In an era where online misinformation spreads rapidly and often unchallenged, new research from George Washington University (GW) offers a solution: clear and simple communication.
A study published in the Journal of Experimental Psychology: Applied demonstrates that straightforward, concise messaging can effectively counteract the spread of false information online.
The research, led by David Broniatowski, an associate professor of engineering management and systems engineering at GW, explores how the simplicity and clarity of information – whether true or false – affects its likelihood of being shared on social media platforms.
The research team applied a cognitive framework known as fuzzy-trace theory to investigate the spread of misinformation. This theory suggests that when people make decisions, they rely on the “gist” or the essential meaning of the information rather than detailed facts. This preference for simplicity means that information with a clear, straightforward message is more likely to be shared – regardless of its accuracy.
To test this theory, the researchers conducted two correlational studies and two controlled experiments. The correlational studies analyzed public data sets from Facebook to identify why certain types of misinformation were widely shared. The experiments then tested interventions designed to reduce the sharing and endorsement of misinformation, focusing on the effectiveness of gist-based messaging.
The findings revealed that people were more likely to share misinformation when it was presented in a simple and insightful manner. However, the researchers also found that similarly clear and simple messages containing accurate information could successfully deter individuals from sharing falsehoods.
Broniatowski emphasized the practical implications of these findings, particularly for public health agencies and other expert communities. By crafting messages that convey the bottom-line meaning of accurate information in a way that resonates with people’s values and beliefs, communicators can significantly reduce the spread of misinformation.
“These findings matter because they highlight practical ways to combat misinformation online,” Broniatowski said. “By focusing on simple, yet insightful, explanations that align with people’s values, we can more effectively reduce the spread of false information. This approach can improve public understanding and trust in accurate information across any number of topics.”
The study is among the first to systematically test gist-based interventions as a method to combat misinformation online. The results suggest that communicators, especially those in scientific and public health fields, should prioritize simplicity and clarity when addressing false information.
Co-authors of the study include Ethan Porter, associate professor of media and public affairs and of political science at GW, Pedram Hosseini, a Ph.D. student in GW’s Department of Computer Science, and Thomas Wood, associate professor of political science at Ohio State University.
***
The research was supported by the Social Science Research Foundation, the John S. and James L. Knight Foundation, and the National Institute for Standards and Technology, among others.
Journal Reference:
Broniatowski, D. A., Hosseini, P., Porter, E. V., & Wood, T. J., ‘The role of mental representation in sharing misinformation online’, Journal of Experimental Psychology: Applied (2024). DOI: 10.1037/xap0000517 | https://doi.org/10.1037/xap0000517
Article Source:
Press Release/Material by George Washington University
Featured image credit: Freepik
