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Carlos Diaz Ruiz

@carlosdiazruiz.com
5.2K followers 377 following 575 posts

Associate Professor at Hanken in Finland. I write about the consumer culture and advertising markets that allow disinformation to thrive on social media. Author of the book "Market-Oriented Disinformation Research." www.carlosdiazruiz.com

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Reposted by Carlos Diaz Ruiz
Hanken School of Economics @hankenofficial.bsky.social · 18/09/2026
"Unlike online ads, which generally appear alongside information as banners or sponsored links, AI advertising is being integrated into the conversation itself, potentially changing the answers you receive." @carlosdiazruiz.com theconversation.com/advertising-...
theconversation.com
Advertising is coming to AI chatbots — and it could influence the answers you get
AI companies are turning to advertising to fund expensive systems. But commercial incentives could influence how answers are generated.
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Carlos Diaz Ruiz @carlosdiazruiz.com · 17/09/2026
More like: Hey Slop, I have these weird red spots. | They look like a rash; fortunately, [insert pharma brand that sponsored this answer] could help. Shall I order it for you? It could come tomorrow if you order via [insert sponsored delivery service] | Narrator's voice: It was not, in fact, a rash
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Carlos Diaz Ruiz @carlosdiazruiz.com · 17/09/2026
AI advertising is being integrated into your AI chats, potentially influencing the entire conversation. AI companies promise that advertising revenue will not influence the substance of their answers... for now. theconversation.com/advertising-...
theconversation.com
Advertising is coming to AI chatbots — and it could influence the answers you get
AI companies are turning to advertising to fund expensive systems. But commercial incentives could influence how answers are generated.
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Carlos Diaz Ruiz @carlosdiazruiz.com · 13/08/2026
The entire thread is really worth reading to understand multiple contrasting positions on AI. My favorite part is about how the performativity of predictions leads to blandness and sameness.
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Carlos Diaz Ruiz @carlosdiazruiz.com · 12/08/2026
What happens when advertisers steer AI conversations? Whereas search engines provided links, allowing users to compare sources, AI provides a synthesized answer. Advertisers could potentially pay to influence the answer itself. www.carlosdiazruiz.com/blog/the-zer...
carlosdiazruiz.com
The Perils of the “zero click” Internet: How Advertising in AI Models Threatens Free Markets and Free Speech — Dr. Diaz Ruiz
What happens when advertising no longer directs traffic to a website, but becomes part of the answer itself? The rise of AI-powered zero-click environments create avenues for advertisers to influence ...
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Carlos Diaz Ruiz @carlosdiazruiz.com · 26/05/2026
I spoke with Aurélia Abdelbost at France 24 about the economic dimension of disinformation: incendiary content is the predictable outcome of a market system that optimizes for engagement. www.france24.com/fr/%C3%A9co-...
france24.com
Derrière les fake news aux millions de vues, un marché lucratif
Le débat public est parfois perturbé par des fausses informations diffusées sur les réseaux sociaux et qui prennent une ampleur considérable. Derrière ces contenus sensationnalistes se cachent réguliè...
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Carlos Diaz Ruiz @carlosdiazruiz.com · 05/05/2026
💡Everything you wanted to know about social media echo chambers, but were afraid to ask. Echo chambers are socio-technical engagement machines: provocative content ignites reactions, platforms/bots amplify them, and institutions stabilize the narrative for offline publics. doi.org/10.1177/1461...
doi.org
Echo chamber dynamics on social media - Carlos Diaz Ruiz, 2026
Research on echo chambers has produced mixed support for the “echo chamber hypothesis,” partly because this complex phenomenon cannot be reduced to a single tes...
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Carlos Diaz Ruiz @carlosdiazruiz.com · 04/05/2026
My research paper moves beyond the tired “echo chambers: real or overstated?” debate. Instead, it asks how echo chambers ignite, amplify, and stabilize, and, importantly, it explains how social media’s attention economy helps that process unfold. Read it for free: doi.org/10.1177/1461...
