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Speaker 1: The other day, I was on Pinterest and it linked

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Speaker 1: me to a latch hook rug. I was trying to

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Speaker 1: make a.

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Speaker 2: Rug from yarn scraps. Why do you have yarn scraps?

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Speaker 1: I don't have them yet, Okay, I was gonna get them.

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Speaker 1: I want to make something.

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Speaker 2: Oh my god, where are you gonna? Who do do

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Speaker 2: people purchase yarn scraps?

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Speaker 1: No, but that's the problem.

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Speaker 2: So you gotta knit or something and then have leftover

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Speaker 2: yarn and then you can make the rug.

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Speaker 1: I don't listen. I saw it on Pinterest. It was

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Speaker 1: a latchuk rug or it was a punch needle. I

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Speaker 1: was really liking all of those fiber arts, and I said, oh,

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Speaker 1: I'm gonna watch your tutorial on YouTube. And when I

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Speaker 1: got to YouTube, it was all presidential election twenty twenty.

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Speaker 1: YouTube looked defer Rent. Okay.

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Speaker 2: Same. Every time I get on Twitter, I can't even

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Speaker 2: scroll like one thumb up without somebody tweeting about the election.

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Speaker 2: And I'm like, I just want to see tweets about versus.

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Speaker 2: I just want to see tweets about, you know, Lovecraft country.

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Speaker 2: I need a break from all of that. I'm TT

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Speaker 2: and I'm Zachiah and from Spotify. This is dope Labs.

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Speaker 1: I'm getting a lot of information about the election, and

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Speaker 1: it's just everywhere. I'm having an election burnout.

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Speaker 2: Right, It's haunting my dreams two more months ago. It

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Speaker 2: feels like an eternity away, Like twenty twenty is the

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Speaker 2: longest year of all time. I feel like two months

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Speaker 2: into election, I mean, how old am I going to

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Speaker 2: be in two months?

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Speaker 1: Forty seven?

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Speaker 2: Definitely at least forty seven.

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Speaker 1: And the ads are not stopping on these different platforms.

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Speaker 1: It's not stopping at YouTube, it's not stopping with people

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Speaker 1: tweeting stuff. I'm also getting text messages. First of all,

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Speaker 1: my name is not William, but the messages are saying,

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Speaker 1: like them cities are burning, what are you going to do?

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Speaker 1: And I'm like, what is happening? Is this about what's

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Speaker 1: happening in California? I don't think so, right, what's going on?

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Speaker 2: I'm getting text messages from all over They're like the

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Speaker 2: Great State of North Carolina. I'm like, I don't live

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Speaker 2: in North Carolina.

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Speaker 1: Somebody has got something mixed up along the way.

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Speaker 2: There's something mixed up, and so I'll respond, I'm like,

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Speaker 2: I don't live in North Carolina. They're like, okay, I'll

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Speaker 2: remove you from our list. Then the next day I

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Speaker 2: get three more text messages about North Carolina where the

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Speaker 2: polls are in North Carolina. Doesn't help me.

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Speaker 1: Man, When you just said okay, I'll remove you from

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Speaker 1: our list, I felt so optimistic. I picked up my phone.

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Speaker 1: I was ready to reply to every spam message I received.

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Speaker 2: No, they don't remove you. They just keep going. They

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Speaker 2: just keep going. Today's lab is all about political ads.

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Speaker 1: Specifically how political ads play a role in our greater

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Speaker 1: political behavior, and the strategies that are used to make

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Speaker 1: political ads. Let's get into the recitation.

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Speaker 2: So what do we know?

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Speaker 1: We know political advertising has been around since American government

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Speaker 1: has been around.

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Speaker 2: Basically, Yes, I saw Hamilton and they were definitely using

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Speaker 2: political ads.

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Speaker 1: But things have changed a little bit.

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Speaker 2: Yeah, Because I mean when you think back to when

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Speaker 2: we were young, you would see, you know, political ads

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Speaker 2: on television, you would hear them on the radio. But

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Speaker 2: now with Facebook and YouTube and Instagram and all these

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Speaker 2: things like that, they've got a lot of different ways

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Speaker 2: to hit us with the political ads.

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Speaker 1: And even though it feels like the election season is

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Speaker 1: longer than it used to be, for some reason. I

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Speaker 1: don't know if it's because we were all at home,

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Speaker 1: but I feel like it's been politics NonStop and it

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Speaker 1: may feel like it couldn't be possible, but it seems

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Speaker 1: like the ads are ramping up the closer and closer

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Speaker 1: we get to the election.

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Speaker 2: Absolutely, I'm getting to messages literally every day.

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Speaker 1: Well what do we want to know?

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Speaker 2: Well, I want to know the history of political ads

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Speaker 2: and how they've changed over time.

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Speaker 1: And I'm interested in the different objectives like what do

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Speaker 1: you think this text message is going to do?

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Speaker 2: And I think another important thing to figure out is

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Speaker 2: what actually gets people to act? So after they see

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Speaker 2: an ad in whatever form, what is it about the

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Speaker 2: ad that gets them to do something about what they

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Speaker 2: just saw? And what assumptions are there about how people

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Speaker 2: will act?

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Speaker 1: And then just thinking about once you know what gets

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Speaker 1: people to act, how are you leveraging technology? So has

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Speaker 1: social media given these campaigns an advantage? Right?

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Speaker 3: It?

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Speaker 1: Is there something about social media that's better than more

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Speaker 1: traditional forms of ads. I imagine it's more responsive than

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Speaker 1: a billboard.

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Speaker 2: But how that's a really good question, like and do

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Speaker 2: they work? Do political ads work? Are they changing folks' minds?

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Speaker 1: I'll say, when I see too me the ads, I'm

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Speaker 1: turned off. So is there a risk?

