Combatting disinformation campaigns by harnessing the power of memes

Hye Jin Yoon (PI) and Yan Huang (Co-PI). “Combatting disinformation campaigns by harnessing the power of memes.” 2024 The Arthur W. Page Center for Integrity in Public Communication for Expanding Theory for Integrity in Public Communication. $9,000. 

Abstract: Disinformation, a form of misinformation, is unique in that the source is aware of its misleading nature and, thus, involves intentional deception. Various disinformation campaigns have hurt the public’s well-being, distorted perceptions of critical social issues, and perpetuated ill-informed decision-making. Memes, an unlikely communication tool not tested in this context, could lower cognitive dissonance and increase correction message acceptance. Through two experiments, this research tests the interaction of a refutation and source attack (vs. refutation-only) content in a meme (featuring disparagement humor) (vs. no meme) format. To test this unique and timely combination, we apply, test, and expand the cognitive dissonance theory (Festinger 1962), often employed in communication research. We expect that with the help of the buffering effect of humorous memes, including source attack in the message (vs. refutation-only), will reduce the affective cognitive dissonance state (CDS) for a covert disinformation source (i.e., oil companies and their plastic recycling disinformation campaign). For a more overt disinformation source (i.e., e-cigarette companies and their product as a healthier choice campaign), we test an alternate affective consonance state (CCS) model in increasing persuasion. Aligning with the Page Center’s focus on ethics and responsibility in public communication, such research and practice will help foster continued action and discussions from all stakeholders, including the public, non-profit, for-profit, and government organizations, in combatting disinformation campaigns.