When Is Research Not Really Research?
When is a survey not a survey? When it’s designed for PR, not science.
This blog isn’t meant to offend—rather, it highlights how journalistic standards have collapsed and how this fuels the spread of disinformation.
A Viral Story That Wasn’t True
Recently, someone shared a shocking claim with me: Gen Z is more likely to support dictatorship.
This surprised me because it contradicted all the research I’d seen before. Yet, the story had spread widely, appearing across multiple newspapers and online platforms.
When I Googled it, I found articles from a mix of credible and questionable sources—including Press TV, an Iranian state propaganda outlet. But overall, the story looked legitimate.
However, two red flags stood out:
1. Every article was nearly identical.
Even from the Google search results, it was obvious—different media outlets were publishing almost the same article. That’s a clear sign that journalists weren’t doing their own reporting.
2. The articles were published before the research itself.
Here’s the real shock. Nearly every article and social media post came out before the actual research was even released. Not a single journalist had read it.
Let’s repeat that:
🔹 Not one journalist—from The Times, The Guardian, or social media—had read the report before writing about it.
🔹 Not one of them verified if the research was valid.
This kind of journalism wouldn’t have been tolerated at major newspapers a few decades ago. But today, with fewer journalists and the pressure of 24/7 content, it has become the norm.
How Fake Research Goes Viral
It’s incredibly easy to create misleading “research.” Here’s how it works:
1️⃣ A market research company conducts a survey, often designed to produce sensational results.
2️⃣ A press release is sent out to journalists and influencers before the research is even published.
3️⃣ Reporters copy and paste the press release, adding a few minor tweaks to make it look original. Some might even run it through ChatGPT for a quick rewrite, just like I just did for this blog.
4️⃣ The story spreads, gaining legitimacy as more outlets publish it—even though no one has checked the actual research.
Once this happens, the headline becomes reality, regardless of whether the research backs it up. No one ever goes back to verify the findings.
The Truth About Gen Z?
I did check the actual research. And the results? A complete contradiction—Gen Z is simultaneously described as both strong supporters of democracy and potential autocrats.
This is the danger of lazy journalism and PR-driven research. The media landscape rewards engagement over accuracy.
Once misinformation spreads, it’s almost impossible to correct.
And if you want to know how researchers get people to agree to two different propositions at the same time?
Yes Minister, as always has the answer:
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