Information Quality Checks | How To Spot Information Pollution

Identify fake news with information quality checks
Image from Dogtown Media

The internet has allowed anyone with a computer to publish their ideas online, many lacking the expertise, research skills, or objectivity to produce quality information. The result is a deluge of blogs, “news,” social posts, videos, and podcasts, impeccably designed and posted on authoritative-looking websites, tricking us into believing that the ideas are credible.

Information quality has never been so important. The rise of dangerous ideas such as climate change denial, anti-vaxxing, and the authenticity of COVID-19 are a result of people believing misinformation, and as it becomes harder to separate the wheat from the chaff, it also becomes harder to make decisions that save lives. As an anti-vaxxer tries to protect her son against autism, he dies of measles. As people gather to protest against the conspiracy of COVID-19, they indirectly kill. As narcissistic world leaders dismantle fossil fuel regulation,1 the temperature moves closer to the tipping point that drastically alters the earth’s climate,2 putting millions of people at risk.

Good information gives us a more accurate understanding of reality, allowing us to navigate the world effectively. We can make decisions that allow us, the people around us, and the rest of our species to flourish. Quality of information is critical for the wellbeing of humanity, and being able to identify whether a news article, blog, or video is credible can help you to make good decisions. 

We can’t see through the fog of information pollution unless we know how to identify it, and in this article, we’ll explain how.

Why is there so much misinformation?

The web isn’t regulated

Content posted on the web isn’t regulated. This gives people the freedom to post whatever they want, but lacks the necessary principles and rules to ensure that the content is accurate.

While the web itself isn’t regulated, some reputable media companies have internal validation processes to ensure their information is as accurate as possible, for example The New York Times, the BBC, or the Wall Street Journal.

Greed

The more people who view a piece of content, the more money the creator will be able to make from advertising, paid reviews, paid subscriptions, public speaking, and other business opportunities. It’s in a content creator’s best interests to generate popular content, which isn’t necessarily the most accurate content. When faced with a choice between accuracy and profitability, it can be difficult to do the right thing.

Insufficient research, and no expert review

The world is a complex place, and many ideas are determined and affected by a large number of factors. For a piece of content to be credible, it must be rigorously researched, and if necessary, reviewed by experts. Many content creators don’t know this, and regardless of their good intentions, they end up publishing misinformation that can warp a person’s understanding of reality, leading them to harmful beliefs, and bad decisions.

Disclaimer: this article has been rigorously researched, but hasn’t been reviewed by experts.

Narrow scope

With so much content and such little time, we’ve become skimming experts. We want the specific information that we’re seeking, and we want it ASAP. So when we’re faced with a 5,000 word monster of an article that provides an excellent overview of a topic, we’ll probably close it down and find something shorter, even though the shorter article lacks the depth needed for deep understanding.

Content creators understand this, and the length of their work is shortened to suit. This can narrow the subject’s scope at the expense of explaining it effectively.

To use an example from boxing, a video editor can put together a 10-minute compilation of David Tua’s most powerful left hooks, under the title “David Tua—the best left hook in boxing.” Unless you’ve seen every one of that boxer’s fights, and watched enough boxing to get an understanding of the frequency and power of a typical left hook, you’ll be inclined to believe that David Tua has the best left hook in the sport. This is a trivial example, and it won’t affect your ability to make good decisions, but it’s something that content creators do constantly to grab your attention and get you to click on their content. It doesn’t matter if the video is accurate. What matters is that you click.

Disinformation

The information that we consume shapes our beliefs and behaviours. We can be fed information from nefarious governments, companies, groups, and individuals, who bombard us with disinformation as a way to influence our beliefs and encourage action. One of the most damaging examples of this is Russia’s supposed interference in the 2016 US election, where they bombarded American citizens with emotive social media memes, helping Trump to win the presidency.4

Pressure

Companies and individuals whose income is based on content are under pressure to create. In theory, the less content they create, the less money they make. This creates incentive to produce as much content as possible as quickly as possible, at the expense of thorough research and peer reviews.

Social acceptance

As social animals, being accepted by others is important for our mental health. An effective way to be accepted and respected by others is to create content that seems smart, well-informed, and useful. To the content creator seeking social approval, it doesn’t matter that their information is dumb, shallow, and harmful. They still get the kudos.

