Disinformation: When Lies Becomes Strategy

A Communication Tool That Was Never Meant to Be Neutral

In the world we live in, information is power. But what happens when that power is intentionally distorted?

Disinformation refers to false information deliberately and often covertly spread (as by the planting of rumors) in order to influence public opinion or obscure the truth. (Merriam Webster) Unlike misinformation, which spreads inadvertently, disinformation is strategic and calculated. It is crafted with a purpose, often targeting emotions like fear and anger.

While the word itself has become a buzzword in many contexts, the practice is far from new. Disinformation has appeared throughout history in political propaganda and wartime messaging. What has changed is the speed and scale at which it now travels. Now, especially, with social media, false information can spread globally within seconds.

Understanding disinformation is important for the average citizen, but it is especially crucial for those entering communication fields such as public relations, advertising, journalism, and sports media, where credibility and trust are foundational.

Disinformation vs. Misinformation: The Intent Matters

At first glance, misinformation and disinformation may appear interchangeable. Both involve the spread of inaccurate or misleading information. However, the defining difference lies in intent.

Misinformation is simply incorrect or misleading information. A common example might be someone reposting an inaccurate statistic they believe to be true, or repeating a rumor without verifying its accuracy. The harm will likely still occur, but the intent is not malicious.

Disinformation, on the other hand, is deliberate deception. The messenger knows the information is false but spreads it strategically to achieve a goal. The goal could range anywhere from political influence to reputational damage to financial gain.

Mal-information is a niche, but important term to understand. According to the CNA, mal-information refers to information that is true but intentionally shared with the goal of causing harm. The information being shared may be entirely accurate, but still harmful. This matters because it
distinguishes disinformation from a simple communication mistake into a communication tactic.

Why Disinformation Spreads So Easily

First, it appeals to emotion over logic. Messages that trigger anger, fear, or outrage spread faster because people feel compelled to react. Second, it reinforces existing beliefs. When individuals encounter information that aligns with what they already think, they are less likely to question its accuracy due to confirmation bias.

Disinformation feeds off of emotion

Lastly, the structure of modern digital communication platforms allows messages to spread within minutes. Algorithms prioritize engaging content, not necessarily accurate content, which makes many digital platforms unreliable for accurate news.

The “Benefits” of Disinformation

While disinformation is generally viewed as harmful, it is worth acknowledging that it can produce certain strategic advantages. In politics, disinformation has historically been used as a strategic messaging tool. Organizations can influence perception or weaken competitor reputation by spreading false information with malicious intent.

Additionally, in the business world, misleading messages about rival companies have sometimes been used to gain a competitive advantage. From a solely strategic perspective, disinformation demonstrates the immense power of public narratives. It shows how perception (whether accurate or not) can shape the future of a brand.

However, it’s important to keep in mind these short-term gains will almost always come with long-term consequences.

The Consequences:

The most damaging effect of disinformation is the erosion of trust.

One of the cardinal rules of Public Relations is to never lie.

Communication industries rely heavily on credibility and trust. Public relations professionals build reputations for brands and organizations. Journalists report information and stories to inform the public. Advertisers craft messaging that persuades and influences consumers.

When audiences begin to question the validity of a claim, the relationship between product and person becomes unstable. Disinformation also fuels the fire to current societal issues such as political polarization, confusion, and skepticism toward legitimate information sources.

When individuals cannot distinguish between credible information and manipulated information, it becomes harder to form informed opinions and maintain a marketplace of ideas.

Moving Forward: Communication with Integrity

Disinformation holds immense power in shaping public perception. The ability to create and spread false narratives is powerful… but with that power comes responsibility.

In a digital environment where information spreads faster than ever before, ethical communication practices are imperative. Fact-checking and transparency are not merely professional standards, but safeguards against manipulation.

Combating disinformation is about correcting false claims and fostering a communication culture that prioritizes accuracy, integrity, and critical thinking.

A former professor of mine would repeat to us, “One of the highest forms of intellect is the ability to understand another person’s perspective, even if you do not agree.”

