University of Kwazulu-Natal

Misinformation Beyond Fact Checking Definitional Integration And The

Bonisiwe Shabane
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misinformation beyond fact checking definitional integration and the

Wen-Ying Sylvia Chou, Program Director, Health Communication and Informatics Research Branch, Behavioral Research Program, National Cancer Institute, 9609 Medical Center Dr., 3E614, Rockville, MD 20850, USA. Email: chouws@mail.nih.gov This article is made available via the PMC Open Access Subset for unrestricted re-use and analyses in any form or by any means with acknowledgement of the original source. These permissions are granted for the duration of the COVID-19 pandemic or until permissions are revoked in writing. Upon expiration of these permissions, PMC is granted a perpetual license to make this article available via PMC and Europe PMC, consistent with existing copyright protections. Online misinformation regarding COVID-19 has undermined public health efforts to control the novel coronavirus.

To date, public health organizations’ efforts to counter COVID-19 misinformation have focused on identifying and correcting false information on social media platforms. Citing extant literature in health communication and psychology, we argue that these fact-checking efforts are a necessary, but insufficient, response to health misinformation. First, research suggests that fact-checking has several important limitations and is rarely successful in fully undoing the effects of misinformation exposure. Second, there are many factors driving misinformation sharing and acceptance in the context of the COVID-19 pandemic—such as emotions, distrust, cognitive biases, racism, and xenophobia—and these factors both make individuals more vulnerable to certain... We conclude by outlining several additional measures, beyond fact-checking, that may help further mitigate the effects of misinformation in the current pandemic. Keywords: health communication, infectious disease, social media, misinformation

The rampant spread of online misinformation surrounding COVID-19 and the virus that causes it has significantly undermined the adoption of recommended prevention and control behaviors (Bridgman et al., 2020) and decreased support for crucial,... Efforts to combat online misinformation undertaken by government and health organizations, like the World Health Organization (2020), have largely focused on fact-checking, correcting, or debunking myths and falsehoods. Although such reactive responses are valuable, social science research suggests the effectiveness of information correction is likely to be limited (Lewandowsky et al., 2012). Solutions exclusively focused on providing evidence-based information and debunking false information are insufficient because they do not account for many of the critical factors that contribute to acceptance and sharing of misinformation in the... Citing recent literature on misinformation, we argue that additional actions will need to be taken to adequately address the ongoing COVID-19 “misinfodemic.” Misinformation spreads like wildfire in our digitally connected world, posing a significant threat to informed decision-making and societal trust.

While fact-checking plays a crucial role in debunking false claims, it’s becoming increasingly clear that it’s not enough. We need to move beyond simply identifying falsehoods and adopt a more comprehensive approach to combatting the spread and impact of misinformation. This requires addressing the root causes, understanding the psychology behind its appeal, and empowering individuals with critical thinking skills. This article explores why fact-checking alone falls short and proposes a multifaceted strategy for navigating the complex landscape of misinformation. Fact-checking is undoubtedly a valuable tool. Organizations like Snopes and PolitiFact dedicate significant resources to verifying claims and exposing inaccuracies.

However, fact-checks often face an uphill battle. The sheer volume of misinformation circulating online makes it challenging to debunk every false claim. Moreover, research suggests that corrections, even when widely disseminated, can struggle to overcome the initial impact of misinformation. This is partly due to the "illusory truth effect," where repeated exposure to a claim, even a debunked one, increases its perceived truthfulness. Furthermore, fact-checks can be dismissed or even weaponized by those who disagree with the conclusions, leading to further polarization and entrenchment of beliefs. The very act of correcting misinformation can inadvertently give it more oxygen, spreading it to audiences who might not have encountered it otherwise.

Finally, fact-checks often focus on the factual accuracy of individual claims, neglecting the broader narrative or emotional appeal that makes misinformation so persuasive. To truly tackle misinformation, we need a more holistic strategy that goes beyond debunking individual falsehoods. This involves: By shifting our focus from simply reacting to misinformation to proactively building resilience against it, we can create a more informed and resilient information ecosystem. This multi-pronged approach, encompassing education, platform accountability, critical thinking, and psychological understanding, offers a more effective path towards mitigating the harmful effects of misinformation in our society. Visiting Researcher & Co-Director Chevening African Media Freedom Fellowship, University of Westminster

Professor in the School of Journalism and Mass Communication, University of Wisconsin-Madison Peter Cunliffe-Jones is a member of the advisory board of the International Fact-Checking Network (IFCN), based at the Poynter Institute, founder of the fact-checking organisation Africa Check, and was senior advisor to the Arab... Lucas Graves does not work for, consult, own shares in or receive funding from any company or organization that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment. University of Westminster provides funding as a member of The Conversation UK.

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