The Misinformation Ecosystem on Social Media: Its Spread, Impacts, and the Roles of the Southern Consumer Network
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Abstract
This research aims to investigate the situation regarding the spread of misinformation and its impacts, as well as the role of the Southern Consumer Network (SCN). The study employed a mixed-methods approach, including content analysis of 87 misinformation items and focus group discussions with SCN members selected via purposive sampling, followed by thematic analysis to identify key issues. The study found that although most misinformation concerned general issues, financial and loan problems were the most prevalent among the cases violating consumer rights, followed by exaggerated claims about health products. The impacts of misinformation were found in three dimensions: financial impacts, loss of opportunity, and social and psychological impacts. Regarding its operational role, the SCN uses surveillance mechanisms in social media spaces, data verification, and communication to debunk information and reduce conflict in social media groups. Based on these findings, a problem management model was synthesized as the S-V-C-R Model to strengthen the network in managing misinformation problems, consisting of Surveillance, Verification, Communication, and Resilience building for community members.
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