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Speaker 2: Is there a limit? Like, yeah, do people get tired

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Speaker 2: of seeing the same ad over and over again? I

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Speaker 2: think that's true for some people, But I guess we

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Speaker 2: got to find out. Let's jump into the dissection.

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Speaker 1: So we're switching things up today and we're bringing in

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Speaker 1: not just one, but two guest experts to talk to

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Speaker 1: us through the complexity and nuance of political advertising.

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Speaker 2: Our first guest is doctor Cheryl Laird.

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Speaker 3: My name is Cheryl Laird. I am a professor of

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Speaker 3: Government and Legal Studies at Voden College.

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Speaker 1: Doctor Laired's research is based on political behavior, specifically black

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Speaker 1: political behavior and how that relates to public opinion. So

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Speaker 1: she's really focused on the consumer side of political ads.

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Speaker 1: How do ads affect a person's behavior.

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Speaker 2: Our second guest is Jenna Golden. Hi.

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Speaker 4: My name is Jenna Golden, and I work with companies

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Speaker 4: and organizations that are looking to better understand how to

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Speaker 4: tap into the advertising ecosystem in Washington, DC. Prior to this,

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Speaker 4: I ran the political and advocacy sales team at Twitter.

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Speaker 2: So while doctor Laird focuses on the receiving end and

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Speaker 2: the effect of political ads. Jenna Golden focuses more on

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Speaker 2: the advertiser side, working on things like strategy, and.

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Speaker 1: We're going to talk about those strategies and their effect

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Speaker 1: a little bit later in the show.

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Speaker 2: But first let's walk through the history of political ads.

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Speaker 2: Political ads have always been around, it's just been in

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Speaker 2: different forms. So before the invention of the printing press,

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Speaker 2: it was all in person, so they would get up

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Speaker 2: on stage and say why you should be voting for them.

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Speaker 2: Post the printing press, you could put up a flyer

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Speaker 2: that says, hey, vote for me.

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Speaker 1: And then when radio came along, it changed the game.

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Speaker 1: You could get on the radio say hey, I support Canada, X,

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Speaker 1: Y and Z, give all the drama, all the emotion,

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Speaker 1: and you would just broadcast over the waves. Everyone was

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Speaker 1: tuning in.

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Speaker 2: Here's doctor Laird.

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Speaker 3: So I mean the advent of various technological advancements. So

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Speaker 3: as we've moved and progressed on our technology, political advertising

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Speaker 3: has been able to shift in a number of ways.

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Speaker 1: But this was especially true with the boom of television

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Speaker 1: in the nineteen fifties.

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Speaker 3: But really, I think the biggest step towards advertising that

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Speaker 3: I think we still see today, right is the visual,

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Speaker 3: the pairing of the visual and the audio.

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Speaker 2: In nineteen fifty two, with television hitting the scene, Dwight D. Eisenhower,

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Speaker 2: who wasn't president at the time but would become our president,

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Speaker 2: later created a campaign of forty twenty second commercials called

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Speaker 2: Eisenhower Answers America, where he answered questions posed by Americans

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Speaker 2: about very specific issues.

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Speaker 1: Since then, political TV ads have become the dominant form

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Speaker 1: of campaign advertising, eclipsing even social media. Here's Jenna.

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Speaker 4: If you look at the budgets of political advertising, you

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Speaker 4: will still see that the vast majority of budget is

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Speaker 4: spent on television ads. So it is still TV that

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Speaker 4: is king when it comes to the dollars. TV is

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Speaker 4: not measurable the way that digital is measurable.

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Speaker 2: That's right. Social media has now opened the floodgates for

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Speaker 2: a whole new form of political advertising. Unlike television, social

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Speaker 2: media advertising is targetable and measurable. So even if you

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Speaker 2: want to reach a very specific group of people, like

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Speaker 2: within a zip code or a certain age group or

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Speaker 2: a certain racial demographic, you can do that with micro targeting.

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Speaker 4: You know, the micro targeting that is available on digital

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Speaker 4: is you know, ten times deeper than what you get elsewhere.

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Speaker 1: So this means each ad that is seen or an

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Speaker 1: ad impression theoretically has more impact because you're reaching the

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Speaker 1: exact group of people that you want to Doctor later

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Speaker 1: agrees that social media ads are a game changer, and

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Speaker 1: for a multitude of reasons.

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Speaker 3: Social media is like broken the whole like space on

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Speaker 3: this now, right, like with Twitter and Facebook and all

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Speaker 3: these different in YouTube and you know, just clicking on

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Speaker 3: the websites, I mean, like anything now you are just

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Speaker 3: seeing advertising.

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Speaker 2: And that repeat exposure, so like across all of those

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Speaker 2: platforms is another thing that sets social media advertises apart

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Speaker 2: from its predecessors. Every click of the mouse or tap

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Speaker 2: on your screen is a new opportunity for a fresh

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Speaker 2: ad to be thrown in your face.

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Speaker 1: And so from a campaigner's perspective, the more you click,

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Speaker 1: the more I understand about you as a user of

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Speaker 1: the Internet. This helps the campaign get down to the

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Speaker 1: exact target population they want to reach. And sometimes a

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Speaker 1: type of ad they send you depends on what stage

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Speaker 1: the campaign is in. Here's doctor Laird, So.

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Speaker 3: It depends for instance, on the target of the ad, right,

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Speaker 3: like what are you trying to do with your ad?

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Speaker 3: And so people have hired firms, people hire consultants, people

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Speaker 3: get focus groups together. I mean like there's a lot

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Speaker 3: of money invested into how do you advertise to people

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Speaker 3: and what are you appealing to?

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Speaker 1: Jena breaks down the objectives of campaign advertise into four

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Speaker 1: different stages, awareness, acquisition, persuasion, and mobilization.

