Yahoo News Why people fall for fake news – and four ways to combat it
Certain factors about the way fake news is presented make people more likely to believe the lies, a study has found.
But there are tactics, including 'prebunking', that can help to stop people falling for it, according to researchers at the American Psychological Association.
Almost half of British adults – 45% – believe that they encounter fake news online every day, according to research by Journolink.
With fewer people watching television and more relying on social media for news, there is fertile ground in today's media world for misinformation to spread online.
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Why do people fall for fake news?
The research by a panel of US and international experts on the psychology of misinformation found that people are more likely to believe false statements that spark emotions such as fear and outrage.
They are also more likely to believe misinformation that paints groups that they view as "others" in a negative light.
People are more likely to believe information the more it is repeated, even when it contradicts their prior knowledge – which the experts say highlights how important it is to stop fake news early.
Who spreads fake news?
The report found that a small number of 'superspreaders' are behind much fake news, with social media 'echo chambers' helping it to spread rapidly.
The researchers write: "Rapid publication and peer-to-peer sharing allow ordinary users to distribute information quickly to large audiences, so misinformation can be policed only after the fact (if at all).
"Echo chambers bind and isolate online communities with similar views, which aids the spread of falsehoods and impedes the spread of factual corrections."
How can fake news be stopped?
The report says that fake news can be stopped by laws and regulations targeted at technology organisations, or through measures to stop people sharing it.
Effective measures include fact-checking and debunking, as well as prebunking, or pre-emptive debunking to prevent people from falling for misinformation in the first place.
The report found that 'nudges' such as asking people to consider the accuracy of information before sharing it, or rewarding people to be as accurate as possible also help.
The research called for education to raise awareness about fake news.
