The National Press Club Journalism Institute, along with collaborators PEN America and the American Psychological Association, explored what makes us spread political misinformation with experts last month ahead of the November election. Here’s what we learned:
- Language and modeling from authority figures that affirm conspiratorial communities and disinformation are then amplified by a group of people around the authority figures or other “elites.” People look to these leaders to determine what to believe and whether it’s valuable to spread that information. Thus, to be a loyal party member or to show trust in their leader, a person is more likely to amplify and spread disinformation.
- Social and societal norms pressure individual action. A person is much more likely to share something that they are unsure about if they think it’s okay either to get it wrong or if they think it signals that they are a good party member in their community.
- Traditionally underrepresented communities or viewpoints are targets for disinformation campaigns; research shows groups that feel disempowered or victimized are more likely to believe conspiracy theories. Victimization can be weaponized to spread misinformation.
- Certain media ecosystems that hammer home themes that align with current conspiracies and disinformation make the lies easier to believe. Even a reasonably rational person, if they hear the same thing over and over, may believe it seems more true.
Watch the webinar, Why We Believe: Framing the disinformation crisis for journalists: