Deen Freelon’s research while affiliated with University of North Carolina at Chapel Hill and other places

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Publications (64)


Fig. 1. Share of participants using Facebook and Instagram during study period. Note: This figure presents the share of Deactivation and Control groups that used Facebook and Instagram on each day. "Use" is defined as logging in and seeing five or more pieces of content. The dark gray shaded area indicates the Control group's 7-d deactivation period, while the light gray shaded area indicates the Deactivation group's 35-d additional deactivation period. We exclude Facebook use data from October 27th due to a logging error.
The effects of Facebook and Instagram on the 2020 election: A deactivation experiment
  • Article
  • Full-text available

May 2024

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248 Reads

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16 Citations

Proceedings of the National Academy of Sciences

Hunt Allcott

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Matthew Gentzkow

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Winter Mason

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[...]

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We study the effect of Facebook and Instagram access on political beliefs, attitudes, and behavior by randomizing a subset of 19,857 Facebook users and 15,585 Instagram users to deactivate their accounts for 6 wk before the 2020 U.S. election. We report four key findings. First, both Facebook and Instagram deactivation reduced an index of political participation (driven mainly by reduced participation online). Second, Facebook deactivation had no significant effect on an index of knowledge, but secondary analyses suggest that it reduced knowledge of general news while possibly also decreasing belief in misinformation circulating online. Third, Facebook deactivation may have reduced self-reported net votes for Trump, though this effect does not meet our preregistered significance threshold. Finally, the effects of both Facebook and Instagram deactivation on affective and issue polarization, perceived legitimacy of the election, candidate favorability, and voter turnout were all precisely estimated and close to zero.

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What's in your PIE ? Understanding the contents of personalized information environments with PIEGraph

January 2024

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48 Reads

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2 Citations

Journal of the Association for Information Science and Technology

Social media have long been studied from platform‐centric perspectives, which entail sampling messages based on criteria such as keywords and specific accounts. In contrast, user‐centric approaches attempt to reconstruct the personalized information environments users create for themselves. Most user‐centric studies analyze what users have accessed directly through browsers (e.g., through clicks) rather than what they may have seen in their social media feeds. This study introduces a data collection system of our own design called PIEGraph that links survey data with posts collected from participants' personalized X (formerly known as Twitter) timelines. Thus, in contrast with previous research, our data include much more than what users decide to click on. We measure the total amount of data in our participants' respective feeds and conduct descriptive and inferential analyses of three other quantities of interest: political content, ideological skew, and fact quality ratings. Our results are relevant to ongoing debates about digital echo chambers, misinformation, and conspiracy theories; and our general methodological approach could be applied to social media beyond X/Twitter contingent on data availability.






Parallel mediation model. *Primary outcomes were knowledge, perceived severity, and willingness to talk with peers
TikToks Lead to Higher Knowledge and Perceived Severity of Sexual Violence among Adolescent Men

September 2023

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189 Reads

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6 Citations

Journal of Youth and Adolescence

Social media communication is a promising way to deliver important health messages about sexual violence to a key population of adolescent men. The researchers conducted an online, between-participants experiment to examine the impact of personal narrative TikToks about sexual violence on adolescent men. Participants were adolescent men (n = 580) aged 15 to 19 (M = 17.3, SD = 1.43). Participants were randomly assigned to treatment (personal narrative TikToks about sexual violence) or control (hair braiding TikTok tutorials) conditions. Adolescent men who viewed personal narrative TikToks about sexual violence had higher knowledge of consequences and higher perceived severity of sexual violence. Additionally, adolescent men found personal narrative TikToks more attention-grabbing (vs. control) and did not have negative reactions. Findings that short (approximately one-minute) TikTok videos led to differences in knowledge and beliefs among, and were interesting and not aversive to, adolescent men are important for sexual violence prevention research. Health messages on TikTok can help shift adolescent perceptions of sexual violence, which is a key starting point towards changing norms.


How do social media feed algorithms affect attitudes and behavior in an election campaign?

