The Paris 2024 Olympics were recently embroiled in a major controversy in women’s boxing when Italy’s Angela Carini abandoned her bout against Algerian boxer Imane Khelif after just 46 seconds. This incident sparked days of unfounded claims and widespread international scrutiny on social media concerning the Algerian boxer’s biological gender.
Meanwhile, in the UK, the country experienced its worst anti-immigrant violence in thirteen years, fuelled by online misinformation campaigns. And in the United States, an assassination attempt on Republican Presidential candidate Donald Trump unleashed a torrent of conspiracy theories and digitally altered images, further spreading confusion and hatred among the public.
If these recent world events tell us anything, it is that social media is exacerbating the threat of misinformation. However, an even greater danger emerges when people start to believe this misinformation as truth.
Take the recent example of the US aircraft carrier, the USS Dwight D Eisenhower in the Red Sea, which the Houthis falsely claimed to have sunk. Old videos circulating on social media showed a burning warship following a supposed ‘ballistic missile attack’ by the Houthis, making it difficult for people to immediately recognise the falsehood. The repeated claims by the Houthis and other online groups, amidst the ongoing turmoil in the Red Sea, underscore the challenges of the digital age, where unfounded rumours are amplified, and verified facts are often drowned out by misinformation.
In all these examples, a common thread emerges- people believed the fake news because it was not only visually dramatic and emotionally charged, but it was also promoted by recognisable groups, media outlets, and global personalities with massive followings. The believability of such misinformation is particularly high when these influential voices push narratives that resonate on an emotional level.
So, to counter the Houthis’ claims, the U.S. Navy confirmed that the aircraft carrier remained unharmed and fully operational. However, the commanding officer of the USS Eisenhower took a more creative approach to combat the Houthis’ information warfare. He used social media to showcase routine operations from the bridge, emphasising that the only thing to “hit” the carrier was misinformation. He shared light-hearted and witty posts of sailors enjoying cookies, cinnamon rolls, and celebrating “Taco Tuesday” to highlight the crew’s everyday life aboard the vessel and to ease the anxiety of their loved ones reading the false claims. Not only this, but the U.S. Navy invited journalists aboard the Eisenhower to provide firsthand reports, further reassuring the public of the ship’s safety. These efforts allowed the U.S. Navy to foster belief and trust in their information, cutting through the widespread claims of death and destruction.
In a landscape where the truth struggles to gain traction amidst a sea of false, agenda-driven narratives that prey on emotions and preconceptions, the challenge extends beyond merely correcting false claims—it involves convincing people to believe in the facts. Here are some tips to make your communications believable.
- Build Credibility: Delivering at early steps and connecting with your audience with accurate, timely and transparent communications is vital to establishing your credibility. Additionally, borrowing the credibility of trusted sources, especially those valued by your target audience, can enhance the believability of your message. Consider collaborating with reputable voices, including fact-checking organisations, to support your narrative and debunk false claims.
- Provide a compelling explanation: Don’t just refute false claims; offer a clear and engaging narrative that explains “why” the claims are inaccurate. By presenting a well-rounded story with evidence and context, you help people understand the situation better and reinforce the credibility of your position.
- Don’t just say it, show it: To make people believe the facts, provide compelling evidence. Given the limited attention span of social media users, visual evidence is often more persuasive and easier to digest than text alone. Whenever possible, use images, videos, and data to support your corrections.
- Spread the word: The final step is to ensure your message is shared widely across mainstream and social media to reach your target audience. The more people see accurate information, the more they are likely to believe it. Enlist journalists, local community leaders, influencers trusted by your audience to help disseminate accurate information to their wider audience.
When misinformation spreads rapidly and gains traction through emotional and biased narratives, effectively countering false claims requires not only accurate corrections but also strategic communication. With these measures we can better equip ourselves to combat the pervasive influence of fake news and restore trust in the truth.
