Skip to main content
Part of complete coverage on

Social media make us more honest

By Jeffrey Hancock, Special to CNN
January 13, 2013 -- Updated 1500 GMT (2300 HKT)
STORY HIGHLIGHTS
  • In 2012, deception seemed rampant in the news, says Jeffrey Hancock
  • He says technology enables or abets some new forms of deception
  • Still, studies find that people lie less frequently on LinkedIn and Facebook, he says
  • Hancock: People want to be perceived as truthful, especially among friends

Editor's note: Jeffrey Hancock is associate professor of communication and of information science at Cornell University. He spoke in September at TEDx Winnipeg. TED is a nonprofit dedicated to "ideas worth spreading", which it makes available through talks posted on its website.

(CNN) -- It's been an astonishing year for deception and technology. A famous author in Britain, RJ Ellory, became even more famous when he was discovered reviewing his own work, positively of course, with fake identities online. Prominent journalists were found to have plagiarized the work of others

Fake online reviews were discovered for everything from hotels to Kindle covers to doctors.

And I haven't even mentioned the presidential election.

Technology is affecting almost all aspects of human life, and deception, one of humankind's most fascinating behaviors, is no exception. Technology is making possible some interesting new forms of deception, like the butler lie, the sock puppet, and the Chinese water army.

Become a fan of CNNOpinion
Stay up to date on the latest opinion, analysis and conversations through social media. Join us at Facebook/CNNOpinion and follow us @CNNOpinion on Twitter. We welcome your ideas and comments.



Butler lies are those little deceptions that we tell one another to avoid social interaction. Examples include the ubiquitous "on my way" when in fact we are not on our way, or "sorry, I just got your text" when actually we just didn't want to respond right away. Another butler lie is the lost reception explanation ("I'm in a tunnel!"). Butler lies help us manage our social attention in an always-on communication world. They allow us to use the technology as a sort of social buffer to avoid interaction when we're technically always available, while at the same time giving plausible excuses to maintain social relationships we care about.

TED.com: Our buggy moral code

Sock puppets are individuals who provide reviews or commentary about their own work, usually highly positive, of course. The Internet allows for this kind of identity deception because people can chose any identity they want. But it can come with a cost when false identities are exposed. In response to the unmasking of Ellory, many authors publicly shamed him and pledged to never engage in sock puppetry.

Reviewing one's own work with a false identity isn't exactly new. Walt Whitman was infamous for doing that well before the Internet was invented. But the use of identity deception at scale, with thousands of people doing so in concert, is new. This is the Chinese Water Army phenomenon. The term refers to the large number of Chinese online writers that are paid a small amount of money to write opinions and reviews. In North America this is also commonly referred to as Astroturfing, in which an organization mimics a grass-roots movement by paying people to "spontaneously" support their position.

Pamela Meyer: How to spot a liar
Prof: 'Voters unfazed by candidates' lies'
Randi Zuckerberg in photo sharing flap

It would be easy to assume that technology is growing our lying habits. But this isn't quite right. Let's consider the most important interactions, those with our friends, loved ones, and colleagues.

Does technology make us more or less likely to lie to one another? Surprisingly, a lot of research suggests that Internet technology can actually make us more honest. In several of our studies, for example, people lied less in e-mail than face to face. The place where people lie the most? The telephone.

TED.com: Why we make bad decisions

We've also looked at social network sites and the claims people make. On LinkedIn, where people post resumé information, we found that people lie less about their past responsibilities and skills than in a traditional paper-based resume. Other work shows that Facebook profiles reflect people's actual personality, rather than some idealized version.

Even in online dating, often mocked as a hotbed for lies, we found that yes, people lie, but usually not by that much. Men lie a little about their height, income and education, and women lie a little about their weight and physical appearance. This isn't really that different from meeting someone in a bar, when you think about it.

Why might technology make us more honest with each other? One reason is that people view themselves as honest and lying violates that self-concept. This is especially true when talking to people with whom we have a relationship, like our friends and family, or want to have a relationship, like future employers and dates. Being perceived as deceptive can seriously harm reputations and relationships, regardless of the medium.

The place where people lie the most? The telephone.
Jeffrey Hancock

But perhaps the most important reason is that we are in an incredibly fluid era of human social evolution. Consider that humans started talking to each other about 50,000 to 100,000 years ago, and over that time around a trillion humans have lived. The written word, however, only emerged about 5,000 years ago, and until World War II over half the world's population couldn't read or write. So, for most of those trillion humans, every word they ever said just disappeared. Gone. Now the average North American records more words in texts and e-mails in a day than most humans did throughout history.