Information quality attributes | How to spot information pollution

Information quality is a term usually associated with the quality of information in a system (typically a computer), but we can use some of its metrics to determine if a piece of content is credible. We can also use elements from academia’s CRAAP test5 (currency, relevance, authority, accuracy, purpose). The guidelines below are a mix of these methods, with some additional checks thrown in.

Authority

When a content creator has the expertise and experience to explain a subject accurately, they’re an authority. This is one of the most important indicators for information quality.

Authority can be assessed for a piece of content in two ways: the individual who created it, and the organisation who published it.

Authority of the person

A person’s authority can be determined by their credentials and experience, usually outlined in their profile. Do they match the topic they have covered? An electrical engineer shouldn’t be telling people how to manage their diabetes.

If a content creator hasn’t listed their credentials, or if they’ve listed credentials from an unrecognised educational institution, they may not have the skills or experience needed to explain a topic accurately. People can still educate themselves and draw on their life experiences, and there’s plenty of subjects that the average Joe can elucidate, but if something complex is being explained—medicine, physics, economics, psychology, etc.—you’ll probably get more accurate information from somebody who has studied and practised it.

Of course, it’s easy for a content creator to lie about their credentials. Other information quality attributes should be checked before choosing to believe their content.

Authority of the organisation

Organisations create content for one reason: to attract an audience. Whether a newspaper, blogger, YouTube channel, or business, they’re all creating content as a way to attract or keep “customers,” and make money. Unfortunately, when money is the main reason for doing something, morals are often abandoned, and quality of information neglected. It no longer matters that content is accurate and well-researched; all that matters is that people view and share it.

The organisations with the best standards are established newspapers and media companies, whose purpose is to produce content. They usually adhere to the five principles of ethical journalism—truth and accuracy, independence, fairness and impartiality, humanity, and accountability6—which allow them to create accurate, relevant, and authoritative content. There are plenty of exceptions—most content produced by Rupert Murdoch’s News Corp is trash, including Fox News, Sky News, The Sun, and The New York Post.7 Every media company is also politically biased to some degree,8 which must be recognised when viewing their content. Finally, there’s the troubling theory of every media company acting as a propaganda tool for their corporate overlords, as outlined by Edward S.Herman and Noam Chomksy in their meticulous book Manufacturing Consent: The Political Economy of the Mass Media. But this book doesn’t question the accuracy of the media’s reporting, just the political purpose of the stories they cover, and how they might influence you in ways that benefit the powerful. You can still get facts from a reputable paper like the New York Times, but you should ask yourself why they’re choosing to report those particular facts.

Reputation is the best indicator of an organisation’s authority. Some have built their businesses on accuracy—The New York Times, The Wall Street Journal, BBC, Al Jazeera—but others are more difficult to identify. There’s websites such as Media Bias Fact Check,9 but their analysis has been called unscientific,10 so should be viewed with skepticism. Some organisations such as Nestle, Amazon, Coca Cola, and Disney are infamous for their sins, and their lack of integrity often leads to a lack of standards, extending to any “informative” content they produce. If you’re unsure whether a company has a reputation for producing accurate information, try Googling their reputation and credibility, and reading what others have to say.

Another way to determine authority is by comparing the subject of the content with the organisation’s purpose. If you’re reading a climate change article from Scientific American, it’s clear that the topic matches their area of knowledge, and there’s a greater chance that the article will be accurate. Authority is boosted further if the organisation has been producing this kind of content for a long time (although there are exceptions to this rule).

Purpose

Content is usually created for a purpose, and identifying this purpose can help to determine whether the information is trustworthy. What is the content creator trying to achieve with their content? Are they trying to entertain you, educate you, influence you, or mislead you? Are they trying to sell you a product or service?

Fox News promotes itself as a serious news organisation, and has the trust of roughly one in four Americans.11 But the purpose of its stories are entertainment first, and information second—a more accurate name for the corporation would be  “Fox Infotainment.” There’s nothing wrong with watching Fox for amusement, but watching it for educational purposes is like asking a Nazi to teach you about Jewish history. You’ll end up with a warped sense of reality.

