ALGORITHMIC FILTERING OF CLIMATE MISINFORMATION: CULTURAL ORIENTATION AND CONFIRMATION BIAS IN PAKISTAN ONLINE ECOSYSTEM

Abstract

This study investigates if the algorithmic biases filter online climate misinformation contents in Pakistan in accordance with people cultural orientations making them confirmation bias. While social media is recognized for undemocratic online discussions, concerns arise regarding its potential to disseminate misinformation on climate change. The study is aiming at addressing climate misinformation which are busted as not genuine, how they are algorithmically filtered in online ecosystem where online users in Pakistan are offered with contents amplifying and reinforcing their preexisting beliefs within existing cultural diaspora. The algorithmic filtering theory examines how initially algorithms filter content on digital platforms, based on user preferences, behaviors, and cultural orientations that aligns with users' existing beliefs, potentially reinforcing their confirmation biases. In Pakistan, where religious and cultural beliefs may stimulate climate change perceptions, algorithms may excessively filter content that echoes with their views, thereby spreading misinformation. This study is relying on quantitative content analysis to test the hypothesis if the algorithmically biased climate misinformation tailors content in accordance with individual's interests, preferences and cultural orientation. Having sufficient knowledge of MLA (machine learning algorithm) applied for NLP (natural language processing), the Python software is supervised and trained to identifying and quantifying the prevailing social media misinforming corpora. Results revealed the statistics strongly admitting the hypotheses statements testing if the algorithmically filtered climate misinformation aligns with Pakistan cultural index already provided in Hofstede cultural dimensions’ model. Finally, this study provides a valuable insight for future researchers and academics tailoring digital media literacy program, aiming at critically encountering the cultural influence on spreading online misinformation.

Keywords: Climate, Misinformation, Media Literacy, Cultural Dimensions, Pakistan