July 2023

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1,248 Reads

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159 Citations

Science

We investigated the effects of Facebook's and Instagram's feed algorithms during the 2020 US election. We assigned a sample of consenting users to reverse-chronologically-ordered feeds instead of the default algorithms. Moving users out of algorithmic feeds substantially decreased the time they spent on the platforms and their activity. The chronological feed also affected exposure to content: The amount of political and untrustworthy content they saw increased on both platforms, the amount of content classified as uncivil or containing slur words they saw decreased on Facebook, and the amount of content from moderate friends and sources with ideologically mixed audiences they saw increased on Facebook. Despite these substantial changes in users' on-platform experience, the chronological feed did not significantly alter levels of issue polarization, affective polarization, political knowledge, or other key attitudes during the 3-month study period.


Like-minded sources on Facebook are prevalent but not polarizing

July 2023

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350 Reads

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136 Citations

Nature

Many critics raise concerns about the prevalence of ‘echo chambers’ on social media and their potential role in increasing political polarization. However, the lack of available data and the challenges of conducting large-scale field experiments have made it difficult to assess the scope of the problem1,2. Here we present data from 2020 for the entire population of active adult Facebook users in the USA showing that content from ‘like-minded’ sources constitutes the majority of what people see on the platform, although political information and news represent only a small fraction of these exposures. To evaluate a potential response to concerns about the effects of echo chambers, we conducted a multi-wave field experiment on Facebook among 23,377 users for whom we reduced exposure to content from like-minded sources during the 2020 US presidential election by about one-third. We found that the intervention increased their exposure to content from cross-cutting sources and decreased exposure to uncivil language, but had no measurable effects on eight preregistered attitudinal measures such as affective polarization, ideological extremity, candidate evaluations and belief in false claims. These precisely estimated results suggest that although exposure to content from like-minded sources on social media is common, reducing its prevalence during the 2020 US presidential election did not correspondingly reduce polarization in beliefs or attitudes.


Citations (55)


... The spread of false information on social media poses risks to public health [1], democratic processes [2], and social cohesion [3]. Social media has been broadly observed to preferentially support the spread of false news over true news [4,5,6,7]. Scholars as well as social media platforms are actively working to design and test strategies to limit its transmission [8,9,10], including fact-check warning labels placed on individual sources or pieces of information [11,12], educational interventions to boost users' competencies at identifying false information [13,14,15,16], and a shift to design objectives other than user engagement [17,18,19]. ...

Reference:

Community Notes Moderate Engagement With and Diffusion of False Information Online
The Diffusion and Reach of (Mis)Information on Facebook during the U.S. 2020 Election

Sociological Science

... However, the chronological feed did not significantly alter levels of political polarization, knowledge, or participation. Allcott et al. (2024) conducted a large-scale randomized experiment involving over 35,000 users who were paid to deactivate their accounts for six weeks before the 2020 US election. The study found that deactivating Facebook and Instagram reduced political participation, mainly online, and had no significant effect on political knowledge overall. ...

The effects of Facebook and Instagram on the 2020 election: A deactivation experiment

Proceedings of the National Academy of Sciences

... Empirical research on data linkage focuses on online news exposure, political knowledge and participation (Guess et al., 2023;Kristensen et al., 2017;Song & Cho, 2021;Thorson et al., 2021), leveraging social media data from Facebook (Thorson et al., 2021), Twitter (Freelon et al., 2024), and Instagram (Driel et al., 2022). So far, there has been no research leveraging data linkage to understand selective engagement with health-related TikTok videos. ...

What's in your PIE ? Understanding the contents of personalized information environments with PIEGraph
  • Citing Article
  • January 2024

Journal of the Association for Information Science and Technology

... According to research, conspiracy beliefs might be extremely difficult to change straightforwardly: believers in conspiracy theories may overlook factual information, selectively pick certain pieces of information or assume that fact-checkers are part of the conspiracy theories themselves (Tingley & Wagner, 2017). In this regard, Freelon (2024) highlighted that conspiracy beliefs and prejudice could have a closer conceptual and normative relationship than previous studies have shown: they could manifest in the same people, produce similar detrimental effects against the outgroup and benefit from the same interventions. Hence, research started to underline the importance of finding alternative approaches to reduce conspiracy beliefs and one of the possible strategies can be identified in intergroup contact (Allport, 1954;Jolley et al., 2023). ...

