How many likes does it take for a lie to become the truth?

“How Many Likes Does It Take for a Lie to Become True?”, by María Eugenia Burbano Villarreal, examines disinformation not as mere false content but as a structural expression of deep mediatization.

The chapter argues that truth today is shaped within a digital ecosystem defined by datafication, algorithmic personalization, and platform dynamics. In this environment, humans and non-human agents (such as algorithms and interfaces) jointly construct social meaning. Drawing on Latin American communication theory, particularly Jesús Martín-Barbero’s concept of mediations, Burbano reframes how knowledge is produced in technologically mediated societies.

The chapter explores how disinformation functions affectively, capitalizes on cognitive biases, and is amplified by platform business models that prioritize engagement over accuracy. It also addresses the role of AI, bots, and deepfakes in automating deception. Burbano calls for a critical epistemology of digital communication, emphasizing critical digital literacy, interdisciplinary methodologies, and decolonial perspectives.

Overall, the chapter provides a rigorous and nuanced reflection on how truth is negotiated in an era dominated by platforms, algorithms, and technopolitical forces that reshape the contemporary public sphere.