Some in the PR business are quick to dismiss the rise of "fake news" as an old story, and to a degree, they're right. It's not new.
But as the article below succinctly outlines, it's far more pervasive and damaging than any early propagandist would have dared to imagine.
It's possible we're merely in a transition period - a grey zone between older models of journalism and information exchange and a newer model of community-managed and verified communication, like Wikipedia or Steam ... with pirates and bots exploiting the shadows in between.
We are living in a brave new world of disinformation. As long as only its purveyors have the data we need to understand it, the responses we craft will remain inadequate.