Seven Types of Individuals Who Initiate and Propagate Viral Misinformation

Conspiracy theories, misinformation and speculation about coronavirus have flooded social media. But who starts these rumours? And who spreads them?

BBC specialist reporter Marianna Spring and the BBC Trending team have conducted an extensive investigation into the origins and propagation of COVID-19 misinformation, analyzing hundreds of misleading stories that have circulated since the pandemic began.

Their research reveals seven distinct profiles of individuals who create and disseminate false information about the coronavirus, each with different motivations and methods.

The investigation comes at a critical time when health authorities worldwide continue to battle not just the virus itself, but what the World Health Organization has termed an “infodemic” – an overabundance of information, both accurate and false, that makes it difficult for people to find trustworthy guidance when needed.

“Understanding who spreads misinformation and why is crucial to combating it effectively,” Spring noted during her investigation. “What we’ve found is that there isn’t just one type of person responsible – it’s a complex ecosystem of different actors with varying intentions.”

The profiles identified range from deliberate bad actors seeking financial or political gain to well-meaning individuals who share false information out of genuine concern for their communities. The investigation also found that many coronavirus conspiracy theories cross political divides, attracting believers from various ideological backgrounds.

Social media platforms have become the primary battleground for this information war. Despite efforts by companies like Facebook, Twitter, and YouTube to label or remove misleading content, false narratives continue to spread rapidly, often morphing and adapting to evade detection.

Public health officials have expressed concern about the real-world impact of such misinformation. Several countries have reported incidents of individuals refusing to follow health guidelines or rejecting vaccination based on false claims they encountered online. In some cases, misinformation has led to dangerous behaviors, including the consumption of harmful substances falsely promoted as coronavirus cures.

The BBC investigation also revealed how coronavirus misinformation often piggybacks on existing conspiracy theories or exploits genuine concerns about government overreach, creating a more complex challenge for fact-checkers and authorities trying to promote accurate information.

“What makes coronavirus misinformation particularly dangerous is how it exploits uncertainty,” explained one digital media expert consulted for the BBC report. “During a pandemic, when scientific understanding is evolving and governments are making difficult decisions with imperfect information, the environment is ripe for alternative narratives to take hold.”

The research shows that misinformation spreads most effectively when it contains a kernel of truth or connects to legitimate concerns, making it more believable to audiences already primed to be skeptical of official sources. This “information laundering” makes debunking particularly challenging.

Spring’s investigation also explored the psychological factors that make people vulnerable to misinformation, including confirmation bias, the need for simple explanations during complex crises, and the powerful emotional pull of content that generates fear or outrage.

Media literacy experts have praised the BBC’s approach of focusing on the human element behind misinformation rather than just debunking individual claims. “Understanding the motivations and types of people who spread misinformation helps us develop more targeted interventions,” said one academic specializing in digital media literacy.

As the pandemic continues to evolve, the battle against misinformation remains a critical component of the global public health response. The BBC’s investigation provides valuable insight into this ongoing challenge, highlighting the need for multifaceted approaches that address both the content of misinformation and the human factors that drive its creation and spread.

The full investigation, including detailed profiles of the seven types of misinformation spreaders, has been published as part of the BBC’s ongoing coverage of the coronavirus pandemic and its wider societal impacts.