Article Summary: Familiarity Breeds Belief: Study Shows How Fake News Spreads

Fake news stories are more likely to be believed and shared on social media if readers think they have seen them before, according to new research from Cardiff University’s Crime and Security Research Institute.

The comprehensive study, which surveyed 8,630 citizens across 12 European countries, offers critical insights into why seemingly outlandish claims can gain significant traction online. Researchers intentionally created a fabricated news story about a “communist killer dolphin” heading to a popular holiday resort – a narrative deliberately similar to previous media reports about government-led dolphin espionage activities.

The results were striking: 53% of participants who thought they recognized the news story believed its content to some degree, compared to just 10% of those who did not recognize it. This significant disparity highlights what researchers call the “illusory truth effect,” where information encountered repeatedly over time is more likely to be perceived as factual, regardless of its actual validity.

“Although the story seemed implausible to most, a large proportion of those questioned believed the story to differing extents in part because they felt they had seen it before,” explained Professor Kate Daunt of the Open Source Communications, Analytics Research (OSCAR) Programme, who led the study.

The research also revealed that emotional responses played a crucial role in determining whether individuals would engage with and share fake news. Approximately 46% of participants indicated they would interact with the fabricated story in some capacity, with 16% reporting they would engage through multiple channels. Nearly a third (29%) said they would click on the embedded link, while 13% would discuss it offline with friends and family.

These engagement patterns correlated strongly with emotional responses. Among participants who felt “very fearful” after reading the story, 78% said they would interact with it. Similarly, 70% of those who were “very surprised” and 84% who were “very excited” indicated they would engage with the content in some way.

“These findings shed light on why some pieces of disinformation gain more traction than others and why some people may be more susceptible to being influenced by them,” said researcher Bella Orpen. “Emotions, psychological reactance and engagement with social media are important in fostering citizens’ attention to disinformation.”

The study also revealed demographic patterns among those most likely to engage with fake news. On average, people who said they would interact with the story were younger, had fewer years of education, were more likely to identify as a minority, and described themselves as more religious.

The research methodology was robust, employing a large-scale survey designed by Cardiff University and administered via the Qualtrics online platform from March 18 to April 30, 2020. The survey used 53 questions to assess citizens’ perceptions, vulnerabilities, and resilience to disinformation and fake news, with sampling quotas implemented to ensure representative demographics across all 12 countries.

The findings have significant implications for understanding how misinformation spreads in the digital age and could inform strategies to combat the proliferation of fake news. They suggest that familiarity – even falsely perceived familiarity – can legitimize dubious information and that emotional triggers significantly increase the likelihood of engagement and sharing.

The Crime and Security Research Institute is part of Cardiff University’s Social Science Research Park (SPARK), a collaborative hub of leading social science research groups working to develop innovative solutions to societal problems.