1.3 Factors influencing the public’s acceptance and distribution of false information
The spreading of fake news online is a global problem, so understanding the factors that influence individuals to share fake news online is essential. Researchers are still trying to get a clear picture of how many people are influenced by false news and its digital reach. For now, they have been able to make estimates based on survey data, geography, and other sources. For some, it may be a matter of curiosity, their interest piqued by an alarming headline or a sensational photo. But some people genuinely the information they find on false news sites, even when it’s not backed by established facts or scientific evidence.
Scholars have known for decades that people tend to search for and believe information that confirms what they already think is true. The new elements are social media and the global networks of friends who use it. People let their guard down on online platforms such as Facebook and Twitter, where friends, family members, and coworkers share photos, gossip, and a wide variety of other information. That’s one reason why people may fall for false news, as S. Shyam Sundar, a Pennsylvania State University communication professor, explains in The Conversation. Another reason is repeated exposure to false statements that lead people to believe falsehoods. An experimental study, led by Vanderbilt University assistant professor of psychology Lisa Fazio, showed that sometimes people are more likely to believe repeated untrue facts than even their own knowledge about a topic. For example, even after study participants had answered correctly that the short pleated skirt worn by Scots is called a kilt, their chances of believing the false statement “A sari is the name of the short pleated skirt worn by Scots” increased after they read that sentence multiple times.
These are some of the most popular reasons that people would tend to believe false information.
- Confirmation bias: People tend to seek out information that confirms their preexisting beliefs and attitudes. If a piece of fake news aligns with their worldview, they may be more likely to accept and share it without critically evaluating its validity.
- Social media algorithms: Social media platforms often prioritize engaging or sensational content in users' feeds, regardless of its accuracy. This can lead to the rapid spread of fake news as sensational or provocative headlines attract more attention and engagement.
- Echo chambers: People often surround themselves with like-minded individuals and sources of information, creating echo chambers where fake news can easily proliferate without being challenged by dissenting viewpoints.
- Lack of media literacy: Many individuals lack the critical thinking skills necessary to evaluate the credibility of information they encounter online. Without the ability to discern reliable sources from unreliable ones, people may unknowingly accept and share fake news.
- Emotional appeal: Fake news often evokes strong emotional responses, such as fear, anger, or outrage. Emotional content is more likely to be shared on social media, leading to the widespread dissemination of false information.
- Political polarisation: Fake news is often weaponised for political purposes, with political groups spreading misinformation to discredit their opponents or advance their own agendas. Political polarisation can make individuals more susceptible to accepting and sharing fake news that aligns with their political beliefs.
- Cognitive biases: Various cognitive biases, such as the availability heuristic (the tendency to overestimate the importance of information readily available) or the illusion of truth effect (the tendency to believe information to be true after repeated exposure), can influence individuals' perception and acceptance of fake news.
Some reasons that lead people to also disseminate false information include:
- Social validation: Sharing content on social media can be a way for individuals to signal their identity, values, and affiliations to others. People may share fake news that resonates with their social group to gain approval, acceptance, or attention from peers.
- Algorithmic influence: Social media algorithms often prioritize engaging or sensational content in users' feeds, regardless of its accuracy. This can incentivize the sharing of fake news as sensational headlines attract more attention and engagement.
- Political motivations: Individuals and groups with political agendas may deliberately share fake news to advance their interests, discredit opponents, or shape public opinion. Partisan polarization and tribalism can further incentivize the spread of misinformation within political circles.
- Curiosity or entertainment: Some people share fake news out of curiosity or for entertainment purposes, without considering the potential consequences. They may find the content intriguing or humorous and share it with others without fully grasping its implications.
- Misinformation cascades: Once fake news starts circulating widely, it can create a misinformation cascade where people share it simply because they see others doing so. This herd mentality can contribute to the rapid spread of false information across social networks.
- Malicious intent: In some cases, individuals or groups spread fake news with malicious intent, aiming to deceive, manipulate, or harm others for personal or ideological reasons.
- Financial incentives: Some individuals and organizations create and distribute fake news for financial gain, such as through advertising revenue generated by clicks and shares. This financial motive can drive the production and dissemination of false information.
Now that we’ve understood the reasons why people tend to believe false information, and the reason why they would disseminate these, check out the video below to further explore the theme with detailed examples.
