Sign in

Carlos Diaz Ruiz

@carlosdiazruiz.com
5.2K followers 377 following 575 posts

Associate Professor at Hanken in Finland. I write about the consumer culture and advertising markets that allow disinformation to thrive on social media. Author of the book "Market-Oriented Disinformation Research." www.carlosdiazruiz.com

PostsRepliesMedia
Carlos Diaz Ruiz @carlosdiazruiz.com · 04/05/2026
Echo chambers also circulate disconfirming content (e.g., ragebait, trolling) to provoke reactions. The framework has three stages: - Ignition: provocative content triggers responses - Amplification: engagement and algorithms accelerate reach - Stabilization: normalizing the narrative.
The Social Media Echo Chamber Framework has three stages:

- Ignition: provocative content triggers responses
- Amplification: engagement and algorithms accelerate reach
- Stabilization: normalizing the narrative to offline, moderate audiences.

Diaz Ruiz (2026) Echo Chamber Dynamics on Social Media. New Media & Society. https://doi.org/10.1177/14614448261441872
120
Carlos Diaz Ruiz @carlosdiazruiz.com · 21/04/2026
@theonion.com owns InfoWars, and I look forward to the perfect illustration of my work: disinformation meets online advertising and influencers. I love their quote (in the following post)
120
Carlos Diaz Ruiz @carlosdiazruiz.com · 09/03/2026
Last week, I spoke at a webinar on "Market-Oriented Disinformation and the Threat of Agentic Disinformation." It is about the emerging threat of agentic disinformation, including the risk of embedding current digital advertising (mal)practices in AI environments. www.iseas.edu.sg/media/event-...
Clockwise from top left: Dr Maria Monica Wihardja, Dr Carlos Diaz Ruiz, and Mr Beltsazar Krisetya. (Credit: ISEAS – Yusof Ishak Institute)
031
Carlos Diaz Ruiz @carlosdiazruiz.com · 20/02/2026
Last week, I spoke at the event «Ignoring Antagonistic Information Threats: Cost and Evidence from Ukraine» at @sthlmschoolofecon.bsky.social. It focused on the Ukrainian experience in addressing disinformation and influence operations.
Carlos Diaz Ruiz speaks at an event at Stockholm School of EconomicsKeynote speakers at the event
111
Carlos Diaz Ruiz @carlosdiazruiz.com · 22/10/2025
I am delighted to find that my paper is the "most read" at the Journal of Marketing Management. "Disinformation and fake news as externalities of digital advertising: a close reading of sociotechnical imaginaries in programmatic advertising" by Carlos Diaz Ruiz. It is Open Access, so go ahead!
Screenshot of the "most read" papers at the Journal of Marketing Management. The top paper is "Disinformation and fake news as externalities of digital advertising: a close reading of sociotechnical imaginaries in programmatic advertising" by Carlos Diaz Ruiz.
0135
Carlos Diaz Ruiz @carlosdiazruiz.com · 02/09/2025
I had the honor of speaking at a security conference about social resilience to disinformation. It explored the dynamics of social media echo chambers, their polarizing effects, and their monetization through digital advertising. The event was hosted by Nanyang Technological University, Singapore.
Carlos Diaz RuizCarlos Diaz Ruiz. Book cover of "Market-Oriented Disinformation Research"
160
Carlos Diaz Ruiz @carlosdiazruiz.com · 09/07/2025
Back from all the conferences, now it is time to put the phone away and create beautiful memories the the people who matter the most.
A ridiculously cool sand castle
060
Carlos Diaz Ruiz @carlosdiazruiz.com · 28/06/2025
Back from London! I had a blast attending the Consumer Culture Theory Conference where I presented my work on social media echo chambers, which argues for a conceptual framework that actually represents the phenomenon we experience online. #CCT2025 #consumerculture
050
Carlos Diaz Ruiz @carlosdiazruiz.com · 10/06/2025
Back in the day, 10 years ago, when the Internet was still fun, people used to debate whether the dress was white/gold or blue/black. upload.wikimedia.org/wikipedia/en...
Image of a dress which people may see as blue/black or white/gold
012
Carlos Diaz Ruiz @carlosdiazruiz.com · 14/04/2025
My research on disinformation and echo chambers is the recipient of the 2025 Thomas Kinnear Award. It explains that disinformation circulates on social media through adversarial narratives and controversies that force the audience to take an us-vs-them position. doi.org/10.1177/0743...
Carlos Diaz Ruiz and Tomas Nilsson win the 2025 Thomas Kinnear award  presented by the American Marketing Association
1112
Carlos Diaz Ruiz @carlosdiazruiz.com · 12/03/2025
I just returned from Vienna, where I participated in the @engageeu.bsky.social "Think Tank," hosted by WU (Vienna University. We discussed several topics related to corporate purpose, including the misalignments with their business models. I also presented my work on disinformation.
Group photo of the Engage.EU Think Tank 2025 at WU in ViennaCarlos Diaz Ruiz presents his work on Market-Oriented Disinformation Research at WU in Vienna.
040
Carlos Diaz Ruiz @carlosdiazruiz.com · 25/01/2025
When it comes to Nazis, Neo-Nazis, and other supremacists that deny and denigrate the existence and value of human beings, there is only one valid answer: Be like the woman with the handbag.
The photograph titled "A Woman Hitting a Neo-Nazi with Her Handbag," captured by Hans Runesson on April 13, 1985, in Växjö, Sweden.

