On September 10, journalist Yuan Xiuyue reported from Beijing about a troubling trend emerging in the realm of online short videos that’s sparking lively discussions on social media platforms.

“Do you feel angry when you hear that $32 trillion worth of Chinese scientists are working for the U.S.?” one video prompts viewers. Another raises eyebrows with, “I just saw a shocking report that some big investors in China have deposited $21 trillion in U.S. banks.” There’s even a personal story shared: “My son went against my wishes to join the military, but five years later, he treated me this way.” Additionally, some videos make alarming accusations about money laundering in certain areas, creating anxiety among parents.

At first glance, these videos crafted by various content creators might seem innocuous. However, a deeper look reveals a slew of inaccuracies, with staggering figures like “$32 trillion” and “$21 trillion” that are hard to take at face value.

The unifying elements among this content include a consistent messaging strategy, questionable sources, exaggerated narratives, and extreme viewpoints, prompting some observers to label them as “unattributed rumors.” Their viral nature makes debunking difficult, as they lack the sensational characteristics tied to specific trending news yet still exert a harmful influence that demands attention. These videos often adhere to repetitive themes, touching on everything from family issues to international relations, all while prioritizing emotional appeal over factual accuracy. If this trend continues, it could potentially reinforce the notion that “bad information drives out good,” gradually undermining shared understanding and consensus within online communities.

“A lie repeated a thousand times can become perceived truth, and we cannot allow this toxic content to continue circulating,” cautions a media analyst. With technology advancing, so too are the methods used to manipulate short videos, necessitating an evolved response to tackle misinformation effectively. This requires more than just strict enforcement against clear violations; a holistic strategy addressing all stages of production, distribution, and dissemination is essential. Collaboration across all sectors of society is vital to dismantle the unsavory networks and profit chains that enable unchecked growth in self-media.

Last year, the Central Cyberspace Administration of China issued directives to enhance self-media governance, mandating that platforms swiftly identify and act against violations. Platforms producing or spreading harmful rumors, exploiting social issues, or engaging in coordinated illegal activities face the risk of closure, and offending accounts will be blacklisted and reported to authorities. The upcoming 2024 “Clear” initiative aims to address the reckless pursuit of viewership by self-media creators. Managing misinformation is a long-term challenge that requires ongoing enforcement, increased public awareness campaigns, and improvements in content review processes and algorithms by platforms. Audiences are also encouraged to hone their critical thinking skills, exercise caution around increasingly sensational content, and resist the urge to blindly trust or follow along.