Why does online distrust (e.g., of medical expertise) continue to grow despite numerous mitigation efforts? We analyzed changing discourse within a Facebook ecosystem of approximately 100 million users who were focused pre-pandemic on vaccine (dis)trust. Post-pandemic, their discourse interconnected multiple non-vaccine topics and geographic scales within and across communities. This interconnection confers a unique, system-level (i.e., at the scale of the full network) resistance to mitigations targeting isolated topics or geographic scales-an approach many schemes take due to constrained funding. For example, focusing on local health issues but not national elections. Backed by numerical simulations, we propose counterintuitive solutions for more effective, scalable mitigation: utilize "glocal" messaging by blending (1) strategic topic combinations (e.g., messaging about specific diseases with climate change) and (2) geographic scales (e.g., combining local and national focuses).
© 2023. Springer Nature Limited.