Fake News: Managing Chaos and Confusion Frank Sesno November 28, 2017
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Fake News: Managing
Chaos and ConfusionFrank Sesno
November 28, 2017
Some fake news is malicious...
Some is dangerous...
A gunman shot the
place up...
Some “merely” sensational...
And some is just
made up...
Number of monthly active Twitter users worldwide from 1st quarter 2010 to 3rd
quarter 2017 (in millions)
A fashion blogger can have 6m Instagram followers
Economist/YouGov: Dec. 17-20, 2016
Obama and ... Kenya?
Fake news is bad for business, too
Starbucks beaned on “Dreamer Day.”
Ads with the company’s logo, font,
and drink pics were offered free via
#borderfreecoffee.
It was all a hoax.
Risks and Consequences
● Bad and bogus information generates misinformation, confusion, dispute
● If enough people believe the source of information is tainted or biased,
dishonest or despicable both the messenger and the message are tainted
● We lose moorings of commonly accepted facts and reference points
● Information dissonant with beliefs systems may be more easily dismissed
● Credible experts and spokespersons are less trusted
● Brand loyalty, identity, and reputation are undermined
● Consensus becomes more difficult
Don’t take my word for it...Ask!
What’s this story really about?
According to whom?
Are sources clear, credible, identified?
If sources are anonymous, why?
Does the story defy logic?
Have you checked the facts!
Snopes
Even …
Gossip Cop
Warning Signs
● Anonymous author or bogus byline
● No date or dateline
● Devotion to emotion. The story is aimed at the gut, written and intended to
outrage or shock
● Weird writing. Look for awkward or incorrect grammar, misused words, English that
doesn’t quite sound like English
● Doesn’t add up. The WSJ mistakenly posted a story saying Google was buying Apple
for $8b. The company is valued at nearly 100 times that much
For example...
Insisting on Media Literacy
● Build (and demand) a “culture of accuracy” in content and conversations
● Demand documentation, primary sources and multiple sources
● Search for sourcing. If sources are anonymous, insist on information, context,
and explanation
● Know the content provider, their track record, what do others say about it,
their reputation
● Demand content transparency and accountability. See if there is an code of
conduct or ethics guide
● Mistakes matter. Is there a public place where errors are acknowledged and
corrected?
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