Ivory Tower: ISB study shows surge in fake news & deepfakes

A new study conducted by the Indian School of Business (ISB) and Cyber Peace titled ‘Fact-Checking India: Identifying the Spread of Fake News and Policy Recommendations for Combating Misinformation’, reveals a significant rise in fake news and deepfake concerns in the country, with social media emerging as the primary vector of misinformation. The research, focusing on user behaviour and perceptions, provides crucial insights into the spread of misinformation and its impact on various segments of Indian society. Fake news encompasses various types of false stories or news primarily published and distributed on the Internet to purposely mislead, deceive or lure readers for financial, political, brand-damaging or other gains. It can manifest in diverse forms, such as news satire, news parody, fabrication, manipulation, propaganda, and advertising. Fake news can be categorised into different forms, such as (i) text data (i.e. articles, written posts, blogs); (ii) multimedia content like images, video, audio and graphics found in fake texts, photos, video and audio files; (iii) hyperlinks connecting different sources, such as websites, snapshots, sound clips; (iv) audio as a standalone category, such as podcasts. Fake news can manifest in different forms, each with its unique characteristics and implications. The spread of fake news has surged in recent years, particularly across platforms like WhatsApp, Facebook, and YouTube, which facilitate rapid and wide-reaching information sharing. In recent years, Indian consumers have become increasingly susceptible to fake news and deepfakes. As of March 2024, India has over 820 million active Internet users, with 442 million from rural parts of the country. Internet penetration continues to grow, increasing 8% year-on-year, with 33.4% of the Indian population engaged on social media. With 398 million users aged 18 and above — representing 40.2% of the population — the digital ecosystem exerts a significant influence on various aspects of Indian society, including connectivity, access to information, social interaction and entertainment. The study analysed a substantial number of fake news stories, revealing that political fake news accounts for the most significant share (46%), followed by general issues (33.6%) and religion (16.8%). These three categories alone represent 94% of the total fake news instances analysed. Social media platforms are the dominant source of misinformation, responsible for 77.4% of cases compared to just 23% originating from mainstream media. Twitter (61%) and Facebook (34%) were identified as the leading platforms for spreading fake news. A survey component of the research highlighted that 74.89% of Indian consumers primarily rely on social media for news, showcasing a strong preference (68.21%) for video content. Facebook emerged as the most popular platform for news consumption. The study also identified demographic vulnerabilities to fake news. Younger individuals (18-24 years old), those from low-income households (earning less than Rs 2,000) and individuals with lower educational attainment were found to be more susceptible to believing and sharing misinformation without verification. “This study underscores the urgent need for a comprehensive approach to combatting misinformation,” said Prof Manish Gangwar, Executive Director, ISB Institute of Data Science. “We need to focus not just on technological solutions but also on enhancing media literacy, improving reporting mechanisms and fostering responsible online behaviour.” As India continues to embrace digital technologies and social media platforms, fostering a culture of digital citizenship, critical thinking and ethical online practices will be crucial in leveraging the power of the internet for positive social, economic and cultural development. Therefore, understanding the trends and patterns in the spread of fake news and consumer perceptions of it is vital. The ISB-Cyber Peace study emphasises the crucial role of media literacy programmes, stronger reporting mechanisms and collaborative efforts among policymakers, educators and organisations in addressing the challenges posed by fake news and deepfakes.