Misinformation Spreads Like Social Contagion: How to Recognize and Combat False Information

In a small Malaysian town in 2019, nearly 40 schoolgirls aged 12 to 18 began screaming uncontrollably, claiming to have seen a “face of pure evil” with disturbing images of blood and gore. The incident in Ketereh made international headlines and was identified by experts as a case of mass psychogenic illness—a psychological condition that manifests in physical symptoms and spreads socially, much like a virus.

This phenomenon illustrates how social connections create pathways for the transmission of not only physical illnesses but also psychological states and behaviors. The incident offers valuable insights into how misinformation spreads through social networks, according to public health researchers who study social and behavioral science.

Social norms—our perceptions of how common or acceptable certain behaviors are within our personal networks—can significantly influence our actions, even when these perceptions don’t accurately reflect reality. For many people, perception becomes their reality, guiding their behavior regardless of factual accuracy.

Unlike viruses, which often require just a single exposure to spread, behaviors typically need multiple contacts to take root in a social network. This process, known as “complex contagion,” explains why socially learned behaviors take time to become established within communities.

Fashion trends illustrate this phenomenon in everyday life. When baggy jeans returned to popularity, many millennials initially rejected the style, only to gradually reconsider after multiple exposures through their social connections. This same dynamic plays out more intensely on social media platforms like Instagram, where initial skepticism about unusual fashion items can quickly transform into acceptance after viewing numerous positive comments.

More concerning is the application of these principles to misinformation on social platforms. Research has consistently shown that false information spreads faster and more extensively than truth online. Before fact-checkers can effectively debunk falsehoods, misinformation may have already permeated social networks, taking hold through complex contagion mechanisms.

People spread misinformation for various reasons—sometimes to advance personal agendas, creating echo chambers that filter out contrary viewpoints. Even without malicious intent, misinformation spreads when users fail to verify accuracy or lack digital media literacy skills.

To combat this problem, researchers have adapted a concept from the 1960s called “pre-bunking.” This approach trains people to recognize and resist misinformation before encountering it in the wild—similar to how vaccines build immunity by exposing the body to weakened pathogens. Google has developed pre-bunking quizzes that teach users to identify common manipulation tactics like false dichotomies, scapegoating, and slippery slope fallacies.

The effectiveness of pre-bunking extends beyond combating misinformation. Research indicates it can delay harmful behaviors like tobacco use among adolescents. However, the protective effects fade within months without regular reinforcement or “booster shots.”

Group-based approaches show particular promise for maintaining pre-bunking effects. When multiple members of a social network develop strong resistance skills, the entire community becomes more resilient against harmful influences—a form of psychological herd immunity.

This collaborative approach to resistance skills training provides essential protection against both online falsehoods and peer pressure toward harmful behaviors. The research increasingly suggests that social networks can be leveraged positively, with community members reinforcing each other’s capacity to resist harmful influences.

As digital landscapes continue to evolve, understanding these social contagion mechanisms becomes increasingly vital for public health professionals, educators, and communities working to protect themselves from the spread of harmful misinformation and behaviors.