underpin the new wave of viral altruism that is increasingly taking over our Facebook feeds.

These include the power of social norms, particularly the appeal of joining a social consensus and the desire to conform to prosocial behaviour (such as appearing charitable), having a clear moral incentive to act, and the appetite for a ‘warm glow’: the positive emotional benefit derived from feeling compassionate.

One of the most important ingredients – and the hardest to achieve – is ‘translational impact’: the conversion of online token support, or ‘clicktivism’, into sustained real world contributions, whether financial donations or a long-term commitment to an issue.

This, he says, involves a shift in motivation from the ‘extrinsic’ – incentives conditional on outside social pressures – to the ‘intrinsic’: an incentive that has been internalised to become a “new personal normal” for an individual.

Part of van der Linden’s initial research has been to pull together data such as Google and Wikipedia searches as well as donations to indicate the longevity and engagement levels of the ALS Ice Bucket Challenge campaign.

̽��ֱ��Challenge reached unprecedented ‘virality’ during August 2014. ̽��ֱ��formula of videoing ice-cold water being poured over your head and posting it to social media while publicly nominating others to do the same in support of a motor neurone disease charity reached approximately 440 million people worldwide, with over 28 million joining in.

'Brightly but briefly'

Yet van der Linden found that the Challenge burned brightly but briefly: with online interest and donations reverting to pre-viral levels in mere weeks. ̽��ֱ��engagement was also superficial: estimates suggest that 1 in 4 participants did not mention the ALS charity in their videos and only 1 in 5 mentioned a donation.

And, while the 2014 campaign caused a significant spike in donations – some $115m – when the ALS charity attempted to reboot the Ice Bucket Challenge the following year it raised less than 1% of the previous summer.

Other examples of viral altruism considered to be successful also appear to have an equally brief “half-life”. ̽��ֱ��Facebook organ donor initiative elicited more than 60% of its total online registrations in the first two days before numbers rapidly dropped off. Save Darfur was one of the largest campaigns on Facebook; after joining, most members never donated money or recruited anyone else.

Van der Linden believes converting the brief social pressures of viral altruism into self-sustaining personal motivations is the key to leveraging new digital networks for long-term engagement with the big issues of our time, such as climate change.

However, he argues that it may be the very viral nature of ‘viral altruism’ that acts as a barrier to this.

“Society now has the ability to connect and mobilise over a billion Facebook users to action on specific social issues in a fast and low-cost manner, but it is becoming clear this entails viral phenomena which by their very nature are ephemeral and superficial,” says van der Linden, from Cambridge’s Department of Psychology.

Hyper-viral paradox

“Just as a flame that burns twice as bright burns half as long, so a rapid social consensus spike reaches an equally rapid saturation point.

“Once the social tipping point of a campaign has passed, momentum can decay quickly and the purpose can get diluted. Once the ALS campaign had reached peak virality, many people were just pouring cold water over their heads without necessarily referencing the charity.

“Paradoxically, increasing meaningful engagement through viral altruism might actually require deliberately hindering the hyper-viral nature at some point with a stabilising force. Perhaps introducing aspects to a campaign that increasingly require more commitment – slowing growth and encouraging deeper engagement. If we want people to internalise a new normal, we need to give them a window big enough to do that.

“Deeper engagement seems especially vital. Something as simple as a single phrase connecting a campaign to its cause can make a difference. For example, those who mentioned the ALS charity in their Ice Bucket Challenge video were five times more likely to donate money than those who did not.”

SMART recipe

Van der Linden has set out his recipe for viral altruism using the acronym SMART: Social influences; Moral imperatives; Affective Reactions; Translational impact.

̽��ֱ��ALS campaign managed to exploit a two-pronged approach to 'social influences'. People were influenced by the example of those in their network, and wanted to join the burgeoning consensus. ̽��ֱ��nature of the campaign also meant that many were publicly challenged to participate by their social network, and risked the 'social sanction' of being seen to lack compassion if they then didn't.

Helping people with a debilitating disease was seen as a 'moral imperative'. Van der Linden says that having 'identifiable victims' such as scientist Prof Stephen Hawking allowed people to relate to the cause.