The shared psychological roots of prejudice and conspiracy theory belief
  • Citing Article
  • November 2023

Current Opinion in Psychology

... Interestingly, age differences emerged in our study for sources of information; however, rather than differing across types of sources, our results indicated a difference in the amount of information received by a source: media. Media has recently shown to be a promising tool to deliver important information about sexual violence; for example, a study found that adolescent males (aged 15-19) who were exposed to short social media videos on sexual violence (via TikTok) had higher knowledge of consequences and perceived severity of sexual violence compared to controls (Nicolla et al., 2023). Our findings indicate that older youth access media as a source of information more than younger youth. ...

TikToks Lead to Higher Knowledge and Perceived Severity of Sexual Violence among Adolescent Men

Journal of Youth and Adolescence

... Although our experimental design allowed for tightly controlled testing conditions, future work should explore real social media environments using randomized controlled trials because more variables are involved such as the influence of content algorithms (Brady, Jackson, et al., 2023;Guess et al., 2023). Although intentions to share are correlated with actual sharing (Mosleh et al., 2020), such field experiments would also extend our work by This document is copyrighted by the American Psychological Association or one of its allied publishers. ...

How do social media feed algorithms affect attitudes and behavior in an election campaign?
  • Citing Article
  • July 2023

Science

... In dit kader wordt veelvuldig verwezen naar de Amerikaanse presidentsverkiezingen in 2016 waar vanuit Rusland door hackers en bots een grote hoeveelheid politieke disinformatie werd verspreid en gerichte campagne tegen de Democratische presidentskandidaat Hillary Clinton werd gevoerd (Bennett & Livingston, 2018). Ook in de presidentsverkiezingen van 2020 wordt veelvuldig gewezen op de aanwezigheid van desinformatie (Guess et al., 2023) en er is inderdaad bewijs dat buitenlandse entiteiten, en met name Rusland, actief proberen de verkiezingen te beïnvloeden. Zo laat een studie van Kim et al. (2018) Ook in analyses van de Brexit campagne wordt de verspreiding van desinformatie onderscheiden als een strategie om de uitkomst te beïnvloeden -alhoewel de aandacht daar vooral uitgaat naar verspreiding vanuit binnenlandse opinieleiders en ook traditionele media (Gaber en Fisher, 2022). ...

Reshares on social media amplify political news but do not detectably affect beliefs or opinions
  • Citing Article
  • July 2023

Science

... Third, Mechanical Turk samples and Twitter (X) users who post links to debunked articles are highly non-representative of the American public. For instance, the majority of users in our field experiment are politically rightleaning -which, while non-representative of the general public, is reflective of empirical work showing that political conservatives are more likely to share and be exposed to low-quality content online [45][46][47][48][49]. And fourth, our field experiment and survey experiment 1 were conducted within the year leading up to the 2020 U.S. Presidential election. ...

Asymmetric ideological segregation in exposure to political news on Facebook
  • Citing Article
  • July 2023

Science

... It is also much easier to recruit representative participants because subjects can work remotely online. Since everything is virtual on digital platforms, the intervention stimuli could be much more natural (e.g. by altering the algorithms; see Kramer et al., 2014;Nyhan et al., 2023). Finally, unlike offline experiments, computational experiments could trace the user log data and measure the process and outcomes unobtrusively and computationally. ...

Like-minded sources on Facebook are prevalent but not polarizing

Nature

... 8), have been slow to change. 3 Although there are plenty of benefits to subfields having identifiable parameters and shared understandings, our concern is that many scholars studying political communication through the lens of identity are excluded from agenda-setting spaces and key journals (see Freelon, Pruden, Eddy, et al., 2023a;Freelon, Pruden, & Malmer, 2023b) because they do not use quantitative methods and/or because they theorize identity in ways incorrectly interpreted as too niche for such spaces. Of course, this problem is not limited only to political communication. ...

#politicalcommunicationsowhite: Race and Politics in Nine Communication Journals, 1991-2021
  • Citing Article
  • March 2023