menu szukaj
Weekly Online Magazine
ISSN 2544-5839

new articles each monday
zamknij
Work In Media

29.05.2023 Media industry

Fake News and Disinformation in Poland. Scale, Impact and Future

Bartłomiej Dwornik

Where do the sources of disinformation lie, and how large is the scale of this wave? Why are we so susceptible to false information, and what role do traditional media play in this puzzle? Let’s shed some light on these issues and face the question: can the battle against the flood of disinformation still be won?

Poczytaj artykuł wydanie polskie w wydaniu polskim

Studies and analyses on disinformation and the fake news wave are regularly published. Most of them—globally—conclude that the largest audience and most traction for fake news come via social media.

Research published in February 2023 by Digital Poland illustrates how effective this channel is for spreading falsehoods:

  • Fake news is 70% more likely to be shared.
  • As a result, false information spreads six times faster than the truth.

The Most Effective Tool, the Most Resonant Topics


This is an overwhelming difference. The scale of the threat becomes even clearer when these figures are compared to the results of another study, conducted in November 2022 by Wise Rabbit for Clue PR. It examined the sources of information about global events for Poles aged 15-25:

Sources of Information on Global Events for Ages 15-25


Fake news and disinformation in Poland. Sources of information on global events for ages 15-25source: Wise Rabbit for Clue PR

SELF PROMOTION. Got a minute? Find out our #59sec REPORT on Youtube

For older age groups, the proportion shifts slightly in favor of traditional media, but social media still accounts for a significant share in nearly every group. This translates to the next set of data, although these should be taken with a degree of caution. They may be underreported to an unknown extent.

These figures pertain to self-reported encounters with content identified as fake news. At least as perceived and recognized by the audience:

  • 82% of people admit encountering it.
  • 25% claim to see it several times a month.
  • 20% encounter it weekly.
  • 15% see it daily.

The data published by Digital Poland are declarative. It is impossible to determine how many false pieces of information bypass the audience`s defense mechanisms and take root in their unconscious. However, we do know the thematic areas from which debunked fake news originates. The most popular topics in recent months are:

  • 52% - climate and energy
  • 44% - health
  • 20% - politics

Anti-Ukrainian Propaganda


The last topic has gained infamous popularity over the past months. It is tied to the war in Ukraine and the refugee crisis caused by Russian aggression. This aspect is regularly examined by the Institute of Media Monitoring and the fact-checking portal Demagog. Recent data from April 2023 reveal the following:

  • Polish social media see approximately 60,000 anti-Ukrainian propaganda posts monthly.
  • This averages to 80 posts per hour.
  • In April 2023, NASK analysts identified about 1,600 accounts responsible for spreading false information.

SELF PROMOTION. Listen to the story of Vanuatu Daily Post. Discover our #mediaHISTORYpodcast

According to the NASK report, many of these accounts previously flooded the internet with false information about vaccines and the COVID-19 pandemic. Traces often lead beyond Poland`s eastern border.

This thread is closely followed and reported by Debunk.org. Their latest findings from May 2023 reveal:

  • In 2022, the Russian Federation allocated 143 billion rubles to propaganda media.
  • This amounts to 1.9 billion US dollars.
  • The original budget was exceeded by 25%.

SWAMPED. Russian Disinformation Techniques


The EU’s East StratCom Task Force, which identifies disinformation from outside the EU, has outlined the methods used by the Kremlin to spread disinformation globally, including in Poland. These techniques are summarized under the acronym SWAMPED:

Fake news and disinformation in Poland. SWAMPEDsource: EUvsDisinfo

  • S for Strawmen:
    Attack views or ideas, never expressed by the target..
  • W for Whataboutism:
    Deflecting accusations by changing the subject: "Why aren`t you addressing...?"
  • A for Attack:
    Using harsh language to discourage opponents.
  • M for Mockery::
    Using sarcasm to belittle opponents.
  • P for Provocations:
    Making provocative, baseless claims.
  • E for Exhaust:
    Overwhelming opponents with details and technicalities.
  • D for Denial:
    Flatly deny any evidence.

These techniques share a common trait: they exclude any possibility of dialogue. More about these disinformation techniques can be read at https://euvsdisinfo.eu/modus-trollerandi-part-5-provocations/

advertisement
Work In Media

How to Defend?


The most common advice for defending against fake news boils down to limited trust, verification, and fact-checking. Confirming the credibility of sources, authors, images, and videos. Following trusted media and visiting fact-checking platforms to verify critical information in the public space.

However, two additional problems arise. First, as consumers, we are not particularly interested in verifying doubtful information. Eurostat data from 2021 highlight this clearly:

Fake news and disinformation in Poland. Fact-checking in practicesource: Eurostat

Only one in four EU residents claims to have verified the truthfulness of information found on social media or elsewhere on the internet. In Poland, this percentage is far below the EU average—just 16%.

Trust Lost?


In Poland, there is an additional challenge: a crisis of trust in traditional media. These media should help verify the truthfulness of information but are increasingly seen as sources of fake news themselves. This is often due to political bias or insufficient research, which sometimes makes them victims of fake news.

SELF PROMOTION. Listen to the story of Vanuatu Daily Post. Discover our #mediaHISTORYpodcast

As a result, Poles` trust in traditional media is at an all-time low. According to the Reuters Institute for the Study of Journalism, nearly 60% of Poles distrust traditional media as a source of information.

