Understanding disinformation as narratives in the hybrid media ecosystem: Evidence from the US

Utilizing data from a representative survey conducted in four U.S. states in mid-2023, the study explores the prevalence and impact of disinformation narratives. It reveals that narratives frequently appear across different media, enhancing their potential to influence public belief significantly when repeatedly exposed. The findings highlight that increased exposure to disinformation narratives intensifies belief in them, with the content of the narratives playing a critical role in their persuasive power. This study contributes to the literature by: i) highlighting the impact of previous exposure to disinformation narratives, ii) emphasizing the importance of narrative frameworks in disinformation research and suggests that understanding the narrative construction of disinformation can lead to more effective and practical fact-checking interventions. It calls for an adjustment in current strategies to accommodate the complexities of media consumption in a hybrid ecosystem, proposing that a focus on narratives could improve the strategic reach and efficacy of interventions like fact-checking.