When someone says “That’s bullshit!”, do they imply that something is just a lie? According to the authors, bullshit is well-thought-out communication meant to persuade or impress while hiding the truth. It has never been as dangerous as it is now. Algorithms rule not only our info space but even public policy. And the thing is, it’s harder to detect disinformation than it used to be. Those who share it use imitation of expert opinion, statistics, and scientific facts to make bullshit look as real as possible.

Disinformation may cause serious damage even if it wasn’t meant to do so. For example, after fake videos of kidnapping had been shared via WhatsApp in India, multiple waves of violence occurred. Unfortunately, the government didn’t act in time, while false narratives spread extremely quickly.

Along with disinformation, which is deliberately misleading, there is also misinformation on the internet that is not intentionally misleading. The problem is that influencers and average users widely make false claims without intending to deceive. They just aren’t motivated to perform fact-checking, prioritizing revenue and speed. As a result, our info space is frequently filled with false claims, such as rumors that Taylor Swift is dating a senator who died a long time ago.

A blatant lie is not the only thing you should be aware of. Sometimes, paltering is equally dangerous. It is that kind of manipulation when some questionable facts, which aren’t technically false, are used to lead people to a conclusion. To understand this point, take the example of Bill Clinton’s famous claim to Jim Lehrer on Newshour. He said that “there is no sexual relationship [with Monica Lewinsky].” And when some information came up, he emphasized using “is” to indicate the present.

Fakes are also widely used in politics. For example, Russian propaganda for influencing American voters or fakes created by teenagers in Macedonia to get money. The modern strategy isn’t just tricking somebody. It’s rather about providing people with an abundance of false claims to make everyone tired and unwilling to seek the truth.

Another genre of bullshit is weasel wording, which is extremely popular in advertising. Have you ever heard a slogan like “this toothpaste reduces up to 50% of plaque?” It turns out that the only way for it to be false is if this toothpaste exceeds expectations.