Content that is created primarily to educate is the most trustworthy, especially when created by somebody with authority. Discerning the purpose of a piece of content can help you to decide whether it should be believed.

Referenced evidence 

Data analysis and the scientific method allow us to understand the world more accurately than ever before. If somebody makes an unfamiliar assertion that cannot be known without data, scientific analysis, or another type of real-world evidence, they need to provide a credible reference to back up their claim. This includes climate change denial, proof of conspiracy theories, political scandals, character assassinations, or anything else requiring hard evidence to be correct. 

If a content creator can’t provide you with credible evidence for their claim (which is often the case), their content shouldn’t be taken seriously.

Scope, comprehensiveness, and completeness

“The world is too complex for simple answers, and we don’t want to be the ones giving them.”

Kurzgesagt, Can You Trust Kurzgesagt Videos? 3

Even the most seemingly simple of subjects are complex, with an intricate web of relationships. Few topics can be properly explored in a few thousand words, let alone a few hundred. To explore an idea, a content creator must understand the level of scope needed to portray it effectively. If important details are missed, the viewer may end up with biased or incomplete knowledge.

For example, to understand the dictatorial motives of Israel’s prime minister Benjamin Netanyahu, it’s useful to know about his allegations of political corruption. Even if the scope of the article is small, it’s important to include further reading on the topic to offer the reader supporting background knowledge. The BBC are forerunners for this, providing supporting links throughout most of their news articles, allowing you to better understand the story by broadening your scope of knowledge.

Many content creators are unable to determine scope and comprehensiveness because they lack the knowledge and experience to write about a topic, which is why authority is such an important measure of quality.

Balance

As humans with values and opinions, we naturally introduce bias into content that we create. It can’t be eliminated, but it can be controlled by giving equal voice to different sides of an argument, encouraging the viewer to choose their preferred position. With people becoming more politically polarized over the last few years, content creators are moving further down the political spectrum, and as their ideas become more extreme, so does their content. This makes balance more important than ever. The more polarized we become, the harder it is to empathise with each other, and the less chance we have of cooperating. We become enemies, not friends.

If a piece of content requires both sides to be heard—for example political issues, social commentary, education—and the creator provides a one-sided argument, you may want to find something more balanced. Otherwise, you could come away with a biased opinion.

Objectivity

For content to be objective, the creator must provide you with the facts, and let you interpret them on your own. Much of the web’s content is based on opinion, which is fine when the topic is trivial, but when it’s something important that requires hard facts, the creator should try to be as objective as possible, and allow you to make up your own mind. Objectivity is a core principle for journalists.

Timeliness (also known as currency or relevancy)

Research that was considered credible in its heyday can still be found, despite it being long disproven. Francis Galton’s eugenics, aspects of B.F. Skinner’s radical behaviourism, and many of Sigmund Freud’s ideas gained a great deal of academic support at the time, but have since been obliterated or replaced by better ideas. 

Progress is fast in the modern world, so keeping an eye on the publication date for a piece of content is important, to avoid consuming out of date information. Many older ideas still hold their ground, but it’s usually worth checking for something fresher.

Composition and organisation

As a content creator, presenting an idea in a coherent, logical way is one of the hardest things to do, but it’s critical to getting the message across. It often requires diligent editing and re-editing, ensuring that each sentence, scene, or section follows logically from its predecessor, providing the viewer with the best chance of understanding the argument.

If a piece of content seems scattered and fuzzy, and you’re struggling to follow the argument, the creator may not have the skill to explain it effectively.

Who is the target audience?

Some content creators are trying to achieve a specific goal for a specific audience. Conservative tabloids such as the New York Post write stories with an anti immigration sentiment, which increases sales, and helps to push their conversative agenda. At the opposite end of the political scale, CNN is extremely liberal, and never has a good word to say about Trump (something that is difficult, admittedly).

Identifying the target audience for a piece of content allows you to uncover potential motives, and better understand why certain facts are being reported, and certain language is being used.

Uniqueness

Few ideas are original. The ideas that run through most of the web’s content come from another source, and are being expressed in a new way. Even journalists rely on news agencies for much of their information (Agence France-Presse, Associated Press, Reuters, and Agencia EFE), which they expand on and add their perspective to.

