Alternative facts is a term coined by Kellyanne Conway to defend claims about the size of Donald Trump’s 2017 inauguration crowd. Meanwhile, alternative facts have become a symbol of societal unease about truth, democracy, and the role of media in influencing our understanding of reality.

In his analysis, sociologist Nils C. Kumkar uncovers the deeper role of alternative facts in public discourse: They are not about truth, but about disruption.

Alternative facts don't aim to establish new realities, but they contest established ones, create doubt and redirect focus away from uncomfortable truths. So, alternative facts serve as rhetorical tools to deflect engagement, challenge legitimacy, and obscure pressing issues.

Examples:

- By means of the Inauguration crowd claim, the Trump administration shifted attention from its legitimacy challenges to the perceived bias of the press.

- Industries and political actors use alternative facts to question scientific consensus on climate change, so climate action is delayed.

- Alternative facts fueled far-right resistance to COVID-19 pandemic measures by reinforcing group identity and skepticism toward mainstream narratives.

Ironically, media coverage often amplifies the reach of alternative facts, because media focus on controversy rather than substance. This perpetuates divisions, reinforces skepticism, and deepens the societal struggle over shared truths.

What can we learn?

Alternative facts thrive on negating truths rather than offering coherent alternatives. By creating ambiguity, they delay decision-making and shift the focus to who controls the narrative. Their prevalence signals deeper struggles, from political legitimacy to economic uncertainty. Addressing these root conflicts is crucial to reducing their influence. Alternative facts are about reframing debates, discrediting opponents, and fueling polarization.

What now?

Ideally, media coverage emphasizes context and solutions, rather than polarizing narratives. Fact-checking alone won't solve the problem; we must address the structural conflicts and legitimacy crises that drives alternative facts. Alternative facts come up in the absence of trust. Building platforms for inclusive, fact-based discussions can counter their divisive effects.

Source:

Kumkar, N.C. (2022), Alternative Fakten - Zur Praxis der kommunikativen Erkenntnisverweigerung, Berlin: Suhrkamp Verlag.