Statement of Perspective
I wrote this piece after realizing how easily misinformation can distort even the most well-intentioned causes. I’ve seen social movements I care about lose credibility overnight because of one misleading post or exaggerated claim. Online, information spreads faster than reflection, and truth often becomes just another trending topic. That cycle frustrated me, but it also made me curious about how activists and audiences could push back against it.
This piece came from that space of frustration and hope. I wanted to unpack how false narratives not only damage public trust but also distract from real issues that need attention. The #SaveTheAmazon case especially stood out to me because it showed how even passion can backfire when accuracy is ignored. Writing about it made me more aware of my own responsibility as a digital consumer—to pause before reposting, to check sources, and to value truth over virality.
Ultimately, this isn’t just an article about misinformation; it’s a reminder that honesty is activism too. The goal isn’t to silence emotion or urgency, but to make sure that the movements we amplify online are as credible as the causes they stand for.
“Clickbait to Chaos”
In the modern, digital era to which we have evolved, the instant and uncontrollable spread of misinformation has become an urgent concern, as its consequences ripple throughout everything from political campaigns to social movements. With the power to misconstrue narratives, polarize viewers, and erode trust, misinformation has become a key challenge for movements today, especially when it comes to those striving to make impacts through social media. Recognizing the detrimental consequences of the spread of false media is the first step in protecting your cause.
The Erosion of Credibility
Misinformation not only introduces false narratives, but it often undermines campaigns by distracting, confusing, and polarizing audiences. By exploiting algorithms that prioritize sensationalism over veracity, these falsehoods are easily spread to the masses by any opponents to your cause. These claims can often spread so fast that they can rapidly overshadow all other efforts of your campaign, easily reshaping public opinion about your cause.
For most campaigns and activism, public trust is everything. So, when inaccurate or manipulative content circulates, it threatens the voice of your platform, message, and cause. Even misinformation that is unrelated to your cause could affect your impact, as research has shown that repeated exposure to fake news lowers trust in all media, making it more difficult for the public to call campaigns credible 1.
Social Media: A Double-Edged Sword
Social media’s ability to spread information at lightning speeds and amplify one’s voice can be both a blessing and a curse. Unfortunately, with platforms prioritizing content based on virality rather than veracity, this feature of social media makes it a key spreader of misinformation. A USC study found that just 15% of the most habitual news sharers were responsible for spreading about 30% and 40% of fake news2. For campaigns, this reveals just how rapidly false narratives can spread and the domino effect that a single share can have, overshadowing your message and diverting attention.
Case Study: #SaveTheAmazon Movement
In 2019, during the global #SaveTheAmazon movement, images of wildfires and deforestation were rapidly spread across social media, rapidly gaining virality. However, many of these images were actually outdated or unrelated, and were meant to simply sensationalize the issue. For example, a decades-old image of a fire in Montana went viral as a false depiction of the Amazon rainforest3.
Although this image brought a lot of important attention to the environmental justice issue, when the public found out the image was misattributed, their trust in the movement's credibility was severely eroded. Activists faced criticism for relating on misleading visuals, giving those who were already skeptic another excuse to question the movement’s legitimacy. Moreover, this situation distracted from the cause, as debates over authenticity overshadowed the urgency of preserving Indigenous land rights and combating environmental destruction.
This example demonstrates how just a small piece of clickbait - even when well intentioned - can undermine a movement's efforts, breaking public trust and misdirecting energy from meaningful action.
Turning Chaos into Clarity
Combating the chaos caused by misinformation is no easy task, but here are some simple strategies to help your cause stay resilient in the face of misinformation.
Fact-Check: Verify everything before you share to maintain your credibility.
Educate: Teach audiences to avoid sensationalism and recognize trustworthy sources.
Ally: Partner with credible voices to increase legitimacy.
Narrate: Control the narrative by sharing updates to preempt misinformation.
Respond: Address falsehoods quickly and transparently, reaffirming the truth.