In a world filled with competing narratives, this mindset may be one of the most important tools we carry with us when deciphering false from fact.

Disinformation is a powerful tool and can be used with malice for harm. It's important to stay eductaed and aware to avoid becoming vicitms of targeted deception.

How AI Affects Communication

One major limitation of AI in communication fields is it difficulty to keep up with fast moving trends, particularly in social media. AI is useful for generating captions and content ideas, but it often relies on language and ideas that already exist. Additionally, it can be weak in terms of generating new ideas, resulting in content that feels outdated, overused, or out of touch with current trends. On platforms like Instagram and TikTok, trends are always changing and humans are better at recognizing shifts in tone and humor, as well as how to creatively jump on them before they feel overused.

I've already started to notice AI taking over certain roles, particularly in customer service. Many companies now rely heavily on AI chat bots to answer questions, handle complaints, and provide support to customers. While these systems have not yet completely replaced human customer service workers, they have significantly reduced the need seeing this strangefor entry-level positions. According to Cision, businesses today frequently use AI tools to automate customer interactions. This shift shows that AI is not just something to be concerned about for the future- it is already changing how companies operate right now. Seeing this change makes me more aware and reinforces the need to adapt and focus more on skills that AI cannot easily replace.

This image was AI generated.
You probably didn't question it, and that's the scary part.

A concern I have about AI in communication fields is the ethical and trust related issues it introduces. As AI generated content becomes more common, it will become increasingly harder for audiences to tell what is authentic and what is AI generated, raising concerns about misinformation, lack of transparency, and brands misleading consumers. In public relations, trust is everything. One poorly handled AI generated message could be detrimental to a brand's reputation.

Another important area that AI struggles to replicate is emotion. A huge aspect of successful public relations is about evoking emotions- whether it's excitement, empathy, anger, or urgency, AI can imitate emotional language, but it doesn't actually understand human feelings. Because of this shortfall, AI generated messaging can sometimes feel bland and inauthentic.

In situations where emotion matters such as brand storytelling, hot button social issues, or crisis communication, human judgment and human emotion is imperative. Only a human can read the room and consider how an audience might feel or respond, and they can adjust messaging accordingly. While AI is a helpful tool, it lacks social awareness and emotion that is a crucial ingredient in effective communication.

Technology's Impact on Privacy

In today's age, privacy is not a given; it is something that is routinely negotiated, tracked, and in some instances, violated. The four TED Talks from class collectively analyze how technology has outpaced ethics and legal protection, which raises concerns about online permanence and consent.

The first talk compared traditional tattoos to "electronic tattoos," essentially serving as a metaphor for digital footprint. The speaker explains that unlike traditional tattoos, electronic tattoos live on long after you die. Tattoos will fade or can be removed overtime, but electronic tattoos will persist. Our posts, comments, and online interactions will outlive us, remaining accessible long after our death. The TED Talk has reframed the way I think about digital presence: According to a study by Knowledge at Wharton, 56% of employers checked digital footprint before extending an invitation to interview. While online actions feel temporary or reversible in the moment, everything we choose to share online are permanent and can have long-term consequences, and it's important to consider what we post before we hit the button. 

The second talk expanded upon the idea of electronic tattoos by focusing on the loss of privacy in everyday life. Police departments collect and store vast amounts of data on regular citizens, and it raises questions about the ethics behind the data that is being stored on people who have not yet done anything wrong. When the government collects data simply because they can, it shifts the power away form the governed and back to the government.

Although the third talk was more difficult to follow, its discussion of wiretapping phone calls and text threads reinforces the idea that no conversation is truly individual. The access to private conversations online blurs the line between protection and invasion of privacy, leaving us to question how much access the government should have to vulnerable information.

