Disinformation circulates through identity-led grudges that can’t be disproven

What is it about?

Disinformation is a major concern in social media, and it is necessary to understand its circulation as beliefs that cannot be fact-checked. This study investigates an online echo chamber that believes the Earth is flat to understand their word-crafting techniques that make their arguments engaging to their audience. It finds that disinformation is more than facts vs. falsehoods; it is an orchestrated program that generates engagement through identity-driven culture wars. Disinfo circulates through never-ending grudges. The study shows that identity-driven controversies constitute a vehicle through which disinformation disseminates on social media. This means that raucous grudges on social media create a feedback loop that solidifies disinformation as points of view, becoming a way of ‘knowing’ in the world. The paper offers a detailed analysis of the arguments supporting beliefs on the flat Earth theory--and how to argue with them.

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Photo by Joel Muniz on Unsplash

Photo by Joel Muniz on Unsplash

Why is it important?

The study explains that fact-checking backfires when disinformation circulates as identity work. To counter disinformation, policymakers, and social media platforms can use a rhetorical approach to give participants of echo chambers an exit opportunity without losing face.

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