Liquid Disinformation Tactics: Overcoming Social Media Countermeasures through Misleading Content

Abstract

Social media have led to profound transformations in the media ecosystem and new communication dynamics. Such platforms have become a competitive source of information and played a decisive role in facilitating the dissemination of false or misleading content, with a particular impact on recent elections. This study analyses the formats and the spread of disinformation during Brazil’s 2018 election on social media, considering the countermeasures adopted that year by the platforms to reduce its circulation. Disinformation occupies a central space in the public debate in Brazil, where there is massive use of social media. Based on a content analysis of the 153 false or misleading narratives most shared during the campaign period, the results show that contents changed formats to overcome platforms’ countermeasures. Results also highlight a majority of images and a blend of false and accurate information that reshape the phenomenon definition and suggests the inefficacy of current regulations.