Echo Chambers and Misinformation: The Factors Behind the Indigenous Voice Referendum Outcome

The Australian public's rejection of the Indigenous Voice to parliament proposal, despite initial support, was influenced by misinformation and conspiratorial narratives on social media, particularly on X (formerly Twitter). Research highlights that 'no' campaigners effectively utilized a strategy of emotional resonance and controversy to dominate the discourse and shift public opinion.

Despite initial polling showing majority support for an Indigenous Voice to parliament, the Australian public ultimately rejected the proposal by a 60.06% margin. This turnaround was fueled by deepening distrust in government, confusion about the proposal, and persistent racism, but notably driven by misinformation and conspiracy theories on social media, particularly on X (formerly Twitter).

Research published in Media International Australia revealed that the 'no' campaign's strategy on X dominated the discourse. It leveraged emotionally charged messaging and controversial narratives to overshadow the 'yes' campaign's communications. Keywords like 'division', 'expensive', and 'bureaucratic' far outnumbered 'yes' keywords like 'constitutional recognition'.

The findings highlight a new political messaging strategy that prioritizes emotional impact over factual accuracy, creating a 'truth market' where multiple, conflicting truths compete for attention. This study underscores the need for urgent attention to such strategies in political campaigns.

(With inputs from agencies.)