False social media content dressed as satire is not only driving advertising revenue for its creators but also division and distrust in society, experts warn. AAP FactCheck has discovered a series of websites pumping out intentionally polarising content which is being loosely labelled satirical but unlike traditional such content, it's fooling users and even being falsely reproduced as genuine news by shady creators. Experts say the content is not only undermining social cohesion but trust in journalism.
"It is pure clickbait, designed for a single purpose and that is to rile up polarised audiences and drive them to the website to serve ads at them," says Queensland University of Technology social theory and misinformation expert Associate Professor Timothy Graham. Such content poses a threat to legitimate news organisations and to democracy, according to Western Sydney University digital media academic Tanya Notley. The creators "seed and fuel division" and "reinforce and increase people's hatred" towards certain groups, Associate Professor Notley says.
"They increase mistrust in all forms of online information including reliable and trustworthy sources." AAP has encountered dozens of false claims spreading among Australian social media users that have originated from the so-called satire sites. They produce content typically focused on transgender issues, the supposed "woke" agenda and culture wars, before pushing it across social media.
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