Then their algorithm takes over. Emergent.info is essentially a web app, built on an API from the back-end database. (You can think of it as something of a data-driven version of Snopes—with a more expansive premise. "Snopes, they're amazing," Silverman says, "but they only do Snopes work; they don't aggregate what other people are doing. This site is able to identify claims and then actually see, okay, who's got the best information about it?") Every hour, Emergent.info's script crawls the stories to see whether their text has changed. The system also checks share counts to monitor how stories are moving through the social media ecosystem.
All of which, Silverman says, helps to answer questions that haven't been so systematically analyzed before. Among them: "What's the life cycle of a rumor in the press now? And how are news organizations dealing with things that are unconfirmed? And are they updating the stories, and are they sticking with it over time?"
Take the reports—false reports, it turns out—that Durex is making a pumpkin-spice condom: Through Emergent.info, you can see who repeated the rumor, who checked it, and who debunked it. Or take, more seriously, the stories that emerged last week claiming that a meteorite had landed in Nicaragua. (That rumor is still listed as unverified on Emergent.info, because no one has been able to prove that such a meteorite actually fell.)
A challenge news organizations face when it comes to rumor-reporting in particular is the fact that rumors tend to be much more shareable—and much more clickable—than corrections. Take your friend and mine, Ms. Tampa Triple-Breast (self-given pseudonym: Jasmine Tridevil). One of the early stories about her, in the New York Post, got 40,000 shares. The Snopes article (mostly) debunking the initial story had 12,500 shares—a decent amount for a story that is, technically, a non-story.
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