One of the more peculiar features of the coronavirus pandemic was the conspiracy theory that it was caused by 5G technology, which resulted in masts and various other telecommunications equipment being sabotaged.  New research from North Carolina State University finds that even after such fake news stories, people still often expect the companies at the heart of the story to take corrective action.

The study also shows that people think they’re a lot better at spotting fake news than they actually are, which the researchers believe highlights the need for greater digital literacy.

“The idea that I am less influenced by fake news than you are is an example of something called the third-person effect,” the researchers say.  “The third-person effect predicts that people tend to perceive that mass media messages have a greater effect on others than on themselves, and we found that this effect is pronounced among consumers who use social media. We also found that the third-person effect plays a significant role in how people respond to fake news online.”

Distorted views

The researchers gathered several hundred people who had identified as being Coke drinkers.  They were given a fake news story from 2016 claiming that the company had recalled bottles of its Dasani-brand water due to parasites being found in the water.  The volunteers were then asked various questions about the story, and what Coca-Cola should do about it.

“The strongest finding was that consumers expect corporations to take responsibility for combating fake news, even if the company in question was a victim of the fake news story,” Cheng says. “This is news that public relations professionals can use. It highlights the need for communication professionals to step up and take an active role in responding to fake news items. That could mean collaborating with reporters to provide them with accurate information, or making correct information directly available to the public, or both. But it suggests that simply being quiet and waiting for the crisis to blow over may be unwise.”

There was a degree of self awareness among volunteers too, with a strong desire to see media literacy improved so that people are better equipped to evaluate media critically.  There was, however, a strong sense that fake news was largely something that influenced other people.  These people who were highly confident in their own ability to spot fake news were also, however, those who expected companies to take action when fake news effected them.

“This is an observational study, not an experimental one, so we cannot establish causal relationships,” the researchers conclude. “But the demand for corporate action is clear – and it is most strongly correlated with the third-person effect.”