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Speaker 4: In a lot of cases, especially if it's a newer

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Speaker 4: candidate that people are not familiar with, it starts with

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Speaker 4: what we call awareness, and really the goal here is

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Speaker 4: let's just get out this name and this information to

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Speaker 4: as many people as possible that potentially are within our

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Speaker 4: sort of space or geography, so that we get the

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Speaker 4: awareness that we need for the candidate.

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Speaker 2: Right. So, when you think back to any type of

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Speaker 2: primary elections, and it always during the primaries, you see

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Speaker 2: a bunch of new names. So when a new candidate

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Speaker 2: comes out and it's primary season and not a lot

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Speaker 2: of people know that person, the aim of that campaign

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Speaker 2: team is to get that person's name out so that

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Speaker 2: more folks know who they are and they recognize the

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Speaker 2: name when they see it.

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Speaker 4: But then the campaign, especially from an advertising standpoint, moves

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Speaker 4: to the acquisition stage. And what I mean by acquisition

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Speaker 4: is there are really two pieces of data that every

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Speaker 4: political campaign wants. One is your email address. Piece two

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Speaker 4: in the acquisition stage that they're working really hard at

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Speaker 4: is acquiring money, so it's fundraising.

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Speaker 1: So boom. If I know you know who my candidate is,

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Speaker 1: I want to know who you are. So I want

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Speaker 1: to build a huge listser of people who know my candidate,

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Speaker 1: like my candidate, and are willing to support my candidate

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Speaker 1: with a couple of coins.

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Speaker 2: Yeah. So if I see the name Zakiah Wattley and

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Speaker 2: I'm like, okay, let me go research her website. So

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Speaker 2: I go to her website and I find out more

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Speaker 2: about her. I'm like, okay, that's cool. And then they

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Speaker 2: say put your email here to sign up for this

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Speaker 2: list serve so that or to find out any updates

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Speaker 2: on Zakia Wattley. And so I put in my email

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Speaker 2: address because I want to know more. Now they have

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Speaker 2: a way to target me with more of their ads.

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Speaker 1: And that's exactly what I did to become your friend.

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Speaker 2: I knew it. I was like, hmm, where have I

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Speaker 2: heard this name before.

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Speaker 4: Then it moves to persuasion, and persuasion is where you

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Speaker 4: really start to see the content change. This is where

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Speaker 4: I'm trying to reach people to persuade them to vote

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Speaker 4: for my candidate or come to my side. Oftentimes you

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Speaker 4: hear in the political ad world people call their target

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Speaker 4: as persuadables. So if I'm Joe Biden, what I want

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Speaker 4: to do is I want to target the people in

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Speaker 4: the middle that aren't sure and they have the ability

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Speaker 4: to be persuaded.

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Speaker 1: So here, if you're already team Zakiyah, I don't want

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Speaker 1: to talk to you anymore. Really, I'm not spending any

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Speaker 1: more money on you. I'm looking for the people who

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Speaker 1: are like, huh, could be Team Zakiah, could be Team TT.

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Speaker 1: I want those people in the middle, and then I'm

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Speaker 1: going to try to persuade them like, hey, TT's not

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Speaker 1: really that nice, She's just pretending. Wait. So, one of

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Speaker 1: the most effective forms of persuasion, doctor Lay says is

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Speaker 1: the emotive appeal that's trying to get an emotional response.

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Speaker 2: One of the most common emotions that ads will try

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Speaker 2: and in sight is fear, and one of the most

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Speaker 2: notable political ads that use fear as its tactic was

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Speaker 2: from nineteen sixty four, when Lyndon B. Johnson was running

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Speaker 2: against Barry Goldwater.

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Speaker 3: The Daisy ad from LBJ where you have the little

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Speaker 3: girl playing with the flower and then you see the

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Speaker 3: large like atomic explosion go on. And this fear that's

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Speaker 3: supposed to be garnered from that ad, right, like the

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Speaker 3: innocence of this young woman is at stake because we

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Speaker 3: are in the midst of this fear of potentially being

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Speaker 3: annihilated by these weapons of mass destruction.

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Speaker 2: That is traumatizing. I can't even believe they were showing

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Speaker 2: that on television.

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Speaker 1: This was also the case during the nineteen eighty eight

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Speaker 1: election between Michael Ducaccus and George Bush Senior. Here there

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Speaker 1: was an ad that incided fear and was also pretty

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Speaker 1: problematic and harmful.

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Speaker 2: And when we say problematic, what we mean is racist.

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Speaker 3: The one where they talk about Ducacus on crime and

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Speaker 3: they show the image of Willy Horton, right, and that

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Speaker 3: the furlough that was granted to Willy Horton allowed him

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Speaker 3: to basically go and commit another felony against a couple, right,

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Speaker 3: And that that was something showing that the Caucus is

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Speaker 3: soft on crime and that Bush would be a better

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Speaker 3: person to put into office. But with doing that, they're

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Speaker 3: also triggering onto these implicit racial appeals. Right, So they

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Speaker 3: are trying to invoke for a white audience, in particular,

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Speaker 3: this fear of the black criminal.

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Speaker 2: So that's a problem, right, because it's bigger than I

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Speaker 2: want to win this presidential election. This is influencing people's

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Speaker 2: feelings about black people. And I feel like it's negligent

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Speaker 2: to put out stuff like that. You need to focus

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Speaker 2: talk about the issue. You don't need to have like

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Speaker 2: someone as the poster child, because then you run into

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Speaker 2: issues where people will start to discriminate against certain people

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Speaker 2: that look a certain way or sound a certain way,

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Speaker 2: that fit the profile of the person that you're putting

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Speaker 2: in this political ad.

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Speaker 1: And I think we still see traces of that to

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Speaker 1: this day.

