Decisions and disinformation : an evaluation of the usefulness of the Fast and Frugal Heuristics Programme in uncovering implicature-type disinformation

[摘要] ENGLISH ABSTRACT:This thesis investigates ways in which the Fast & Frugal Heuristics (F&FH) programme inthe field of Judgment and Decision Making (JDM) theory can be brought to bear on thephenomenon of disinformation. The study applies existing theory to develop an argumentaround the capacity of the F&FH framework to respond in a normative, descriptive andprescriptive fashion specifically to implicature-type disinformation. This leads to conclusionsabout the usefulness of the programme for a specific field that is supposed to be within theambit of the programme.The study attempts to answer the research question by examining the philosophical anddevelopmental history of JDM and of disinformation as a theme of inquiry. With thenecessary background as context, the phenomenon of disinformation is investigated,specifically in the case of advertisements. Specific focus is given to pictorial metaphor thatmay lead to disinformation.The study concludes that F&FH only succeeds to some extent in its descriptive capacity,whilst it fails to provide normative or prescriptive insights when faced with implicature-typedisinformation in the following ways: firstly, proponents of the F&FH programme seem selfcontradictoryabout the value of F&FH as a decision making theory – on the one hand theyare generally positive about the its descriptive, normative and prescriptive abilities, whilstfully admitting to fundamental problems in every aspect of the theory and its applications.Secondly, even though there is a general admission of the importance of social and culturalelements in decision making, F&FH still remains intrinsically individualistic. As such it willfail to recognise deception and disinformation as those form part of a language act that isspecifically designed around hidden motives and specialised persuasion techniques. Thirdly,F&FH will not be able to break free from the underlying issues it faces without breaking freefrom its philosophical underpinnings. F&FH still remains primarily empiricist through itsbehaviourist/positivist assumptions and application and as such fails to recognise the validityof concepts such as meaning, belief and attitude.

[发布机构] Stellenbosch University