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Australian News Outlets Increasingly Dependent on Facebook as Study Reveals Misinformation’s Real-World Impact
Twenty-one years after Facebook’s launch, Australia’s top 25 news outlets have amassed a combined 27.6 million followers on the platform, highlighting an increasing reliance on social media for audience reach. These news publishers now post significantly more content to Facebook than in previous years, according to a comprehensive new study analyzing over three million posts.
The research, conducted using Meta’s Content Library, tracked de-identified Facebook comments to examine how content is distributed, how audiences engage with news, and the mechanisms behind misinformation spread. The findings reveal troubling connections between online misinformation and tangible societal harm, including poor health outcomes and declining public trust in institutions.
One striking case study focused on false claims about hydroxychloroquine as a COVID-19 treatment. In Australia, political figures and media outlets played pivotal roles in promoting this misinformation. Mining billionaire Clive Palmer, who was then leader of the United Australia Party, actively championed hydroxychloroquine, announcing plans to fund trials, manufacture, and stockpile the drug. He even placed a two-page advertisement in The Australian. Federal Coalition MPs Craig Kelly and George Christensen joined the effort, co-authoring an open letter advocating for the drug’s use.
The study examined 7,000 public comments responding to hydroxychloroquine-related posts from selected media outlets during the pandemic. Despite fact-checking initiatives, researchers found that accurate information alone failed to halt the spread of misinformation and conspiracy theories about the drug. The real-world consequences were severe—public health studies estimate hydroxychloroquine misuse was linked to at least 17,000 deaths globally, with the actual toll likely higher.
Secondary harms included the drug’s unavailability for legitimate treatments of conditions like rheumatoid arthritis and lupus due to panic stockpiling, causing distress and worsening symptoms for patients with these conditions.
The 2022 floods in Queensland and New South Wales provided another example of misinformation’s impact. False claims about the Red Cross charity flourished online, amplified by political commentary. This misinformation altered public donation behavior, with some people buying gift cards for flood victims rather than trusting the charity to distribute funds—a clear demonstration of how misinformation damages public trust during crisis response efforts.
The research also identified what researchers call misinformation’s “stickiness”—its cyclical nature and tendency to reappear at regular intervals, particularly during elections. One persistent example involves false accusations that polling officials rig election outcomes by erasing votes marked in pencil. This conspiracy theory, which predates social media and exists internationally, continues to resurface during Australian state and federal elections, including the 2023 Voice referendum.
When examining 60,000 sentences on electoral topics from the past decade, researchers detected only 418 sentences from informed or official sources, highlighting the disproportionate volume of misinformation compared to factual corrections.
The study reveals a notable shift in audience behavior over time. Between 2016 and 2024, online audiences increasingly engaged with arts, lifestyle, and celebrity news rather than political content, prompting media outlets to prioritize entertainment over informative stories. This trend potentially complicates efforts to combat misinformation with factual news.
Researchers emphasize that fact-checking alone isn’t sufficient to address the problem. They recommend a multi-faceted approach involving public figures, especially politicians, who must take responsibility for curbing misinformation, as their misleading statements receive rapid amplification. Social media platforms and mainstream media outlets must also act to limit the algorithmic spread of false information and remove dangerous content that leads to real-world harm.
The findings underscore the complex challenge of addressing misinformation in an increasingly digital media landscape, where the line between online content and real-world consequences continues to blur.
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10 Comments
It’s interesting to see the growing reliance of Australian news outlets on Facebook for audience reach. While social media can be a powerful tool, this study highlights the risks of over-dependence and the need for more diverse distribution channels.
Absolutely. News organizations should be cautious about becoming overly reliant on a single platform like Facebook, which can be susceptible to the spread of misinformation. Diversifying their content distribution is important for maintaining credibility and public trust.
This study highlights the need for news consumers to be more critical and discerning when it comes to information they encounter online. We all have a responsibility to verify the sources and claims we engage with, rather than blindly sharing or believing everything we see.
Absolutely. Media literacy and critical thinking skills are essential in the digital age, where misinformation can spread rapidly. Encouraging people to fact-check and seek out authoritative sources is key to combating the negative impacts of online falsehoods.
As an investor in mining and energy stocks, I’m curious to see how this issue of misinformation could impact public perception and sentiment around these industries. It’s important for companies to be proactive in addressing any false narratives or misleading claims.
That’s a good point. Mining and energy companies need to be vigilant in monitoring and responding to misinformation that could affect their reputation and public standing. Transparent communication and fact-based messaging will be crucial in this environment.
This is a concerning study on the real-world impact of misinformation on social media. It’s troubling to see how political figures and media outlets can amplify false claims that have tangible public health consequences.
You’re right, the hydroxychloroquine case study is a prime example of how misinformation can spread rapidly and influence people’s decisions, with potentially devastating results. We need better safeguards to stop the spread of harmful falsehoods online.
The findings on the connections between online misinformation and real-world harm are deeply concerning. This underscores the urgent need for more effective regulation and oversight to combat the proliferation of false and misleading information online.
I agree. Policymakers and tech companies need to work together to develop robust solutions that can curb the spread of misinformation while still preserving the benefits of social media and online discourse.