Disinformation and its Impact on Media Management
Disinformation and its Impact on Media Management

Summary/Abstract: Disinformation affects most spheres of social life, and it does not spare media enterprises, influencing their work on several levels. In recent years, we have witnessed changes in the structure of the media, the profession of journalism, and the process of source verification. All of this shapes the current information ecosystem, which in turn impacts the condition of contemporary societies. The aim of this article is to examine the changes that the increase in disinformation content has triggered in the operations of media enterprises. It is also important to answer the question of what practices the media employ to ensure that falsehoods, manipulation, and distorted realities do not destabilize their activities. The adopted methodology is a qualitative, exploratory, and verification-based study, including a critical literature review in the field of social communication and media management. The analysis shows that disinformation affects media companies by destabilizing the market, which influences their value and reduces trust in them as content creators and distributors. However, this has a positive side: the profession of journalism is becoming more professionalized, distinguishing it from media workers, and a completely new profession has emerged – that of the fact-checker. While disinformation as a phenomenon is generally viewed negatively, we can observe that its impact can also lead to the development of good practices and beneficial behaviors.

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