The Weaponization of Language: How Disinformation Spreads Through Trust
In today’s interconnected world, language, once a bridge between cultures, is increasingly being exploited as a tool of manipulation. The very elements that foster trust – shared language, cultural identity, and familiar narratives – are being weaponized to spread disinformation at an alarming rate. This phenomenon is particularly potent in the digital age, where social media platforms amplify the reach of manipulative narratives and create echo chambers of misinformation.
Social media platforms like X (formerly Twitter), Facebook, and TikTok have become breeding grounds for disinformation, leveraging the power of language to create virtual communities where identity and trust are closely intertwined. People gravitate towards influencers who speak their language, both literally and figuratively, reinforcing pre-existing biases and creating a fertile ground for the spread of false narratives. This linguistic kinship creates a sense of belonging and shared identity, making individuals more susceptible to accepting information without critical evaluation.
The psychological underpinnings of this phenomenon are well-documented. Social Identity Theory explains our inherent tendency to align with those who share our language and culture, while the Illusory Truth Effect demonstrates how repeated exposure to information, regardless of its veracity, increases its perceived truthfulness. When misinformation is presented in a familiar language, especially within tight-knit communities, it bypasses critical filters and resonates with a sense of authenticity, making it exceptionally difficult to counter.
Experts warn of the deliberate manipulation of language by disinformation actors. Hamza Ibrahim, a disinformation expert, explains how these actors distort information and craft narratives that align with their agenda. They employ sophisticated tactics, including selective omission of facts, emotionally charged language, and the use of compelling storytelling to make their disinformation more persuasive and engaging. This calculated manipulation preys on the inherent trust associated with shared language, turning it into a powerful weapon.
The impact of linguistic familiarity on trust is further emphasized by Danjuma Hassan, a linguist and psychologist. He notes that hearing information in one’s native language creates a sense of comfort and credibility, making individuals less likely to question its veracity. This implicit trust, coupled with the persuasive techniques employed by disinformation actors, creates a potent cocktail that can easily sway public opinion. The ease with which disinformation can be disseminated and amplified in the digital age makes this problem particularly acute.
TikTok as a Case Study: Language-Based Manipulation in Action
The popular social media platform TikTok provides a stark illustration of how language can be used to manipulate public perception. A viral video showing a crowd chanting in Hausa, "We want soldiers! We want soldiers!", while waving leaves and Russian flags, exemplifies this phenomenon. This video, and many others like it, leverages the power of visual and linguistic familiarity to promote a pro-military narrative, aligning with foreign-backed authoritarian agendas.
The use of Hausa, a widely spoken language across Northern Nigeria, Niger, and other Sahelian states, ensures that the message resonates deeply within local communities. By tapping into regional grievances and frustrations, these videos create a narrative that portrays military rule as a preferable alternative to democracy. TikTok’s algorithm, designed to maximize engagement, unwittingly amplifies these manipulative narratives, further embedding them in the public consciousness.
A network of TikTok accounts, including @Sani Aliyu638, nasi1germany, and others, share similar content, blending genuine grievances with foreign-aligned disinformation. These accounts often share videos depicting protests and unrest, interspersed with messages promoting authoritarianism and anti-democratic sentiments. The high engagement levels on these posts, including comments of support and approval, demonstrate how language and familiarity can be used to influence public sentiment.
While some of these accounts may be deliberately spreading disinformation, others may be inadvertently contributing to the spread of harmful narratives. This highlights the insidious nature of language-based manipulation – even individuals who are not consciously promoting disinformation can become unwitting vectors for its spread. The ease with which content can be shared and reshared on platforms like TikTok makes it incredibly difficult to control the flow of misinformation.
The Amplifying Effect of Algorithms and Repetition
The algorithms that power social media platforms like TikTok play a significant role in amplifying disinformation. By constantly feeding users content that aligns with their existing biases and preferences, these algorithms create echo chambers where misinformation can flourish. This cycle is further fuelled by users who unknowingly share and reshare this content, broadening its reach and reinforcing its perceived legitimacy.
Hassan emphasizes the power of repetition in strengthening belief, particularly when combined with visually engaging and emotionally charged content. He explains that even if individuals do not initially believe the information they are exposed to, repeated exposure can gradually erode their skepticism and increase their acceptance of the narrative. This is particularly true when the information is presented in a familiar language and aligns with pre-existing cultural or political beliefs.
An analysis of Hausa-language hashtags and keywords used in political discussions on TikTok reveals the prevalence of terms related to government, elections, protests, and political conflict. The frequent appearance of terms like "Russiya" (Russia) and "Arewa" (Northern Nigeria) suggests a possible geopolitical angle or regional influence in the discourse. This analysis underscores the importance of monitoring language trends on social media to understand how narratives are being shaped and disseminated.
From Online to Offline: The Real-World Impact of Disinformation
The impact of language-based disinformation extends far beyond the virtual world. In Northern Nigeria, where linguistic and cultural ties transcend national borders, disinformation spread in local languages can easily spill over into real-world interactions. Narratives circulating on platforms like TikTok can quickly become talking points in marketplaces, mosques, and other social settings, further amplifying their reach and influence.
The porous borders between Nigeria and its neighbors, particularly Niger, facilitate the flow of people, goods, and importantly, information. Shared languages like Hausa and Kanuri create a seamless cultural exchange, making it easier for online disinformation to find a willing audience offline. What begins as an online rumour can quickly morph into a widely accepted "truth" through repeated exposure in familiar social settings.
Hassan warns that language is not just a tool for communication, but a powerful vehicle for influence. He emphasizes the danger of narratives that originate online and then seep into real-world conversations, shaping opinions and influencing actions. This is particularly concerning in regions with pre-existing political or social tensions, where disinformation can be used to incite violence or destabilize existing power structures.
Who Benefits from Language-Based Disinformation?
The spread of disinformation in local languages can serve the interests of various actors, including foreign influence networks, local political figures, and ideological groups. By embedding false narratives in widely
spoken regional languages, these entities can influence political sentiment, expand their ideological reach, and create cross-border spillover effects. In regions with porous borders and strong linguistic ties, like Northern Nigeria, this can have significant consequences for political stability and regional security.
Conclusion: The Need for Countermeasures
The weaponization of language for disinformation poses a serious threat
to democratic societies. Combating this requires a multi-pronged approach that includes media literacy initiatives, fact-checking in local languages, and proactive efforts to identify and counter manipulative narratives before they
take hold. It is crucial to recognize the power of language as a tool for both trust and manipulation and to develop strategies to protect communities from the harmful effects of language-based disinformation.
