MEDICAL MISINFORMATION IN THE MASS MEDIA: AN ANALYSIS OF CAUSES, CONSEQUENCES, AND COUNTERSTRATEGIES
DOI:
https://doi.org/10.11603/1681-2786.2025.4.15896Keywords:
medical misinformation; fake news; healthcare; cognitive biases; media literacy; public health; information hygiene.Abstract
Background. In the era of rapid digital technology development, the information space has become an arena of struggle not only for audience attention but also for national security. The problem is particularly acute in the healthcare sector, where the spread of unreliable information poses direct threats to the life and well-being of citizens. The COVID-19 pandemic exposed society’s vulnerability to the so-called “infodemic”, and Russia’s full-scale war against Ukraine has demonstrated how medical narratives are transformed into a strategic weapon of mass psychological destruction. The situation is further complicated by the emergence of generative artificial intelligence (AI), which automates the creation of persuasive fakes, making them difficult to recognize even for experts. Objective. The aim of this study is to comprehensively analyze the phenomenon of medical misinformation in modern media, taking into account the impact of emerging technologies (AI) and geopolitical factors (hybrid warfare), identify key beneficiaries, explore the psychological mechanisms of belief in fakes, assess the resulting harm, and substantiate a multi-level counteraction strategy. Materials and Methods. The research is based on methods of bibliosemantic analysis, a systematic approach, and content analysis of scientific publications, WHO analytical reports, and materials from fact-checking organizations covering the period from 2015 to 2025. Results. The article determines that the ecosystem of medical fakes is supported by three main groups of beneficiaries: commercial (pseudo-medicine industry), political (populism), and military (hostile PSYOPs). Psychological vulnerabilities of the audience, specifically the role of cognitive biases (confirmation bias, Dunning-Kruger effect) and emotional triggers in the perception of misinformation, have been analyzed. Special attention is paid to technological escalation: the role of generative AI and Deepfake technology in scaling misinformation and blurring the concept of truth is examined. Based on the analysis of Russian information operations, it is proven that medical misinformation is a strategic tool of hybrid warfare aimed at legitimizing aggression (narratives about "biolabs"), demoralizing the population (“black transplantology”), and creating chaos. A comprehensive counteraction model has been developed, incorporating measures at the macro- (legislative regulation, responsibility of tech giants), meso- (educational role of the medical community), and micro-levels (individual media literacy). Conclusions. Effective counteraction to medical fakes requires a transition from reactive actions to a proactive national information security strategy. It is critically important to implement AI technologies for automated fake detection, strengthen strategic communications in healthcare, and foster a culture of information hygiene as a basic survival skill in the face of modern hybrid threats.
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