Uskutonenie

Uskutonenie is a neologism used in media studies and cultural commentary to describe the process by which individuals adopt or align with a belief system as a result of social diffusion and trusted cues. The term has appeared primarily in online discussions and some analytic essays since the 2010s. Its exact etymology is not standardized; analysts variously link it to roots meaning belief or faith in several European languages, while others treat it as a blended coinage without fixed origin.

In practice, uskutonenie describes how beliefs spread through social networks and become accepted as truth, especially when sources of trust are personal acquaintances, authoritative figures, or algorithmic recommender systems. It is frequently discussed in relation to misinformation, political rhetoric, religious or spiritual claims, and consumer trends that gain legitimacy through social validation rather than empirical evidence.

Mechanisms include social proof (the sense that 'everyone else believes it'), authority trust, repetition of claims, identity alignment (beliefs harmonize with group identity), and algorithmic amplification. Visual illusions of consensus can strengthen the perceived truth of a claim.

Critics argue that uskutonenie risks becoming a catch-all term for many phenomena and may overlap with indoctrination, propaganda, or persuasion. Proponents say it helps illuminate how trust and social dynamics shape belief, enabling better media literacy and resilience to misinformation.

See also: misinformation, propaganda, confirmation bias, social proof, epistemology, indoctrination.