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Monetizing disinformation in the attention economy: The case of genetically modified organisms (GMOs)

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  • Ryan, Camille D.
  • Schaul, Andrew J.
  • Butner, Ryan
  • Swarthout, John T.

Abstract

The ubiquity of social media has created both opportunities and challenges for businesses and societies. For product brands, ideas, or campaigns to gain traction on social media platforms, they need to capture attention. This is often accomplished by creating and disseminating compelling information, even disinformation, on these platforms. Strategies that drive this attention economy are often not obvious. The monetization of disinformation is explored here through a case study on genetically modified organisms (GMOs) and the analysis of a dataset of 94,993 unique online articles. When combined these methods allow for the evaluation and exploration of various tactics that contribute to the evolving GMO narrative and their potential application to other topics. Preliminary results suggest that a small group of alternative health and pro-conspiracy sites received more total engagements on social media than sites commonly regarded as media outlets on the topic of GMOs. Other externalities observed include continued social and political controversy that surround the GMO topic as well as the growth of additional product and marketing approaches such as “non-GMO” verification.

Suggested Citation

  • Ryan, Camille D. & Schaul, Andrew J. & Butner, Ryan & Swarthout, John T., 2020. "Monetizing disinformation in the attention economy: The case of genetically modified organisms (GMOs)," European Management Journal, Elsevier, vol. 38(1), pages 7-18.
  • Handle: RePEc:eee:eurman:v:38:y:2020:i:1:p:7-18
    DOI: 10.1016/j.emj.2019.11.002
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    References listed on IDEAS

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    1. Garrett M. Broad, 2023. "Improving the agri-food biotechnology conversation: bridging science communication with science and technology studies," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 40(3), pages 929-938, September.
    2. Harashima, Taiji, 2023. "An Economic Theory of Disinformation," MPRA Paper 116177, University Library of Munich, Germany.
    3. Greene, Kevin T. & Pereira, Mayana & Pisharody, Nilima & Dodhia, Rahul & Ferres, Juan Lavista & Shapiro, Jacob N, 2023. "Using Website Referrals to Identify Misinformation Rabbit Holes," OSF Preprints x4dh7, Center for Open Science.

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