Blending Truth and Lies: Using an Ethnographic Sensibility to Study Online Misinformation

Ethnographic methods of all varieties contend with the idea of the “truth” of accounts and the meanings attached to them, as well as the importance of context in mitigating truth or falseness in how these accounts are presented. Discerning truth from lies and the purpose of both in the context of making meaning in a time and place is at the heart of the ethnographic enterprise. Because powerful images or messages evoke emotional reactions on social media or contributory websites like message boards, the relative accuracy of the representations they make is often less important than their reach and the ways they make and remake “reality” for their audiences. A picture or an image, even one attributed to a context or a meaning wholly independent of the context from which it emerged, becomes part of how people online see or experience an event. The context in which information is presented and the speakers or presenters of this information also condition its uptake and resonance. This paper argues that ethnography is uniquely suited to understand the effects and reach of decontextualized information and the ways it makes meaning, both on- and offline.