Linguistic insights, media mechanisms and role of AI in dissemination and impact of disinformation

Purpose: Using a multidisciplinary approach, this study aims to trace the path of disinformation campaigns from their detection by linguistic cues of credibility to furtherance through the dissemination mechanisms, and lastly, assessing their impact on the socio-political context. Design/methodology/approach: This study provides an in-depth overview of four fundamental aspects of disinformation: the linguistic features that distinguish content designed to deceive and manipulate public opinion, the media mechanisms that facilitate its dissemination by exploiting the cognitive processes of its audience, the threats posed by the increasing use of generative artificial intelligence to spread disinformation and the broader consequences these disinformation dynamics have on public opinion and, consequently, on political decision-making processes. Findings: As a result, the paper provides an interdisciplinary and holistic examination of the phenomenon, referring to its pluralized elements to highlight the importance of platform responsibility, media literacy campaigns among citizens and interactive cooperation between private and public sectors as measures to enhance resilience against the threat of disinformation. Originality/value: The study highlights the need to increase platform accountability, promote media literacy among individuals and develop cooperation between the public and private sectors. Strengthening resilience to disinformation and ensuring the EU’s adaptability in the face of changing digital threats are the goals of this integrated strategy. Ultimately, the paper advocates a fair and open strategy that protects freedom of expression and strengthens democratic institutions at a time when digital disinformation is on the rise.