Attack of the Fake News
How Targeted Disinformation Divides Our Society – and How We Can Fight Back
Interest groups deliberately spread fake news and disinformation to sow distrust in the media and organisations, as well as to manipulate public opinion. Often, fake news ends up merely as rumours in the digital void, but some misinformation manifests in tangible street clashes. What makes misinformation so successful? What can be done to counter it? How can one protect their own credibility and reputation?
We are living in a time of profound change and complex crises.1 Starting with inflation, which is severely affecting the population, and rising energy costs due to the Russia-Ukraine war, leading to heavy economic consequences. This results in significant uncertainties regarding prosperity. The difficult-to-comprehend issue of climate change and the topic of migration, where millions of people are fleeing war, hunger, and hardship, contribute to existential insecurities related to both prosperity and the sense of safety.
The Breeding Ground for Hate
This complex situation creates a breeding ground for hate and misinformation, especially when trust in politics, businesses and the media is weakened. Traditional ways of understanding the world no longer work as well, making it easier for false information to spread. Some groups exploit this deliberately because they know people now interpret and understand facts differently.2
It is becoming harder to connect what we see with general explanations. Instead, there is more room for speculation about why things are happening. The world appears less clear and definitive than before.
Blood Must Flow
#EnoughIsEnough, originally a hashtag created by British left-wing political groups in 2022, was hijacked in 2024 by the #FarRightThugs. While the political left used the hashtag to highlight actions against rising living costs, the far-right repurposed it to stir hatred against immigrants in the UK.3
Three kids were killed during a Taylor Swift dancing and the murder was falsely attributed to an immigrant by a relatively insignificant X (formerly Twitter) account. In a normal world, this post would have been lost in the digital noise. But through other X accounts with larger followings, this disinformation spread nationwide within hours, sparking massive protests from far-right extremists. Shayoni Lynn’s study traced the origins of this disinformation.4
Pet Menu
Donald Trump suddenly brought the small town of Springfield, Ohio (USA), into the spotlight.5 Allegedly, Haitian immigrants were eating the locals’ pets. Worse still, these immigrants were said to be arriving in the town of 80,000 unchecked and illegally. This falsehood becomes clear only when the background of Springfield, Haitian immigration, and Trump’s political motives are examined closely.6
The Cause: Polycrisis
Both examples illustrate how disinformation thrives on a fertile ground of interconnected crises:
Lifestyle Crisis: Migration is a hot political topic in many countries, sparking heated debates, with opposition parties using extreme incidents to gain political ground. This pattern is consistent across the UK, USA, and Germany.
Security Crisis: By immigration locals feel their traditional way of life is threatened—whether it’s a sense of security in the UK or rising rents in Springfield.
Uncertainty Crisis: Mistrust deepens as explanations about migration come too late or lack credibility. Disinformation aligns too well with pre-existing worldviews, which are often shaped by conspiracy theories.
What Can Be Done?
The key solution is a strong reputation as well as a quick, transparent communication—by political bodies, organisations, or businesses. Building trust7 begins with fact-based, reliable communication, offering clear arguments without resorting to incitement. Consistency in following through on promises also fosters trust.
To maintain credibility, organisations must understand the nuances of misinformation, address underlying fears (such as migration myths like the “Great Replacement”), and act swiftly to prevent falsehoods from spreading. Preparedness, real-time monitoring, and early intervention are crucial.
Yes, we live in challenging times. The better we understand and prepare for them, the more room we have to act.
Compare the Ipsos study, which discusses the concept of a "polycrisis" – multiple interacting crises that cause greater damage than isolated crises. It examines how this unprecedented situation affects human psychology and behaviour, introducing the idea of "liquid times," where traditional planning and thinking become less effective. The text outlines several key themes: existential anxiety, the need for protection, the importance of place, the desire for control, and fluid thinking. These themes are analysed within the context of current global challenges, including climate change, pandemics, and technological disruption. The document suggests that these changes could lead to a significant shift in human self-perception and societal structures.
Other users hope to improve the world through unintentionally spreading false statements, or they distrust everything so deeply that they endanger themselves and others. For example, in a piece on *The Conversation*, a study shows that people often believe they are helping others by "educating" them and providing the "right" sources. Another study, discussed in Technology Review, highlights how the mistrust in "Big Pharma," which was further intensified during the COVID pandemic, can lead to dramatic risks, particularly concerning issues like AIDS and HIV.
See the New York Times Podcast about the circumstances. And a report about Alternative Facts. ↩︎
The topic of trust has been observed by the PR agency Edelman for years in its Trust Barometer. In 2023, a report was published by the German government to illustrate the state of trust in the media.