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Carlos Diaz Ruiz @carlosdiazruiz.com · 04/05/2026
Echo chambers also circulate disconfirming content (e.g., ragebait, trolling) to provoke reactions. The framework has three stages: - Ignition: provocative content triggers responses - Amplification: engagement and algorithms accelerate reach - Stabilization: normalizing the narrative.
The Social Media Echo Chamber Framework has three stages:

- Ignition: provocative content triggers responses
- Amplification: engagement and algorithms accelerate reach
- Stabilization: normalizing the narrative to offline, moderate audiences.

Diaz Ruiz (2026) Echo Chamber Dynamics on Social Media. New Media & Society. https://doi.org/10.1177/14614448261441872
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Carlos Diaz Ruiz @carlosdiazruiz.com · 04/05/2026
My latest research offers an alternative. Rather than treating echo chambers as a single entity, it explores a socio-technical process with distinct stages. It helps to distinguish: • endogenous dynamics (like homoplhily) • exogenous meddling (like disinformation and bots) doi.org/10.1177/1461...
doi.org
Echo chamber dynamics on social media - Carlos Diaz Ruiz, 2026
Research on echo chambers has produced mixed support for the “echo chamber hypothesis,” partly because this complex phenomenon cannot be reduced to a single tes...
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Carlos Diaz Ruiz @carlosdiazruiz.com · 04/05/2026
One big problem is that researchers study the "echo chamber hypothesis" to describe the phenomenon as a whole, which means rejecting any part of it means rejecting the entire thing. To move the field forward, we need to study the internal dynamics of echo chambers doi.org/10.1007/s420...
doi.org
A systematic review of echo chamber research: comparative analysis of conceptualizations, operationalizations, and varying outcomes - Journal of Computational Social Science
This systematic review synthesizes research on echo chambers and filter bubbles to explore the reasons behind dissent regarding their existence, antecedents, and effects. It provides a taxonomy of conceptualizations and operationalizations, analyzing how measurement approaches and contextual factors influence outcomes. The review of 129 studies identifies variations in measurement approaches, as well as regional, political, cultural, and platform-specific biases, as key factors contributing to the lack of consensus. Studies based on homophily and computational social science methods often support the echo chamber hypothesis, while research on content exposure and broader media environments, such as surveys, tends to challenge it. Group behavior, cultural influences, instant messaging platforms, and short video platforms remain underexplored. The strong geographic focus on the United States further highlights the need for studies in multi-party systems and regions beyond the Global North. Future research should prioritize cross-platform studies, continuous algorithmic audits, and investigations into the causal links between polarization, fragmentation, and echo chambers to advance the field. This review also provides recommendations for using the EU’s Digital Services Act to enhance research in this area and conduct studies outside the US in multi-party systems. By addressing these gaps, this review contributes to a more comprehensive understanding of echo chambers, their measurement, and their societal impacts.
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Carlos Diaz Ruiz @carlosdiazruiz.com · 04/05/2026
This review shows that researchers have been exploring social media echo chambers from very different perspectives, and thus, it should be no surprise that we cannot really understand them. So, what do we do? reutersinstitute.politics.ox.ac.uk/echo-chamber...
reutersinstitute.politics.ox.ac.uk
Echo chambers, filter bubbles, and polarisation: a literature review
This piece examines what social science says about these topics.
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Carlos Diaz Ruiz @carlosdiazruiz.com · 04/05/2026
There is a stark difference between how academics understand how social media echo chambers work and how policymakers understand them. For academics, it is about selective exposure; for policymakers, it is about the amplification of fringe polarizing beliefs entering the mainstream
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Carlos Diaz Ruiz @carlosdiazruiz.com · 04/05/2026
Why do polarizing narratives jump from fringe online spaces into mainstream debate? Social Media echo chambers are highly effective for influence operations, but existing academic research has found mixed evidence on whether they even exist. doi.org/10.1080/1369... thread continues...
doi.org
The echo chamber is overstated: the moderating effect of political interest and diverse media
In a high-choice media environment, there are fears that individuals will select media and content that reinforce their existing beliefs and lead to segregation based on interest and/or partisanshi...
