The modern media landscape is saturated with the pervasive presence of misinformation. There are several factors that contribute to the amplification of false information, such as blurring the distinction between expert opinions and laypeople's views, economic incentives that promote the publication of sensational content, the ease of sharing false information at no cost, and many more. In this study, we delved into mechanisms of false news propagation that have so far escaped scientific scrutiny: assessing the truthfulness and behavioral response to information based on its factual accuracy (whether true or false), cognitive utility (whether it reinforces or challenges participants' beliefs), and presentation style (either sober facts or populistic, sensational style).
Our experiment revealed two major insights. Unsurprisingly, the assessment of veracity is primarily linked to the objective truthfulness of a news piece. However, the likelihood of engagement with news is more connected to how well the information aligns with participants' preexisting beliefs rather than its objective accuracy or presentation style.
Therefore, a widely held belief that curtailing the spread of false news is achievable through fact-checking and educating the public may fall short. People tend to share fake news as long as it reduces the dissonance between their beliefs and real events. Additionally, our findings support the Trojan Horse hypothesis in the context of false news dissemination.
In a society where information access is effortless, understanding the propagation of misinformation and the underlying mechanisms is crucial. Mitigating the impact of false news will require multifaceted strategies, incorporating fact-checking, public education, and an examination of psychological mechanisms that influence our reactions to information. It's essential to recognize that combating misinformation is a task not only for scientists but also for media outlets, educators, and every individual as a consumer of information.
To learn more, read the whole article here: Frontiers | Are we willing to share what we believe is true? Factors influencing susceptibility to fake news (frontiersin.org)