Research claims that Facebook is continuing to experiment with users in a bizarre manner

Understanding the true nature of social media reveals that platforms like Facebook and Instagram are primarily profit-driven businesses that rely on advertising revenue. While we benefit from staying connected and entertained, we must also acknowledge the underlying business model.

Most users accept targeted ads as a trade-off for accessing online content. However, the issue arises when algorithms, rather than human decision-makers, dictate the ads we see. These automated systems are designed to prioritize clicks and sales, raising concerns about transparency and ethics.

A recent study highlighted the use of A/B tests by Facebook and Google to analyze user responses to different ad versions. Such experiments play a crucial role in marketing strategies, but the way they are conducted matters.

The problem lies in the lack of random assignment in these tests, as algorithms actively select users based on predicted engagement levels. This approach hinders advertisers from gaining genuine insights into effective ad strategies, relying instead on algorithmic optimization.

As of April 2025, Facebook has approximately 3.065 billion active users each month worldwide. Photo Credit: Getty

Advertisers may inadvertently target specific demographics, leading to unintended consequences like gender bias and political polarization. The complexity and accuracy of algorithms enable microtargeting at an individual level, shaping online experiences and influencing user behavior.

Implications for Users

Being online means being subject to constant experimentation by algorithms that determine content exposure. Users are unknowingly part of these experiments, where personalized messages influence thoughts, purchases, and beliefs.

It is crucial to recognize the impact of algorithmic decision-making on online experiences and be aware of the curated messages we receive. Transparency and accountability in digital platforms remain essential for fostering an informed online environment.

Expert Insights

Jan Cornil is an associate professor at the UBC Sauder School of Business in Canada, specializing in consumer behavior and marketing research. His work has been featured in top academic journals, emphasizing the importance of ethical marketing practices.

Source: www.sciencefocus.com

Civilization 7 ushers in a new era, bringing the tumultuous history of humanity to life in a more accessible manner | Gaming

IIt’s been eight years since Civilization 6 launched, the latest in the long-running strategy game series in which you lead a nation from the first town in prehistoric times through centuries of development to the space age. Since 2016, the game has accumulated a plethora of expansions, scenario packs, new nations, modes, and systems for players to master, but Dennis Shirk, series producer at Firaxis Games, feels like he’s had enough. “It was getting out of hand,” he says. “It was time to build something new.”

“Even completing the whole game is a struggle,” says designer Ed Beach, citing a key problem Firaxis is trying to solve with the upcoming Civilization 7. While the early turns of Civilization 6’s campaign may be quick, when you’re only deciding what the inhabitants of a single town will do, “after a while you explode with the number of systems, units, and entities you have to manage,” Beach says. From turn one to victory, a single campaign can take more than 20 hours, and as you start to fall behind other nations, you might want to start over long before you see the endgame.

To that end, Civilization 7’s campaign is split into three eras — Ancient, Exploration, and Modern — with each era ending in a dramatic explosion of global crisis. “By dividing the game into chapters, we’re giving people a better sense of history,” Beach says.




Mongolian city in Civilization 7. Photography: Firaxis Games

When you start a new campaign, you choose a leader and civilization to rule, and lead your people to establish their first settlements and encounter other peoples in a largely undeveloped land. Choose which technologies to research, which cities to expand, and who to befriend or conquer. Every turn completed and every scientific, economic, cultural and military milestone passed adds points to a meter running in the background. When the meter reaches 200, you and all other surviving civilizations on the map will move on to the next era.

Choose and lead a new civilization as you move from Ancient to Exploration and from Exploration to Modern. You’ll keep all the cities you previously controlled, but you’ll have access to different technologies and attributes. This may seem odd, but it’s designed to reflect history – think of London, once ruled by the Romans, then replaced by the Anglo-Saxons. No empire lasts forever, but not all fall.

Dividing Civilization 7 into chapters also gives the campaign a new rhythm. As you approach the end of an era, you start to face global crises. In ancient times, for example, you see a surge of independent factions similar to the tribes that toppled Rome. “We don’t call them barbarians anymore,” Beach says. “It’s a more nuanced way of describing it.” These crises increase and intensify until you reach the next era. “It’s like a sci-fi or fantasy series that has a big, crazy ending, and then the next book is a calm, feel-good beginning,” Beach says. “There’s a moment of relief when you get to the next era.”

Veteran players will recognize the flow of Civilization 7’s franchise-wide offerings, but this new structure is certainly a radical change, introducing more chaotic and dramatic moments to every campaign. Whereas previously you were assured of victory (or defeat) after a few hours of play, each new era brings with it climactic crises and plenty of opportunities for game-changing moments. “Not everyone will survive,” Shirk says. “It’s a lot of fun to play.”

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  • Civilization 7 is scheduled to release on February 11, 2025 for PC, Mac, Xbox, PlayStation 4/5, and Nintendo Switch.

Source: www.theguardian.com