Visual disinformation on alternative media platforms

Alternative media platforms and their communities use visual disinformation in a variety of ways.

It is what it is: shit

Disinformation is false information that is created or spread with the intent to cause harm or gain profit. Disinformation is often visual in nature. Not only because visuals are often more engaging than text, but also because they are perceived as resistant to doctoring and manipulation. Malicious actors can exploit these perceptions to make deceptive content seem authentic.

When visual information is deliberately decontextualised, fabricated or manipulated, it becomes visual disinformation. This type of disinformation is particularly widespread on online “alternative media” platforms such as those in the Netherlands, where this study took place.

Mimicking real news

Signalling support

All four platforms use screenshots of social media posts in their articles. These are often posts of prominent public figures or alternative authorities, such as doctors and experts who challenge established knowledge. These screenshots likely serve to signal the credibility of false or misleading narratives on topics such as vaccination, climate change, and immigration.

Two of the platforms additionally include images of social media posts by “ordinary citizens”, creating the illusion of widespread support for alternative viewpoints that are supposedly kept hidden from the public. Screenshots and videos of other (international) media channels like Fox News and Breitbart appear to serve a similar function.

An interesting observation is that the content in posts made by “ordinary citizens” is often negative, emotionally charged, and uncivil. This can be contrasted to the more conventional journalistic and detached reporting styles used by the alternative media platforms.

This likely serves two purposes. Firstly, by using visual elements to present counter-factual claims, platforms may circumvent algorithmic detection of disinformation that is mostly based on textual content. Secondly, these visual elements allow platforms to communicate more extreme, uncivil, and polarising positions than legitimate platforms whilst maintaining credibility, as they are technically not the ones expressing these views.

Proof for alternative realities

In some cases, images are taken out of their original context to offer proof for false claims expressed by alternative media platforms. The images themselves may be authentic, but are used in a deceptive way. For example, one of the platforms used a photo of an ultrasound showing a fetus of an allegedly vaccinated pregnant woman as evidence that babies of vaccinated women have a lower likelihood of survival, without any reference to the origins of the image.

Visual disinformation on social media

The same visual disinformation tactics are also used on social media. However, the analysis shows that two additional forms of misuse can be found on social media.

Firstly, memes are used to present ideologically biased disinformation through overlaid text on an image. This format is often used to voice extremist statements, conspiracy theories, or statements attacking scientific consensus.

Secondly, disinformation on social media is often made from the perspective of ordinary people who feel victimised by mainstream policies.

Summary