1) Satire or Parody – sites such as The Onion or Daily Mash publish fake news stories as humorous attempts to satirize the media but have the potential to fool when shared out of context.
2) Misleading news that’s sort of true but used in the wrong context – selectively chosen real facts that are reported to gain headlines, but tend to be a misinterpretation of scientific research.
3) Sloppy reporting that fits an agenda – news that contains some grains of truth that are not fully verified, which are used to support a certain position or view.
4) Misleading news that’s not based on facts, but supports an ongoing narrative – news where there is no established baseline for truth, often where ideologies or opinions clash and unconscious biases come into play. Conspiracy theories tend to fall here!
5) Intentionally deceptive – news that has been fabricated deliberately to either make money through a number of clicks, or to cause confusion or discontent, or as sensationalist propaganda. These stories tend to be distributed through imposter news sites designed to look like ‘real’ news brands, or through fake news sites. They often employ videos and graphic images that have been manipulated in some way.
Why does it matter to brands? It’s prudent if we’re all able to recognize what’s fake and what’s not. Certainly for our own peace of mind, but more importantly it doesn’t take too much imagination to see a scenario where your brand becomes the victim. Unlike Marc Anthony, if you don’t want your reputation trashed it’s important that you are able to identify, differentiate and manage real and fake news.
We’ve already seen brands like Kellogg’s, Allstate and Warby Parker get an unexpected Christmas present in the form of their customers objecting to programmatic ad placements on Breitbart.com, an US ultra-right wing site with a history of disseminating fake news. Kellogg’s in particular saw its social media sentiment fall by 75% and its share price drop after Breitbart took umbrage at them pulling their ads, and started their own campaign #DumpKelloggs.
The spread of blatantly false information about PepsiCo, including fake quotes from the CEO, saw their stock price fall by 3.75% immediately and remain depressed for some time after. New Balance had its brand message taken out of context and ended up flat bang in the middle of the deeply divisive US presidential election, being hated by both sides.
Answers & Comments
Answer:
1) Satire or Parody – sites such as The Onion or Daily Mash publish fake news stories as humorous attempts to satirize the media but have the potential to fool when shared out of context.
2) Misleading news that’s sort of true but used in the wrong context – selectively chosen real facts that are reported to gain headlines, but tend to be a misinterpretation of scientific research.
3) Sloppy reporting that fits an agenda – news that contains some grains of truth that are not fully verified, which are used to support a certain position or view.
4) Misleading news that’s not based on facts, but supports an ongoing narrative – news where there is no established baseline for truth, often where ideologies or opinions clash and unconscious biases come into play. Conspiracy theories tend to fall here!
5) Intentionally deceptive – news that has been fabricated deliberately to either make money through a number of clicks, or to cause confusion or discontent, or as sensationalist propaganda. These stories tend to be distributed through imposter news sites designed to look like ‘real’ news brands, or through fake news sites. They often employ videos and graphic images that have been manipulated in some way.
Why does it matter to brands? It’s prudent if we’re all able to recognize what’s fake and what’s not. Certainly for our own peace of mind, but more importantly it doesn’t take too much imagination to see a scenario where your brand becomes the victim. Unlike Marc Anthony, if you don’t want your reputation trashed it’s important that you are able to identify, differentiate and manage real and fake news.
We’ve already seen brands like Kellogg’s, Allstate and Warby Parker get an unexpected Christmas present in the form of their customers objecting to programmatic ad placements on Breitbart.com, an US ultra-right wing site with a history of disseminating fake news. Kellogg’s in particular saw its social media sentiment fall by 75% and its share price drop after Breitbart took umbrage at them pulling their ads, and started their own campaign #DumpKelloggs.
The spread of blatantly false information about PepsiCo, including fake quotes from the CEO, saw their stock price fall by 3.75% immediately and remain depressed for some time after. New Balance had its brand message taken out of context and ended up flat bang in the middle of the deeply divisive US presidential election, being hated by both sides.
Explanation: