When news of the deaths of three children and wounding of more people in Southport broke, social media was flooded with posts, tweets, images, and videos. Within hours a slew of unverified and false information – misinformation and disinformation – was circulating, boosted by influential individuals with significant followings.
Some posts wrongly identified the attacker, speculating wildly about their motives, and others raised their religion and citizenship. Some mischaracterised events. In the midst of all this – often contradictory – information it was difficult to know what was true or false. The spread of misinformation directly contributed to the emboldening of far right groups, and fuelled the racist riots seen over the weekend. We must get better at identifying it and preventing its distribution, urgently.
Orchestrated efforts
As false narratives and inflammatory rhetoric spread rapidly through social media and other channels, they painted distorted pictures of events and twisted facts to fit pre-existing prejudices. This provided far right groups with the ammunition they needed to incite violence and unrest.
In this atmosphere of fear and suspicion, those groups seized the opportunity to rally support, portraying themselves as defenders of the community against imagined threats. Their presence – previously something insidious and only usually seen in the darker parts of social media and society – became more pronounced and their rhetoric and incitements more aggressive, as they sought to capitalise on the tragedy.
The riots that erupted were not spontaneous outbursts of violence but orchestrated efforts by these groups and individuals to exploit the situation for their own selfish purposes. The consequences of this were devastating. Innocent individuals from minority backgrounds were subjected to heinous abuse and assault. Businesses were destroyed, and families and individuals left in fear for their safety.
So in addition to misinformation, the spread of which isn’t strategic, there’s disinformation, which is deliberately propagated by conscious actors to various ends.
Why do they spread and why are we so susceptible? We now know that it’s a complex issue driven by a combination of psychological, social, and technological factors. And it’s not something that can be quickly or easily addressed.
By understanding those factors and the essential part they play in the spread of fake news, we can hopefully equip ourselves to recognise misinformation and disinformation. And we might also change policies to make it harder for such ‘information’ to be created and spread. Only by doing this can we hope to develop a more informed, stable, and inclusive society.
Approval, bias, confirmation
We all have psychological biases, whether we acknowledge them or not, and those play a significant role in the spread of misinformation. People tend to favour information that confirms their pre-existing beliefs, and will struggle to accept that which challenges their beliefs. Biases lead us to accept and share information that aligns with our viewpoints, regardless of accuracy.
Another important psychological factor is emotion. Emotionally-charged content that evokes strong reactions, such as fear, anger, or outrage, is far more likely to be shared widely. This emotional impact can propel misinformation into going viral, as it prompts immediate engagement from users, who will often share or engage with the material before thoughtfully considering its content.
Our social influences also contribute to the spreading of false information. Trust in our peers and social networks means we’re more likely to believe and share information from friends, family, or respected figures. This dynamic creates echo chambers where misinformation circulates unchecked, further reinforcing group beliefs. The desire for social validation also drives the sharing of information, as people seek approval and a sense of belonging within a group or community.
The technology on which most social media platforms are founded is also geared to amplify the spread of misinformation. Their algorithms prioritise content based on engagement metrics, such as likes, shares, and comments, which can result in sensational or misleading content being promoted more widely. The ease with which information can be shared on these platforms, usually without prompting users to verify its accuracy, further accelerates misinformation.
Disinformation and differentiation
Lack of media literacy exacerbates the problems. We tend to believe stuff that’s written down, particularly (as mentioned above) if it’s from someone we already know. Many of us struggle to critically evaluate the information we encounter and differentiate credible sources from unreliable ones. Surely if it’s online and shared by someone trustworthy it must be correct?
Unfortunately, no, and without the tools to verify information people are far more susceptible to believing and sharing misinformation. This is compounded by information overload. The sheer volume of content online overwhelms users, making it more challenging to identify what is accurate. And as the old proverb goes, throw enough mud and some will stick.
As noted, one of the most concerning aspects of the whole sorry mess is that much misinformation polluting our feeds is deliberate. Disinformation campaigns orchestrated by individuals, groups, or nation states often have specific agendas such as destabilising countries, influencing elections, or even impacting public health initiatives. By producing virulent misinformation that’s then shared widely on social media, they can erode trust in public institutions. And, as we’ve seen in recent days, can rapidly ferment social unrest.
Now we understand what misinformation is and can do, the most important question is, what can we do? How can we stop its spread, and recognise polluting posts for what they are? It’s crucial that we develop skills to critically evaluate information encountered online.
Tackling misinformation
A good first step is to check the source. Is it from a reputable news outlet, government agency, or recognised expert? Be wary of information from unknown or dubious sources such as random memes or strange accounts.
It’s also important to cross-verify information to ensure it’s correct. Look for confirmation from multiple reliable sources – if a claim is true, it’s likely to be reported by various credible entities.
Examining the evidence provided to support a claim is also essential. In my background as a scientist, we make references to scientific studies or verifiable data. But in a wider context, we can expand that to look for official statements from government, non-governmental organisations and charities, and public institutions like the police. Claims without verifiable evidence should be treated sceptically.
It’s also important to consider the context in which information is placed. Misleading information often lacks context, or is presented in a way that significantly distorts the facts.
Finally, be cautious of emotional appeals. Misinformation often leverages emotional triggers to provoke strong reactions. These cause people to engage with the material quickly and intensely, furthering its spread and impact. Approach emotionally-charged information with caution and seek out more factual content.
- Who wrote/designed the post, and are they biased? What’s their agenda?
- Where does it come from?
- Is there evidence to support the post?
- Is the information presented in a sensational or emotional way?
- Can I find the same story/information via other trustworthy sources?
The next time you come across a social media post that outrages you, and you’re tempted to click that share button, ask yourself those questions. And if you’re in any doubt, just don’t share that content. Together we can be a solution, not part of the problem.
