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Social media posts that evoke moral outrage are more likely to spread misinformation than those that share trustworthy information, according to a new study led by Killian McLoughlin and colleagues. The research, which analyzed U.S. data from Facebook and Twitter, highlights the powerful role of outrage in driving the viral spread of false information online.
The study, published in Science, reveals that posts eliciting feelings of anger and disgust—emotions tied to perceived moral violations—can amplify misinformation in ways that trustworthy news simply does not. Notably, people are more inclined to share such posts without verifying their accuracy, underscoring a key challenge in combating misinformation on social media platforms.
“Outrage-evoking misinformation spreads as effectively as trustworthy news,” McLoughlin and his team concluded, adding that the emotional responses triggered by moral transgressions encourage users to share content as a way to express their values or align with certain social groups.
The researchers conducted eight studies and two behavioral experiments over multiple time periods to examine the dynamics of outrage and misinformation. The findings suggest that simply encouraging users to fact-check before sharing may not be enough to curb the spread of falsehoods. In fact, attempts to curb misinformation may be undermined by the very nature of online engagement.
Social media algorithms, which prioritize content that garners high engagement, are another significant factor. Since outrage-driven posts tend to attract more interaction, they are often pushed to the forefront by platforms’ recommendation systems. This creates a feedback loop where outrage-inducing misinformation is more likely to be seen and shared, even if users initially interact with the content to criticize it.
“The algorithms might amplify outrage-based misinformation, even when the user intends to express outrage about the falsehood itself,” McLoughlin said. This insight is crucial for understanding how misinformation spreads despite efforts to counteract it.
The study sheds light on a complex interplay between emotions, social dynamics, and technological infrastructure that fuels the viral spread of misinformation. It underscores the need for a multi-faceted approach to tackle online misinformation, one that goes beyond urging users to check the facts before sharing content.
The findings could have significant implications for social media platforms, policy-makers, and anyone looking to curb the harmful impact of misinformation in the digital age.
Source: American Association for the Advancement of Science (AAAS)
Journal Reference: McLoughlin, K. L., et al. (2024) “Misinformation Exploits Outrage to Spread Online.” Science. DOI: 10.1126/science.adl2829
