Digital Disinformation and Misinformation on Facebook in Thailand during the COVID-19 Pandemic

<p dir="ltr">The purpose of this study is to identify the types, modes and themes of COVID-19 dis-/misinformation to explore the characteristics of dis-/misinformation; to analyse the strategies which opinion leaders, e.g., government organisations, media corporations and social actors attempt to mitigate the dis-/misinformation; and to understand how Thai Facebook users interact with, interpret and negotiate the dis-/misinformation and counter dis-/misinformation. Digital ethnography is an umbrella approach which includes digital data collection, online participatory observations, and in-depth interviews. The study’s samples for data collection and observations are thirty titles of dis-/misinformation and counter dis-/misinformation items, and five Facebook pages owned by Thai opinion leaders. For in-depth interviews, thirty-four Thai Facebook users and opinion leaders from various sectors were recruited. Content and thematic analysis techniques are applied. Regarding the characteristics of dis-/misinformation, six themes were identified: Political criticism towards the government’s work, Confusing announcements which cause panic, Guidance during the COVID-19 pandemic, Vaccination, COVID-19 cases in Thailand and Thai herbs. Modes of dis-/misinformation are divided into two categories: the mode of misinformation disseminated with no intention to deceive includes posting and engaging. The mode of disinformation disseminated to deceive or cause harm includes posting, engaging, and coordinating fake accounts to mislead other users. For the type of dis-/misinformation, fabricated content is the majority type found in this study, followed by misleading content, imposter content, false context, manipulated content, and false connection. Satire and Parody are not found in this study. In terms of opinion leader strategies, Thai opinion leaders employed reactive and proactive communication strategies differently, depending on their scope of responsibilities. For Facebook users’ responses, the reasons behind the dissemination of dis-/misinformation are influenced by Thai collective culture. The information gap between the government organisations and the public is identified. The development of media literacy is essential to respond to the Infodemic.</p>