The truth (as I see it): philosophical considerations influencing a typology of fake news

Caitlin Candice Ferreira (Department of Business Administration, Technology and Social Sciences, Luleå University of Technology, Lulea, Sweden)
Jeandri Robertson (Department of Business Administration, Technology and Social Sciences, Luleå University of Technology, Lulea, Sweden)
Marnell Kirsten (Department of Human Studies, Red and Yellow Creative School of Business, Cape Town, Western Cape, South Africa)

Journal of Product & Brand Management

ISSN: 1061-0421

Publication date: 6 May 2019

Abstract

Purpose

The purpose of this paper is to provide an overview of the philosophical considerations of fake news and provide an alternative view to current conceptualizations of its binary nature. Through an evaluation of existing research, a typology of fake news is presented that considers the possibility that the propagation of fake news about a brand, may be stemming from the brand itself, a previously unexplored field in the literature.

Design/methodology/approach

This is a conceptual paper based on extensive literature review on the fields of fake news and knowledge creation, resulting in the creation of a synthesized typology.

Findings

The role of power structures greatly influences the ability for a brand to respond to fake news. Externally constructed disinformation is seemingly more difficult for a brand to address, as a result of having limited control over the message. Internally constructed information, while stemming from the brand itself provides the brand with more control, but a greater public distrust as the source of the fake news seems to confirm the disinformation.

Practical implications

This paper presents a typology that contrasts the source of the construction of disinformation and the extent to which the facts have been fabricated. Furthermore, this paper provides future researchers with an alternate understanding of the conceptualization of fake news.

Originality/value

This paper is the first of its kind to establish a typology of fake news on the basis of the source of construction of disinformation. The source plays an important role when assessing the associated brand risks and developing an approach to combat potential negative implications.

Keywords

Citation

Ferreira, C.C., Robertson, J. and Kirsten, M. (2019), "The truth (as I see it): philosophical considerations influencing a typology of fake news", Journal of Product & Brand Management, Vol. 29 No. 2, pp. 150-158. https://doi.org/10.1108/JPBM-12-2018-2149

Download as .RIS

Publisher

:

Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

To read the full version of this content please select one of the options below

You may be able to access this content by logging in via Shibboleth, Open Athens or with your Emerald account.
To rent this content from Deepdyve, please click the button.
If you think you should have access to this content, click the button to contact our support team.