@murmur_intel
Account based inSouth Africa
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Market intelligence that bridges the gap between brand insights and socio-politics.
Joined August 2025
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We do a lot of work in the misinformation space, and something in it has been bothering us: a gap between what the industry targets and what the problem actually is. Our co-founder Aldu Cornelissen wrote three short articles trying to work it out. Here's a thread on the first: the problem with "truth", starting from Shannon's 1948 definition of information...
murmurint.com/blog/disinform…
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The "post-truth era" was a misdiagnosis. We were never in a "truth era." The postwar decades worked because institutions reliably reduced uncertainty. When that trust eroded (72% in 1976 → 31% in 2023), what we mistook for "truth" was really institutional trust, which was always doing the work.
news.gallup.com/poll/651977/…
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First piece in a series exploring what the fact-checking paradigm may be missing, and why starting from uncertainty rather than truth might change what the solutions look like.
murmurint.com/blog/disinform…
Further reading:
→ Dan Williams — Misinformation is often the symptom, not the disease: conspicuouscognition.com/p/m…
→ Renée DiResta — America's Information War Self-Own: thenextmove.org/p/americas-i…
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