As digital disinformation grows more and more prevalent, there’s one emerging technology with the potential to address many of the root causes of and risks associated with misleading and manipulated media: blockchain. While it’s no panacea, blockchain can help in three key areas: First, a blockchain-based system could offer a decentralized, trusted mechanism for verifying the provenance and other important metadata for online content. Second, it could enable content creators and sharers to maintain a reputation independent of any publication or institution. And finally, it makes it possible to financially incentivize the creation and distribution of content that meets community-driven standards for accuracy and integrity. Of course, any technological solution will have to be complemented by substantial policy and education initiatives — but in an ever-more complex digital media landscape, blockchain offers a promising starting point to ensure we can trust the information we see, hear, and watch.hbr.org
