Caitlin Dewey explains why she is giving up on the Washington Post column she has compiled for the last year and a half, “What Was Fake On The Internet This Week.” She says that there are just too many fake news sites that tell outrageous agenda-based stories, targeted to readers who are quick to believe them:
Paul Horner, the proprietor of Nbc.com.co and a string of other very profitable fake-news sites, once told me he specifically tries to invent stories that will provoke strong reactions in middle-aged conservatives. They share a lot on Facebook, he explained; they’re the ideal audience.
As manipulative as that may seem, many other sites are worse: there’s Now8News, which runs outrageous crime stories next to the stolen mugshots of poor, often black, people; or World News Daily Report, which delights in inventing items about foreigners, often Muslims, having sex with or killing animals.
Needless to say, there are also more complicated, non-economic reasons for the change on the Internet hoax beat. For evidence, just look at some of the viral stories we’ve debunked in recent weeks: American Muslims rallying for ISIS, for instance, or Syrians invading New Orleans. Those items didn’t even come from outright fake-news sites: They originated with partisan bloggers who know how easy it is to profit off fear-mongering.
Frankly, this column wasn’t designed to address the current environment. This format doesn’t make sense. I’ve spoken to several researchers and academics about this lately, because it’s started to feel a little pointless. Walter Quattrociocchi, the head of the Laboratory of Computational Social Science at IMT Lucca in Italy, has spent several years studying how conspiracy theories and misinformation spread online, and he confirmed some of my fears: Essentially, he explained, institutional distrust is so high right now, and cognitive bias so strong always, that the people who fall for hoax news stories are frequently only interested in consuming information that conforms with their views — even when it’s demonstrably fake.