The Human Factor in Disinformation: Analyzing the Organic Reach of Disinformation on Social Media

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School of Business | Bachelor's thesis
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Date

2023

Department

Tieto- ja palvelujohtamisen laitos

Major/Subject

Mcode

Degree programme

Tieto- ja palvelujohtaminen

Language

en

Pages

23 + 6

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Abstract

This thesis examines the mechanisms and human factors influencing the organic reach of disinformation on social media. Through literature review, the thesis explores the relations between user characteristics, cognitive biases, and the structure of social media platforms. This thesis is qualitative study, which utilizes mainly peer-viewed sources. The thesis underscores the impact of humans over automated bots in spreading false information, challenging the assumption that technological interventions alone can alleviate this trend. The contribution of information overload, confirmation bias, and echo chambers to the dissemination process of disinformation are explored. Key findings include the significant role of human behavior in spreading disinformation and the impact of trust in information sources. In addition it highlights the importance of media literacy, the influence of psychological and demographic factors, and the role of social media algorithms in shaping the dissemination of disinformation. The thesis suggests that, in order to reduce the influence and effects of disinformation, it is crucial to adopt a strategy that includes educating individuals in media literacy and critical thinking skills.The research also identifies the need for further research on the true impacts of organic reach to supplement the findings and provide more actionable insights into combating disinformation in the digital landscape.

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Thesis advisor

Seppälä, Tomi

Keywords

disinformation, misinformation, social media, organic reach, information overload, echo chamber

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https://urn.fi/URN:NBN:fi:aalto-202402042309

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