Evils of knowledge sharing and learning: The case of agri-food misinformation in virtual communities of practices in Sri Lanka

The emergence of virtual communities through social and online media has raised concerns regarding the dissemination of misinformation and its local and global impact on socioeconomic and political changes. Although numerous studies have been conducted on this topic in other domains, the extent to which misinformation affects the agri-food industry remains largely unexplored. This research aimed to fill this gap by investigating the prevalence and impact of misinformation in two popular Sri Lankan virtual communities of practice (VCoPs): Krushi Arunodaya and Turmeric, Ginger, Pepper & Cinnamon Cultivators’ and Buyers’ Association. Through qualitative research consisting of 16 key information interviews with group administrators and members, the study discovered that agricultural misinformation is rampant in Sri Lankan agri-food VCoPs, polarizing members on crucial topics such as organic farming, GMOs, and chemical fertilizers. The perception of misinformation and its dissemination is influenced by cultural, political, and societal factors, as well as individual personality traits and the need for self-expression. However, those with media literacy, knowledge, and experience are better suited to identify and avoid misinformation. The research also found that traditional media is involved in promoting agenda-based campaigns alongside social media and internet-based platforms. VCoP members recommended reporting and blocking as primary countermeasures to combat misinformation. Multi-stakeholder interventions by government, media, agricultural organizations, and VCoP moderators are necessary to prevent agri-food misinformation in Sri Lanka. Additionally, media agencies and experts should act responsibly in disseminating accurate information.