Campaigns that allow for the creation of a shared identity between the individual and the cause over time appear to be more successful in achieving translational impact.
Sander van der Linden

'Affective Reactions' is the response to strong emotional content. "Empathy is an emotional contagion," says van der Linden. "We are evolutionarily hard-wired to 'catch' other people's feelings. Responding with an altruistic act give us a 'warm glow' of positivity. Similarly, people often respond to social injustice, such as genocide, with strong moral outrage."

However, where almost all campaigns stumble is 'Translational impact', he says. "Extrinsic incentives, such as competitions or network pressure, can actually undermine people's intrinsic motivation to do good by eroding moral sentiment. Motivation to participate can get sourced from a desire to 'win' a challenge or appear virtuous rather than caring about the cause itself."

Climate change is an example of a major global issue that currently scores pretty much zero for the SMART recipe, says van der Linden.

"Climate change often fails to elicit strong emotional engagement, there is little to no societal pressure to act on climate change in our daily lives, most people do not view it as a fundamental moral issue, and the long-term nature of the problem requires more than a one-off donation."

He suggests that using the SMART recipe could be a way to reverse engineer more effective climate change campaigns that harness viral altruism, but the problem of translating impact remains.

One of the more impactful campaigns van der Linden highlights is 'Movember': the month-long growing of a moustache to raise awareness of men's health. Starting with just 30 people in 2003, the campaign didn't experience viral hypergrowth, but developed over years to reach about 5 million members by 2014 - by which time the charity reported 75% of participants were more aware of health issues facing men.

"Campaigns that allow for the creation of a shared identity between the individual and the cause over time appear to be more successful in achieving translational impact."

New work focusing on the ALS Ice Bucket Challenge reveals very brief shelf life of such viral campaigns, and suggests the nature of ‘virality’ and social tipping points themselves may be a stumbling block to deeper engagement with social issues that campaigns aim to promote.

Increasing meaningful engagement through viral altruism might actually require deliberately hindering the hyper-viral nature at some point with a stabilising force

Sander van der Linden

Charlie Baker

ALS Ice Bucket Challenge

̽��ֱ��text in this work is licensed under a Creative Commons Attribution 4.0 International License. For image use please see separate credits above.

Yes

Licence type:

Attribution-Noncommercial-ShareAlike

Facebook updates could provide a window to understanding – and treating – mental health disorders

cjb250 — Thu, 27 Oct 2016 23:02:16 +0000

Over a billion people worldwide use Facebook daily – one in seven of the global population – and social media use is increasing at three times the rate of other internet use. Evidence suggests that 92% of adolescents use the site daily and disclose considerably more about themselves online than offline.

Writing in today’s edition of Lancet Psychiatry, researchers from the ̽��ֱ�� of Cambridge discuss how social networking sites might be harnessed to provide data to help further our understanding of the onset and early years of mental illness.

“Facebook is hugely popular and could provide us with a wealth of data to improve our knowledge of mental health disorders such as depression and schizophrenia,” says Dr Becky Inkster, the study’s lead-author, from the Department of Psychiatry. “Its reach is particularly broad, too, stretching across the digital divide to traditionally hard-to-reach groups including homeless youth, immigrants, people with mental health problems, and seniors.”

Dr Inkster and her colleagues argue that Facebook might be used to help improve the detection of mental health factors. Dr Michal Kosinski, co-author from Stanford Graduate Business School, adds that Facebook data tends to be more reliable than offline self-reported information, while still reflecting an individual’s offline behaviours. It also enables researchers to measure content that is difficult to assess offline, such as conversation intensity, and to reach sample sizes previously unobtainable.

Status updates, shares and likes can provide a wealth of information about users, they say. A previous study of 200 US college students over the age of 18 years found that one in four posted status updates showing depressive-like symptoms. By analysing the language, emotions and topics used in status updates, the researchers say that it may be possible to look for symptoms or early signs of mental illness. Even photographs might provide new insights; Facebook is the world’s largest photo sharing website, with some 350 million photos uploaded daily, and automated picture analysis of emotional facial expressions might offer unique representations of offline behaviours.

Studies have shown that social networks can have both positive and negative effects on user’s emotions. Being ‘unfriended’ can elicit negative emotions, but even an individuals’ News Feed, which reports what their friends are up to, can affect their mood: one study found that a reduction of the amount of positive content displayed by friends led to an increase in negative status updates by users, and vice-versa. Other research has shown that some people with mental health disorders report positive experiences of social media, suggesting that Facebook might be harnessed to offer people support. People with schizophrenia and psychosis, for example, have reported that social networking sites helped them socialise and did not worsen their symptoms.

