Value and vulnerability: a framework for understanding the complexity of misinformation use

Why does misinformation influence some and not others? Vulnerability is often mischaracterized as personal weakness or deficiency, or as susceptibility to “infection” or “pollution”—dehumanizing descriptions that highlight supposed shortcomings of media consumers. We propose a broader perspective that focuses on the value of misinformation to persons, groups, and platforms that adopt or share it. The Vulnerability and Value (VV) framework conceptualizes vulnerability as arising from interconnected scales and systems of valuation. Using a complex adaptive systems framing, we describe how misinformation can generate value for individuals, groups, and platforms. When misinformation spreads successfully, it often does so because it serves purposes that extend beyond veracity. Its spread indicates something significant is at stake for those who believe or facilitate it. A key contribution of the VV framework is to formalize the tradeoff individuals face: whether to question and evaluate misinformation or to accept and share it.