Dissecting Disinformation Dynamics: Insights from a Social Media Environment

Abstract

In the digital age, a period we might characterize as a time when societal, economic, and scientific shifts have redefined the trajectory of transformation, leading to the emergence of a networked society; rapid advancements in communication technologies, especially the surge in internet users, increased internet speeds, and enhanced internet and application usability on mobile devices have begun to render traditional media obsolete. This has paved the way for newer digital communication platforms endowed with interactive features. Notably, social media platforms provide users with the means to share information, emotions, thoughts, and ideas more efficiently and swiftly. With advancements in internet technologies, social media platforms have become accessible to vast audiences, resulting in a structure that can be described as a social network society. Consequently, information content and news can be rapidly disseminated and shared with the masses. However, in such communication environments, news is often relayed without verification or is deliberately misconstrued, leading to the emergence of disinformation comprised of fake news and inaccuracies. While controlling this process in a globalized world might pose challenges, the research herein proposes an artificial intelligence-based approach capable of discerning the veracity of news and swiftly verifying it. We extracted data from a platform Facebook and found patterns indicating a significant prevalence of disinformation. Of the 5,000 posts assessed, nearly one-fifth were flagged as misleading. Age, post engagement, and network size, often hypothesized as potential influencers, displayed only weak correlations with the propensity to share or engage with disinformation. The multifaceted nature of disinformation spread underscores the need for an integrated approach, combining technology and user education, to combat its proliferation on digital platforms. These findings demonstrate the pressing need and potential efficacy of AI-driven solutions in countering disinformation in today's digital communication landscape.