It's called "firehosing."
The firehose of falsehood, or firehosing, is a propaganda technique in which a large number of messages are broadcast rapidly, repetitively, and continuously over multiple channels (such as news and social media) without regard for truth or consistency. Since 2014, when it was successfully used by Russia during its annexation of Crimea, this model has been adopted by other governments and political movements around the world.
The high volume of messages and the use of multiple channels are effective because people are more likely to believe a story when it appears to have been reported by multiple sources. In addition to the recognizably Russian news source, RT, for example, Russia disseminates propaganda using dozens of proxy websites whose connection to RT is "disguised or downplayed." People are also more likely to believe a story when they think many others believe it, especially if those others belong to a group with which they identify. Thus, an army of trolls can influence a person's opinion by creating the false impression that a majority of that person's neighbors support a given view.
Using the firehose model, according to the RAND Corporation, the Russian government has had some success in getting people to believe and spread falsehoods and disbelieve truthful reporting. The success of this approach flouts the conventional wisdom that communication is more persuasive when it is truthful, credible, and non-contradictory.
It's a modern version of the old fairytale of "The Emperor's New Clothes".1) Russian propaganda is high volume and multichannel.
2) It's rapid, continuous, and repetitive.
3) It makes no commitment to objective reality.
4) And it makes no commitment to consistency.
The ultimate goal of firehosing isn't to pass lies off as truth.
It's to rob concepts like facts and reality of their power.
To reduce truth to just a position.
Essentially, reality is about picking sides.
They're basically saying there's no war between people who know the truth and people who are lying.
There's only positional warfare. Whoever has a better position.
Whoever has objectively more power owns reality.
And it's remarkable how effective that is.
Hacking the attention economy, it seems to me.
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