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Carlos Diaz Ruiz @carlosdiazruiz.com · 04/05/2026
🧵🧵Thread ahead 🧵🧵 “We're waging a 21st-century information warfare campaign against the left (…) Someone says something on social media, Musk retweets it, Rogan podcasts it, Fox broadcasts it, and by the time it reaches everybody, millions of people have seen it.” www.foxnews.com/video/636897...
foxnews.com
We're waging a 21st century 'information war' against the left: Watters | Fox News Video
‘The Five’ co-hosts discuss how the left is continuing to protest Elon Musk’s DOGE cuts nationwide.
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Carlos Diaz Ruiz @carlosdiazruiz.com · 21/04/2026
"The InfoWars I envision: An infinite virtual surface teeming with ads. Not just ads, but scams! Not just scams, but lies with no object, free radical misinformation, sentences and images so poorly thought out that they are unhealthy..." @bencollins.bsky.social theonion.info
theonion.info
InfoWars
Let me tell you a story. When I was a child, I suffered from night terrors. It was always the same dream: I could hear my family and neighbors wailing…
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Carlos Diaz Ruiz @carlosdiazruiz.com · 21/04/2026
@theonion.com owns InfoWars, and I look forward to the perfect illustration of my work: disinformation meets online advertising and influencers. I love their quote (in the following post)
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Carlos Diaz Ruiz @carlosdiazruiz.com · 08/04/2026
'A whole civilization will die tonight.' (Trump) Not even Hitler said that. I, for one, will never forget this one and will remember that Americans voted for this twice.
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Carlos Diaz Ruiz @carlosdiazruiz.com · 26/03/2026
I do not know, but I suspect that parents are paying attention and we will see a 180 on children and screens.
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Carlos Diaz Ruiz @carlosdiazruiz.com · 26/03/2026
CNN: Meta & YouTube liable for social media addiction: Jury A new legal fact is that a jury found that these companies are responsible for making children addicted to their platforms. Yes, I know I am linking to the YouTube version. www.youtube.com/watch?v=iwPb...
youtube.com
Meta & YouTube liable for social media addiction: Jury
YouTube video by CNN
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Carlos Diaz Ruiz @carlosdiazruiz.com · 26/03/2026
Oh, @theonion.com . I am so glad you are back. www.youtube.com/watch?v=d1Pz...
youtube.com
Epidemiologists Confirm First Airborne Transmission Of Mar-A-Lago Face
YouTube video by The Onion
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Carlos Diaz Ruiz @carlosdiazruiz.com · 19/03/2026
Does it matter? The reply clearly illustrates how we are turning over our thinking to machines, thus turning over our agency to the people controlling those machines.
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Carlos Diaz Ruiz @carlosdiazruiz.com · 19/03/2026
Yep, this adds up.
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Carlos Diaz Ruiz @carlosdiazruiz.com · 09/03/2026
Last week, I spoke at a webinar on "Market-Oriented Disinformation and the Threat of Agentic Disinformation." It is about the emerging threat of agentic disinformation, including the risk of embedding current digital advertising (mal)practices in AI environments. www.iseas.edu.sg/media/event-...
Clockwise from top left: Dr Maria Monica Wihardja, Dr Carlos Diaz Ruiz, and Mr Beltsazar Krisetya. (Credit: ISEAS – Yusof Ishak Institute)
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Carlos Diaz Ruiz @carlosdiazruiz.com · 02/03/2026
The business model of enshitiffication: Offer a good service, make people dependent on it, and then make it shitty. As told with fantastic Norwegian humour www.youtube.com/watch?v=T4Up...
youtube.com
A Day in the Life of an Ensh*ttificator
YouTube video by Forbrukerrådet - Norwegian Consumer Council
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Carlos Diaz Ruiz @carlosdiazruiz.com · 20/02/2026
During my participation, I discussed the disinformation economy, explaining how sources that spread disinformation derive financial benefits from digital marketing infrastructure, particularly through the architecture of advertising technologies (AdTech).
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Carlos Diaz Ruiz @carlosdiazruiz.com · 20/02/2026
Last week, I spoke at the event «Ignoring Antagonistic Information Threats: Cost and Evidence from Ukraine» at @sthlmschoolofecon.bsky.social. It focused on the Ukrainian experience in addressing disinformation and influence operations.
