Artists and creative professionals are emerging as crucial allies in the fight for truth. In an unique collaboration between a government agency and the visual arts, Sweden’s Psychological Defense Agency in May announced that it had commissioned Bildkonst Sverige, or Visual Arts Sweden, “to begin a landmark study into visual literacy's role in combating disinformation,” with a focus on fostering visual literacy in children and young people.

Magdalena Malm, director of Visual Arts Sweden tells VML Intelligence, “there has been almost no discussion of the fact that the image has replaced text as the foundational medium of communication. Nor has there been discussion about what this means for the skills needed to critically read and express oneself through images.”

Malm points out that “we consume images much faster than we read text. Because of this immediate impact, they tend to affect our emotions more. Secondly, our skills in reading images are so much weaker than our skills in reading text—and thus we are more vulnerable.”

She notes that the defense sector “understands” the need to critically read images - hence the collaboration on the study. “Artists and filmmakers possess a profound and in-depth knowledge of reading images, as well as composing them. If you understand how images are composed, and how image and text work together to change meaning, you will also recognize when they are staged or AI-manipulated. We see that this is a resource that has not been widely recognized.”

If you understand how images are composed, and how image and text work together to change meaning, you will also recognize when they are staged or AI-manipulated.

Magdalena Malm

Director, Visual Arts Sweden

The creative community's ability to deconstruct visual narratives represents an underutilized resource in building societal resilience to visual manipulation. Research has demonstrated how faked AI images can be directly connected to civil unrest by amplifying misinformation. The London School of Economics published an examination of the role of AI in the far-right riots that took place in the UK in summer 2024, finding that amplification of “visual representations of racist conspiracy theories…was about 30% higher than for other posts.”

Ultimately, the aim of the Visual Arts Sweden study will be to “raise awareness of how much information is transmitted through images and what new skills are required,” Malm said. “The next step will be to collect and develop methods and training for distribution. In this effort, we see cultural actors within visual art and film as having a key role.”

Switzerland is Fake
Screengrabs from Switzerland is Fake, Patrick Karpiczenko and Fotomuseum Winterthur

Recognizing that content creators play a frontline role in disseminating information, UNESCO is aiming to upskill them as advocates for truth. In 2024, the agency launched a four-week course in truth literacy attended by over 9,000 creators across 160 countries. This was in light of a UNESCO survey’s findings that 62% of content creators do not carry out rigorous and systematic fact-checking of information prior to sharing it.

Beyond institutional approaches, disinformation is also being countered through the arts. Earlier this year, Switzerland’s Fotomuseum Winterthur collaborated with artist Patrick Karpiczenko to create a film dubbed Switzerland is Fake. Using AI images – spanning cows being airlifted into the country to blindfolded tourists being bussed into Austria - to create a narrative that Switzerland is a fictional country, Karpiczenko commented that the aim of the film was to show “how easily reality can be called into question.”

And Jesse Armstrong’s 2025 film Mountainhead for HBO presents a satire on the growing power of tech titans, depicting a group of US billionaires who must grapple with how their AI innovations are spreading misinformation and destabilizing society. In a New York Times review, columnist Michelle Goldberg writes that “journalists can write exposés about these men…but art and entertainment can make such figures feel real in a more visceral, emotional way. That’s one reason it’s important for pop culture to engage.”

The Intelligence Take

Truth literacy is emerging as a new civic skill. As storytellers and shapers of culture brands can play a role in helping consumers build resilience against misinformation and in so doing, bolster credibility. According to Edelman's Trust Barometer, 48% of global consumers say they are more likely to buy a brand that fights misinformation.

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