In decreasing order of Trust in News: Media I use, Media Overall, Search engines and Social Media.
From the must-read Reuters Institute and Oxford University Digital News Report, you can read the following for the US:
Misinformation using keyword voids via Google and Bing. The “evil unicorn problem”.
Keywords Voids, also known as Data Voids, might not be the only reason for this low level of Trust but it’s important to know how this works.
Desperately seeking quality content.
Every one of us searches Google 3-4 times every day.
But every searches are not equal. Lots of searches are too vague and thus will return lots of noise and (yes!) 15% of all searches on a yearly basis were never searched before.
Bottom line, in the too vague a query, you will add more words and the combinaison may not have much quality content. Same for searches never searched before.
This means there are many search terms for which the available relevant data is limited, non-existent, or deeply problematic. We call these “data voids” or “keywords voids”
The malicious exploit: Wide open door to misinformation and manipulation.
Typology of Keywords/Data Voids (source (highly recommended read): Data Voids: Where Missing Data Can Easily Be Exploited)
Active Keywords/Data Voids on breaking news.
“Data voids that are actively weaponized by adversarial actors immediately following a breaking news event, usually involving names of locations or suspects in violent attacks (e.g., “Sutherland Springs” or “Parkland.”)”
Active Keywords/Data Voids on problematic terms.
“Data voids that are actively weaponized by adversarial actors around problematic search terms, usually with racial, gendered, or other discriminatory intent (e.g., “black on white crime” or “The Greatest Story Never Told” or “white genocide statistics.”)”
Passive Keywords/Data Voids on a particular group
“Data voids that passively reflect bias or prejudice in society but are not ac- tively being weaponized or exploited by a particular group (e.g., “CEO.”)”
A byproduct of cultural prejudice.
Not an easy task. “Data voids are a byproduct of cultural prejudice and a site of significant manipulation by individuals and organizations with nefarious intentions. Addressing data voids cannot be achieved by removing problematic content, not only because removal might go against the goals of search engines but also because doing so would not be effective. Without high-quality content to re- place removed content, new malicious content can easily surface”
Responding to data voids requires making certain that high-quality content…
“Unlike other forms of content moderation, responding to data voids requires making certain that high-quality content is available in spaces where people may seek to exploit or manipulate users into engaging with malignant information.”
… but only you can decide what is a “quality content”.
This is why we are building TrustedOut. Am AI-Operated database of media profiles. Unbiased. Up-to-date. Universal.