「釋義」

虛假信息（Misinformation）是假的或是不準(zhǔn)確的信息。例子包括不實(shí)的謠言、侮辱和惡作劇，更刻意的造假資訊包括像是惡作劇、釣魚(yú)式攻擊及宣傳等不實(shí)內(nèi)容。新聞模仿或是諷刺新聞若被粗心大意的人信以為真，并且加以傳播，也是虛假信息。虛假信息和造假資訊和假新聞?dòng)嘘P(guān)，有些學(xué)者將假新聞定義為：“模仿新聞型式，但是沒(méi)有媒體相關(guān)組織，意圖也和新聞不同的造假消息?！?。

虛假信息的范圍比造假資訊（Disinformation）要廣，虛假信息雖有誤或不準(zhǔn)確，但散播者不一定有意要誤導(dǎo)大眾，而造假資訊是刻意誤導(dǎo)大眾的資訊。

「應(yīng)用場(chǎng)景」

虛假信息之所以成為難解問(wèn)題，部分原因在于，造成虛假信息形成并散播的許多方法原本也有很多正當(dāng)用途。2016年美國(guó)總統(tǒng)大選時(shí)，劍橋分析公司用來(lái)收集個(gè)人信息的先進(jìn)技術(shù)，幾乎與公司尋找新客戶、非政府組織尋找新支持者、新聞媒體吸引新受眾的技術(shù)完全相同。商業(yè)方面，谷歌AdSense等在線代理商提供的廣告覆蓋范圍驚人，但其中可能包含有問(wèn)題的網(wǎng)頁(yè)。廣告技術(shù)初創(chuàng)公司Storyzy發(fā)現(xiàn)，網(wǎng)頁(yè)廣告中有600多個(gè)品牌推送陰謀論及其他虛假信息。Whatsapp和微信等封閉式通信應(yīng)用讓家人朋友能夠輕松保持聯(lián)系，但也導(dǎo)致謠言迅速散播，很難徹底辟謠。

Part of what makes misinformation a wicked problem is that many of the tools and methods for creating and distributing it are also widely used for non-nefarious purposes. The sophisticated techniques for collecting personal data used by the Russians and Cambridge Analytica in the lead-up to the 2016 U.S. presidential election are nearly identical to those used by companies trying to reach new customers, NGOs seeking new supporters, and news outlets attempting to attract new audiences. For businesses, advertising through online agencies such as Google’s AdSense offers incredible reach, but that reach can include questionable sites. Ad-tech startup Storyzy has found more than 600 brands advertising on sites that promote conspiracy theories and other misinformation. Closed-messaging apps such as Whatsapp and WeChat help family and friends conveniently stay in touch, but they also make quick work of spreading dangerous rumors and lies that are difficult to debunk.

這些活動(dòng)都讓公司陷入不利境地。即使普通公司與俄羅斯的釣魚(yú)公司毫無(wú)共通點(diǎn)，防止Facebook及其他平臺(tái)上出現(xiàn)虛假情報(bào)的措施也會(huì)限制合法企業(yè)在社交平臺(tái)上開(kāi)展外聯(lián)。谷歌永久禁止了近200個(gè)有爭(zhēng)議內(nèi)容發(fā)布者訂閱AdSense，也就是限制了商家廣告可觸及的范圍。封閉式通信應(yīng)用則讓商家難以獲知自己的品牌在何時(shí)以何種方式被攻擊和濫用，例如2017年肯尼亞總統(tǒng)大選前期，有人盜用BBC的商標(biāo)和圖片在Whatsapp上行騙，最后BBC不得不發(fā)布視頻辟謠。

All of this activity renders companies vulnerable. Even though a U.S. firm may have nothing in common with a Russian troll factory, efforts to secure Facebook and other platforms from disinformation campaigns limit how legitimate businesses can conduct outreach on social platforms. Google has permanently banned nearly 200 publishers of problematic content from subscribing to AdSense, thereby limiting companies’ advertising reach. And closed-messaging apps make it difficult to know when, or whether, your brand is being attacked and misused, as the BBC learned in the run-up to the 2017 Kenyan presidential election, when someone created a sophisticated hoax using the BBC’s logo and graphics and then circulated it on Whatsapp. The BBC ultimately had to issue a debunking video stating that it was not behind the false content.

以上文字選自《哈佛商業(yè)評(píng)論》中文版2018年10月刊《如何對(duì)抗虛假信息》

克萊爾·沃德?tīng)枺–LAIRE WARDLE）丨文

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