The Multiplier Effect on the Dissemination of False Speeches on Social Networks: Experiment during the Silly Season in Spain

Abstract

Fake News in the media and on social networks have grown exponentially in recent years, forming part of the new strategies of political communication and the dissemination of hate speech. The present work demonstrates in an experimental way the ease of creating and spreading fake news on social networks by putting into circulation, with the collaboration of the TYC communication agency, four false news on different topics without connection to the current news of the moment, following the typology of the so-called summer snakes, during the silly season. Existing profiles on social networks were used, especially on Twitter, as well as the collaboration of influencers for their dissemination. Likewise, complementary online actions were used to analyze the multiplication of reach and interaction, both organically and promoted. The findings confirm the ease of generating and disseminating disinformation on these channels, the high organic interaction obtained, but even more the formidable multiplier effect of up to 10 times its reach thanks to the false content promotion options offered by digital platforms based on a moderate investment in advertising, which is an additional element of controversy on the issue of disinformation in the digital field.