Li, J. (2023).
New Media & Society, 0(0).
Abstract
Fostering skepticism has been seen as key to addressing misinformation on social media. This article reveals that not all skepticism is “healthy” skepticism by theorizing, measuring, and testing the effects of two types of skepticism toward social media misinformation: accuracy- and identity-motivated skepticism. A two-wave panel survey experiment shows that when people’s skepticism toward social media misinformation is driven by accuracy motivations, they are less likely to believe in congruent misinformation later encountered. They also consume more mainstream media, which in turn reinforces accuracy-motivated skepticism. In contrast, when skepticism toward social media misinformation is driven by identity motivations, people not only fall for congruent misinformation later encountered, but also disregard platform interventions that flag a post as false. Moreover, they are more likely to see social media misinformation as favoring opponents and intentionally avoid news on social media, both of which form a vicious cycle of fueling more identity-motivated skepticism.
Discussion
I have made the case that it is important to distinguish between accuracy-motivated skepticism and identity-motivated skepticism. They are empirically distinguishable constructs that cast opposing effects on outcomes important for a well-functioning democracy. Across the board, accuracy-motivated skepticism produces normatively desirable outcomes. Holding a higher level of accuracy-motivated skepticism makes people less likely to believe in congruent misinformation they encounter later, offering hope that partisan motivated reasoning can be attenuated. Accuracy-motivated skepticism toward social media misinformation also has a mutually reinforcing relationship with consuming news from mainstream media, which can serve to verify information on social media and produce potential learning effects.
In contrast, not all skepticism is “healthy” skepticism. Holding a higher level of identity-motivated skepticism not only increases people’s susceptibility to congruent misinformation they encounter later, but also renders content flagging by social media platforms less effective. This is worrisome as calls for skepticism and platform content moderation have been a crucial part of recently proposed solutions to misinformation. Further, identity-motivated skepticism reinforces perceived bias of misinformation and intentional avoidance of news on social media. These can form a vicious cycle of close-mindedness and politicization of misinformation.
This article advances previous understanding of skepticism by showing that beyond the amount of questioning (the tipping point between skepticism and cynicism), the type of underlying motivation matters for whether skepticism helps people become more informed. By bringing motivated reasoning and media skepticism into the same theoretical space, this article helps us make sense of the contradictory evidence on the utility of media skepticism. Skepticism in general should not be assumed to be “healthy” for democracy. When driven by identity motivations, skepticism toward social media misinformation is counterproductive for political learning; only when skepticism toward social media is driven by the accuracy motivations does it inoculate people against favorable falsehoods and encourage consumption of credible alternatives.
Here are some additional thoughts on the research:
- The distinction between accuracy-motivated skepticism and identity-motivated skepticism is a useful one. It helps to explain why some people are more likely to believe in misinformation than others.
- The findings of the studies suggest that interventions that promote accuracy-motivated skepticism could be effective in reducing the spread of misinformation on social media.
- It is important to note that the research was conducted in the United States. It is possible that the findings would be different in other countries.
