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Misinformation attracts clicks, facts build trust

2025-06-26 20:01:55Kosova&Bota SHKRUAR NGA REDAKSIA VOX
Misinformation attracts clicks, facts build trust
View from the activity in Podgorica

“We have come a long way from the money economy to the information economy, then to the attention economy, and then to the emotion economy. Today we are in the trust economy. The key question is no longer ‘Is it true?’ but ‘Do I trust the source?’ — a question that requires us to develop critical thinking, digital skills, communication, collaboration, empathy, and compassion.”

With these words, Romanian media expert Ioana Avadani opened the Facts Content Lab in Podgorica, held as part of the "Facts Come First" media literacy campaign under the DG ENEST WeBalkans initiative.

This event provided a rare opportunity for journalists, influencers, fact-checkers and content creators from across the Western Balkans to come together and share local perspectives on disinformation. They examined how this phenomenon impacts daily life in the region and highlighted the importance of accurate information, critical thinking and informed civic engagement.

“Disinformation is not just the spread of untruths, but a way to control public discourse and undermine democratic values. The fight against disinformation protects democracy, enables informed decision-making and leads to a stronger and more media-educated society,” stated Raluca Costache, team leader of the WeBalkans program, and added: “Through the ‘Facts First’ campaign, we want to emphasize that disinformation creates confusion, while facts bring clarity. A fact-based approach to the EU accession process helps citizens of the Western Balkans to critically evaluate information and reject false narratives.”

The thematic focus of the event was to debunk common misconceptions about the European Union accession process. Participants discussed how content creators, especially journalists, can debunk false narratives and provide a clearer understanding of the integration process, both for EU citizens and those of the Western Balkans.

One of the most interesting segments was the prediction of the “future of truth.” Participants explored what might affect truth in 2040, with news generated by artificial intelligence identified as a challenge, but also as a prism through which the role of humans is reaffirmed. The conclusion was clear – artificial intelligence can help, but human empathy will lead, because humans will always need humans.

“When you report and try to verify sources and claims, you become aware not only of the speed at which disinformation spreads, but also of its amount in public discourse—and how deeply it influences public opinion. Our task is not only to correct untruths, but to restore people’s trust, letter by letter, story by story,” said journalist Dejan Sajinovic of Nezavisne novine.

During the workshop, participants explored new and effective ways to combat disinformation. Working in dynamic teams, they developed creative multimedia content designed to reach audiences and promote fact-based and credible sources.

“As an influencer, I think the most important thing is to remain honest with who I am in real life. I’m not just someone who talks about books—I use my platform to share honest thoughts and contribute to important discussions in Albanian society, always verifying sources and facts. Just like with book reviews—you can’t talk about a book while telling another story. On social media, honesty should be the goal if you want to build a long-term relationship with an audience that truly trusts you,” said influencer Xhorxhina Roci.

In addition to the role of artificial intelligence in the spread of disinformation, participants also analyzed persuasion techniques, biased reporting, and native advertising, which increasingly blur the line between information and manipulation.

In this context, the importance of fact-checking was emphasized as a process that aims not only to uncover falsehoods, but also to slow down sensationalism in the public space, so that the truth has time to emerge. In a sea of ​​viral content, the role of fact-checkers is to bring evidence back to the forefront.

The Lab also highlighted the need to create better conditions for strengthening an independent and professional media environment. Through support for media integrity, fact-checking initiatives and media independence, the EU aims to strengthen public trust in credible journalism across the Western Balkans.

“The fight against disinformation is not just about presenting facts—it’s about rebuilding trust. People need to trust not only in the accuracy of information, but also in the integrity of those who share it. Trust is the bridge between truth and meaning—without it, facts are not heard,” Avadani concluded.

Three intensive days of production resulted in content ready for publication: videos, reels, articles and stories for social networks, reflecting not only the positions of journalists, influencers, fact-checkers and content creators on the topic of disinformation, but also how they wish to communicate with their audiences on this topic./ Zëri


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