Finally, the researchers started analyzing the data to answer questions like whether misinformation sources evoke more outrage, whether outrageous news was shared more often than non-outrageous news, and finally, what reasons people had for sharing outrageous content. And that’s when the idealized picture of honest, truthful citizens who shared misinformation just because they were too distracted to recognize it started to crack.
Going with the flow
The Facebook and Twitter data analyzed by Brady’s team revealed that misinformation evoked more outrage than trustworthy news. At the same time, people were way more likely to share outrageous content, regardless of whether it was misinformation or not. Putting those two trends together led the team to conclude outrage primarily boosted the spread of fake news since reliable sources usually produced less outrageous content.
“What we know about human psychology is that our attention is drawn to things rooted in deep biases shaped by evolutionary history,” Brady says. Those things are emotional content, surprising content, and especially, content that is related to the domain of morality. “Moral outrage is expressed in response to perceived violations of moral norms. This is our way of signaling to others that the violation has occurred and that we should punish the violators. This is done to establish cooperation in the group,” Brady explains.
This is why outrageous content has an advantage in the social media attention economy. It stands out, and standing out is a precursor to sharing. But there are other reasons we share outrageous content. “It serves very particular social functions,” Brady says. “It’s a cheap way to signal group affiliation or commitment.”
Cheap, however, didn’t mean completely free. The team found that the penalty for sharing misinformation, outrageous or not, was loss of reputation—spewing nonsense doesn’t make you look good, after all. The question was whether people really shared fake news because they failed to identify it as such or if they just considered signaling their affiliation was more important.
