The tactic of devaluation, also known as a “negative campaign” or a “smear campaign” aims to harm the reputation of an individual or a group. Smear campaigns help distract public attention from the content of the targets’ message and deflect the discussion from the criticism or allegations raised and instead focus the attention on those raising these allegations.
During the Covid pandemic, this tactic was employed against scientists and doctors who countered the official narrative. It included various aspects, such as publishing false and disparaging claims about them, dismissing them from work in academia or medical institutions and stripping them of various senior positions—all actions that were felt by the recipients as intended to undermine their credibility and legitimacy.