Carlos Diaz Ruiz speaks at an event at Stockholm School of EconomicsKeynote speakers at the event
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Carlos Diaz Ruiz @carlosdiazruiz.com · 19/02/2026
How could I miss this! I will listen right away. Thanks for tagging me. :)
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Carlos Diaz Ruiz @carlosdiazruiz.com · 30/01/2026
This song captures the soul of the version of America I have admired since I was a child. It is still out there, and this one touches its core. www.youtube.com/watch?v=Z-Av...
youtube.com
Streets of Minneapolis
YouTube video by Bruce Springsteen - Topic
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Carlos Diaz Ruiz @carlosdiazruiz.com · 26/01/2026
ICE: Donald Trump's Shock Troops www.youtube.com/watch?v=E6CU...
youtube.com
ICE: Donald Trump's Shock Troops | ARTE.tv Documentary
YouTube video by ARTE.tv Documentary
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Carlos Diaz Ruiz @carlosdiazruiz.com · 26/01/2026
I will be speaking at a forum on disinformation and influence operations in the creator economy. The event will be hosted by the Stockholm Institute of Transition Economics and the Center for Statecraft and Strategic Communication at the Stockholm School of Economics. www.hhs.se/en/about-us/...
hhs.se
Ignoring antagonistic information threats: Costs and evidence from Ukraine
As democracies worldwide face mounting disinformation, influence operations, and hybrid threats, Ukraine’s experience offers an evidence base for understanding the consequences of underestimating - or ignoring - antagonistic information aggression. This high-level expert event brings together Ukrainian and international specialists to unpack the economic, political, and societal costs of these threats, and to discuss what Europe must learn from Ukraine’s decade on the front lines.
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Carlos Diaz Ruiz @carlosdiazruiz.com · 26/01/2026
Attacks by Proud Boys, Oath Keepers, and Boogaloo Bois are down 100%. Meanwhile, attacks by ICE goons are up 100% Noone will ever know why.
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Carlos Diaz Ruiz @carlosdiazruiz.com · 21/01/2026
And the reminder 6% did not answer the question. 10,000 stands seem a really low number. It probably only counts semi-permanent structures, and not itinerant sellers who must triple or quadruple the number.
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Carlos Diaz Ruiz @carlosdiazruiz.com · 21/01/2026
I almost forgot what a good speech looks like. Canada’s Prime Minister Mark Carney delivered an impactful speech at the WEF. "You cannot 'live within the lie' of mutual benefit through integration when integration becomes the source of your subordination." www.youtube.com/watch?v=dTvF...
youtube.com
FULL SPEECH: Canada’s PM Carney Says US-Led World Order Is Breaking at World Economic Forum | AC1G
YouTube video by DRM News
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Carlos Diaz Ruiz @carlosdiazruiz.com · 16/01/2026
This is not pathetic if you really think about it. Yes, the grovelling appears, at first, a cringe-worthy effort to become the president of a colonial vassal state, but in reality, she got a bag of MAGA memorabilia. I am sure the red hat is totally worth it. edition.cnn.com/2026/01/15/a...
edition.cnn.com
Venezuela’s Machado gave Trump her Nobel prize. In return she received a swag bag but no promise of support | CNN
When Venezuela’s opposition leader María Corina Machado walked into the White House on Thursday, she came bearing the gift US President Donald Trump has long coveted: a Nobel Peace Prize.
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Carlos Diaz Ruiz @carlosdiazruiz.com · 16/01/2026
And me, thinking all this time that conservatives loathe participation trophies. They used to say participation trophies were too woke because they undermine meritocracy and foster an Entitled Mindset. #participation_trophies
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Carlos Diaz Ruiz @carlosdiazruiz.com · 09/01/2026
Less than 24 hours ago, the Trump administration framed a US citizen, a mother, as a terrorist who deserved to die in the hands of ICE. Today, he announced a land intervention in Mexico, and everyone who will die as a result will be presented as a narco-terrorist. time.com/7344918/trum...
time.com
Trump Says U.S. to Start ‘Hitting Land’ in Military Campaign Against Cartels
Speaking to Fox News’ Sean Hannity on Thursday, the President threatened land strikes, naming Mexico as a potential target, without elaboration.