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Speaker 2: Oh my, oh gosh.

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Speaker 3: Yeah.

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Speaker 1: So beyond fear, there are some other well known methods

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Speaker 1: of persuasion as well, like negative advertising or focusing on

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Speaker 1: a single issue that voters care about, whether it's war, economy,

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Speaker 1: or global pandemic.

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Speaker 2: We are seeing so many ads during this election cycle

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Speaker 2: that touch on the pandemic. There's a lot. I mean,

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Speaker 2: we've been trying to stay away from talking about the

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Speaker 2: pandemic and the coronavirus, but it's so hard because it's

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Speaker 2: a part of really everything that we're doing these days,

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Speaker 2: and so putting it into political ads, it definitely taps

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Speaker 2: into a lot of emotions that people are having.

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Speaker 1: Taking that persuasion right through the roof. So just a recap,

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Speaker 1: we've gone through the first three stages of campaign advertising, awareness, acquisition,

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Speaker 1: and persuasion.

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Speaker 4: And then lastly we have what we call mobilization or GOOTV,

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Speaker 4: and GOOTV stands for get off the vote. So there's

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Speaker 4: a big gap between people who say that they're going

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Speaker 4: to vote and people who actually vote, and so the

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Speaker 4: messaging happens in those last stages mobilization and get off

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Speaker 4: the vote. A lot of it is here's a reminder

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Speaker 4: of where your polling place is. Here's what time the

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Speaker 4: polling place opens. Make sure that you're there early. Don't

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Speaker 4: forget that your apps and tee ballad is coming. This

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Speaker 4: is how you mail it in. This is how you

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Speaker 4: make sure it gets there on time.

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Speaker 2: With those objectives in minds, campaigns reach out to potential

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Speaker 2: voters using mailers, emails, TV ads, social media ads, phone calls,

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Speaker 2: and a whole bunch of other methods.

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Speaker 1: You know, it's really one thing to say, I like

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Speaker 1: this ad, I understand more about this candidate. I'm willing

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Speaker 1: to share my email or donate, But I think it's

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Speaker 1: very different when it comes to actual mobilization. I think

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Speaker 1: sometimes it takes different motives to get you out of

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Speaker 1: the door, to vote, out of the door, to attend

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Speaker 1: a political rally.

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Speaker 2: Yeah, the activation energy is different for different people. So

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Speaker 2: it's not just like, oh, we all are going to

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Speaker 2: register and we're all going to get out to vote,

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Speaker 2: like some of the things that folks need to do

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Speaker 2: to be able to feel empowered to do those those things,

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Speaker 2: it's a lot harder for them.

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Speaker 1: Yeah, ideally everyone would be able to just drop that

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Speaker 1: ballot in the mail, done right, right. But I am ready.

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Speaker 1: While I might be burned out on the ads, when

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Speaker 1: it's time to vote, I am ready. Me and my

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Speaker 1: little Instagram stories. How will be there to cheer you on,

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Speaker 1: to say, hey, did you vote yet? Hey, this is

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Speaker 1: what you can do in your state. I want to

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Speaker 1: use my voice to kind of help somebody over the

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Speaker 1: hurdle if it will even help them. I'm there to

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Speaker 1: do it.

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Speaker 2: Right, and I think we should all be doing that. Like,

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Speaker 2: if you know where your polling place is, put up

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Speaker 2: the link for how you figured that out, show a

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Speaker 2: step by step, do a screen recording, and post it.

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Speaker 2: I actually have a friend that did that. She showed

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Speaker 2: how she figured out where her polling place was and

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Speaker 2: I was like, this is amazing. It makes it seem

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Speaker 2: so easy, you know what I'm saying, And it should

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Speaker 2: be easy because it's the American way. Voting is a

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Speaker 2: part of our democratic system and we should all be

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Speaker 2: doing it. I'm excited to vote. I'm very excited to vote,

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Speaker 2: and I'm excited to get y'all energized about voting.

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Speaker 1: If you're not already, and look out for our Instagram, Twitter,

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Speaker 1: it's gonna be on our website at Dope Labs podcast

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Speaker 1: dot com. We're gonna tell you everything you need to

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Speaker 1: know about registering to vote, and then when it's time

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Speaker 1: to vote, what you should do then too.

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Speaker 2: We're gonna take a quick break, and when we get back,

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Speaker 2: we're gonna talk more about social media, the political ad space,

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Speaker 2: and how your Internet activity determines what you see.

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Speaker 1: And we're back. We're talking to two guest experts, doctor

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Speaker 1: Cheryl Laird and Jenna Golden about the history, objectives, and

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Speaker 1: effects of political ads.

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Speaker 2: Like we said earlier, the Internet has really changed the

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Speaker 2: game within the political atmosphere with the rise of social

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Speaker 2: media advertising campaigns, and even those people not directly affiliated

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Speaker 2: with campaigns are able to specifically target certain voters and

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Speaker 2: then give them exposure to certain ads.

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Speaker 1: So how do social media ads target people? What criteria

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Speaker 1: do they use? Jenna breaks it down.

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Speaker 4: So there's sort of these two camps, and one is

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Speaker 4: information that you choose to actively share, and the second

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Speaker 4: is sort of informed information based on the actions and

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Speaker 4: steps that you take. So you'll see both are ways

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Speaker 4: that brands and organizations can ultimately target you.

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Speaker 2: I went to Zakia's website because I'm interested in possibly

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Speaker 2: voting for her, and when I get there, I put

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Speaker 2: in my email address, I put in my age, I

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Speaker 2: put in my zip code maybe, so from there they

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Speaker 2: have a lot of information about me, where I live,

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Speaker 2: how old I am, so a lot about my demographic

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Speaker 2: and that is me actively sharing.

