| They're still the wrong tools. "This is categorically untrue" will still be distrusted and ignored by the people it's meant to reach, because they're not looking for truth. Most social media interactions about status plays, "buy my stuff" grifting, and - most of all - tribal identity politics and affirmations of belonging and identification. With fake news there's also a fair amount of narcissistic contrarianism. All of this passed through an online culture optimised for engagement through dopamine hits, rage, fear, and grudge farming, quick-hit entertainment, and other addictive mechanisms. The real motivation in all of this is emotional self-soothing, not a desire for accurate facts. So gluing "This isn't true" on any of that won't make a difference, because the problem is structural. Fake News is a cultural and emotional exploit. It reflects cultural values, and it needs cultural and psychological defences. Some options include better accountability for mainstream journalism; finding healthier income models that don't rely on addictions and ad tech; teaching media literacy in schools; and generally tidying up online media toxicity at all levels. |