The insidious rise of disinformation and its impact on local governance
The term "fake news" has become ubiquitous, often misused as a dismissive label for information someone disagrees with, blurring the lines between truth and falsehood. True disinformation, however, is the deliberate dissemination of untruths intended to mislead or cause harm. While disinformation originates from malicious intent, its spread often occurs through unwitting sharing as misinformation. This amplification through well-intentioned individuals is precisely what disinformation creators rely on to bolster the credibility of their fabricated content.
The proliferation of mis- and disinformation is a growing societal concern, fueled by the accessibility of digital technology and social media. This coincides with declining public trust in institutions like governments, large organizations, and traditional media. The Local Government Association’s (LGA) Future Comms toolkit highlights this erosion of trust, referencing Edelman’s 2023 Trust Barometer, which revealed a precipitous drop in government trust to a mere 27%, with only 21% expressing confidence in the government’s ability to address the cost-of-living crisis. A staggering 68% believe politicians are prone to dishonesty, creating a significant obstacle to effective communication.
The impact of disinformation is particularly pronounced during crises. A chilling example involves an individual falsely claiming, via social media, that the pilot of a crashed plane at a council-organized airshow had survived, even impersonating a nurse caring for the supposedly hospitalized pilot. Such malicious acts underscore the disruptive and harmful potential of disinformation. Similarly, during the pandemic, local authorities like Hounslow London Borough Council grappled with vaccine misinformation, turning to trusted community figures like GPs from specific ethnic backgrounds to counter rumors and promote vaccine confidence. This demonstrated the power of relatable voices in combating disinformation more effectively than official channels.
Disinformation isn’t limited to crises. It routinely appears in online comments sections of local news articles, distorting narratives about council activities. Even positive news can be targeted with fabricated or misleading responses on social media. This constant barrage of misinformation requires proactive strategies to mitigate its impact. The Government Communication Service’s RESIST framework provides a valuable guide for identifying, analyzing, and responding to disinformation. This framework includes recognizing and defining mis- and disinformation, establishing early warning systems, understanding audience reactions, analyzing potential impacts on communities and reputations, developing strategic communication responses, and tracking the effectiveness of these efforts.
A crucial aspect of the RESIST2 toolkit is recognizing the difficulty in determining the intent behind disinformation. Motivations can range from personal grievances against the council to ideologically driven opposition to specific policies. Some individuals may simply engage in disinformation for the thrill of manipulation. Regardless of the motive, having a comprehensive plan to address disinformation is essential for any local government communications team. This plan should incorporate a balanced response, incorporating both insightful evidence and empathetic engagement, tailored to the specific situation.
The recently enacted Online Safety Act places greater responsibility on social media companies to tackle disinformation at its source. The effectiveness of this legislation remains to be seen. What is certain is that disinformation is a pervasive problem, demanding preparedness and proactive strategies from communication leaders within organizations. Building trust, fostering open communication, and leveraging relatable voices within communities are vital steps in mitigating the spread and impact of disinformation. The challenge demands continuous vigilance, adaptation, and a commitment to truth and transparency in the face of deliberate misinformation campaigns.
