Social media 101: Understanding Facebook algorithm and the effect of post ‘bumping’ (Last of 2 parts)
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Social media 101: Understanding Facebook algorithm and the effect of post ‘bumping’ (Last of 2 parts)

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Social media 101: Understanding Facebook algorithm and the effect of post ‘bumping’ (Last of 2 parts)
Social media 101: Understanding Facebook algorithm and the effect of post ‘bumping’ (First of 2 parts)

LET'S face it — living in this age of the information superhighway, everything feels saturated.

While the world is now at our fingertips, instant access does not always guarantee truth or legitimacy.

Fast forward to 2025, fake news remains a persistent threat, especially in the Philippines.

Misinformation and disinformation have become deeply rooted in the Philippine information landscape, where social media plays a powerful role in shaping public discourse. Topics from politics, health, religion, lifestyle, elections, and even humanitarian efforts are all vulnerable to manipulation and distortion.

This issue escalated significantly during the Covid-19 pandemic and the 2022 Philippine general election, where false information spread as fast as — if not faster than — the truth.

During the height of the pandemic, the World Health Organization (WHO) introduced the term "infodemic" to describe the overwhelming surge of both accurate and inaccurate information. According to WHO, an infodemic makes it harder for people to find reliable guidance, especially in a crisis, fueling confusion, panic, and public distrust. 

Disinformation caused immense challenges during the pandemic — from undermining vaccination efforts to promoting unproven treatments. Now, as the world confronts another health emergency — mpox (monkeypox) — the pattern repeats itself. Although mpox is not as globally disruptive as Covid-19, the spread of fake news surrounding it seems to be even more contagious.

The fight against disinformation is far from over. In this digital era, vigilance, critical thinking, and a commitment to verifying facts are essential weapons in combating the ongoing infodemic.

Roots of disinformation

According to media analysts, developing countries like the Philippines — where access to social media and democratic participation are relatively new — are particularly vulnerable to the impact of fake news.

In fact, fake news websites in the country were already identified as early as 2014. Among the largest platforms where misinformation thrives is Facebook. As an open and easily accessible site, Facebook can amplify manufactured stories that sway public opinion.

While the platform provides free access to news and information, it does not inherently offer users reliable fact-checking tools. This gap in verification has led government authorities to push for stronger measures, including the development of tools to filter fake news and help preserve the integrity of cyberspace in the Philippines.

The rise of fake news and the proliferation of fake accounts on social media continue to threaten the country’s political health.

Kate Lamble and Megha Mohan of BBC News warned, “What we’re seeing on social media again is manufactured reality... They also create a very real chilling effect against normal people, against journalists, who are the first targets, and they attack in very personal ways with death threats and rape threats.”

In the Philippines, journalists who publish articles debunking fake news often risk their lives. The environment of online harassment and the spread of misinformation not only endangers press freedom but also undermines public trust.

Why many fall for misinformation 

Choefilo Limikid, executive manager of the Philippine Mental Health Association-Davao Chapter, explains that people are naturally prone to quickly believe or emotionally react to alarming posts — often without checking the source or publication date.

He said this is due to the brain’s tendency to switch to “survival mode” in response to potential threats, which requires less critical thinking and more emotional, instinctual reactions. 

"Our brain is naturally biased toward negativity because we are wired to protect ourselves. We are more observant of potential dangers because we instinctively prioritize self-preservation," Limikid explained.

A recent incident involving post “bumping” (the resurfacing of outdated posts) triggered panic and anxiety among people who failed to verify the accuracy or timeliness of the information they consumed. 

"This can be explained by the psychological trauma from the crisis we experienced five years ago. When people see posts associated with lockdowns, they are immediately reminded of the sudden restrictions on movement, which can trigger underlying mental health conditions," he added. 

In the era of social media, information spreads freely — but not everyone has the same access to credible sources. 

Limikid emphasized that some people deliberately spread fake news to serve their own agenda.

Even when misinformation is corrected, some individuals continue to share outdated or false information. 

According to Limikid, no psychological study has yet provided conclusive clinical evidence that such behavior constitutes a diagnosable mental health condition —unless assessed more thoroughly. 

"There might be a psychological factor involved, but this behavior alone isn’t enough to warrant a clinical diagnosis," he clarified. 

In many cases, people share misinformation for attention-seeking purposes, which aligns with the core nature of social media — to attract attention and provide entertainment. 

Limikid also pointed out that the fear of uncertainty and the loss of control — especially among those with existing mental health conditions — can make people more susceptible to viral misinformation.  

"We become vulnerable if we don't know what’s really out there," he said, adding that building mental resilience and taking active steps to verify information are crucial defenses against disinformation. 

Academe, netizen’s role

The fight against misinformation must start with education — specifically, by preparing future communicators. 

Derf Hanzel Maiz, Center for Social Communications and Alumni Affairs head at the Holy Cross of Davao College, emphasized the importance of media education in equipping students with the skills to critically analyze content. According to him, students must understand how easily images and audio can be manipulated.

"If we can develop the consciousness that photos and videos can be altered, people will gain a deeper understanding that false information can easily be fabricated," he said in a previous interview. 

Maiz, a former media practitioner, stressed that skepticism should be the default approach when navigating the online world. 

"Even if information comes from a reliable source, it is still essential to verify and cross-check," he added.

For Yas Ocampo, fact-checker for MindaNews, fact verification is a shared responsibility between news producers and consumers. He explained that while it is the duty of media outlets to properly label facts and include essential details like posting dates, there are still many cases where audiences misinterpret the information — sometimes causing fact-checks to backfire.

To address this, Ocampo emphasized the urgent need to integrate media and information literacy (MIL) into school curricula.

"Based on the information I’ve gathered, media literacy is still not widely taught in schools," he said. 

This is particularly concerning, Ocampo added, because teachers themselves can sometimes become unintentional sources of misinformation. 

"It's part of a bigger problem. We are transitioning to the information space, and we, the traditional media, no longer have the monopoly over what defines information," he noted.

Ocampo also pointed out that social media platforms must play a more active role in addressing fake news on their sites. 

However, he acknowledged that the landscape is complicated, especially with the rise of various fact-checking groups — some of which are not accredited by major platforms like Meta, the parent company of Facebook. 

The battle against fake news is a collective responsibility. It requires collaboration among social media companies, fact-checkers, educational institutions, and netizens themselves to build a more discerning and well-informed digital society. RGL

SunStar Publishing Inc.
www.sunstar.com.ph