What Motivates the Creation and Dissemination of Disinformation?

There are different motives behind the emergence and spread of disinformation, ranging from those who spread it knowing it is false, to those who share it because they find it valuable and believe it to be true.

When disinformation is deliberately created and disseminated, two of the main incentives (although not the only ones) are political gain and generation of economic income. These two reasons are often combined and reinforce each other.n.

Disinformation as Political Tool

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On the political spectrum, disinformation is used as a tool to influence public debate, shape perceptions and affect behaviors. One of its most common uses is attacking or discrediting opponents through false accusations, manipulated data or narratives that seek to tarnish their reputation or create distrust.

Another common goal is to build or point out enemies, whether they are external — other countries, international bodies, immigrants — or internal — minorities, social movements, journalists, scientists. These narratives tend to simplify complex issues and serve to channel social anger, reinforce political identities and rally support around a leader or project.

During electoral contexts, disinformation is also used to mobilize or discourage voters; from exaggerating threats to create support to causing confusion, apathy or distrust in electoral processes and democratic institutions.

The Economy of Disinformation

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The business model of the digital ecosystem — platforms and websites — relies heavily on advertising revenue, which is valued according to the engagement generated by its content: views, clicks, comments, and time spent on the site. 

In this context, disinformation is particularly profitable because, many times, it generates engagement levels that are higher than the information being verified. False or misleading content is often emotional, shocking or polarizing, which increases the likelihood of intense and quick reactions. In addition, controversial content usually creates a dynamic among users of “us vs. them,” which leads to fanatical audiences that, by definition, prove to be more intense and involved. 

Monetization comes mainly from automated digital advertising. Through programmatic advertising systems, like Google Ads, ads are placed almost automatically on websites and videos, without any editorial control from advertisers or platforms. There are also monetization mechanisms within the platforms themselves, like revenue per views, and tools that allow users to pay for special benefits, like featuring messages or accessing exclusive features. Many also request direct donations or payments through subscription systems.

In addition to these mechanisms, the visibility and loyal communities that are built on platforms are used to sell proprietary products and services. Many disinformation creators capitalize on their audience’s trust or identification to promote books, coaching courses, seminars and even dietary supplements, false medicines and treatments without any scientific backing. This way, disinformation does not only work as profitable content, but also as a marketing tool to diversify and guarantee income beyond the direct revenue offered by digital platforms.