A piece of content doesn’t have to be unique for it to be valuable, but if the idea comes from another source, it can be worthwhile checking out what was originally said.

Reproducibility

In scientific studies, if a method is reproducible, it produces the same result when applied to different data of the same type. The scientific community recently went through a reproducibility crisis (or replication crisis),12 when they found that many scientific studies were difficult or impossible to reproduce, making their claims much less convincing.

If you’re reading a scientific study that hasn’t been reproduced, you can’t be sure that the conclusions of the study are accurate.

Spelling and grammar

If a piece of content is filled with spelling and grammar errors, as harsh as it sounds, the creator may not have the knowledge, skill, or intelligence to explain the topic effectively.

References

  1. Lisa Friedman, 2020, Who Controls Trump’s Environmental Policy?, The New York Times
  2. Timothy M. Lenton, 2019, Climate tipping points — too risky to bet against, Nature
  3. 2019, Can You Trust Kurzgesagt Videos?, Kurzgesagt
  4. Jane Mayer, 2018, How Russia Helped Swing the Election for Trump, The New Yorker
  5. The CRAAP Test: Critically evaluating information sources – transcript, QUT
  6. Five Principles of Ethical Journalism, Ethical Journalism Network
  7. List of assets owned by News Corp, Wikipedia
  8. AllSides Media Bias Chart, All Sides
  9. Media Bias/Fact Check – Search and Learn the Bias of News Media
  10. Media Bias/Fact Check, Wikipedia
  11. John Gramlich, 2020, 5 facts about Fox News, Pew Research
  12. Replication crisis, Wikipedia

Republicans Reveal An Ironic Love Of Fake News

Burning paper
Image from Logan Zillmer

A couple of days ago, a video¹ appeared on my Twitter feed of President Trump “trolling” news reporters, by making fun of the fact that social distancing was preventing them from packing into the press room. The guy who posted the tweet and his Republican followers found it hilarious, and I was confused as to why. So I asked.

The conversations that followed were frustrating, hilarious, and in some cases, enlightening. I was called stupid, braindead, naive, deluded, indoctrinated, an idiot, and a sheep. I was also called sinful, humourless, disingenuous, a degenerate, a hater, a troll, a bot, a loser, a snowflake, and a cuck (which I had to Google). One guy said I was Hillaryous. It was a hell of a lot of fun.

When explaining why they found the clip humorous, many of the people I spoke to gave the same reason: the press is a puppet of the Deep State, a mysterious and powerful group of Democrats who are trying to oust Donald Trump. By making fun of them, Trump is exposing them for what they are.

I’d heard of the Deep State conspiracy theory before, but hadn’t looked into it, and given that so many Republicans I spoke to believe the press to be a pawn of this obscure and powerful entity, I thought it would be worth trying to understand why, and to consider the implications.

The term “deep state” is believed to have originated in Turkey, where the government military formed a secret alliance with drug traffickers to wage war against Kurdish rebels¹. It was popularised by former Republican U.S. Congressional aide Mike Lofgren in his 2016 book The Deep State: The Fall of the Constitution and the Rise of a Shadow Government, which describes a group of highly influential people from government, finance, and industry that governs the United States from outside of the formal political process.

This idea seems plausible, but the theory has been twisted into something different by Trump and his colleagues, who redefined the group as malicious and deceptive Democrats hell-bent on removing him from office. Trump has pushed the narrative constantly since coming to office. At a rally last year, he claimed that “unelected, deep state operatives who defy the voters to push their own secret agendas are truly a threat to democracy itself.” In a White House press briefing a few weeks ago, he referred to the State Department as the “Deep State Department,” to the chagrin of Anthony Fauci². More specifically related to the press, in September 2018 he tweeted that “the Deep State and the Left, and their vehicle, the Fake News Media, are going Crazy – & they don’t know what to do.” 

Fox News and other radical-right political commentators have helped to popularise the Trump-angled conspiracy theory, and in addition to the President’s countless assertions of “fake news” media, it’s easy to see why so many of the Republicans I spoke to believe in the existence of a deep state that wants to remove him from office, with the press being a key component.