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Speaker 1: But because tt has selected many Instagram ads, purchased many

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Speaker 1: embroidered sweatshirts across the web, I know a little bit

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Speaker 1: more about her, and so those are things that she's

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Speaker 1: not actively sharing, but those are things that I'm collecting

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Speaker 1: through her cookies on her website. That are describing the

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Speaker 1: type of person she is on the web.

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Speaker 2: Cookies is like leaving breadcrumbs wherever you go these website

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Speaker 2: you go to, you drop a few bread crumbs so

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Speaker 2: they know you were there. Because I mean, your cookies

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Speaker 2: are there.

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Speaker 3: There's a whole bunch of data that's being collected there

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Speaker 3: your cookies, and in that data is information about your preferences,

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Speaker 3: information about your gender, information about your social identities, information

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Speaker 3: about your background, and now the types of ads that

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Speaker 3: you can get towards you will be specific in what

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Speaker 3: people think may be appealing to you, and that's like

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Speaker 3: a whole new frontier.

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Speaker 1: Jenna says that it's not just your demographics and online behavior,

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Speaker 1: that zip code tt is just as important.

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Speaker 4: So there's a lot of recognition of individuals and targeting individuals,

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Speaker 4: but there's also a lot of care that goes towards

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Speaker 4: thinking about the geographies in which those individuals are located.

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Speaker 4: Because at the end of the day, you might be persuadable,

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Speaker 4: but if you are a leaning Republican and you live

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Speaker 4: in one of the most democratic states, it may not

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Speaker 4: be worth the budget to focus there. Whereas I want

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Speaker 4: to focus on what are these key swing states where

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Speaker 4: I can really get the most bang for our bum.

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Speaker 1: They might spend a little money on you, but they'll

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Speaker 1: spend more in places that are battlegrounds. And when we

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Speaker 1: say more, we don't mean a couple hundred thousand dollars.

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Speaker 1: It's estimated that seven billion dollars will be spent on

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Speaker 1: advertising during this general election.

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Speaker 2: Did y'all hear that? That's billion with a beat?

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Speaker 1: And the bulk of that, like sixty to seventy percent

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Speaker 1: of it will be spent in the last ten weeks

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Speaker 1: leading up to the election. And that's just hard money

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Speaker 1: from campaigns. There's also soft money from other groups and

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Speaker 1: organizations that are campaign adjacent or want to see a

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Speaker 1: certain candidate win. They're spending money too. That's so much money,

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Speaker 1: But money isn't the only thing that's getting out of control.

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Speaker 1: The other thing that's out of control is political misinformation.

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Speaker 2: All of the elements that we've talked about, the unlimited funding,

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Speaker 2: the increased targeting technology, it all helps breed this landscape

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Speaker 2: where it becomes impossible to know what's fact and what's

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Speaker 2: not and what Doctor Laird says, one misinformed match can

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Speaker 2: create a huge fire.

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Speaker 3: So I think that That's the thing to think about

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Speaker 3: with misinformation as well, is that it's dangerous because it's collective, right,

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Speaker 3: Like it is not just one individual, but it is

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Speaker 3: you know, a bunch of people all kind of starting

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Speaker 3: to agree and it doesn't take much to convince either.

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Speaker 1: And where that misinformation is coming from might surprise you.

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Speaker 1: Jenna says that the misinformation is primarily coming from organic content,

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Speaker 1: not paid advertising content. That means it's your own people,

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Speaker 1: real people, creating posts that are inaccurate, sharing them, and

441
00:22:55,040 --> 00:22:57,200
Speaker 1: they're spreading all around in your social network.

442
00:22:57,480 --> 00:23:00,800
Speaker 2: This reminds me of our episode protect to how we

443
00:23:00,840 --> 00:23:04,679
Speaker 2: talked about how virus spreads, like how it can just

444
00:23:05,000 --> 00:23:08,640
Speaker 2: hijack everything as soon as it's introduced to a new hostel.

445
00:23:08,920 --> 00:23:10,960
Speaker 2: And that's exactly how the misinformation is spreading.

446
00:23:11,040 --> 00:23:12,840
Speaker 1: And when you take that information and put it in

447
00:23:12,880 --> 00:23:17,199
Speaker 1: the context of these conversations about regulation of information on

448
00:23:17,240 --> 00:23:21,200
Speaker 1: social media platforms. We've all seen Mark Zuckerberg on CSPAN

449
00:23:21,840 --> 00:23:26,560
Speaker 1: or if you think about Jack Dorsey, the CEO of Twitter,

450
00:23:27,040 --> 00:23:29,800
Speaker 1: they're all trying to do something different. You can pull

451
00:23:29,840 --> 00:23:31,880
Speaker 1: down the ads, but that doesn't change the problem.

452
00:23:32,480 --> 00:23:36,320
Speaker 2: So how are social media companies stepping up what are

453
00:23:36,359 --> 00:23:39,880
Speaker 2: they doing to combat the spread of misinformation?

454
00:23:40,560 --> 00:23:43,160
Speaker 4: So now what Twitter has done over the last few

455
00:23:43,200 --> 00:23:48,479
Speaker 4: months has started to essentially place labels on pieces of

456
00:23:48,560 --> 00:23:52,639
Speaker 4: content that are tweeted out that could be misinformation. And

457
00:23:52,680 --> 00:23:55,280
Speaker 4: why it's so notable is because we all know that

458
00:23:55,320 --> 00:23:58,760
Speaker 4: while Twitter is the smallest, it has the largest megaphone,

459
00:23:58,800 --> 00:24:01,600
Speaker 4: and it also has quite a power user, which is

460
00:24:01,720 --> 00:24:03,920
Speaker 4: Donald trumb who is the President of the United States.

461
00:24:04,000 --> 00:24:06,879
Speaker 1: Twitter also made the decision to ban political ads all

462
00:24:07,000 --> 00:24:08,680
Speaker 1: together last November.

