Confirmation bias: seeking out similar views to confirm pre-existing belief
Confirmation bias is the tendency to seek out, interpret, judge and remember information that supports one’s pre-existing views and ideas.
We may believe we are seeing a lot of different opinions from a lot of different people when we log onto our social media accounts. However, social media channels and search engines run on algorithms designed to learn what you like and show you more of that same thing. Did you like that one cat video? Here are 800 more cat videos. Did you read that post from someone opposed to vaccination? Here are thousands of more posts with a similar messages.
Confirmation bias occurs because our brains are prone to take in and keep information that upholds beliefs we already hold, and tend to ignore information that challenges those beliefs.
Social media can feed confirmation bias because its algorithms are filtering out potential alternate points of view or information based on your likes and the likes of your social connections. You are more likely to believe that your opinions on sports teams, vacation destinations and vaccines are correct and shared by the majority because the social media platform is designed to present your preferences back to you again and again.
This is how people get entrenched in a point of view and vulnerable to misinformation.
“The vast majority of doctors and leaders are saying that the COVID-19 vaccine is safe and effective, and still people aren’t trusting that information. Part of the reason is the misinformation that’s out there,” said Dr. Kevin Wasko, Saskatchewan Health Authority Physician Executive, Integrated Rural Health. Wasko is an active participant on social media, and comes up against people who believe wholeheartedly in the COVID-19 and vaccination misinformation being shared daily.
“If you’re worried about getting the COVID-19 vaccine and go to social media for information, it’s likely that worry is going to be reinforced by some of the content out there that’s not from reliable sources,” he said.
To combat confirmation bias, Wasko advises people seek information from reliable sources – reputable news outlets, Saskatchewan Health Authority, Public Health Agency of Canada, World Health Organization, etc. When you are told to reject what reliable organizations are saying, ask yourself who would benefit from you believing their claims over what experts are advising.
“Form your opinions based on facts from reputable sources,” said Wasko. “It’s important to think for yourself, but it’s also important that we believe what the actual experts are saying based on the knowledge they have gained through years of study. I, like my physician colleagues, studied for years to gain the knowledge I have in medicine, health and the human body, and have been working in this field for many years. You trust us with your broken bones, your baby’s fever and Grandma’s high blood pressure. Please trust us on the safety and effectiveness of the COVID-19 vaccines. We are here to answer your health questions and help you make an informed decision.”