̽��ֱ��researchers suggest that the use of therapies based on users’ Facebook pictures and timelines could be trialled as possible ways to use online social networks to support individuals. This might assist with accessing autobiographical memories, which can be impaired in conditions such as depression, and for improving cognition and mood with older patients, similar to offline therapies for early dementia.

“Facebook relationships may help those with reduced self-esteem and provide companionship for individuals who are socially isolated,” says Dr Becky Inkster. “We know that socially isolated adolescents are more likely to suffer from depression and suicidal thoughts, so these online stepping stones could encourage patients to reform offline social connections.”

These online – potentially leading to offline – social connections can provide support for vulnerable individuals such as homeless youth, a population at increased risk of mental health problems. Research has shown that this support is associated with a reduction in their alcohol intake and a decrease in depression-like symptoms. Unlike virtual patient communities, an advantage of using social networking sites, especially Facebook, is that people naturally use them in their daily lives, which addresses concerns about the limited duration of participation in virtual communities.

Early detection of digital warning signs could enhance mental health service contact and improve service provision, the researchers say. Facebook already allows users who are worried about a friend’s risk of suicide to report the post, for example. However, the use of social networking sites in the context of mental health and young people raises potential ethical issues. Vulnerable individuals will need to fully understand what participation in psychiatry research and mental health-care practice involves and that consent is monitored throughout the various stages of their illness.

“People are uneasy at the idea of having their social media monitored and their privacy infringed upon, so this is something that will need to be handled carefully,” says co-author Dr David Stillwell from the Cambridge Judge Business School. “To see this, we only have to look at the recent furore that led to the abrupt suspension of the Samaritans’ Radar Twitter app, which with the best of intentions enabled users to monitor their friends’ Twitter activity for suicidal messages.”

Much of this research is still in its infancy and evidence is often anecdotal or insufficient, argue the team. Several issues need addressing, such as whether using social media might interfere with certain illnesses or symptoms more than others – such as digital surveillance-based paranoid themes – and to ensure confidentiality and data protection rights for vulnerable people. But they are optimistic about its potential uses.

“Although it isn’t clear yet how social networking sites might best be used to improve mental health care, they hold considerable promise for having profound implications that could revolutionise mental healthcare,” says Dr Inkster.

Reference
Becky Inkster, David Stillwell, Michal Kosinski, Peter Jones. A decade into Facebook: where is psychiatry in the digital age? Lancet Psychiatry; 27 Oct 2016; DOI: 10.1016/S2215-0366(16)30041-4

Our Facebook status updates, ‘likes’ and even photos could help researchers better understand mental health disorders with the right ethical safeguards, argue researchers from the ̽��ֱ�� of Cambridge, who suggest that social networks may even be used in future to provide support and interventions, particularly among young people.

Facebook is hugely popular and could provide us with a wealth of data to improve our knowledge of mental health disorders such as depression and schizophrenia

Becky Inkster

SEO

Facebook Like Button

̽��ֱ��text in this work is licensed under a Creative Commons Attribution 4.0 International License. For image use please see separate credits above.

Yes

Licence type:

Attribution

Facebook data suggests people from higher social class have fewer international friends

sc604 — Thu, 10 Sep 2015 08:26:12 +0000

A new study conducted in collaboration with Facebook using anonymised data from the social networking site shows a correlation between people’s social and financial status, and the levels of internationalism in their friendship networks – with those from higher social classes around the world having fewer friends outside of their own country.

Despite the fact that, arguably, people from higher social classes should be better positioned to travel and meet people from different countries, researchers found that, when it comes to friendship networks, people from those groups had lower levels of internationalism and made more friends domestically than abroad.

Researchers say that their results are in line with what’s known as the ‘restricting social class’ hypothesis: that high-social class individuals have greater resources, and therefore depend less on others – with the wealthy tending to be less socially engaged, particularly with those from groups other than their own, as a result.

̽��ֱ��research team, from the Prosociality and Well-Being Lab in the ̽��ֱ�� of Cambridge’s Department of Psychology, conducted two studies – one local and one global, with the global study using a dataset of billions of Facebook friendships – and the results from both supported the idea of restricting social class.

