NJOMACS

This study confronts the escalating threat posed by the unchecked spread of false narratives in the digital age, particularly within political campaigns. The motivation for this study is rooted in the demonstrable corrosive effects of misinformation on democratic processes, public trust and social cohesion, accelerated by the inherent design and business models of major social media platforms. The study's main objective is to argue for increased platform accountability as a critical, non-negotiable countermeasure. Drawing upon Media Effects Theories, Platform Studies and relevant regulatory frameworks and utilising a comprehensive library method to synthesise existing scholarship and policy documents. The library method, as a qualitative research approach, involves the systematic gathering, review and critical analysis of secondary materials such as peer-reviewed journal articles, policy reports, books and credible online resources relevant to digital communication, misinformation and technology regulation. By relying on documented evidence rather than field data, the method ensures analytical depth, theoretical clarity and cross-contextual validity in understanding how platform algorithms, engagement-driven metrics and monetisation models contribute to the virality of falsehoods. Key arguments assert that social media platforms' algorithmic amplification, engagement-driven metrics and monetisation of virality inadvertently create fertile ground for misinformation to flourish, from sensational clickbait to elaborate conspiracy theories. Current self-regulatory measures are demonstrably insufficient, failing to curb widespread harm. The study contends that platforms possess the technical capacity and a moral, civic obligation to implement more robust interventions. It concludes that genuine platform accountability, encompassing transparency mandates, algorithmic audits and a fundamental shift in business models that prioritise public welfare over engagement, is not merely desirable but essential for fostering a healthier, more trustworthy digital public sphere. Recommendations include stricter regulatory oversight, mandatory transparency frameworks and collaborative governance models to ensure platforms are responsible custodians of information during political discourse.