The More You Know: Media and Power

Case Studies from UW Bothell Media & Communication Studies

Will mainstream advertising culture kill the fake-news trend?

Introduction

This article focuses on the mainstream advertising culture will kill fake news trends. This article is about the mainstream advertising can not kill fake news trends, to discuss. This article is divided into two parts, the first part is the analysis, social media in the minds of the American people’s credibility is higher than the mainstream media. The second part analyzes the American people do not trust the impact of mainstream culture and fake news. The authors mentioned that more than half of Armstrong Americans believe that their information on social media sites is reliable. Some people do not trust the mainstream information, some people think that false news has no effect on social media. As mentioned at the end of the article, “Although the serious impact of fake news, advertising on the mainstream media is not likely to kill the culture of fake news since most people are finding it difficult to distinguish between real and fake news, people have little trust In the mainstream media and social media sites are providing more engagement opportunities to the consumers than the mainstream media.”

Will Mainstream Advertising Culture Kill the Fake-News Trend?

According to Armstrong (6 Jan. 2017), fake news has been around from as early as 1835. At the time, false news revolved around issues of political independence. For instance, the publication of the purported massacring of the peaceful citizens by British troops as published by American independence leaders aimed at inciting Americans to expel the British soldiers from America. The invention of social media has seen increased fake stories in the mainstream media. As Armstrong (6 Jan. 2017) report, fake news refers to hoax news or propaganda purporting to be real news. Fake news matters a lot since the news has no journalism standards and are likely to kill the honorable profession of journalism. Fake news crop from people with a particular interest in a matter. Mostly, the main agenda of false news is to mislead for political of financial gain by creating near accurate information mimicking prominent websites. The idea of fake news begs the question “will mainstream advertising culture kill the fake-news trend?”

Based on the inclination towards social media by many people, mainstream advertising will not have the capacity to kill the fake news trend. Firstly, according to Armstrong (6 Jan. 2017), 62% of the American prefer to get news and information from the social media.

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Figure 1: Social media sites (source: Atkins 27 Feb. 2017)

Therefore, based on the trend, advertising on the mainstream media will have little effect on killing the culture of fake news (Atkins 27 Feb. 2017). Besides, the discovery that over 80% of the students cannot differentiate between a real story or fake sponsored stories only emphasizes that mainstream advertising will not kill the culture of false news as learners cannot categorically pick a fake news from real news from the mainstream media (Silverman 14 Dec. 2016). Secondly, most people are actively looking for information that confirms their beliefs. As such, fake news has both the advantages and disadvantages on the psychology of viewers. Most readers and viewers of the fake news are deriving enhanced self-esteem and are moving away from the reality by reading fake news (Atkins 27 Feb. 2017). Therefore, taking the advertising to the mainstream media will have an insignificant effect on killing the fake news trend.

Thirdly, a research study conducted by Gallup (14 Dec. 2016) concluded that most Americans are distrusting information from the mainstream media.

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Fig 2: Americans distrusting mainstream media (Source: Gallup 14 Dec. 2016)

Of the respondents, 60% of them indicated that they have little to no trust in the mass media. Most Americans contend the mass media is confusing guided by the need to make more profits. Therefore, advertising on the mainstream media will have little effect on killing the culture of the fake news. Finally, most consumers are achieving more engagement on the social media sites than on the mainstream media. For instance, Facebook has over billions of users worldwide providing a broad consumer base, which the perpetrators are using the tool to their advantage (Silverman 14 Dec. 2016). Therefore, advertising on the mainstream media will have little impacts on the fake news trend since most people are now accustomed to the social sites.

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Fig 3: Facebook is a crucial platform for hoax news (Source: Armstrong 6 Jan. 2017)

Conclusively, fake news refers to hoax or propaganda news whose agenda is financial gain or political mileage. Fake news trace their origin to as early as 1835 while countries were struggling to achieve independence. The social media sites have enhanced the spread of fake news in the previous months. Despite the serious impacts of fake news, advertising on the mainstream media is not likely to kill the culture of fake news since most people are finding it difficult to distinguish between real and fake news, people have little trust in the mainstream media and social media sites are providing more engagement opportunities to the consumers than the mainstream media.

Works Cited

Armstrong, Stephen. “Pizza, politics and pure fiction: the rise of fake news.” The Telegraph, Telegraph Media Group, 6 Jan. 2017, http://www.telegraph.co.uk/men/thinking-man/pizza-politics-pure-fiction-rise-fake-news/. Accessed 5 Mar. 2017.

Atkins, Larry. “Facts still matter in the age of Trump and fake news.” The Hill, 27 Feb. 2017, thehill.com/blogs/pundits-blog/media/321406-facts-still-matter-in-the-age-of-trump-and-fake-news. Accessed 5 Mar. 2017.

Gallup. “Americans’ Trust in Mass Media Sinks to New Low.” 14 Dec. 2016, http://www.gallup.com/poll/195542/americans-trust-mass-media-sinks-new-low.aspx

Silverman, Craig. “Fake News Expert On How False Stories Spread and Why People Believe Them.” NPR, NPR, 14 Dec. 2016, http://www.npr.org/2016/12/14/505547295/fake-news-expert-on-how-false-stories-spread-and-why-people-believe-them. Accessed 5 Mar. 2017.

Propaganda, Advertising, and Fake News. Below is Two Scholarly Articles’ Annotations.

Carson, James. “What is Fake News? Its Origins and how It is Grew Under Donald Trump.” The Telegraph, 24 Feb. 2017, telegraph.co.uk/technology/0/fake-news-origins-grew-2016/. Accessed 27 February 2017.
The article of James Carson (2017) compares fake news and propaganda as well as analyzes their utilizing in advertising. Carson states that distorting the truth for political reasons is not new.The author of the article James Carson published the article soon after the inauguration of Donald Trump to explain the public the meaning of the phrase “fake news”, which the American leader often uses. Although it is unknown if the article was influential, it requires some attention because it explains the real intentions of fake news’ creators. Besides, it helps to understand the similarities and differences between fake news and propaganda and the use of fake news in advertising.

Dobson, Kathy, and Jeremy Hunsinger. “The Political Economy of WikiLeaks: Transparency and Accountability through Digital and Alternative Media.” Interactions: Studies in Communication & Culture, vol. 7, no. 2, 2016, pp.217-233.
The main arguments of the article of Kathy Dobson and Jeremy Hunsinger (2016) are prevalence of fake news in traditional media and the use of alternative media for raising political policy like transparency and accountability of the government. Besides, the authors carefully analyze the case with the U.S. Army in Iraq. The journalists of traditional media provided wrong data about the event and only revealing video on WikiLeaks allowed to see the real facts. The article is primary written to the public to encourage them to participate in creating own media content. The article was published in 2016 and it was particularly influential and it is useful because it analyzes the real case and helps to understand the easiness of creating fakes. It also allows to understand the research topic by demonstrating how the government and traditional media create propaganda and fake news.

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