Outrage drives incorrect spread
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Moral outrage significantly contributes to the spread of misinformation on social media.
A new study published in the journal Science used data from both X (formerly Twitter) and Facebook to find that people are more likely to spread outrage evoking misinformation without reading it first.
According to the study, social media posts containing misinformation evoke more moral outrage than those with trustworthy information. This emotional reaction is not just a byproduct; it actively facilitates the spread of falsehoods.
The researchers conducted eight studies and two behavioral experiments to delve into how misinformation leverages outrage for wider distribution.
They found that people frequently share contentious content to signal their moral positions or affiliations with specific groups without verifying the facts.
The study's findings challenge conventional approaches to combat misinformation. “Attempts to mitigate the online spread of misinformation by encouraging people to check its accuracy before sharing may not be successful,” the researchers caution.
This is because, as they note, “people may share outrageous misinformation without checking its accuracy because sharing is a way to signal their moral position or membership in certain groups”.
The role of social media algorithms in amplifying this spread was also highlighted.
“Since outrage is associated with increased engagement online, outrage-evoking misinformation may be likely to spread farther in part because of the algorithmic amplification of engaging content,” the study explains.
This algorithmic boost occurs even if the outrage is directed at the misinformation itself, inadvertently promoting the very content it might aim to discredit.
The researchers say misinformation thrives on outrage, which is “a mixture of disgust and anger”, and is more engaging than other emotions like happiness or sadness.
“Outrage is highly engaging and need not be accurate to achieve its communicative goals, making it an attractive signal to embed in misinformation,” the research paper reads.
This study shows the complexity of managing misinformation on social platforms, where emotional reactions can override the desire for accuracy.
As misinformation continues to pose threats to democratic integrity, national security, and public health, understanding these mechanisms becomes crucial for developing effective countermeasures.
