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My name is Samantha North and I’m a freelance disinformation analyst.

I help governments, non-profits and commercial brands track coordinated deceptive online behaviour, so that the information space remains an authentic reflection of public opinion.

Clients past and present include Crimson Hexagon (now Brandwatch), Nisos Inc, and The Global Disinformation Index.

In addition, I’m an EPSRC-funded PhD candidate in computational social science at the University of Bath. In my academic research, I aim to understand what drives tribalism in online political behaviour. I use an approach that blends data science with psychology. Understanding the latter is critical for predicting how people respond to disinformation.

My background is in global communications. I’ve worked in marketing for a London-based fintech startup, as a journalist in Istanbul, and in public relations in Doha, Qatar. I’ve also worked in nation branding, helping countries and cities manage their global reputations.

I lived in China and studied Mandarin for almost four years, including a memorable year on the North Korean border. I’ve travelled widely ever since.

I’m intrigued by the ethical concerns around big tech, especially where it affects politics. Online disinformation is just one area where algorithms are being leveraged to tap into our human biases and magnify them onto a global scale. This affects almost every walk of life, including our political landscape.

Contact me to discuss how I can help you with disinformation research/monitoring, if you have an idea for an academic collaboration, or just to discuss new trends and interesting topics in the field.