How do digital platforms profit from disinformation: Research Summary
Are digital media platforms profiting from the spread of disinformation?
A research paper published in the journal New Media & Society shows the digital market for online advertising produces the financial incentives to circulate disinformation. The research publication argues that digital media platforms, such as social media, incentivize the spreading of controversial and polarizing content to capture users' attention and generate revenue through advertising. The reason is that the platforms' business model is based on providing information and entertainment to the public, capturing their attention, and collecting user data to sell to advertisers.
The paper shows that disinformation is not a side effect of this business model, but rather an expected outcome. It analyzes the business models of pre-digital broadcasting media, partisan media, and digital media platforms and finds qualitatively different forms of disinformation in each iteration of the media market.
For example, pre-digital broadcasting media relied on a gatekeeping model, where a small number of media outlets controlled the flow of information to the public. Partisan media, on the other hand, catered to specific ideological audiences and often used sensationalist and misleading headlines to attract attention. Digital media platforms, with their algorithms and personalized content, have taken this to a new level, incentivizing the spread of clickbait and polarizing content that is more likely to go viral.
The paper suggests that scholars and practitioners need to study the role of digital markets like programmatic advertising, commercial content moderation, and influencer marketing in the spread of disinformation. It also highlights the need for media literacy and critical thinking skills to combat the spread of disinformation on social media.
Overall, the paper provides a thought-provoking analysis of the relationship between digital media platforms and disinformation and raises important questions about the role of media in shaping public discourse and democracy.
Reference
Diaz Ruiz, C. (2023). Disinformation on digital media platforms: A market-shaping approach. New Media & Society. https://doi.org/10.1177/14614448231207644
The business model of digital media platforms