Trust in Traditional Media in Poland


Fake news and disinformation in Poland. Trust in traditional mediasource: Reuters Institute for the Study of Journalism

Is there still hope to win the battle against disinformation? There’s no clear answer. We are at a point where we can only report: Houston, we have a problem! And we’re not even sure if Houston can be trusted—or who they even are....

* * *
* * *
This article is based on materials prepared for the conference MEDIA STUDIES AND PERSPECTIVES 4: Media and Journalism of the Future by the Institute of Journalism and Social Communication at the University of Wrocław. Thanks to the Polish branch of European Journalism Observatory for the invitation to the panel "EUROPEAN MEDIA LANDSCAPE AFTER THE TWO CRISES."

Share the article:

dodaj na Facebook prześlij przez Messenger dodaj na Twitter dodaj na LinkedIn

COMMERCIAL BREAK
Reporterzy.info on Google News

New articles in section Media industry

Equality and Diversity in Media: European Broadcasting Union Report

KFi
European public media are increasingly focusing on diversity, equality, and inclusion (DEI) as the foundation of their operations. Public broadcasters in Europe are implementing diversity strategies - both in content and within their teams. The findings from the report are clear: although progress is visible, many challenges remain.

How the Media Talk (or Stay Silent) About Climate. Reuters Institute Report

Krzysztof Fiedorek
Although climate change is becoming increasingly noticeable worldwide, the media have failed to maintain growing interest in the topic. The report "Climate Change and News Audiences 2024" shows that audience engagement with climate topics has remained almost unchanged for several years.

Clickbait Uncovered. How Online Headlines Evolved Over 25 Years

Krzysztof Fiedorek
Researchers from the Max Planck Institute analyzed 40 million headlines from the past 25 years. They are getting longer, more emotional, and negative, with a clear influence of clickbait style. Even reputable media use strategies and tricks to grab attention.


See articles on a similar topic:

Violence in Media and Child Rearing

Małgorzata Więczkowska
The influence of mass media on individuals is now an undisputed fact. There is no place today where this impact on religious, moral, political, social, or educational attitudes cannot be felt.

New Individual Mass Media (Mass Self Communication)

Grzegorz D. Stunża
In the latest issue of "Le Monde Diplomatique," there’s an article by Manuel Castells titled "Individual Mass Media." The author points out that media, once subjective and often party-affiliated (as with newspapers), only briefly moved away from one-sidedness when under various pressures.

Radio, Streaming, and Podcasts. Total Audio 2024 Report about Poland

Krzysztof Fiedorek
Audio content is a daily companion for Poles. According to the Total Audio 2024 study conducted by Adres:Media on behalf of the Radio Research Committee, as many as 90% of respondents listen to audio content at least once a week, and 80% do so daily. The average listening time is nearly five hours per day.

E-commerce Forecasts in Poland. Trends for 2024 and Beyond

Krzysztof Fiedorek
In 2024, e-commerce in Poland is reaching new heights, with an increasing number of consumers regularly shopping online. The report "E-shopping Habits of Poles 2024," prepared by SAMOSEO analysts, analyzes current trends and forecasts the industry's near future.

More in the section: Media industry

community

Facebook LinkedIn X Twitter TikTok Instagram Threads Youtube Google News Blue Sky Social RSS

Reporterzy.info - online media studies magazine. The world of communication from the inside. Media, journalism, PR and marketing. Data, reports, analyses, advice. History and market, law, photography, job offers.


Work in media

United States
New York • Washington DC • Los Angeles • Chicago • Houston • Phoenix • Philadelphia United Kingdom
London • Birmingham • Manchester • Liverpool • Glasgow • Edinburgh Canada
Toronto • Ottawa • Montreal • Calgary Australia
Sydney • Melbourne • Brisbane • canberra Ireland, New Zealand, India

advertisement

Media Review 24/7




Reporter shopping

Reporter shopping

Affordable laptops, notebooks and netbooks
Affordable laptops, notebooks and netbooks
for writing
Digital SLR and compact cameras
Digital SLR and compact cameras
for photographers
Books and e-books about media
Books and e-books about media
for reading
Video drones and flying cameras
Video drones and flying cameras
for pilots
Gimbals for stabilizing video
Gimbals for stabilizing video
for those on the move
Software and apps for creative work
Software and apps for creative work
for digital creators
More occasions

follow us 👉 on Youtube
Watch more 👇
#59sec REPORT SHORTS
Read books and e-books

Read books and e-books

Okładka Understanding Media: The Extensions of Man
Understanding Media: The Extensions of Man
Okładka Media Control. The Spectacular Achievements of Propaganda
Media Control. The Spectacular Achievements of Propaganda
Okładka The 40-Day Social Media Fast
The 40-Day Social Media Fast
Okładka Social Media Marketing All-in-One For Dummies
Social Media Marketing All-in-One For Dummies
Okładka Beyond The Feed: A Social Media Success Formula
Beyond The Feed: A Social Media Success Formula
Okładka Trust Me, I`m Lying: Confessions of a Media Manipulator
Trust Me, I`m Lying: Confessions of a Media Manipulator
more books and e-books

Reporterzy.info

More about us

Our tools and services

Contact


© Dwornik.pl Bartłomiej Dwornik 2oo1-2o25