However, the researchers say the fact that those of lower social status tend to have more international connections demonstrates how low-social class people “may actually stand to benefit most from a highly international and globalised social world”.

“ ̽��ֱ��findings point to the possibility that the wealthy stay more in their own social bubble, but this is unlikely to be ultimately beneficial. If you are not engaging internationally then you will miss out on that international resource – that flow of new ideas and information,” said co-author Dr Aleksandr Spectre, who heads up the lab.

“ ̽��ֱ��results could also be highlighting a mechanism of how the modern era might facilitate a closing of the inequality gap, as those from lower social classes take advantage of platforms like Facebook to increase their social capital beyond national borders,” he said.

For the first study, the ‘local’, the team recruited 857 people in the United States and asked them to self-report their perceived social status (from working to upper class on a numerical scale), as well as an objective indicator in the form of annual household income. ̽��ֱ��volunteers also provided researchers access to their Facebook networks.

̽��ֱ��results from the first study indicated that low-social class people have nearly 50% more international friends than high-social class people.

For the second study, the ‘global’, the team approached Facebook directly, who provided data on every friendship formed over the network in every country in the world at the national aggregate level for 2011. All data was anonymous. ̽��ֱ��dataset included over 57 billion friendships.

̽��ֱ��research team quantified social class on a national level based on each country’s economic standing by using gross domestic product (GDP) per capita data for 2011 as published by the World Bank.

After controlling for as many variables as they were able, the researchers again found a negative correlation between social class – this time on a national level – and the percentage of Facebook friends from other countries. For people from low-social class countries, 35% of their friendships on average were international, compared to 28% average in high-social class countries.

̽��ֱ��findings from the two studies provide support for the restricting social class hypothesis on both a local and a global level, say the researchers. ̽��ֱ��results are contained in a new paper, published in the journal Personality and Individual Differences.

“Previous research by others has highlighted the value of developing weak ties to people in distant social circles, because they offer access to resources not likely to be found in one’s immediate circle. I find it encouraging that low-social class people tend to have greater access to these resources on account of having more international friendships,” said co-author Maurice Yearwood.

“From a methodological perspective, this combination of micro and macro starts to build a very interesting initial story. These are just correlations at the moment, but it’s a fascinating start for this type of research going forward,” Yearwood said.

Spectre says that the high levels of Facebook usage and sheer size of the network makes it a “pretty good proxy for your social environment”. “ ̽��ֱ��vast majority of Facebook friendships are ones where people have met in person and engaged with each other, a lot of the properties you find in Facebook friendship networks will strongly mirror everyday life,” he said.

“We are entering an era with big data and social media where we can start to ask really big questions and gain answers to them in a way we just couldn’t do before. I think this research is a good example of that, I don’t know how we could even have attempted this work 10 years ago,” Spectre said.

̽��ֱ��latest work is the first output of ongoing research collaborations between Spectre’s lab in Cambridge and Facebook, a company he commends for its “scientific spirit”. “Having the opportunity to work with companies like Facebook, Twitter, Microsoft and Google should be something that’s hugely exciting to the academic community,” he said.

Reference:
Yearwood, M. H., Cuddy, A., Lamba, N., Youyou, W., van der Lowe, I., Piff, P., Gronin, C., Fleming, P., Simon-Thomas, E., Keltner, D., & Spectre, A. (2015). On wealth and the diversity of friendships: High social class people around the world have fewer international friends. Personality and Individual Differences, 87, 224-229. DOI: doi:10.1016/j.paid.2015.07.040

New study using Facebook network data, including a dataset of over 57 billion friendships, shows correlation between higher social class and fewer international friendships. Researchers say results support ideas of ‘restricting social class’ among wealthy, but show that lower social classes are taking advantage of increased social capital beyond national borders.

̽��ֱ��findings point to the possibility that the wealthy stay more in their own social bubble, but this is unlikely to be ultimately beneficial

Aleksandr Spectre

Yearwood/Spectre

Map showing levels of international friendship by country

̽��ֱ��text in this work is licensed under a Creative Commons Attribution 4.0 International License. For image use please see separate credits above.

Yes

How to read a digital footprint

fpjl2 — Tue, 23 Jun 2015 08:00:53 +0000

In 2007, Dr David Stillwell built an application for an online networking site that was starting to explode: Facebook. His app, myPersonality, allowed users to complete a range of psychometric tests, get feedback on their scores and share it with friends. It went viral.

