Disinformation as Cultural Narrative: Conceptualizing Disinformation as Cross-Platform, Identity-Affirming, Cathartic Stories

Rather than framing disinformation as false facts which can be countered by true facts, we propose a model of disinformation as narrative by tracing three case studies of successful disinformation across Facebook and Twitter. As stories, disinformation disseminates throughout culture and exists at all levels of media and across genres. Using a dataset of content hosted on URLs shared widely on social media corresponding to U.S. left, right, and nonpartisan examples of disinformation, we examine how successful disinformation circulates as narratives across platforms and genres. We find that all three case studies meet the formal criteria of narrative, and that narrative is intrinsically emotional and moral, providing catharsis for those who share it. Understanding that successful disinformation narratives are enforced by cultural forces, are intrinsically linked to identity, and hold deep emotional resonance for those with whom they resonate has vast implications for responding to and countering them.