What’s alarming about this is that credible media organisations, for all their faults, remain the best place for understanding our world. They’re composed of trained journalists who adhere to strict standards and ethics, with principles such as truth, accuracy, objectivity, impartiality, fairness, and public accountability³. I’m not talking about infotainment organisations like Fox News, who despite their name, are incapable of producing anything remotely close to valuable news. I’m talking about news organisations with a proven history of factual, evidence-based reporting, who use credible, cited sources, and base each story on the most critical information for the reader; the newspapers that have been around for centuries, with cabinets full of Pulitzer prizes—The New York Times, The Wall Street Journal, The Washington Post, the BBC, to name a few. Despite having corporate owners whose business interests don’t always align with those of the journalists themselves, their stellar reputations position them as the most skilled public informers of the Western world.

Trump supporters don’t see them that way, and in their craving to consume news and understand the world around them, they turn to the Internet instead, a place where anyone can create a beautifully-designed professional website and publish their own version of the news. If they’re a half-decent writer, they can even make it sound credible. But these people are missing two key components critical to accurate reporting: journalistic standards, and the affiliation of a reputable news organisation. The Republicans that I talked to on Twitter sent me links to various different websites, which I’ll list in their entirety

  • Breitbart News, a far-right news syndicator which according to Wikipedia, publishes “a number of falsehoods, conspiracy theories, and intentionally misleading stories³.” In 2017, the website’s editor Alex Marlow admitted that the website skews its coverage to protect President Trump⁴.
  • RT, a Russian government-funded television network (formerly called Russia Today).
  • The Western Journal, a conversative news site that is blacklisted by Google and Apple News for its blatant inaccuracy⁸.
  • Human Events, a conservative newspaper and website, which according to owner Raheem Kassam (former editor of Breitbart News), has ambitions to create a MAGAzine⁷. Wikipedia believes the stories to be “generally unreliable” and doesn’t recommend using them as a source in their listings³.
  • The Political Insider, a conservative news website which in 2015, to damage Hilary Clinton’s presidential campaign, published a fake picture of Bill Clinton receiving a massage from a woman⁵. They also base entire stories on quotes from Fox News hosts⁶.
  • Gateway Pundit, a far-right news website whose mission is to “expose the wickedness of the left,” and does so by promoting conspiracy theories.  Wikipedia won’t use the site for sources under any circumstances, stating its history for “publishing hoax articles and reporting conspiracy theories as fact³.”
  • The Daily Wire, a right-wing conservative news site founded by Ben Shapiro, which has a history of failing to verify stories, and taking them out of context⁹. Wikipedia won’t allow sources from the site unless “outside of exceptional circumstances³.”
  • PragerU, a conservative media organisation that creates political, economic, and philosophical videos. The company has a history of conflicts with YouTube, Google, and Facebook over its content. It once posted a climate change denial video that uses a classic data trick to mislead viewers¹⁰.
  • New York Post, a right-wing newspaper owned by Rupert Murdoch. Wikipedia cautions against using sources for the paper, preferring “more reliable sources when available³.”

They also provided links from the Daily Kos, Breaking 911, and Powerline, whose credibility was more difficult to confirm.

While the sample of data is too small to be an accurate analysis of a typical Republican’s news sources, the vast majority of Republicans I spoke to provided news sources that were from inaccurate or blatantly misleading media websites, which in their words, could “wake me up” from my debilitating naivety if I gave them a chance. This is disturbing. Our understanding of reality is based on being told the truth, and the small cross-section of Republicans who I spoke to were forming their version of reality from websites that published inaccurate or misleading news, hoaxes, and conspiracy theories. The humour they derived from Trump’s trolling of the press was based on the idea that journalists create nothing but fake news, when almost every single news source they sent me was guilty of doing exactly that. The irony of this would be funny if the implications weren’t so severe—a warped version of reality in which liberals are deluded sheep, the press are the enemy, and Donald Trump is the greatest leader in the history of America. With the free press an undoubtable puppet of a malevolent, Democratic Deep State looking to usurp their beloved President, they get their news from paranoid, right-wing bloggers without the slightest idea of how to be good journalists.