By 2012, more than six million people had completed the test, with many users allowing researchers access to their profile data. This huge database of psychological scores and social media information, including status updates, friendship networks and ‘Likes’, is the largest of its kind in existence. It contains the moods, musings and characteristics of millions – a holy grail of psychological data unthinkable until a few years ago.

Stillwell and colleagues at Cambridge’s Psychometrics Centre provided open access to the database for other academics. Academic researchers from over 100 institutions globally now use it, producing 39 journal articles since 2011.

Meanwhile, the Cambridge Psychometrics team devised their own complex algorithms to read patterns in the data. Resulting publications caused media scrums, with a paper published in early 2015 generating nervous headlines around the world about computers knowing your personality better than your parents.

But how surprising is this really, given the amount we casually share about ourselves online every day? And not just through social media, but also through web browsing, internet purchases, and so on. Every interaction creates a trace, which all add up to a ‘digital footprint’ of who we are, what we do and how we feel.

We know that, behind closed doors, corporations and governments use this data to ‘target’ us – our online actions mark us out as future customers, or even possible terrorists – and, for many, this reduction in privacy is a disturbing fact of 21st-century life.

̽��ֱ��Cambridge researchers believe that the new era of psychological ‘big data’ can be used to improve commercial and government services as well as furthering scientific research, but openness is essential.

“If you ask a company to make their data available for research, usually it will go to some corporate responsibility office which deems it too risky – there’s nothing in it for them. Whereas if you tell them you can improve their business, but as part of that they make some data available to the research community, you find a lot more open doors,” says Stillwell, who co-directs the Centre.

Around half of the Centre’s current work involves commercial companies, who come to them for “statistical expertise combined with psychological understanding” – often in an attempt to improve online marketing, an area still in its infancy.

̽��ֱ��team has recently launched an interface called Apply Magic Sauce, based on the myPersonality results, which can be used as a marketing and research tool that turns digital ‘footprints’ into psycho-demographic profiles.

“If you use the internet you will be targeted by advertisers, but at the moment that targeting happens in the shadows and isn’t particularly accurate,” says Vesselin Popov, the Centre’s development strategist.

“We all have to suffer advertising, so perhaps it’s better to be recommended products that we might actually want? Using opt-in anonymous personality profiling based on digital records such as Facebook Likes or Last.fm scores could vastly improve targeted advertising and allow users to set the level of data-sharing they are comfortable with,” says Popov. “This data could then, with the permission of users, be used to enrich scientific research databases.”

Measuring psychological traits has long been difficult for researchers and boring for participants, usually involving laborious questionnaires. This will sound familiar to anyone who has used an employment agency or job centre. ̽��ֱ��team are now building on their previous work with algorithms to take psychometric testing even further into uncharted territory – video games. Job centres might be the first to benefit.

“A job centre gets about seven minutes with each job seeker every two weeks, so providing personalised support in that time is challenging,” explains Stillwell. “We are working with a company to build a game that measures a person’s strengths in a ‘gamified’ way that’s engaging but still accurate.”

In ‘JobCity’, currently an iPad proof of concept, users explore job opportunities in a simulated city. ̽��ֱ��game measures psychological strengths and weaknesses along the way, offering career suggestions at the end, and providing the job centre with feedback to help them guide the applicant. ̽��ֱ��team has tested the game with a group of under-25s and the results are promising.

For the Centre’s Director Professor John Rust, the team’s background in psychology means they don’t lose sight of the people within the oceans of data: “We’re dealing with organisations that are using ‘big data’ to make actuarial decisions about who gets lent money, who gets a job – you don’t want this left solely to computer engineers who just see statistics.”

“We want machines that can recognise you as a person. Much of the information for doing that already exists in the servers of Google, Facebook, Amazon, and so on. Your searches and statuses are all reflections of questions, experiences and emotions you have: all psychometric data. It’s the basis for a future where computers can truly interact with human beings.”

Cyberspace has, for Rust, opened a ‘Pandora’s box’ that’s taken psychological testing to a new level. But, he says, the current explosion in big data bears comparison to a previous shift that happened a century ago – the advent of IQ tests shortly before the First World War. Millions of servicemen were tested to determine role allocation within the military. Suddenly, says Rust, overexcited scientists had massive psychological datasets. IQ tests influenced societies long after the war, leading he says to some of the most shameful episodes of the 20th century including scientific racism and sterilisation of the ‘feebleminded’.

