College of Charleston Professor Studies Strategies to Counter Misinformation

College of Charleston Professor Draws Parallels Between Viral Spread and Misinformation

A new research article by College of Charleston professor Shaon Lahiri reveals striking similarities between how misinformation spreads online and how viruses propagate through populations, offering practical strategies to combat the growing problem of false information in digital spaces.

Lahiri, an assistant professor in the Department of Public Health Sciences and Administration, published his findings in The Conversation, where he explores the viral-like nature of misinformation across social networks. His research shows how false narratives exploit emotional responses and social connections to spread rapidly across online communities.

“Social connections establish pathways of influence that can facilitate the spread of germs, mental illness and even behaviors,” Lahiri explains in his article. “We can be profoundly influenced by others within our social networks, for better or for worse.”

As a social and behavioral scientist specializing in public health, Lahiri’s work focuses on how individual behaviors are shaped by social norms and network dynamics. His research is particularly relevant in today’s digital landscape, where misinformation can quickly reach millions of people and potentially influence real-world behaviors and decisions.

In his analysis, Lahiri draws an intriguing comparison between misinformation and mass psychogenic illness—a phenomenon where physical symptoms spread through groups despite having no identifiable physical cause. While different in nature, both share similar transmission patterns through social networks.

“Mass psychogenic illness is not misinformation, but it gives researchers like me some idea about how misinformation spreads,” Lahiri notes. This comparison provides a framework for understanding how false information gains momentum and credibility as it travels through connected communities.

The research comes at a critical time when concern about misinformation’s impact on public discourse, election integrity, and public health decisions has reached unprecedented levels. Social media platforms continue to grapple with effective moderation policies, while users often lack the tools to identify manipulative content.

Lahiri doesn’t just identify the problem—he offers practical, evidence-based solutions. His article outlines a three-pronged approach to building societal resilience against misinformation. First, he advocates for “predebunking,” a proactive strategy that teaches people to recognize manipulation tactics before exposure, effectively building mental immunity against false narratives.

Second, Lahiri recommends resistance skills training and group reinforcement, which helps establish and maintain norms of critical thinking and skepticism within communities. Finally, he suggests implementing periodic “booster shots” to maintain these skills, similar to how vaccines require boosters to maintain immunity.

“Whether we’re empowering people to resist the insidious creep of online falsehoods or equipping adolescents to stand firm against peer pressure to smoke or use other substances, the research is clear: Resistance skills training can provide an essential weapon for safeguarding ourselves and young people from harmful behaviors,” Lahiri concludes.

The implications of Lahiri’s research extend beyond academic circles. His findings could inform how educational institutions, media organizations, and technology companies approach the growing challenge of misinformation. By framing the problem in familiar public health terms, Lahiri makes complex information science concepts accessible to broader audiences.

The College of Charleston, where Lahiri conducts his research, continues to be a center for innovative approaches to contemporary societal challenges, with faculty regularly contributing to national conversations on critical issues.

Lahiri’s complete article is available on The Conversation’s website, where it joins a collection of expert analyses aimed at bringing academic research to public attention.