The Rise of the Invisible Rulers: How Disinformation Shapes Our Reality
Renée DiResta, a leading expert on disinformation and online manipulation, embarked on her research journey fueled by a parental concern about declining vaccination rates in California schools. This initial foray into understanding the mechanics of online influence evolved into a decade-long exploration of manipulative tactics, ranging from state-sponsored operations to the intricate role algorithms play in manufacturing viral trends. DiResta’s expertise eventually landed her at Stanford’s Internet Observatory, where she served as technical research manager until the program’s closure in 2024 due to intense political pressure.
DiResta’s book, “Invisible Rulers: The People Who Turn Lies Into Reality,” delves into the power wielded by small groups of propagandists who shape public opinion by crafting “bespoke realities”—tailored versions of truth designed for specific audiences. Her research took a surreal turn when she became a target of the very conspiracy theories she was studying. Conservative activists and lawmakers accused her of being part of a fictitious “censorship industrial complex,” a campaign that contributed to the demise of the Internet Observatory.
The mechanics of modern propaganda, as DiResta explains, hinge on a simple maxim: “If you make it trend, you make it true.” This process begins with capturing attention, progresses to encouraging participation, and culminates in fostering a sense of investment in the trending issue. This cycle of engagement entrenches individuals deeper into the beliefs they have expressed, particularly as virality is often perceived as a marker of legitimacy. Propagandists exploit this human tendency to participate in trending moments, capitalizing on the emotional charge of unverified rumors.
A key distinction often missed by mainstream media, DiResta highlights, is the conflation of “disinformation” with “propaganda.” While “disinformation” refers to intentionally coordinated campaigns of deception, “propaganda” encompasses a broader range of manipulative content. DiResta emphasizes the importance of focusing on the campaign itself – the actors, their motives, and the impact – rather than getting bogged down in debunking individual pieces of content. This approach, reminiscent of the Active Measures Working Group’s strategy during the Cold War, exposes the underlying power plays at work.
The concept of “bespoke realities,” meticulously constructed narratives tailored to different audiences, is central to understanding the current information landscape. DiResta highlights how these echo chambers, amplified by algorithms and influencers, solidify belief systems, often fueled by grievance and calls to action. The erosion of trust in institutions, ironically driven by some who now hold positions of power, creates a precarious situation where those in authority perpetuate the very theories that propelled them to their current positions.
The closure of the Internet Observatory underscores the challenges faced by researchers in this field. However, DiResta remains optimistic, emphasizing the importance of resilient individuals and decentralized efforts. She advocates for shifting social media’s incentive structure away from mere engagement and towards rewarding accuracy and civility. This involves prioritizing content that fosters constructive dialogue between differing viewpoints, thereby rebuilding a shared sense of reality.
DiResta believes that platforms like Reddit, with its federated moderation system, and Bluesky, with its potential for user agency and community labeling, offer promising models for managing online discourse. While she acknowledges the ongoing fragmentation of the public sphere as a significant concern, she finds hope in the growing awareness of propaganda’s influence and the increasing public demand for alternatives to manipulation.
For journalists covering disinformation, DiResta advises focusing on the “so what” rather than the “what.” This means analyzing the broader context and motives behind specific pieces of disinformation, rather than amplifying the content itself. By understanding the overarching campaign, journalists can effectively expose the manipulative tactics at play without inadvertently contributing to the spread of false narratives. This approach requires a critical assessment of the actors involved, their objectives, and the potential impact of their actions, ultimately contributing to a more informed public discourse.