The last talk about revenge pornography was the most emotionally powerful and compelling. The speaker shared her personal experience about a devastating failure of our legal system to protect her from cyber attacks and non-consensual images shared. She expressed frustration over the lack of accountability and punishment for the criminals who post revenge porn, which places the burden on the victims more than the perpetrators. According to a statistic by Fighting Knife Crime, 1 in 5 adults reported being victims of revenge porn, and of these victims, over half reported suicidal thoughts following the exploitation. The testimony from the talk highlights an important idea that our current legislation allows harm faster than laws can prevent or reverse it.

The four TED Talks underscore an important idea that communication ethics should evolve with technology. Without a proper understanding of ethics when creating legislation, it allows the permanence of online posts to be weaponized and cause more harm than good.

Interpreting the Eight Values of Expression

Why Marketplace of Ideas Matters

When reviewing the Eight Values of Expression, one in particular sticks out to me: Marketplace of Ideas. This value resonates with me because it feels foundational to the others. Many of the remaining values, such as protecting dissenting voices, criticizing the government, and encouraging social progress, cannot truly exist without an open exchange of ideas. The value states that all ideas should be on the table and a topic of discussion, even those that are unpopular, controversial, or deemed "bad." While this concept is uncomfortable, it is a crucial and necessary step to fostering change.

When Controversy Leads to Change

The idea behind the marketplace of ideas is that through debate and exposure, the best ideas will rise to the top. If only widely accepted or popular opinions are allowed to circulate, society risks stagnation. Some of the most meaningful change in history has originated from ideas or concepts that were once scrutinized- such as the fight for Black civil rights in the US. In Martin Luther King's once-disruptive words, "I have a dream that one day this nation will rise up and live out the true meaning of its creed: 'We hold these truths to be self evident, that all men are created equal,'" a vision that was initially met with tension ultimately helped reshape public opinion and drive necessary change.

Cancel Culture and Self-Censorship Today

This value feels especially relevant in the context of modern-day cancel culture. Although the First Amendment protects us from government punishment for most forms of speech, societal punishments still exist. Society has increasingly labeled certain opinions as unacceptable, even when they are legally protected. While individuals may not face imprisonment for expressing diverse ideas, they may face backlash on social media or repercussions on college campuses or in the workplace. This creates an environment where people have started to self-censor out of fear, which suppresses potentially good ideas. According to a poll from APM Research Lab, 77% of American adults self-censor, in most cases to avoid conflict. This raises an important question: why should conflict be an anticipated result of exchange of ideas?

Why Dissent Must Be Protected

The United States separates itself from other nations through its strong protections of freedom of expression. The first amendment allows citizens to criticize the government and present dissenting opinions, reflecting values #5 and #8, which emphasize the right to question the government and have dissenting ideas. These values go hand-in-hand with the Marketplace of Ideas, as criticism and dissent cannot exist without a space for all ideas to be expressed. If society limits which ideas are allowed into public discourse, innovation and growth will inevitably be hindered. Protecting the Marketplace of Ideas, even when it is uncomfortable, is crucial in efforts to move forward as a democratic society.

If free expression only protects ideas most agree with, is it truly free?

Top 5 Sources of News

1. Fox News

Fox News is a national news outlet that delivers political news through television. It is known to lean conservatively with structured reporting from consistent news anchors. I turn on Fox because I can trust it to provide accurate and timely information with great detail.

2. Instagram

Instagram is a social media platform where news can be shares through posts, stories, reels or direct messages. I get news from Instagram through political accounts, news channel accounts, or public officials like President Trump. The app allows me to quickly read headlines and summaries of an event or trending story if I haven't yet had the chance to research the issue myself.

3. X

X, formerly Twitter, is a text-based platform used to share news or viral stories. X is an app used by journalists, public officials, politicians, influencers, and normal citizens like me. 

4. TikTok

TikTok is a video-based platform where news is communicated by engaging short-form content. Although TikTok is a source to immediately discover news, I often have to fact check what I see because there is little to no fact-checking on the app, making it easy for misinformation to quickly spread.

5. Word of mouth

Word of mouth, or information shared directly through family, friends, and peers, is another news outlet I utilize. Conversations are often informal and/or biased, but it's one of the most common ways I am initially introduced to new stories.