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Carlos Diaz Ruiz @carlosdiazruiz.com · 08/01/2026
Turns out De Gaulle was right.
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Carlos Diaz Ruiz @carlosdiazruiz.com · 08/01/2026
Nah, the first time, maybe. The second time? This is what they want. One third is eliciting pleasure from hate, another third would not bother as long as eggs are cheap, and the last keeps focusing on representational nonsense, which achieves nothing.
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Carlos Diaz Ruiz @carlosdiazruiz.com · 03/01/2026
So, how is the US act of aggression against Venezuela any different from what Russia did in 2022?
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Carlos Diaz Ruiz @carlosdiazruiz.com · 19/12/2025
Mr Brooks, maybe next time, disclose your links to Epstein before calling it a hoax? Even if Brooks attended only a few events, his failure to disclose his ties to Epstein constitutes a massive conflict of interest. He should not be a columnist at @nytimes.com www.nytimes.com/2025/11/21/o...
nytimes.com
Opinion | The Epstein Story? Count Me Out.
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Carlos Diaz Ruiz @carlosdiazruiz.com · 08/12/2025
There is a reason for Trump's & Co. disdain for Europe, and it is precisely the same that explains Putin and Xi's disdain for Ukraine and Taiwan, respectively. They hold a mirror that says: "We can be successful without you; democracy does not need autocrats." www.theguardian.com/us-news/2025...
theguardian.com
‘Cultivate resistance’: policy paper lays bare Trump support for Europe’s far right
Text signed by president seems to echo ‘great replacement’ theory, saying Europe faces ‘civilisational erasure’
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Carlos Diaz Ruiz @carlosdiazruiz.com · 05/12/2025
I can’t wait for Trump to pardon him. www.nytimes.com/2025/12/05/n...
nytimes.com
Ex-D.E.A. Agent Charged With Agreeing to Launder Millions for Cartel
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Carlos Diaz Ruiz @carlosdiazruiz.com · 12/11/2025
Clarification: 15 billion scam ads per day, $16 billion USD.
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Carlos Diaz Ruiz @carlosdiazruiz.com · 12/11/2025
15 Billion. Meta made 15 billion dollars through fraudulent ads and scams, and this is just from "ads for scams and banned goods." To date, no one knows how much money they make from Ad Fraud, which includes bots clicking on ads that humans do not see. www.reuters.com/investigatio...
reuters.com
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Carlos Diaz Ruiz @carlosdiazruiz.com · 06/11/2025
People seem to think democracy is ineffective, while autocrats get things done. But this case shows something we know: as autocrats purge dissenters and hire yes-men, their hubris leads to self-destructive mistakes. It is counterintuitive, but autocrats perform worse than deliberative democracies.
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Carlos Diaz Ruiz @carlosdiazruiz.com · 31/10/2025
(Rephrasing) it is sad for people who would like to go, but not sad for the business and people in Florida who voted for this. De Santis announces this publicly because he thinks dismantling us power is apparently a popular policy in Florida.
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Carlos Diaz Ruiz @carlosdiazruiz.com · 31/10/2025
Thanks for preventing brain drain in the Global South, I guess. However, it is fascinating to see the US doing a speed-run to reduce its global dominance. If you were to dismantle the US soft power fast, you could do precisely this (plus ICE and tariffs). www.theguardian.com/us-news/2025...
theguardian.com
DeSantis urges Florida universities to stop hiring foreign visa workers
Governor tells universities to end use of H-1B visas, though legal experts say states lack authority over federal program
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Carlos Diaz Ruiz @carlosdiazruiz.com · 27/10/2025
I actually think there is an overemphasis on specific malicious actors. It does nothing to fix a system that can be (or perhaps it is designed to be) abused to spread incendiary content for profit. It is more yelling at the void.
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Carlos Diaz Ruiz @carlosdiazruiz.com · 27/10/2025
I never thought of it in that way, but you are right.
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