The Rules of Contagion

lunchtime show. More coverage would follow. I’d end up reaching an
audience of millions, all from that one initial story.
My experience was a harmless, if surreal, accident. But others
have made a strategic effort to exploit media feedback effects. This is
how false information can spread widely, despite the fact that most of
the public avoid fringe websites. In essence, it’s a form of information
laundering. Just as drug cartels might funnel their money through
legitimate businesses to hide its origins, online manipulators will get
credible sources to amplify and spread their message, so the wider
population will hear the idea from a familiar personality or outlet
rather than an anonymous account.
Such laundering makes it possible to influence debate and
coverage surrounding an issue. With careful targeting and
amplification, manipulators can create the illusion of widespread
popularity for specific policies or political candidates. In marketing,
this strategy is known as ‘astroturfing’, because it artificially mimics
grassroots support. This makes it harder for journalists and politicians
to ignore the story, so eventually it becomes real news.
Of course, media influence isn’t a recent development; it’s long
been known that journalists can shape the news cycle. When Evelyn
Waugh wrote his 1938 satirical novel Scoop, he included a tale about
a star reporter named Wenlock Jakes, who is sent to cover a
revolution. Unfortunately, Jakes oversleeps on his train and wakes up
in the wrong country. Not realising his mistake, he makes up a story
about ‘barricades in the streets, flaming churches, machine guns
answering the rattle of his typewriter’. Other journalists, not wanting to
be left out, arrive and concoct similar stories. Before long, stocks
plummet and the country suffers an economic crash, leading to a
state of emergency and finally a revolution.
Waugh’s tale was fictional, but the underlying news feedback he
describes still occurs. However, there are some major differences
with modern information. One is the speed with which it can spread.
Within hours, something can grow from a fringe meme into a
mainstream talking point.[108] Another difference is the cost of
producing contagion. Bots and fake accounts are fairly cheap to
create, and mass amplification by politicians or news sources is