“Today you have another psychological big data situation being used to challenge a perceived global threat: terrorism. Government data scientists hunting would-be terrorists are enthusiastically adopting big data, but there will be social consequences again. In many ways, we already have Big Brother – whatever that now means,” Rust says.

“ ̽��ֱ��new psychological data revolution needs serious research, and ethical debates about it need to be happening in the public arena – and they’re not. We have a responsibility to say to people working on this in secret in companies and institutions: ‘You’ve got to come and discuss this in an open place’. It’s what universities are for.”

Inset images: Facebook's Infection (Ksayer1); Dr David Stillwell, Professor John Rust and Vesselin Popov ( ̽��ֱ�� of Cambridge).

Researchers are using social media data to build a picture of the personalities of millions, changing core ideas of how psychological profiling works. They say it could revolutionise employment and commerce, but the work must be done transparently.

Your searches and statuses are all reflections of questions, experiences and emotions you have: all psychometric data. It’s the basis for a future where computers can truly interact with human beings

John Rust

malavoda

Footprints

̽��ֱ��text in this work is licensed under a Creative Commons Attribution 4.0 International License. For image use please see separate credits above.

Yes

Licence type:

Attribution-Noncommerical

Computers using digital footprints are better judges of personality than friends and family

fpjl2 — Mon, 12 Jan 2015 20:05:04 +0000

A new study, published today in the journal PNAS, compares the ability of computers and people to make accurate judgments about our personalities. People's judgments were based on their familiarity with the judged individual, while computer models used a specific digital signal: Facebook Likes.

̽��ֱ��results show that by mining Facebook Likes, the computer model was able to predict a person's personality more accurately than most of their friends and family. Given enough Likes to analyse, only a person's spouse rivalled the computer for accuracy of broad psychological traits.

Researchers at the ̽��ֱ�� of Cambridge and Stanford ̽��ֱ�� describe the finding as an "emphatic demonstration" of the capacity of computers to discover an individual's psychological traits through pure data analysis, showing machines can know us better than we'd previously thought: an "important milestone" on the path towards more social human-computer interactions.

"In the future, computers could be able to infer our psychological traits and react accordingly, leading to the emergence of emotionally-intelligent and socially skilled machines," said lead author Wu Youyou, from Cambridge's Psychometrics Centre.

"In this context, the human-computer interactions depicted in science fiction films such as Her seem to be within our reach."

̽��ֱ��researchers say these results might raise concerns over privacy as such technology develops; the research team support policies giving users full control of their digital footprint.

In the study, a computer could more accurately predict the subject's personality than a work colleague by analysing just ten Likes; more than a friend or a cohabitant (roommate) with 70, a family member (parent, sibling) with 150, and a spouse with 300 Likes.

Given that an average Facebook user has about 227 Likes (and this number is growing steadily), the researchers say that this kind of AI has the potential to know us better than our closest companions.

̽��ֱ��latest results build on previous work from the ̽��ֱ�� of Cambridge, published in March 2013, which showed that a variety of psychological and demographic characteristics could be predicted with startling accuracy through Facebook Likes.

In the new study, researchers used a sample of 86,220 volunteers on Facebook who completed a 100-item personality questionnaire through the 'myPersonality' app, as well as providing access to their Likes.

These results provided self-reported personality scores for what are known in psychological practice as the 'big five' traits: openness, conscientiousness, extraversion, agreeableness, and neuroticism— the OCEAN model. Through this, researchers could establish which Likes equated with higher levels of particular traits e.g. liking 'Salvador Dali' or 'meditation' showed a high degree of openness.

Users of the 'myPersonality' app were then given the option of inviting friends and family to judge the psychological traits of the user through a shorter version of the personality test. These were the human judges in the study—those listed on Facebook as friends or family expressing their judgement of a subject's personality using a 10-item questionnaire

Researchers were able to get a sample of 17,622 participants judged by one friend or family member, and a sample of 14,410 judged by two.

To gauge the accuracy of these measurements, the online personality judgements were corroborated with a meta-analysis of previous psychological studies over decades which looked at how people's colleagues, family and so on judge their personality. Researchers found their online values similar to the averages from years of person-to-person research.

