Look at what the real facts and experts say! The use of expert references and objectivity claims in disinformation: A qualitative exploration and typology

The popular assumption that mis- and disinformation are distinguishable from true information based on easy-to-identify content features is challenged in an online context where multiple claims of truthfulness compete for legitimacy. When conventional and alternative narratives both rely on seemingly objective and fact-based truth claims, it is difficult for citizens to separate false from true information. In this setting, we rely on an inductive qualitative analysis of social media and alternative media platforms to explore how mis- and disinformation refer to expertise and objectivity. Our main findings suggest that expertise and objectivity in mis- and disinformation can be legitimized by (1) quoting or involving message-congruent alternative experts; (2) selectively decontextualizing or quoting established experts; (3) contrasting ‘honest’ alternative experts/critical citizens to ‘dishonest’ established experts; (4) emphasizing people-centric expertise, common sense, and critical thinking as foundations of truth-telling; and (5) referring to visual information and lived experiences as direct reflections of reality. The typology aims to inform empirical research on the detection of mis- and disinformation and can be applied in the design of interventions to raise awareness about how false information signals legitimacy.