The social psychology behind disinformation

1. Erosion of trust and cognitive dissonance. - Disinformation thrives by creating an environment in which the truth becomes subjective or where there are "alternative facts." When people are bombarded by conflicting narratives it creates cognitive dissonance which is the mental discomfort that occurs when one holds contradictory beliefs. To resolve this discomfort, people latch on to the simplest narrative they can find which is usually the one offered by figures hoping to get support by appealing to fears, desires, and prejudices of people rather than to rational arguments or facts. As a result, sources of rational arguments and facts, which include things like a free press, the scientific community, or independent government agencies, become sidelined or even demonized.
2. In group/Out group dynamics and scapegoating - Disinformation is a powerful tool for constructing "us versus them" narratives. Fabricating stories about "them" (typically immigrants, minorities, or political opponents) fuels fear, resentment, and dehumanization which makes it easier for people to justify things like violence, oppression, and victimization of these groups. "Us versus them" thinking is another way in which people can resolve cognitive dissonance. For example, a person with strong Christian beliefs may typically espouse compassion, mercy, charity, etc. however when confronted with a group they have been manipulated into perceiving as a threat using disinformation, these beliefs become more selective.
3. Confirmation bias and echo chambers - People naturally seek out and value information that they already believe to be true. Disinformation can exploit this normal tendency by trapping people in "echo chambers," such as specific news sources or online chatrooms in which existing beliefs are amplified and celebrated. Alternative viewpoints are dismissed which would ordinarily act as a natural check against extremism or invite people to think critically. Social media may contribute to this phenomenon, as algorithms that predict what people are likely to engage with continuously feed users with information that confirms - rather than challenges - extremist beliefs.
4. "Lizard brain" - Disinformation tends to appeal to our "lizard brains" which refers to our primitive, basic emotions and drives like fear, anxiety, and anger rather than to more advanced abilities like critical thinking. Without critical thinking, our lizard brains respond when a leader fabricates crises, exaggerates threats, or invents conspiracies. Warning of imminent societal collapse or of sinister enemies within pushes people toward leaders they believe will protect them from these threats even at the cost of democratic norms or civil rights.
5. Normalization - Repeated exposure to disinformation, particularly when it trivializes or glorifies violence, demonizes "them" groups, or undermines democratic values gradually makes these things commonplace and unremarkable. As a result, the threshold for what is considered acceptable shifts, and makes people more accepting of leaders who openly undermine democratic norms or human rights.

Countering Disinformation

1. Media literacy and critical thinking - Critical thinking is the most effective way to counter disinformation. Teaching and emphasizing how to identify biases in the media, verify sources, and recognize disinformation empowers people and makes them more resistant to manipulation.
2. Supporting truly independent journalism - One of the first signs of an unhealthy democracy is when the free press begins to become curtailed. This does not necessarily mean journalists being jailed or attacked; it could also occur when all of the information consumed by a population is controlled by very few people like billionaires and large corporations, or when news outlets choose to cancel stories, shows, or publications simply due to threat of a lawsuit. Independent sources of news such as The Guardian (https://www.theguardian.com/us), ProPublica (https://www.propublica.org/), and wire services like the Associated Press (https://www.apnews.com) and Reuters (https://www.reuters.com) pride themselves on being free from government and corporate influences that are often the source of disinformation.
3. Social media reform - Social media platforms have become the foremost vehicles for disinformation in the 21st century. Demanding social media platforms be held accountable for harm caused by disinformation, requiring content moderation, and promoting algorithms that emphasize accuracy over user engagement are some ways that disinformation can be curtailed through social media.

In summary, disinformation is not just a nuisance but is a subtle weapon that, when used effectively as we see today, can manipulate people into gladly giving up their rights. To the extent that we value democracy and democratic values, countering disinformation is a responsibility we all share.