Facebook’s ‘state-controlled media’ labels appear to reduce engagement

Facebook’s “state-controlled media” labels appear to reduce engagement with content from authoritarian nations. A new study reveals that, with the added tags, users’ engagement decreased when they noticed content labeled as originating from Chinese and Russian government-run media. However, the labels also appeared to boost user favorability of posts from Canadian state media, suggesting broader perceptions of the country play into the tags’ effectiveness.

Researchers with Carnegie Mellon University, Indiana University and the University of Texas at Austin conducted the set of studies which “explored the causal impact of these labels on users’ intentions to engage with Facebook content.” When users noticed the label, they tended to reduce their engagement with it when it was a country they perceived negatively.

The first experiment studied 1,200 people with US-based Facebook accounts — with and without state-controlled media labels. Although their engagement with posts originating from Russia and China went down, it only had that effect if they “actively noticed the label.” A second test in the series observed 2,000 US Facebook users to determine that their behavior was “tied to public sentiment toward the country listed on the label.” In other words, they responded positively to media labeled as …read more