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How do you pull people out of the rabbit holes that lead to violent extremism, or keep them from falling in? If conspiracy-laced hate is another kind of pandemic pushed by online superspreaders, could we build something like a cure or a vaccine? The deadly Capitol riot on January 6 has set off a fresh scramble to answer these questions, and prompted experts like Vidhya Ramalingam to look for new ways to reach extremists—like search ads for mindfulness. “It’s so counterintuitive, you would just think that those audiences would be turned off by that messaging,” says Ramalingam, cofounder and CEO of Moonshot CVE, a digital counter-extremism company that counts governments like the U.S. and Canada and groups like the Anti-Defamation League (ADL) and Life After Hate among its clients. But Moonshot’s researchers recently found that Americans searching for information about armed groups online were more likely than typical audiences to click on messages that encourage calmness and mindful thinking. “Our team tried it, and it seems to be working,” Ramalingam says. The finding echoes previous evidence suggesting that some violent extremists tend to be more receptive to messages offering mental health support. “And that’s an opening to a conversation with them.” Moonshot co-founders Vidhya Ramalingam (left), CEO, and Ross Frenett [Photo: R. Pucci, courtesy of Moonshot] It’s a promising idea in a growing multimillion-dollar war—an effort that, even decades after 9/11 and especially after 1/6, is still hungry for tools to reach extremists. Old currents of violence and hate , amplified by a virtuous cycle of platforms and propagandists, are straining relationships and communities, draining wallets, and putting new pressure on the U.S. government to steer its anti-terror focus toward homegrown threats. Last month, the Department of Homeland Security said it was granting at least $77 million toward ideas for stopping what the agency says now represents the biggest danger to Americans’ safety: “small groups of individuals who commit acts of violence motivated by domestic extremist ideological beliefs.” The risk of violence is buoyed by a rising tide of conspiracy theories and extremist interest, which Ramalingam says has reached levels comparable to other “high risk” countries like Brazil, Sri Lanka, India, and Myanmar. In terms of indicators of extremism in the U.S., “the numbers are skyrocketing.” How to reach people—and redirect them To get those numbers, Moonshot goes to where the toxicity tends to spread, and where violent far-right groups do much of their recruiting: Twitter, YouTube , Instagram, and Facebook, but also niche platforms like MyMilitia, Zello, and Gab. But core to its strategy is the place where many of us start seeking answers—the most trafficked website of all. “We all live our lives by search engines,” Ramalingam says. From an analysis of U.S. social media and search data by Moonshot and the ADL [Image: courtesy of Moonshot] Social media tends to get the bulk of the attention when it comes to radicalization, but Google is also integral to the extremism on-ramp. And unlike social media, with its posts and shares and filters, a search can feel like a more private, largely unmoderated, experience Read More …