Commentary: UK far-right riots show online propagandists know how to work their audience

FINDING THE LOST

Fact-checking is not useless, but it doesn’t resolve the central problem. Better to identify the silos, and work with their members. We could water down the messaging being sent out to the people causing unrest on the streets with other, better sources. We might even block some of the networks that deliver the content.

This is better than playing fake news whack-a-mole. Once we have identified the silos of information, we can target the algorithms that create them, and those being targeted or isolated.

We can then mediate and ameliorate the problem by reaching out to these groups, spending our energies introducing alternative views, new symbols and foundational myths, negating the effects of algorithm that led them to their silo.

Spring writes of people whose lives have been ruined, of charlatans who create clickbait, but most of all the pathos of those dragged down. Fact-checking simply convinces the converted that those who don’t share those views have taken the blue pill of blissful ignorance, rather than the red pill of painful knowledge.

Malicious actors are more than prepared to “flood the zone with shit”, as Trump adviser Steve Bannon puts it. This makes clearing the misinformation impossible, but, by thinking about audience first, we can, maybe, find the lost, and lead them through the storm.

Richard Fern is Lecturer in Media at Swansea University. This commentary first appeared on The Conversation.