Sowing “seeds of doubt”: Cottage industries of election and medical misinformation in Brazil and the United States

We conducted ethnographic research with 31 misinformation creators and consumers in Brazil and the United States before, during, and after a major election to understand consumption and production of election and medical misinformation. This study contributes to research on misinformation ecosystems by focusing on poorly understood “micro-influencers” who create misinformation in peer-to-peer networks. We detail four key tactics that micro-influencers use. First, they disseminate “gray area” content rather than expert-falsified claims, using aesthetic and rhetorical tactics to evade moderation. Second, they post in small, closed groups where members feel predisposed to trust content. Third, they target consumers’ emotional and social needs. Finally, they post high volumes of short, repetitive content to plant “seeds of doubt” and build trust. We discuss the implications these micro-influencers have for misinformation interventions and platforms’ efforts to moderate misinformation.