How Social Media Machinery Pulled Mainstream Parenting Communities Closer to Extremes and Their Misinformation During Covid-19

Abstract

We reveal hidden social media machinery that has allowed misinformation to thrive among mainstream users, but which is missing from current policy discussions. Specifically, we show how mainstream parenting communities on Facebook have been subject to a powerful, two-pronged misinformation machinery during the pandemic, that has pulled them closer to extreme communities and their misinformation. The first prong involves a strengthening of the bond between mainstream parenting communities and pre-Covid conspiracy theory communities that promote misinformation about climate change, fluoride, chemtrails and 5G. Alternative health communities have acted as the critical conduits. The second prong features an adjacent core of tightly bonded, yet largely under-the-radar, anti-vaccination communities that continually supplied Covid-19 and vaccine misinformation to the mainstream parenting communities. Our findings show why Facebook’s own efforts to post reliable information about vaccines and Covid-19 have not been efficient; why targeting the largest communities does not work; and how this machinery could generate new pieces of misinformation perpetually. We provide a simple yet exactly solvable mathematical theory for the system’s dynamics. It predicts a new strategy for controlling mainstream community tipping points. Our conclusions should be applicable to any social media platform with in-built community features, and open up a new engineering approach to addressing online misinformation and other harms at scale.

Keywords

• COVID-19
• dynamical systems
• misinformation
• online
• social computing
• social media