463
00:24:09,240 --> 00:24:12,440
Speaker 2: Other social media companies like pinterest in next Door didn't

464
00:24:12,440 --> 00:24:16,280
Speaker 2: allow political ads from the get go. They wanted nothing

465
00:24:16,280 --> 00:24:18,520
Speaker 2: to do with it, Like they said, no political ads

466
00:24:18,560 --> 00:24:24,240
Speaker 2: on this app. But for the ones that did, like Twitter, Facebook, Google, YouTube,

467
00:24:24,359 --> 00:24:28,600
Speaker 2: all those they're trying to put the toothpaste back into

468
00:24:28,640 --> 00:24:28,960
Speaker 2: the two.

469
00:24:29,119 --> 00:24:31,280
Speaker 4: When you think about the amount of content that is

470
00:24:31,320 --> 00:24:34,680
Speaker 4: pumping through those platforms on a daily basis, there is

471
00:24:34,720 --> 00:24:39,560
Speaker 4: not a way to possibly monitor all of that content,

472
00:24:39,960 --> 00:24:43,119
Speaker 4: definitely not manually, and as we've seen as a lot

473
00:24:43,160 --> 00:24:45,359
Speaker 4: of these companies have tried to monitor some of that

474
00:24:45,760 --> 00:24:49,160
Speaker 4: content from an AI standpoint or a machine learning standpoint

475
00:24:49,560 --> 00:24:51,000
Speaker 4: that often misses contacts.

476
00:24:51,000 --> 00:24:53,280
Speaker 1: Facebook has started to put some labels on things too.

477
00:24:53,760 --> 00:24:56,320
Speaker 1: But do you know what I saw in response or

478
00:24:56,520 --> 00:24:59,920
Speaker 1: a screenshot from a group message where people were saying,

479
00:25:00,280 --> 00:25:03,280
Speaker 1: this is how you remove fact checkers from your posts,

480
00:25:03,840 --> 00:25:05,399
Speaker 1: And I was like, you don't want your post to

481
00:25:05,400 --> 00:25:07,800
Speaker 1: be checked for facts, y'all just want to be wrong.

482
00:25:08,359 --> 00:25:09,480
Speaker 1: That made me really sad.

483
00:25:10,200 --> 00:25:13,080
Speaker 2: Yeah, people don't want the facts. They don't want them

484
00:25:13,280 --> 00:25:16,199
Speaker 2: because to them, it doesn't matter what the facts are

485
00:25:16,240 --> 00:25:18,040
Speaker 2: because it's not what they believe. It's not what they

486
00:25:18,080 --> 00:25:21,000
Speaker 2: feel exactly. If they don't believe it, it is not

487
00:25:21,000 --> 00:25:21,360
Speaker 2: a fact.

488
00:25:21,400 --> 00:25:23,560
Speaker 1: And I think that's the other part. Not only do

489
00:25:23,600 --> 00:25:25,159
Speaker 1: they not want to hear the truth, I think some

490
00:25:25,200 --> 00:25:31,160
Speaker 1: people are not really grasping the full magnitude of what

491
00:25:31,320 --> 00:25:35,399
Speaker 1: happens when you post something that's not true. Doctor Larrt

492
00:25:35,400 --> 00:25:36,000
Speaker 1: touched on this.

493
00:25:37,200 --> 00:25:39,400
Speaker 3: That is one of the things that is really troubling

494
00:25:39,440 --> 00:25:42,159
Speaker 3: about the digital social media space is that most of

495
00:25:42,200 --> 00:25:43,680
Speaker 3: these companies and people.

496
00:25:43,480 --> 00:25:46,560
Speaker 2: Have created it. I don't think have totally.

497
00:25:46,240 --> 00:25:49,960
Speaker 3: Processed that it can happen like that, like it can

498
00:25:50,000 --> 00:25:53,960
Speaker 3: happen in the snap of a finger. You'd be stunned

499
00:25:54,400 --> 00:25:59,960
Speaker 3: by what people are willing to do or are influenced by,

500
00:26:00,119 --> 00:26:01,120
Speaker 3: right do.

501
00:26:01,119 --> 00:26:02,320
Speaker 1: You remember pizzagate TT.

502
00:26:02,640 --> 00:26:06,440
Speaker 2: Yes, that was in twenty sixteen during the election, and

503
00:26:06,880 --> 00:26:10,520
Speaker 2: there was this conspiracy theory that said that this pizza

504
00:26:10,560 --> 00:26:16,920
Speaker 2: place in DCO had a child trafficking ring running through

505
00:26:16,920 --> 00:26:20,080
Speaker 2: it and that one of the candidates had something to

506
00:26:20,080 --> 00:26:22,680
Speaker 2: do with it. Yes, folks that are showing up to

507
00:26:22,680 --> 00:26:25,760
Speaker 2: the pizza place, like where are the kids? And they

508
00:26:25,800 --> 00:26:28,040
Speaker 2: got threats in everything.

509
00:26:28,200 --> 00:26:32,119
Speaker 1: Yes, this one man drove from North Carolina to DC

510
00:26:32,440 --> 00:26:33,400
Speaker 1: to that pizza shop.

511
00:26:33,640 --> 00:26:36,240
Speaker 2: That's four hours. That's four hours with a gun.

512
00:26:36,800 --> 00:26:39,679
Speaker 1: He was wrong, and once he realized that it was

513
00:26:39,720 --> 00:26:43,080
Speaker 1: all made up, just misinformation on the web, he turned

514
00:26:43,119 --> 00:26:45,359
Speaker 1: himself in. That's a wild ride.

515
00:26:45,400 --> 00:26:47,200
Speaker 2: Are there still people who believe in Pizzagate?