In this way, the researchers were able to come up with accuracy comparisons between computer algorithms and the personality judgements made by humans. Given enough Likes, the computers came closer to a person's self-reported personality than their brothers, mothers or partners.

Dr Michal Kosinski, co-author and researcher at Stanford, says machines have a couple of key advantages that make these results possible: the ability to retain and access vast quantities of information, and the ability to analyse it with algorithms the techniques of 'Big Data'.

"Big Data and machine-learning provide accuracy that the human mind has a hard time achieving, as humans tend to give too much weight to one or two examples, or lapse into non-rational ways of thinking," he said. Nevertheless, the authors concede that detection of some traits might be best left to human abilities, those without digital footprints or dependant on subtle cognition.

̽��ֱ��authors of the study write that automated, accurate, and cheap personality assessments could improve societal and personal decision-making in many ways—from recruitment to romance.

" ̽��ֱ��ability to judge personality is an essential component of social living— from day-to-day decisions to long-term plans such as whom to marry, trust, hire, or elect as president," said Cambridge co-author Dr David Stillwell. " ̽��ֱ��results of such data analysis can be very useful in aiding people when making decisions."

Youyou explains: "Recruiters could better match candidates with jobs based on their personality; products and services could adjust their behaviour to best match their users' characters and changing moods.

"People may choose to augment their own intuitions and judgments with this kind of data analysis when making important life decisions such as choosing activities, career paths, or even romantic partners. Such data-driven decisions may well improve people's lives," she said.

̽��ֱ��researchers say that this kind of data mining and its inferences has hallmarks of techniques currently used by some digital service providers, and that—for many people— a future in which machines read our habits as an open book on a massive scale may seem dystopian to those concerned with privacy.

It's a concern shared by the researchers. "We hope that consumers, technology developers, and policy-makers will tackle those challenges by supporting privacy-protecting laws and technologies, and giving the users full control over their digital footprints," said Kosinski.

Take the Facebook personality test yourself here: applymagicsauce.com

Researchers have found that, based on enough Facebook Likes, computers can judge your personality traits better than your friends, family and even your partner. Using a new algorithm, researchers have calculated the average number of Likes artificial intelligence (AI) needs to draw personality inferences about you as accurately as your partner or parents.

People may choose to augment their own intuitions and judgments with this kind of data analysis when making important life decisions

Wu Youyou

Ksayer1

Facebook's Infection

Some example personality traits and associated Likes

Liberal & artistic	Shy & reserved	Cooperative	Calm & relaxed
TED	J-pop	Life of Pi	Ferrari
John Coltrane	Minecraft	the Bible	Volunteering
̽��ֱ��Daily Show	Wikipedia	smiling	Usain Bolt
Atheism	̽��ֱ��X-Files	Bourne Identity	Kayaking

̽��ֱ��text in this work is licensed under a Creative Commons Licence. If you use this content on your site please link back to this page. For image rights, please see the credits associated with each individual image.

Yes

Licence type:

Attribution-ShareAlike

Digital records could expose intimate details and personality traits of millions

fpjl2 — Mon, 11 Mar 2013 18:49:49 +0000

New research, published today in the journal PNAS, shows that surprisingly accurate estimates of Facebook users’ race, age, IQ, sexuality, personality, substance use and political views can be inferred from automated analysis of only their Facebook Likes - information currently publicly available by default.

In the study, researchers describe Facebook Likes as a “generic class” of digital record - similar to web search queries and browsing histories - and suggest that such techniques could be used to extract sensitive information for almost anyone regularly online.

Researchers at Cambridge’s Psychometrics Centre, in collaboration with Microsoft Research Cambridge, analysed a dataset of over 58,000 US Facebook users, who volunteered their Likes, demographic profiles and psychometric testing results through the myPersonality application.

Users opted in to provide data and gave consent to have profile information recorded for analysis. Facebook Likes were fed into algorithms and corroborated with information from profiles and personality tests.

Researchers created statistical models able to predict personal details using Facebook Likes alone. Models proved 88% accurate for determining male sexuality, 95% accurate distinguishing African-American from Caucasian American and 85% accurate differentiating Republican from Democrat. Christians and Muslims were correctly classified in 82% of cases, and good prediction accuracy was achieved for relationship status and substance abuse – between 65 and 73%.

