A Comprehensive Review on Countering Rumours in the Age of Online Social Media Platforms

Abstract

The power of rumour spreading in the age of online social media is intimidating. It can incite to insurrection, denigrate people, and damage financial markets, proving catastrophic for society. Despite widespread scholarly research and practice of developing a constellation of counter-rumour strategies, the massive waves of rumours are still sweeping over individuals, organisations, and societal institutions. To systematically tackle this issue, we present a comprehensive review and an epidemic framework to resolve three challenging aspects of rumour dissemination in online social media. First, we identify and explain the various forms of false and unverified information, relevance, and impact. Second, we address how social media can exacerbate the phenomenon of rumour spreading. Using the framework, the classification of rumour disseminating mechanisms on social media, allows us to develop counter-rumour strategies. Finally, we inspect past strategies employed in addressing rumour dissemination and use the framework to explore parallels between epidemic management and addressing rumour. We identify the highly neglected aspects of the current cumulative rumour response and factors that may be effectively targeted in the future. Our approach might support understanding social media’s role in propagating rumours and devising active measures in quelling this epidemic.