A new book by researcher Renée DiResta sheds light on how social media influencers can shape public opinion and sometimes profit from spreading misinformation. 

DiResta, a former research manager at the Stanford Internet Observatory, documented her findings in “Invisible Rulers,” which was published in 2024.

The book argues that a small number of social media propagandists now have significant power to influence public debate on topics ranging from vaccination campaigns to election validity. 

DiResta coins the term “fantasy-industrial complex” to describe this phenomenon.

According to DiResta, elite influencers combine the storytelling skills of marketing executives with the audience size of television anchors while creating an intimate feeling akin to a phone call with a close friend. 

Some influencers present themselves as ordinary people who help their audience escape mainstream media while potentially making substantial profits.

The research indicates that these influencers often don’t begin their careers spreading misinformation. Instead, they notice increased engagement when discussing controversial topics, leading algorithms to recommend their content more frequently. 

This creates a feedback loop that can amplify false or misleading information.

DiResta’s work highlights how this process can have real-world consequences. 

For example, she cites a 2023 incident in the United Kingdom where false reports spread on social media contributed to violent riots following a stabbing incident.

The book also addresses the potential impact on public health. Studies referenced in “Invisible Rulers” suggest that, without intervention, anti-vaccination sentiment could dominate vaccine discourse on social media within the next decade. 

Research indicates that those promoting anti-vaccination rhetoric are organized and often overlap with groups championing other pseudoscientific topics.

Combating Online Attacks and Misinformation

DiResta’s research team faced challenges with misinformation. After publishing a report on false narratives during the 2020 U.S. presidential election, right-leaning social media influencers misrepresented their findings, leading to unfounded accusations of mass censorship and collusion with government agencies.

The book offers some potential solutions to these issues. DiResta suggests giving social media users more control over content moderation and algorithmic ranking in their feeds. She also advocates for educating the public about propaganda techniques.

For scientists and researchers facing online attacks, DiResta recommends proactively releasing facts and addressing false claims before alternative narratives take hold.