516
00:26:47,320 --> 00:26:49,760
Speaker 1: Well, Li's coming back in twenty twenty. Have you heard. No,

517
00:26:50,240 --> 00:26:52,840
Speaker 1: it has a new younger audience on TikTok.

518
00:26:52,520 --> 00:26:56,440
Speaker 2: Oh No, okay, Well that's that's all you need to say, period. TikTok.

519
00:26:57,920 --> 00:27:00,000
Speaker 2: Y'all got to do more research, y' y'all are not

520
00:27:00,080 --> 00:27:03,640
Speaker 2: even doing the bare minimum research, y'all just sharing tiktoks.

521
00:27:03,920 --> 00:27:05,959
Speaker 1: Social media is such a big part of this. And

522
00:27:06,240 --> 00:27:08,119
Speaker 1: if there's anything we want you to walk away with,

523
00:27:08,200 --> 00:27:10,640
Speaker 1: we want you to know when you're being targeted. Yes,

524
00:27:10,880 --> 00:27:13,760
Speaker 1: what is an ad what is just conversation? So when

525
00:27:13,760 --> 00:27:15,720
Speaker 1: you're sharing things, know that you got to do your

526
00:27:15,800 --> 00:27:19,840
Speaker 1: due diligence. They're looking for people just like you. They're saying, hey,

527
00:27:20,280 --> 00:27:24,560
Speaker 1: do you like puppies and do you care about puppy meals?

528
00:27:24,600 --> 00:27:28,040
Speaker 1: And then they're going to say this candidate has twenty

529
00:27:28,040 --> 00:27:31,080
Speaker 1: five puppy meals. You know, it's just whatever is out here,

530
00:27:31,119 --> 00:27:32,280
Speaker 1: And so I just want us to be a little

531
00:27:32,320 --> 00:27:32,880
Speaker 1: more diligent.

532
00:27:33,400 --> 00:27:35,920
Speaker 2: Don't fall for the okie dope.

533
00:27:36,040 --> 00:27:40,080
Speaker 3: The time lapse of how much you're engaging that, I mean,

534
00:27:40,240 --> 00:27:47,000
Speaker 3: it is mentally taxing, right, and cognitively taxing, and could

535
00:27:47,040 --> 00:27:50,160
Speaker 3: be leading to other kinds of outcomes that we haven't

536
00:27:50,200 --> 00:27:55,040
Speaker 3: truly surmised from all of it because it is so overwhelming.

537
00:27:55,520 --> 00:27:56,560
Speaker 3: How much is happening.

538
00:27:56,640 --> 00:27:58,920
Speaker 1: My model used to be zero fatigue, but now it's

539
00:27:59,000 --> 00:28:03,760
Speaker 1: all the fatigue. Okay, all the fatigue, election fatigue, general fatigue,

540
00:28:03,800 --> 00:28:09,119
Speaker 1: people fatigue, just all of it. We are fatigued, and

541
00:28:09,160 --> 00:28:12,720
Speaker 1: I think we're basically headed to the land of burnout.

542
00:28:12,840 --> 00:28:16,359
Speaker 2: Honestly, and with that in mind, our next episode is

543
00:28:16,400 --> 00:28:20,200
Speaker 2: actually going to be all about burnout. How to recognize

544
00:28:20,240 --> 00:28:22,320
Speaker 2: it and how to handle it. And we are so

545
00:28:22,359 --> 00:28:25,120
Speaker 2: excited to talk about it because I mean, being bombarded

546
00:28:25,160 --> 00:28:28,720
Speaker 2: with all these political ads and then the pandemic and

547
00:28:29,200 --> 00:28:31,159
Speaker 2: all these different things that are going on in the world.

548
00:28:31,480 --> 00:28:35,120
Speaker 2: RP to Chadwick Boseman, and we're all just tired. Twenty

549
00:28:35,160 --> 00:28:39,360
Speaker 2: twenty has sucked. And so this next episode on Burnout

550
00:28:39,600 --> 00:28:42,240
Speaker 2: is for the people, and we're going to get through this.

551
00:28:42,120 --> 00:28:42,640
Speaker 1: A lot of people.

552
00:28:42,720 --> 00:28:46,320
Speaker 2: I mean me, it's is I I am people.

553
00:28:47,760 --> 00:28:50,440
Speaker 1: After this episode airs, I'm going to announce your run

554
00:28:50,480 --> 00:28:51,520
Speaker 1: for president.

555
00:28:52,080 --> 00:28:55,360
Speaker 2: My run. I don't want to be president. I think

556
00:28:55,400 --> 00:28:57,960
Speaker 2: i'd be the worst president. I'd be like everybody, just chill.

557
00:28:58,440 --> 00:29:01,160
Speaker 1: I'll go to bed. So earlier t TV comes for president.

558
00:29:01,280 --> 00:29:03,440
Speaker 2: I think for your political ad, if I am on

559
00:29:03,760 --> 00:29:07,440
Speaker 2: your campaign strategy team, I'm gonna be like, Okay, I've

560
00:29:07,440 --> 00:29:10,160
Speaker 2: got a lot of pictures of food that Zakia has

561
00:29:10,240 --> 00:29:14,960
Speaker 2: made everybody likes to eat. I think that's something we

562
00:29:15,000 --> 00:29:17,800
Speaker 2: can all bond over. And so then I'm just putting

563
00:29:17,840 --> 00:29:24,480
Speaker 2: out pictures of plates that I have had a Zekias

564
00:29:24,520 --> 00:29:27,000
Speaker 2: asks meing like with Zekiah.

565
00:29:26,880 --> 00:29:32,040
Speaker 1: We all eat, we all eat good. Mic drop no

566
00:29:32,120 --> 00:29:33,560
Speaker 1: more hashtag struggle plate.

