The panelists – from different corners of the broader industry – provided their insights on the emergence of fake news, and how it impacted the media industry and political landscape in Malaysia. Whilst commenting on the issue, the panelists also spoke on ways to combat the widespread influence of fake news – from being a parent to being a member of the media – everyone has a role to play.
The seminar was highly informative, as the panelists delivered an in-depth discussion on the topic – from different viewpoints. The audience was then made aware of the whats, whys and hows of this thought-provoking issue. Click or tap on the link below to further explore what happened at the seminar.
The full text of Craig's presentation follows:
Fake News & Malaysia
PR | Trust
Communications Perspective
Dr Craig J Selby | April 2019
Ninety (90) percent of Malaysians don’t read beyond the headlines! We’ll come back to this “fact / alternate fact” shortly.
Ask yourself honestly, now, what really is the truth? I don’t want to get into a philosophical debate tonight, but an understanding of this is still going to be at the core of any debate or narrative regarding fake news. Perspective, not truth, is our guide in many cases.
Consider the recent issue of a property “developer”, a gentleman with a sledge hammer, and eight (8) or nine (9) pretty entertaining videos. What ‘story’ is the truth? What story do you believe? In this perspective, I personally want to believe “Thor” as I tend to believe that all big organisations out there are trying to rip the common person off – but that doesn’t make it the truth.
The story changes – it is weaved by two or more parties in different directions. Man destroys apartment. Developer responds. Developer releases press statement seeking rm50m, subsequently removed within thirty (30) minutes, replaced by story about lady owner who is happy with her purchase. A huge contradiction; offering up further questions?
Where and what is the truth? Probably none of it. Will we ever know? Doubt it. Hope too though.
Fake news is by no means a new phenomena. Fake News infiltrating us on everyday level … from politics to everyday life. Governments and corporations have been manipulating the media to lie to us for decades; if not longer.
Accelerated with social media; popularised in contemporary lingo by Donald Trump with the term coined: “alternative facts”.
Interestingly enough, term “fake news” specifically is still utilised extensively in Asia / SG / MY; yet in the UK it has been removed from official language as it is seen as misrepresentation. Good old British sensibilities, perhaps?
Fake news is not news … it is simply information, posited, reposited, adjusted, manipulated, shared, reshared. We do much of the work, as it comes from the inate desire to share things, form opinions (for which we may actually know nothing about), and then let our network of influencees, digest. Much like the game of Whispers game as a kid. Start with one phrase, by the time it goes through 15 kids, it is something completely unrelated. But of course, somewhat more sophisticated, and potentially, planned.
Results in confusion as trying to understand and keep up- especially in current landscape where bombarded with information 24/7/365 and don’t fully read.
From a PR perspective? Fake News v’s brand saboteurs
Fake news comes from a place of misinformation as well as ill-intent; not just exclusive to one. As such, it can inadvertently affect brands through misunderstanding (Singapore Halal Yong Tau Foo place, yesterdays media). Today with Air Asia and the rewards / points scheme. Typology of Fake News – random sharing by those who do not check facts; those sharing knowing something may be dubious; those creating a stir; those intentionally out there to mislead or sabotage.
Whenever there is a chance to influence, there is a chance for fake news.
Fake news goes way beyond just credible news portals and typical social media such as FB and Twitter; it extends to those bastions where we hope/expect truth to be maintained as well – platforms such as LI, Wiki (ok, that’s easier as its crowdsourced, and we seldom keep checking details about ourselves or our brands).
Add to this mix ‘legitimate’ media platforms, who’s whole purpose is to playfully present fake news, but knowingly so. Tapir Times / The Onion. So, back to my first statement 90% -- ok, not true, but US research shows older generation seven (7) times more likely to share even without checking legitimacy of the source.
Fake news and dark social. The biggest challenge is knowing it is there, but not knowing specifically what message is being conveyed, and then, how to (a) counter it, and (b) prevent it.
Level up: Bell & Pottinger style campaigns, subtly feeding fake information to various sources concurrently and consecutively.
FAKE NEWS from PR and TRUST COMMUNICATIONS
Some fake news stories are so credible – easy to be misled, even to the observant eye.
PR – challenges – PR losing its lustre and credibility in some cases. Fake stories, pranks (Grab copter … per April Fools … badly executed). The fact that the brand had to say it was a joke is even more concerning – the blurred lines between reality and potential reality. Issues of brand trust and gimmicks. Media being ‘used’ for prank purposes by brands has potential to impact other brands, as media may shift their approach. Crisis communications – for brands – results in extra expense – part of the game for big brands, but immensely costly for SMEs such as the yong tau foo stall. One false negative can cost a livelihood.
In crisis planning, I talk about Digital Fortress. But even that, to some extent, is orchestrated to a point people may perceive it as fake.
Social Media seen as a Fifth Estate – anonymity. “cannot touch me” attitude, means people view their actions as not only acceptable, but effectively are not concerned of any ramifications
Social media is a key player (simply because of the viral nature social media facilitates) – but it infiltrates deeper. Traditional media, dark social (private groups, etc) – much harder to regulate.
Fake news prevails – uncertain landscape of regulation; unclear definitions. Government takes steps to regulate the ‘industry’, but it’s a question of priorities and best-utilisation of resources. Not necessarily a consistent approach regionally; motivations behind it are varied.
Social media Policy Devt & Training for
organisations – a part of solution as brands need to act to guide teams.
----------
Media Literacy As a Tool Against Fake News in Malaysia:https://asiacentre.org/the-fake-news-industry/
No comments:
Post a Comment