This obviously has important implications for deception. Because of our social evolution we're not wired to automatically remember that our e-mails and texts and blogs and Facebook chats leave a semi-permanent record. Just ask any politician caught in a scandal in the last decade.

TED.com: The brain in love

On the plus side, these records give researchers a chance to study all sorts of social behavior that were mostly invisible before. We can use computers to analyze the language in these records and find word patterns that reveal deception, like whether a hotel review was written by someone who actually stayed at the hotel or not (take a look at the end of the TED talk to see if you can tell which hotel review is fake).

We're in a crucial change state between the era of ephemeral talk and the era of the digital trace, where everything we do and say creates our own personal record. Deception, whether we want it or not, will no doubt evolve with us as we adapt to this new world of communication. The future of lying, like the future of humanity, is wide open.

Follow @CNNOpinion on Twitter.

Join us at Facebook/CNNOpinion.

The opinions expressed in this commentary are solely those of Jeffrey Hancock.

ADVERTISEMENT
Part of complete coverage on
July 13, 2014 -- Updated 1245 GMT (2045 HKT)
To prevent war with North Korea over a comedy, what would Dennis Rodman say to Kim Jong Un? Movie critic Gene Seymour weighs in.
July 11, 2014 -- Updated 1315 GMT (2115 HKT)
Michael Werz says in light of the spying cases, U.S. is seen as a paranoid society that can't tell friends from foes.
July 11, 2014 -- Updated 1317 GMT (2117 HKT)
Eric Liu explains why in his new book, he calls himself "Chinese American" -- without a hyphen.
July 11, 2014 -- Updated 1512 GMT (2312 HKT)
John Bare says hands-on learning can make a difference in motivating students to acquire STEM skills.
July 11, 2014 -- Updated 1320 GMT (2120 HKT)
Karl Alexander and Linda Olson find blacks and whites live in urban poverty with similar backgrounds, but white privilege wins out as they grow older.
July 10, 2014 -- Updated 1620 GMT (0020 HKT)
Frida Ghitis says a poll of 14 Muslim-majority nations show people are increasingly opposed to extremism.
July 10, 2014 -- Updated 1828 GMT (0228 HKT)
Ruben Navarrette says spending more on immigation enforcement isn't going to stop the flow of people seeking refuge in the U.S.
July 10, 2014 -- Updated 2048 GMT (0448 HKT)
Faisal Gill had top security clearance and worked for the Department of Homeland Security. That's why it was a complete shock to learn the NSA had him under surveillance.
July 10, 2014 -- Updated 1841 GMT (0241 HKT)
Kevin Sabet says the scientific verdict is that marijuana can be dangerous, and Colorado should be a warning to states contemplating legalizing pot.
July 9, 2014 -- Updated 2047 GMT (0447 HKT)
World War I ushered in an era of chemical weapons use that inflicted agonizing injury and death. Its lethal legacy lingers into conflicts today, Paul Schulte says
July 10, 2014 -- Updated 1137 GMT (1937 HKT)
Tom Foley and Ben Zimmer say Detroit's recent bankruptcy draws attention to a festering problem in America -- cities big and small are failing to keep up with change.
July 10, 2014 -- Updated 1201 GMT (2001 HKT)
Mel Robbins says many people think there's "something suspicious" about Leanna Harris. But there are other interpretations of her behavior
July 9, 2014 -- Updated 1753 GMT (0153 HKT)
Amy Bass says Germany's rout of Brazil on its home turf was brutal, but in defeat the Brazilian fans' respect for the victors showed why soccer is called 'the beautiful game'
July 9, 2014 -- Updated 2107 GMT (0507 HKT)
Aaron Carroll explains how vaccines can prevent illnesses like measles, which are on the rise
July 9, 2014 -- Updated 0008 GMT (0808 HKT)
Aaron Miller says if you think the ongoing escalation between Israel and Hamas over Gaza will force a moment of truth, better think again
July 8, 2014 -- Updated 1903 GMT (0303 HKT)
Norman Matloff says a secret wage theft pact between Google, Apple and others highlights ethics problems in Silicon Valley.
July 8, 2014 -- Updated 2237 GMT (0637 HKT)
The mother of murdered Palestinian teenager Mohammed Abu Khder cries as she meets Palestinian president Mahmoud Abbas in Ramallah, West Bank on July 7, 2014.
Naseem Tuffaha says the killing of Israeli teenagers has rightly brought the world's condemnation, but Palestinian victims like his cousin's slain son have been largely reduced to faceless, nameless statistics.
ADVERTISEMENT