Super-spreaders build trust by connecting with audiences emotionally, rather than by overwhelming them with data. They position themselves as relatable truth-tellers who challenge corrupt institutions and offer simple, “empowering” solutions. Through personal anecdotes and motivational, accessible language, they create an “us vs. them” narrative in which misinformation becomes a form of liberation. Many frame their dietary advice as part of a broader movement, towards healing, strength, clarity, masculinity/femininity or even revolution. “Natural” or “traditional” diets (e.g. those relying heavily on animal-based foods or that exclude modern-day “processed” foods) are frequently presented as easy solutions to complex health problems. This combination of emotional resonance and charismatic storytelling helps explain why such misinformation is so persuasive.
Of the 53 super-spreaders analyzed, 96% (51 accounts) had a clear financial incentive directly tied to the misinformation they promoted, with many capitalizing on multiple revenue streams.
Nutrition Misinformation in the Digital Age
Shocking!
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