But few users clicked Likes explicitly revealing these attributes. For example, less that 5% of gay users clicked obvious Likes such as Gay Marriage. Accurate predictions relied on ‘inference’ - aggregating huge amounts of less informative but more popular Likes such as music and TV shows to produce incisive personal profiles.

Even seemingly opaque personal details such as whether users’ parents separated before the user reached the age of 21 were accurate to 60%, enough to make the information “worthwhile for advertisers”, suggest the researchers.

While they highlight the potential for personalised marketing to improve online services using predictive models, the researchers also warn of the threats posed to users’ privacy. They argue that many online consumers might feel such levels of digital exposure exceed acceptable limits - as corporations, governments, and even individuals could use predictive software to accurately infer highly sensitive information from Facebook Likes and other digital ‘traces’.

̽��ֱ��researchers also tested for personality traits including intelligence, emotional stability, openness and extraversion. While such latent traits are far more difficult to gauge, the accuracy of the analysis was striking. Study of the openness trait – the spectrum of those who dislike change to those who welcome it – revealed that observation of Likes alone is roughly as informative as using an individual’s actual personality test score.

Some Likes had a strong but seemingly incongruous or random link with a personal attribute, such as Curly Fries with high IQ, or That Spider is More Scared Than U Are with non-smokers.

When taken as a whole, researchers believe that the varying estimations of personal attributes and personality traits gleaned from Facebook Like analysis alone can form surprisingly accurate personal portraits of potentially millions of users worldwide.

They say the results suggest a possible revolution in psychological assessment which – based on this research – could be carried out on an unprecedented scale without costly assessment centres and questionnaires.

“We believe that our results, while based on Facebook Likes, apply to a wider range of online behaviours.” said Michal Kosinski, Operations Director at the Psychometric Centre, who conducted the research with his Cambridge colleague David Stillwell and Thore Graepel from Microsoft Research.

“Similar predictions could be made from all manner of digital data, with this kind of secondary ‘inference’ made with remarkable accuracy - statistically predicting sensitive information people might not want revealed. Given the variety of digital traces people leave behind, it’s becoming increasingly difficult for individuals to control.

“I am a great fan and active user of new amazing technologies, including Facebook. I appreciate automated book recommendations, or Facebook selecting the most relevant stories for my newsfeed,” said Kosinski. “However, I can imagine situations in which the same data and technology is used to predict political views or sexual orientation, posing threats to freedom or even life.”

“Just the possibility of this happening could deter people from using digital technologies and diminish trust between individuals and institutions – hampering technological and economic progress. Users need to be provided with transparency and control over their information.”

Thore Graepel from Microsoft Research said he hoped the research would contribute to the on-going discussions about user privacy: “Consumers rightly expect strong privacy protection to be built into the products and services they use and this research may well serve as a reminder for consumers to take a careful approach to sharing information online, utilising privacy controls and never sharing content with unfamiliar parties.”

David Stillwell from Cambridge ̽��ֱ�� added: “I have used Facebook since 2005, and I will continue to do so. But I might be more careful to use the privacy settings that Facebook provides.”

For more information, please contact fred.lewsey@admin.cam.ac.uk

Research shows that intimate personal attributes can be predicted with high levels of accuracy from ‘traces’ left by seemingly innocuous digital behaviour, in this case Facebook Likes. ̽��ֱ��study raises important questions about personalised marketing and online privacy.

Similar predictions could be made from all manner of digital data, with this kind of secondary ‘inference’ made with remarkable accuracy

Michal Kosinski

Cambridge Psychometrics Centre

Graphic from mypersonality app

This work is licensed under a Creative Commons Licence. If you use this content on your site please link back to this page.

Yes

̽��ֱ�� of Cambridge - facebook

Slamming political rivals may be the most effective way to go viral

Centre for the Future of Intelligence joins international coalition for safe and beneficial AI

Viral charity campaigns have a psychological 'recipe' and all-too-brief lifespan

'Brightly but briefly'

Hyper-viral paradox

SMART recipe

Facebook updates could provide a window to understanding – and treating – mental health disorders

Facebook data suggests people from higher social class have fewer international friends

How to read a digital footprint

Computers using digital footprints are better judges of personality than friends and family

Liberal & artistic

Shy & reserved

Cooperative

Calm & relaxed

Digital records could expose intimate details and personality traits of millions