How to counter misinformation when facts alone don't work

Misinformation persists because it taps into emotions and existing beliefs, not just factual errors. Fact-checking alone is often ineffective against these deeply rooted issues. The spread of false information is fueled by emotionally resonant narratives, identity signaling, and social media platforms designed to maximize engagement through emotionally charged content. Addressing misinformation requires tackling its content, personal context, and the technological structures that amplify it, rather than solely relying on debunking.