Academic Expert Outlines Strategy to Combat Disinformation: Read Before Reacting

In an era of digital information warfare, caution can be the most powerful tool at our disposal, according to a prominent media analytics expert based in Qatar.

Dr. Marc Owen Jones, Associate Professor of Media Analytics at Northwestern University in Qatar, believes that while technology facilitates the rapid spread of disinformation during geopolitical crises, the solution lies in human behavior.

“Disinformation spreads because people share information faster than it can be verified,” Jones told The Peninsula in a recent interview. “Interrupting that cycle does not require technical expertise. It simply requires a moment of caution.”

The speed at which information travels in today’s interconnected world presents a significant challenge. Research indicates that false information—particularly content designed to shock or provoke strong emotions—often spreads more rapidly than verified facts. This pattern becomes especially problematic during international conflicts or crises when uncertainty runs high and reliable information takes time to emerge.

“During moments of geopolitical tension, uncertainty is high and reliable information can take time to emerge. People want answers quickly—what happened, who is responsible, is it safe?” Jones explained. “When clear information is scarce, speculation fills the gap, and social media accelerates this process.”

The problem has grown more complex with advances in artificial intelligence. Deepfakes and manipulated media increasingly circulate during conflicts, making it harder for the average person to distinguish authentic content from sophisticated fabrications.

Jones points to the economics of social media platforms as part of the problem. “Platforms tend to reward posts that generate strong reactions including fear, anger, shock, outrage, because those emotions drive engagement and sharing. In other words, emotional content makes more money for Big Tech.”

Not all misinformation stems from malicious intent. Jones notes that innocent sharing of outdated videos or repetition of unverified rumors contributes significantly to the problem. However, crises also attract deliberate bad actors ranging from anonymous accounts to politically motivated influencers who circulate false or exaggerated claims to advance specific agendas.

The consequences can extend beyond mere confusion. “False claims can make already tense situations worse,” Jones warned. In some cases, he suggests that creating confusion is precisely the goal. “If audiences become overwhelmed by competing claims, the truth becomes harder to identify, and trust in reliable sources begins to erode.”

Addressing this challenge requires a multi-faceted approach. Governments play a crucial role by providing clear, timely communication during crises to prevent information vacuums that rumors can fill. In Qatar, authorities have emphasized the importance of relying on verified information during periods of regional tension, utilizing tools such as phone alerts to keep residents informed through official channels.

The media bears significant responsibility as well. “Responsible journalism, verifying claims before publishing them and correcting misinformation when it appears helps stabilize the information environment when social media is flooded with speculation,” Jones said.

However, Jones places the greatest emphasis on individual responsibility. He recommends a simple but powerful approach: “Don’t share information if you’re not sure where it came from, or if it has been verified. If in doubt, don’t shout it out.”

For everyday social media users, Jones offers practical guidance. He recommends checking sources carefully, being particularly cautious of anonymous accounts, and looking for confirmation from multiple credible outlets before accepting breaking news. He also encourages people to recognize their own biases, as individuals tend to more readily believe information that aligns with existing views.

Perhaps most importantly, Jones advises people to slow down when consuming news—especially during crises. “If something makes you feel an urgent need to share it immediately, that is often a sign that it deserves closer scrutiny,” he said.

In a world where information travels faster than verification, Jones’s message is clear: “Read first. Then react.” This simple principle, if widely adopted, could significantly reduce the impact of disinformation during critical moments of global tension.