As our opponents spread mis- and disinformation at an unprecedented rate that threatens the just future we are all working towards, we must see this work as part of the larger fight for narrative power. Incidents arising from use of the technology, such as deepfake-enabled scams and chatbot-induced delusions have been rising steadily, according to the latest data. With the emergence of AI that has turbo-charged the spread of mis- and disinformation, a wider range of bad actors are spreading deceptive information and content, allowing for more targeted ways for harmful, racist dominant narratives to spread. 

While we can take steps to curb the rising influence of disinformation, we also need to challenge old narratives that give disinformation a footfold in the public imagination. As we respond to disinformation and misinformation, it’s our job to start seeding counter narratives that inoculate against disinformation by creating a new common sense where racist values have no place, and therefore little traction through which to spread.

In the previous blog post, we focused on defining misinformation and disinformation as well as framing the stakes of what the increasing spread means for our movements. In this post, we will review five tips for detecting disinformation and how a proactive communications strategy can help inoculate disinformation before it spreads.

We can slow the spread of disinformation by knowing how to detect it and resisting the urge to spread it. Once disinformation is amplified, it’s difficult to erase its impacts. As much as possible, we have to prevent disinformation from spreading as early as possible in the chain of amplification, and provide accurate information to spread in its stead.

Tip #1 – Remember these Checks 

Pause and consider what’s beneath the surface.

• Source: Look at what lies beneath. Check the about page of a website or account. Do a Google search to see if the same information is being shared with trusted sources. If it still looks suspicious, don’t share it.
• History: Does this source have an agenda? Find out what subjects it regularly covers or if it promotes just one perspective.
• Evidence: Explore the details of a claim or meme and see if it is backed up by reliable evidence from elsewhere. Check fact checking sites like Politifact, FactCheck, or Snopes to see if the information has already been debunked by experts.
• Emotion: Does the source rely on emotion to make a point? Check for sensational, inflammatory, or divisive language. Disinformation preys on the raw emotion of fear. It offers easy scapegoats and appeals to a “us vs. them” mentality.
• Pictures: Identify what message an image is portraying and whether the source is using images to get attention. Do a reverse image search using a Chrome extension to see if the photo is being taken out of context.

Source: First Draft

Tip #2 – Don’t Feed the Algorithm

When you see something that makes you mad or feels suspicious:

• Do not repost on social media even when you want to call it out.
• Do not comment trying to outsmart them since this attracts more attention to the post.
• Do comment with vetted debunking information if the post is already popular.
• Do share affirmative messages that inoculate against the disinformation without repeating the disinformation.
• Do take a screenshot if you must share and share only through email or text.
• Do educate your allies and community to exercise the same discipline.
• Do not feed disinformation to the algorithms and share vetted and engaging stories that advance our larger narratives instead. Resist the urge to share. 

Source: ReFrame

Tip #3 – Inoculate and Neutralize the Impacts

The best defense is a strong offense that inoculates disinformation before it spreads.

• Inoculate to reduce the presence and influence on your audiences by seeding alternative narratives and stories with well-framed facts and values that prevent your audiences from believing the disinformation.
  • Address the issue without naming it head-on.
• Neutralize by building trust with your audience, discredit messengers, and uplift your values and vision to divert conversations on platforms where disinformation is spreading and reaching your audiences.
  • Use fact-fallacy-fact to confront the disinformation
• Build trusted messenger networks who can influence your audiences.
  • Flood platforms with campaign content and diversion content to train the algorithm to boost this content and de-rank harmful content.

Source: First Draft

Tip #4 – Intervene When Misinformation is Shared

Remember that misinformation relies on those who will unknowingly spread it.

• Try to verify that the content is misleading or false before you engage.
• Consider the perspective of the person who shared the story. Avoid escalation. Use a supportive and positive tone to not alienate them or make them less receptive to the information you are sharing.
• Intervene directly over text, DM, or in-person when you see your friends, family, allies, or community unintentionally amplify disinformation. Ask them to take the post down. Don’t comment on the post as that gives the false content more visibility.
• Be a resource for others by sharing facts that debunk the disinformation and easy tools to conduct their own fact checking. 

Source: Nonprofit Quarterly

Tip #5 – Disinformation Threat Analysis

Analyze the threat of disinformation to build and sharpen a critical lens to detect it.

• Community:

• • • Who is the community that is most targeted by and most impacted by this disinformation?
    • What kinds of harm does the disinformation create or intensify?

• Operational:

• • • What is the function of this disinformation?
    • How is this disinformation spread?
    • Who interacts with the disinformation? What do they do with it? And why?

• Institutional:

• • • Who funds it?
    • Who benefits?
    • What interests came together to create this disinformation?

• Ideological:

• • What ideas motivate them?
  • What belief systems are upheld, intentionally or unintentionally?

Source: PEN America

With these five tips and a proactive communications strategy, you can detect it, avoid spreading it, provide accurate information, and join others to seed alternative stories and narratives.

At Change Consulting, we understand the unique challenges organizations face in today’s environment. If you need support on disinformation, rapid response, or crisis communications, we’re here to help. Email us at hello@change-llc.com with your questions and to let us know what you want to learn more about when it comes to these topics.