What Marketers Can Learn from the Fake News?

Put in a simple manner, a news is fake if it is missing real facts attached to it. Interestingly, while fake news cannot lead our thoughts cognitively because the fact incorporated are fake, we can as marketer derive insights on the cognitive process in place relative to a culture, a society and why people like to consume fake news. These insights can lead to shaping a map of the reality of our consumers  i.e. what they believe, what they value, what they like and dislike etc. I guess there are many insights we can extract from fake news and their impact on a market.