Non-journalists can report the news, but they’re unlikely to report it to the standards of trained journalists who work for reputable media organisations. There’s no question that an article from the New York Times is more trustworthy than an article from Breibart News. It doesn’t matter that the Times is liberal and Breibart conservative—facts are facts. While the Times article may include language sympathetic to liberal ideals, which can influence the reader’s political viewpoint and shift them along the spectrum, it’s still rooted in fact. On the occasion that a reputable newspaper like the Times publishes inaccurate stories (like when reporter Jayson Blair was caught plagiarising), it’s big news because of their stellar reputation. People don’t make a fuss when Breibart News produce inaccurate stories, because they have a history of doing exactly that.

One polite and thoughtful person told me about his mistrust of the press, pointing out that a large majority of the US media is owned by just six corporations, an interesting point if you believe that the media have an underlying agenda pushed by their corporate overlords. This idea is backed by a controversial book from the 80’s called Manufacturing Consent, in which Edward S.Herman and Noam Chomsky describe a media that is part of a wider ideological framework, controlled by elite interests. While Chomsky still holds this position, he laments one of the book’s effects in a 2018 interview with author Matt Taibbi:

“I think one of the unfortunate effects of Manufacturing Consent is that a lot of people who’ve read it say, ‘Well, we can’t trust the media.’ But that’s not exactly what it said. If you want to get information, sure, read the New York Times, but read it with your eyes open. With a critical mind. The Times is full of facts.”

Noam Chomsky

As one of the foremost intellectuals in the world, Chomsky’s position is worryingly close to the traditional, non-Trump-related idea of a controlling Deep State, a group that he prefers to call the “masters of the universe.” A comparison of the conspiracy theory compared to Chomsky and Herman’s position is outside the scope of this article, but if the authors of the book are to be believed, there truly is an elite class who sets an agenda for the press. This doesn’t turn hard-found facts by journalists into lies, but it does have an impact on the stories that they choose to report. For Chomsky, we should still get our facts from credible media companies like The New York Times, but remain skeptical about why the article has been written and chosen by the paper’s editors. Our choice of news remains between credible journalists who report facts, or news websites with a history of deception.

I’m sure there’s plenty of informed Republicans out there who get their news from credible sources, but this wasn’t the case for the people I spoke to on Twitter. They had a deep mistrust of what they call the “mainstream media,” which seemed a convenient way to group every media company together in order to stereotype it, and reinforce their beliefs. For these Republicans, getting a balanced view of the news is impossible because they don’t trust the news in the first place, instead choosing to get their information from shady, dishonest websites. They become trapped in an echo chamber of hateful vitriol, and because of their inherent tribalism and tendency for confirmation bias, escaping seems impossible.

As for Trump himself, pushing the Deep State conspiracy theory is a convenient way to undermine the credibility of a press that exposes his wrongdoing. Every whine of a “deep state” or “fake news” is an attempt to worm away from the uncomfortable facts, and to cast blame when he doesn’t get his way. For his supporters, it strengthens the idea that the press are a malicious and vengeful force of bandits who can’t be trusted. They’d wouldn’t be seen dead reading a copy of The Washington Post.

There’s no firm grip on reality without truth, and in a world where Trump supporters form their opinions from deceitful, inaccurate news, they’re plummeting deeper into dangerous fantasy, where lies are truth, truth are lies, and the rabbit hole is inescapable.

References

  1. The tweet that inspired this article.
  2. Charlie Nash, 2020, Trump Says ‘Deep State Department’ During Press Briefing, Mediaite
  3. Journalism ethics and standards, Wikipedia
  4. Conor Friedersdorf, 2017, Breitbart’s Astonishing Confession, The Atlantic
  5. Brennan Suen, Jared Holt & Tyler Cherry, 2016 Websites Peddling Fake News Still Using Google Ads Nearly A Month After Google Announced Ban, Media Matters
  6. Jack Hadfield, 2020, Laura Ingraham: Trump Should Re-Open Country On May 1st, The Political Insider
  7. Erik Wemple, 2019, Breitbart alum to resuscitate Human Events, The Washington Post
  8. The Western Journal, Wikipedia
  9. The Daily Wire, Wikipedia
  10. Climate Change: What Do Scientists Say?, PragerU

The importance of good ideas

Discoball head

1_QBg4nJeGIW2yDjgyWMrMVAPhoto by Vale Zmeykov on Unsplash

Death – that fiercly dark, inescapable lurker – eventually reveals his position to every one of us, and sweeps us away. If you’re lucky, it could be while you’re softly snoring in your bed, as a blood clot torpedos its way towards your unsuspecting heart. If you’re unlucky, you’ll contract a horrible, drawn out disease with no cure, and stink up your hospital room in the process. The end result is just the same – this life as you know it comes to a close, and you return to the same state as before you were born, a state impossible for anyone to describe.

