The term “fake news” is everywhere these days. After gaining steam during the 2016 US election, it’s become a catch-all phrase used by people from across the political spectrum. Yet “fake” stories – or stories that have been entirely made up – have been around since the dawn of man. And on top of that, stories don’t have to be completely fake to be misleading. Terms such as “propaganda”, “disinformation”, “misinformation” and “post-truth” are used by many people, as though they mean the same thing.
In practice, most people are concerned about “disinformation”: that is, misinformation coupled with the intent to deceive. Today, it’s easier than ever to mislead people. In the online world, posing as a credible news producer requires a bit of money and dedication – but it’s not hard.
Meanwhile, people’s trust in the media is declining, and a majority of Americans say that fake news has left them confused about basic facts. Add to that the growing problem of computational propaganda – where Twitter bots or other social media tools amplify certain hashtags or messages to influence what’s trending – and the current landscape becomes very difficult for people to navigate.
There are many ways companies and governments are trying to combat this growing threat. Google and Facebook are tweaking their algorithms to stop promoting “fake news”. France is in the process of passing a controversial “fake news law”, which limits media activity during election time. And the UK government has announced it’s setting up an “anti-fake news” unit. Yet each of these efforts comes with its own problems.
From our perspective, as researchers studying the fake news phenomenon, we think the best way to fight the bad effects is at the individual level. So, we’re experimenting by combining psychology with technology in a new area of research, which some scholars are calling “technocognition”.
So far, one of us found that it’s possible to “inoculate” people against misinformation by warning and exposing them to a weakened version of the “real” misleading argument, and then revealing to them why it’s misleading. In other words, a small dose of fake news can inoculate you against it – just like a real vaccination would protect you against a disease.
Tricks of the trade
There are many reasons why people produce disinformation: they can be financial, political, personal and even “just for fun”. But the techniques that are being used to mislead people are remarkably similar across the board.
One of the simplest is impersonation: imitating a public figure or organization with the intent of misleading the public. They might also create “emotional content”, which deliberately plays on people’s basic emotions – such as fear or anger – to get a response. Next, there’s “polarisation” – when fake news merchants stir up existing political tensions, to drive people further apart.