University of Kwazulu-Natal

Pdf The Truth Of The Matter Fighting Disinformation Through Crisis

Bonisiwe Shabane
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pdf the truth of the matter fighting disinformation through crisis

The Looming Threat of AI-Powered Misinformation and Disinformation The digital age has ushered in an era of unprecedented information access, but this accessibility has also opened the floodgates to a torrent of misinformation and disinformation, posing a significant threat to individuals and... The World Economic Forum’s Global Risk Perception Survey highlights this concern, ranking misinformation and disinformation as the top risk facing people in the next two years. This escalating crisis demands immediate attention from communication professionals, who are now tasked with navigating an increasingly complex and treacherous information landscape. Dave Fleet, managing director and head of global digital crisis at Edelman, addressed this challenge at Ragan’s AI Horizons conference, emphasizing the unique nature of misinformation-driven crises compared to traditional corporate crises. Unlike typical corporate crises that often follow a predictable trajectory of emergence, escalation, peak, and resolution, misinformation crises can be more insidious and persistent.

The deliberate spread of false or misleading information can rapidly proliferate online, fueled by social media algorithms and the echo chambers they create. This can lead to protracted periods of uncertainty, confusion, and erosion of public trust, making effective crisis management significantly more challenging. A key factor contributing to the current surge in misinformation and disinformation is the increasing use of artificial intelligence (AI). While humans have always been capable of spreading falsehoods, AI tools have amplified this capability to an alarming degree. AI can automate the creation and dissemination of misinformation at scale, generating convincing fake text, images, and videos that can easily deceive unsuspecting audiences. This automated process bypasses the traditional constraints of human-generated misinformation, allowing for the rapid and widespread propagation of false narratives.

The lifecycle of a misinformation crisis, as outlined by Fleet, typically involves several distinct stages. It begins with the creation of the false narrative, often designed to exploit existing societal anxieties or biases. This narrative is then amplified through various channels, including social media, online forums, and even mainstream media outlets. As the misinformation gains traction, it begins to influence public opinion and behavior, potentially leading to real-world consequences such as political polarization, social unrest, and even violence. Finally, the crisis may reach a point of critical mass, where the misinformation becomes so pervasive that it is difficult to contain or counteract. Uploaded by Peter Rimar on September 21, 2023

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