While we may not be able to persist for eternity (as if that would be a good thing), there’s something that we can create which does continue into the future: our ideas. We can concoct wonderful concepts in our brains, and magically transplant them into the brains of other people, some of which can be passed on and thrive within human culture for millenia. Controversial scientist Richard Dawkins expands on this idea in his book The Selfish Gene, in which he proposes the idea of the meme, which like its biological counterpart the gene, has the ability to self-replicate, mutate, and respond to selective pressures. This was the definition of memes before the internet took over and turned it into something trivial. Dawkins’ meme is a truly perceptive concept which imbues our ideas with a life of their own; an existence that can adapt, thrive, or die, much like ourselves. The ideas that we send out into the world can be devastingly prolific, or fade away with a depressing whimper. They can live in the minds of entire continents, influencing the behaviour of their hosts in unforeseen ways. This is why it’s so important to ensure that our ideas are good and beneficial to the human race, to the extent that we judge them so. Bad ideas are like a cancer, which can infect multitudes of people and end up annihilating us. Climate change deniers are an example of this – the asburd idea that they hold in their heads might literally end up killing us all. This might be considered more murderous than any cancer that can develop in our bodies, and its effectiveness is strengthened dramatically by the rise of the internet, a network that serves as a superhighway for bad ideas.

Truth is the necessary antidote to such evils. We all have a moral responsibility to send good, true ideas out into the world, which nourish the human race. Worthy ideas are like sustenance for the soul, as though you’re consuming the most nutritious, perfectly balanced meal available to you. Bad ideas are tantamount to visiting McDonalds every day – eventually, they might kill you. The information that you share with your fellow chimps is much more important than you might realise, and so some moments of consideration are required in order to prevent the spread of cancerous concepts. This is why good journalism and writing is such a crucial part of society – we need excellent journalists to counteract the stream of incessent bullshit that is fired at us from every imaginable angle. The truth is often difficult to uncover; certainly not as easy as clicking on the first few Google search results and then re-writing what you’ve discovered. Anything worthwhile takes time, and anyone committed to the truth should realise this, lest they get drawn into the dark world of damaging falsities. Fake news is a genuine problem in today’s world, the validity of which is being undermined every time that Trump incorrectly labels something as fake news, in order to cover up a glaring truth about himself. It’s a part of Trump’s ongoing war with the media, in which he’s going so far as expressing his approval of assaulting journalists, because of their responsibility and gratifying effectiveness at illuminating his obscenities. Earlier this year at one of Trump’s rallies, his supporters were filmed mercilessly abusing the media – a direct result of the president’s words.

The bigger the audience, the more construction or destruction the person can inflict upon the world. The concept can be extended to celebrities, who whether by talent or sheer luck, have amassed monumental audiences in which they can effectively spread an endless amount of awful ideas. Take the Kardashians or any one of their ilk, who whether realising it or not, are spreading the destructive notion that you have to look and dress a certain way in order to be considered beautiful. Their absurd fame is genuinely bad for the human race, notably for young impressionable girls whose self-esteem would be better nourished if they followed the pursuits of people who were actually worthwhile. Sadly, Marie Curie or Rosa Parks don’t have quite the same entertainment value as an over-inflated celebrity with a head full of air.

Our society can only flourish if we help to foster good ideas, and root out bad ones. A solid foundation requires strength and durability, which can only be found in valuable truth. Anything built on deceit will crumble when put to the test, which could happen to our species unless we make a concerted effect to propogate lasting, effective ideas, while at the same time rallying against duplicitious nonsense. Like Karl Pilkington’s Bullshit Man, if you witness somebody in the act of spouting inaccurate drivel, call them out on it, preferably in a similarly dramatic fashion.

We’re all destined for the grave, but our ideas don’t have to be. A small part of us can continue into the future, and if you choose to live with integrity, you might just improve the human race in the process.

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