The difference is in intent. While technology pushes the boundaries of our interpretation of reality, unfettered access to information and its manipulation have opened the door to an increasing number of actors – political, religious, social, and non-state – distorting facts and misrepresenting data with selfish and sinister motives. Poonam Pandey is no more than a narcissist who lacks a moral spine, but alongside her the communications agencies who conceived the so-called campaign are equally to be blamed. These intellectual midgets are responsible for the falsehood because for them what matters is the eyeball and not information integrity. Poonam Pandey’s actions classically demonstrate how bias, falsehoods, misdirection, and blatant slander circulated by the media are the essence of “disinformation”. And the malaise is fast spreading.

The international community has acknowledged the threat posed by disinformation, especially as the methods used become increasingly sophisticated and subtle. A recent example of global action is the Hiroshima AI Process G7 Digital & Tech Ministers' statement adopted in December last year. It is the first ever attempt to propose a code of conduct to address the impact of advanced Artificial Intelligence (AI) systems on societies and economies, at large.

This action comes even as we witness the devastating effects of disinformation playing out in global conflicts, in Ukraine, the Middle East, the Indo-Pacific region, as well as in our own backyards. This dangerous trend in India is being amplified in the run-up to our fast-approaching parliamentary elections.

There is no point trying to bolt the metaphorical stable door. Instead, we must ask ourselves how we can deal with disinformation whose ethereal nature makes it omnipresent. The invasion of the World Wide Web, social media, smart phones and artificial intelligence into our daily lives makes disinformation impossible to rein in. So, how can we protect the integrity of information without trampling on freedom of speech and thought? Is there any way to counter its use in India as a tool by political parties, religious groups as well as pressure groups, and even so-called ‘think-tanks’ and established media houses?

Information and ideas have always been a coveted currency, and an evolved mind always prefers a cerebral route to changing people’s perception of reality. Using information and ideas to persuade and change hearts and minds is an invaluable skill for those intent on influencing the way we think. One has only to recall Mark Antony’s famous speech to see how the power of persuasion altered the course of the Roman Empire. That was not a fake news but simple power of persuading people.

More than 2,000 years ago, Greek philosopher Aristotle outlined a formula to become a master of persuasion in his essay, Rhetoric. Try using the five rhetorical devices he identified in your next speech or presentation or social media post.

Some economists believe that persuasion is responsible for generating one-quarter or more of global income. As the global economy evolved from an agrarian one, to an industrial and then a knowledge-based one, successful individuals in nearly every profession, including politicians, attempt to use the power of persuasion to get others to buy into their ideas.

Nothing wrong with that – until you cross the line that separates persuasion from deceit. Politics is a hotbed of disinformation and politicians wield it rather successfully to influence political discourse. Often, a coordinated campaign on social media is used to spread political misinformation. For instance, an influential network might employ a politically motivated hashtag on X (formerly Twitter) so that it trends on the platform and becomes visible to everyone.

I am tempted to hold the mainline Indian media accountable for its failure to call out imposters in Ms. Pandey’s case. But that would be naïve, for, regrettably, even reputed media houses are wittingly propagating myths and circulating falsehoods, much to the glee of their puppeteers. This, along with the disappearing habit of fact-checking of what they publish, or broadcast has rendered the media vulnerable to the fake news they are being fed. Sometimes, all it takes is a digitally altered image or a video maliciously released out of its proper context to turn public opinion.

Both military manoeuvres and international peace are impacted by disinformation, which can be a critical factor in determining whether one state defeats another. Disinformation also impacts the economy since it can generate a fictitious demand for a particular product and create a market for it. Disinformation also undermines a person’s right to privacy. Most devastatingly, it can undermine a democracy, with a group of politicians spreading falsehoods about their opponents and defaming them by eroding their dignity. Not only does disinformation pose a threat to the country, it also endangers the fundamental rights of every citizen.

Poonam Pandey's fake death was the real body blow. It represented the intellectual death of the mainline Indian media - no fact-checking, no filters, only extreme gullibility. We forget that now-a-days there are pretenders everywhere. (IPA Service)