采用受众熟悉语言风格能显著提升真实信息的传播效果

澳大利亚研究人员通过Facebook广告测试发现，用目标受众熟悉的语言风格呈现真实信息，能够显著提高信息的点击率，从而对抗网络虚假信息的传播。1研究基于对澳大利亚Facebook社区反疫苗和极右翼叙事数月的观察，采用三个虚构人物角色定向特定受众并撰写相应信息。1

在实际测试中，效果差异明显。1使用社区常见语言呈现的疫苗接种信息点击率为0.98%，而采用中立措辞的版本仅为0.65%；学校教育类广告的差异更为显著，熟悉语言版本的点击率达6%，相比之下中立措辞仅为1.1%，提高幅度达5倍。1在11次对比测试中，有10次显示采用熟悉语言的广告更容易被点击。1

研究人员建议公共卫生团队可通过认真倾听民众关切，用更贴近目标人群的方式呈现相同的证据，来有效对抗网络虚假信息。1

Australian researchers have found that presenting factual information in the language style familiar to target audiences significantly increases click-through rates, offering a new strategy for countering online misinformation.1

In Facebook advertising tests, vaccine information presented using language common within communities achieved a click-through rate of 0.98%, compared to just 0.65% for neutrally-worded versions—a 52% improvement.1 Educational content about schools performed even more dramatically, with familiar language generating a 6% click rate versus 1.1% for neutral phrasing, representing a five-fold increase.1 Across eleven comparative tests, ten demonstrated that advertisements using familiar language were more likely to be clicked.1

The research grew out of months of observation of anti-vaccine and far-right narratives within Australian Facebook communities.1 Researchers employed three fictional personas—Jennifer, Patrick, and Aaron—to target specific audiences and craft tailored messages.1 Public health teams can leverage these findings by listening to community concerns and presenting the same evidence in ways that resonate with their target populations, according to the study.1