What Will 2022 Bring in the Way of Misinformation on Social Media? 3 Experts Weigh In
Growing Divisions and Cynicism
Dam Hee Kim, Assistant Professor of Communication, University of Arizona
“Fake news” is hardly a new phenomenon, yet its costs have reached another level in recent years. Misinformation concerning COVID-19 has cost countless lives all over the world. False and misleading information about elections can shake the foundation of democracy, for instance, by making citizens lose confidence in the political system. Research I conducted with S Mo Jones-Jang and Kate Kenski on misinformation during elections, some published and some in progress, has turned up three key findings.
The first is that the use of social media, originally designed to connect people, can facilitate social disconnection. Social media has become rife with misinformation. This leads citizens who consume news on social media to become cynical not only toward established institutions such as politicians and the media, but also toward fellow voters.
Second, politicians, the media and voters have become scapegoats for the harms of “fake news.” Few of them actually produce misinformation. Most misinformation is produced by foreign entities and political fringe groups who create “fake news” for financial or ideological purposes. Yet citizens who consume misinformation on social media tend to blame politicians, the media and other voters.
The third finding is that people who care about being properly informed are not immune to misinformation. People who prefer to process, structure and understand information in a coherent and meaningful way become more politically cynical after being exposed to perceived “fake news” than people who are less politically sophisticated. These critical thinkers become frustrated by having to process so much false and misleading information. This is troubling because democracy depends on the participation of engaged and thoughtful citizens.
Looking ahead to 2022, it’s important to address this cynicism. There has been much talk about media literacy interventions, primarily to help the less politically sophisticated. In addition, it’s important to find ways to explain the status of “fake news” on social media, specifically who produces “fake news,” why some entities and groups produce it, and which Americans fall for it. This could help keep people from growing more politically cynical.
Rather than blaming each other for the harms of “fake news” produced by foreign entities and fringe groups, people need to find a way to restore confidence in each other. Blunting the effects of misinformation will help with the larger goal of overcoming societal divisions.
Propaganda by Another Name
Ethan Zuckerman, Associate Professor of Public Policy, Communication, and Information, UMass Amherst
I expect the idea of misinformation will shift into an idea of propaganda in 2022, as suggested by sociologist and media scholar Francesca Tripodi in her forthcoming book, “The Propagandist’s Playbook.” Most misinformation is not the result of innocent misunderstanding. It’s the product of specific campaigns to advance a political or ideological agenda.
Once you understand that Facebook and other platforms are the battlegrounds on which contemporary political campaigns are fought, you can let go of the idea that all you need are facts to correct people’s misapprehensions. What’s going on is a more complex mix of persuasion, tribal affiliation and signaling, which plays out in venues from social media to search results.
As the 2022 elections heat up, I expect platforms like Facebook will reach a breaking point on misinformation because certain lies have become political speech central to party affiliation. How do social media platforms manage when false speech is also political speech?
Anjana Susarla is Professor of Information Systems, Michigan State University. Dam Hee Kim is Assistant Professor of Communication, University of Arizona. Ethan Zuckerman is Associate Professor of Public Policy, Communication, and Information, UMass Amherst. This article is published courtesy of The Conversation.