567
00:29:47,240 --> 00:29:49,360
Speaker 2: That's it for Lab thirty one, but we have so

568
00:29:49,520 --> 00:29:51,760
Speaker 2: much more for you to dig into on our website,

569
00:29:51,800 --> 00:29:55,200
Speaker 2: so head on over there, Dope Labs podcast dot com.

570
00:29:55,200 --> 00:29:57,120
Speaker 1: On our website you can find a cheat sheet for

571
00:29:57,160 --> 00:29:59,200
Speaker 1: today's lab, along with a ton of other links and

572
00:29:59,240 --> 00:30:00,640
Speaker 1: resources in the show notes.

573
00:30:01,520 --> 00:30:03,000
Speaker 2: And if you want to stay in the know with

574
00:30:03,120 --> 00:30:05,680
Speaker 2: Dope Labs, don't forget to sign up for our newsletter

575
00:30:05,720 --> 00:30:06,720
Speaker 2: on our site too.

576
00:30:06,880 --> 00:30:08,959
Speaker 1: We won't sell your email address, but we might use

577
00:30:09,000 --> 00:30:10,120
Speaker 1: it for TT's campaign.

578
00:30:13,680 --> 00:30:15,200
Speaker 2: Just delete all your cookies.

579
00:30:15,560 --> 00:30:18,720
Speaker 1: Right special thanks to both our guest experts, doctor Cheryl

580
00:30:18,800 --> 00:30:20,000
Speaker 1: Laird and Jenna Golden.

581
00:30:20,360 --> 00:30:24,120
Speaker 2: You can follow Jenna Golden on Twitter at ji Golden.

582
00:30:23,840 --> 00:30:26,480
Speaker 1: And you can visit doctor Cheryl Laired's website at Cheryl

583
00:30:26,520 --> 00:30:30,280
Speaker 1: Lair dot com. That's c h R Y L l

584
00:30:30,320 --> 00:30:33,200
Speaker 1: a I R D dot com. You can also follow

585
00:30:33,200 --> 00:30:35,920
Speaker 1: her on Twitter at Cheryl Laird. You can find even

586
00:30:35,960 --> 00:30:37,760
Speaker 1: more links to their work in our show notes.

587
00:30:38,480 --> 00:30:40,760
Speaker 2: You can also find us on Twitter and Instagram at

588
00:30:40,800 --> 00:30:41,960
Speaker 2: Dope Labs Podcast.

589
00:30:42,160 --> 00:30:45,840
Speaker 1: TT is on Twitter at d R Underscore t s h.

590
00:30:45,800 --> 00:30:49,120
Speaker 2: O, and you can find Zakiya at z said. So

591
00:30:49,440 --> 00:30:52,400
Speaker 2: are y'all registered to vote yet get started at headcount

592
00:30:52,400 --> 00:30:55,880
Speaker 2: dot org slash play your part. It's quick and easy,

593
00:30:56,000 --> 00:30:57,000
Speaker 2: I promise yes.

594
00:30:57,560 --> 00:31:00,280
Speaker 1: Also, we love hearing from you. What is your think

595
00:31:00,280 --> 00:31:03,160
Speaker 1: about today's lab? Do you have ideas for future labs?

596
00:31:03,720 --> 00:31:06,800
Speaker 1: Call us at two zero two five six seven seven

597
00:31:06,920 --> 00:31:08,440
Speaker 1: zero two eight and let us know.

598
00:31:09,240 --> 00:31:12,080
Speaker 2: You can find us on Twitter and Instagram at Dope Labs.

599
00:31:12,080 --> 00:31:15,440
Speaker 2: Podcast TT is on Twitter at d R Underscore t

600
00:31:15,680 --> 00:31:19,480
Speaker 2: s h O, and you can find Zakiya at z said.

601
00:31:19,320 --> 00:31:22,080
Speaker 1: So follow us on Spotify or wherever else you listen

602
00:31:22,120 --> 00:31:23,000
Speaker 1: to podcasts.

603
00:31:23,480 --> 00:31:27,000
Speaker 2: Dope Labs is produced by Jenny radalt Mass of Waverner Studios.

604
00:31:27,040 --> 00:31:29,200
Speaker 1: Mixing and sound design are by Hannes Brown.

605
00:31:29,720 --> 00:31:33,440
Speaker 2: Our theme music is by Taka Yasuzawa and Alex Sugiura,

606
00:31:33,480 --> 00:31:37,440
Speaker 2: with additional music by Elijah Lex Harvey. Dope Labs is

607
00:31:37,440 --> 00:31:40,240
Speaker 2: a production of Spotify and Mega Oh Media Group, and.

608
00:31:40,240 --> 00:31:44,400
Speaker 1: It's executive produced by us T T show Da Zakiah Wattley.

609
00:31:49,360 --> 00:31:50,600
Speaker 2: What would you put in your mem You.

610
00:31:50,600 --> 00:31:54,640
Speaker 1: Know who I really feel like is aligned with like?

611
00:31:54,720 --> 00:31:58,760
Speaker 1: My brand is somewhere between Anita Baker and Meghan Thesallion. Yes,

612
00:31:58,920 --> 00:32:00,800
Speaker 1: and so I really have to do some micro targeting.

613
00:32:00,800 --> 00:32:03,160
Speaker 1: To get certain groups of people where I feel like

614
00:32:03,240 --> 00:32:05,320
Speaker 1: Meg will be effective, but not the groups that will

615
00:32:05,320 --> 00:32:07,640
Speaker 1: be turned off by that, and that are more Anita

616
00:32:07,680 --> 00:32:11,680
Speaker 1: Baker and Shade. Yeah, but that's where I land. Anita

617
00:32:11,760 --> 00:32:13,920
Speaker 1: the Stallion, Anita the Stallion,