https://rarehistoricalphotos.com/woman-nazi-handbag-sweden-1985/
191
Carlos Diaz Ruiz @carlosdiazruiz.com · 21/01/2025
This is a WWII era poster by Jose Bribiesca. It is entitled "MEXICO POR LA LIBERTAD" (1942). It reminds me that authoritarianism is an unnatural frame that requires constant effort to maintain. Meanwhile, liberty and equality are global ideals that find their way even in the age of algorithms.
 
Jose Bribiesca, MEXICO POR LA LIBERTAD, 1942. Poster  https://americanhistory.si.edu/collections/object/nmah_447370
521947
Carlos Diaz Ruiz @carlosdiazruiz.com · 20/12/2024
I am stoked to learn that, with over 34K downloads, my paper on "Disinformation and Echo Chambers" with Tomas Nilsson has become the "most read" paper in JPPM in 2024. Its @altmetric.com score shows multiple mentions on the news, public policy documents, and social media! doi.org/10.1177/0743...
Screenshot showing that the research paper "Disinformation and Echo Chambers: How Disinformation Circulates on Social Media Through Identity-Driven Controversies" has become the "most read" paper of the Journal of Public Policy & Marketing in 2024.  

https://doi.org/10.1177/07439156221103852
080
Carlos Diaz Ruiz @carlosdiazruiz.com · 11/12/2024
Book Alert! 📖 🧵 I am proud to announce my book: "Market-Oriented Disinformation Research: Digital Advertising, Disinformation, and Fake News on Social Media." It explores the spread of misinformation online through the lens of marketing and consumer research. www.routledge.com/Market-Orien...
Cover of the book "Market-Oriented Disinformation Research: Digital Advertising, Disinformation, and Fake News on Social Media" by Carlos Diaz Ruiz, published by Routledge
1154
Carlos Diaz Ruiz @carlosdiazruiz.com · 10/12/2024
🧵 Disinformation is different from lying: The "Santa Claus" test. As the image below shows, it is common to think that disinformation is more or less equivalent to lying. While the intention is welcome, this belief is incorrect and unhelpful. Credit: @brentlee.bsky.social
An image uses the belief in Santa Claus to differentiate disinformation from misinformation. The image wrongly describes disinformation as lying and misinformation as spreading a false belief. 

credit: @brentlee.bsky.social
66614
Carlos Diaz Ruiz @carlosdiazruiz.com · 02/12/2024
I participated in a panel entitled "Navigating the Age of Misinformation," in which I spoke about the business models that shape social media into a thriving environment for amplifying controversies, partially because brands are funding misinformation through advertising technologies (AdTech).
Panel at Hanken School of Economics. Panelists at the "Navigating the Age of Misinformation" forum hosted by Hanken School of Economics
140
Carlos Diaz Ruiz @carlosdiazruiz.com · 25/11/2024
Join me in Hanken's Campfire talk on "Navigating the Age of Misinformation: from Civic Awareness to Economic Consequences." The panel, with Niklas Eklund and Anna Bertills, will discuss how misinformation challenges democratic values and economic stability. 26th Nov 10-12 Room 316, Hanken, Vaasa
Poster of Hanken's expert panel entitled: Navigating the Age of Misinformation: from Civic Awareness to Economic Consequences." 

In an era where misinformation spreads faster than ever, understanding its impact is crucial. In this Campfire Talk, we will bring together experts in civic literacy, economics, and political communication to explore the dual challenges misinformation poses to both democratic values and economic stability. Our experts will share their unique perspectives on how disinformation affects public trust, consumer behavior, and political discourse.

Engage with us as we unpack strategies to build resilience and foster a more informed society in the face of digital disinformation.

Guest speakers:
Niklas Eklund, Professor in Political Sciences, Umeå University
Anna Bertills, Communications Consultant & Strategic Analyst
Carlos Diaz Ruiz, Assistant Professor, Hanken, Marketing Department

Hanken students Moa Mattbäck and Jiri Wrangell will moderate this event.

When: Thursday, 26th November from 10:00-12:00
Where: Room 316, Hanken, Vaasa Campus
No registration needed
110
Carlos Diaz Ruiz @carlosdiazruiz.com · 18/11/2024
To understand this topic, the obligatory starting point is the insightful book by Shoshana Zuboff: "Surveillance Capitalism."
Book Cover "The Age of Surveillance Capitalism" by Shoshana Zuboff
010
Carlos Diaz Ruiz @carlosdiazruiz.com · 16/11/2024
I do not know what that statement means in reality because their website is monetized with video ads on auto run. They do have income via ads, as seen in the screenshot below
A video on autorun in the Cwbchicago website
000