The term “fake news” originally referred to satirical or intentionally misleading stories designed to deceive or manipulate. Over time, it evolved into a weaponised phrase used to discredit any information someone disagreed with, regardless of its factual accuracy. This shift marked a turning point in public discourse, where debates over facts became battles over perception.
Initially, fake news flourished as clickbait, spreading on social media and exploiting confirmation bias. During major political events like the 2016 US presidential election, its influence grew, eroding trust in journalism and fostering polarisation. As both left- and right-wing groups began accusing each other of spreading fake news, the term lost specificity, becoming a catch-all for “information I don’t like.”
Social media platforms played a pivotal role. Their algorithms amplified sensational content, prioritising engagement over accuracy. The emotional triggers embedded in fake news—fear, anger, outrage—ensured it spread faster than factual reporting. Fact-checking initiatives, while helpful, struggled to keep pace with the sheer volume of misinformation.
The left-right divide exacerbated the problem. On the right, mainstream media was branded as part of a biased establishment, accused of pushing a liberal agenda. On the left, alternative media and grassroots movements were dismissed as unreliable or extremist. Both sides entrenched themselves in echo chambers, reinforcing their narratives and vilifying opposition.
Technological advancements further blurred the line between truth and fabrication. AI-generated content, including deepfakes, made it increasingly difficult to distinguish real from fake. Videos, images, and audio could be convincingly falsified, creating “evidence” to support false narratives. These tools empowered bad actors to manipulate public opinion on an unprecedented scale.
Psychologically, humans are wired to seek confirmation of their beliefs. Fake news capitalises on this tendency, presenting information that aligns with biases and emotions. Sensational lies outperform measured truths, creating a feedback loop where misinformation is rewarded with attention and clicks.
The consequences of this crisis are profound. Trust in institutions, from governments to scientific organisations, has been severely undermined. Polarisation stalls progress on critical issues, as even basic facts are disputed. Democracies, reliant on an informed electorate, face heightened risks of manipulation and instability.
Efforts to combat the problem include increasing media literacy to help individuals critically evaluate sources and identify misinformation. Social media companies face pressure to prioritise accuracy over engagement, with calls for greater transparency and accountability. Encouraging nuance in public discourse—acknowledging complexity instead of reducing issues to binary choices—remains a significant challenge.
Without a collective effort to address these issues, the ability to discern truth will continue to erode, leaving societies vulnerable to manipulation and division.
