Emotional disinformation and engagement bait: AI-generated images on Facebook

Session

Journalism, Media and Communication

Description

Emotional disinformation and engagement bait: AI-generated images on Facebook PhD. Student Hyrije Mehmeti1 Abstract Images generated with Artificial Intelligence (AI) are emerging as a powerful tool for disinformation, particularly on Facebook, where content spreads rapidly and reaches wide audiences. This paper examines how such images are used as engagement bait in Albanianlanguage Facebook posts to spread emotional disinformation. The study draws on fact-checkerverified cases where fabricated visuals were paired with captions designed to provoke user interaction and amplify reach. Using a qualitative case study approach, the analysis was guided by three criteria: the post included an AI-generated image, the text was in Albanian, and the caption contained explicit engagement prompts. Findings show that these posts spread widely not because of their credibility, but because they strategically exploited emotions such as anger, fear, pride, and even empathy, which drive rapid user reactions. This combination of synthetic visuals and emotionally charged captions enables disinformation to achieve viral circulation.

Keywords:

AI-generated images, emotional disinformation, engagement bait, Facebook

Proceedings Editor

Edmond Hajrizi

ISBN

978-9951-982-41-2

Location

UBT Lipjan, Kosovo

Start Date

25-10-2025 9:00 AM

End Date

26-10-2025 6:00 PM

DOI

10.33107/ubt-ic.2025.229

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Oct 25th, 9:00 AM Oct 26th, 6:00 PM

Emotional disinformation and engagement bait: AI-generated images on Facebook

UBT Lipjan, Kosovo

Emotional disinformation and engagement bait: AI-generated images on Facebook PhD. Student Hyrije Mehmeti1 Abstract Images generated with Artificial Intelligence (AI) are emerging as a powerful tool for disinformation, particularly on Facebook, where content spreads rapidly and reaches wide audiences. This paper examines how such images are used as engagement bait in Albanianlanguage Facebook posts to spread emotional disinformation. The study draws on fact-checkerverified cases where fabricated visuals were paired with captions designed to provoke user interaction and amplify reach. Using a qualitative case study approach, the analysis was guided by three criteria: the post included an AI-generated image, the text was in Albanian, and the caption contained explicit engagement prompts. Findings show that these posts spread widely not because of their credibility, but because they strategically exploited emotions such as anger, fear, pride, and even empathy, which drive rapid user reactions. This combination of synthetic visuals and emotionally charged captions enables disinformation to achieve viral circulation.