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Perceived social presence reduces fact-checking.

Youjung Jun1, Rachel Meng1, Gita Venkataramani Johar2

  • 1Department of Marketing, Columbia Business School, Columbia University, New York, NY 10027.

Proceedings of the National Academy of Sciences of the United States of America
|May 24, 2017
PubMed
Summary
This summary is machine-generated.

People are less likely to fact-check information on social media when they believe others are watching. This social presence effect reduces scrutiny, but vigilance training can improve information verification in online environments.

Keywords:
fact-checkinginformation processingsocial influence

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Area of Science:

  • Social Psychology
  • Media Psychology
  • Information Science

Background:

  • Modern media consumption increasingly relies on social platforms.
  • Understanding how social contexts influence information evaluation is crucial.
  • Limited research exists on the scrutiny of information encountered on social media.

Purpose of the Study:

  • To investigate the impact of perceived social presence on information verification.
  • To determine if evaluating information in the presence of others affects fact-checking behavior.
  • To explore methods for enhancing information scrutiny in social media environments.

Main Methods:

  • Eight experiments utilizing incentivized real effort tasks.
  • Participants evaluated ambiguous claims under varying social presence conditions.
  • Vigilance induction was tested as a moderator of social effects.

Main Results:

  • Individuals demonstrated reduced fact-checking of ambiguous claims when perceiving an audience.
  • Social presence significantly decreased the likelihood of verifying information compared to solitary evaluation.
  • Pre-evaluation vigilance induction successfully increased fact-checking in social settings.

Conclusions:

  • Perceived social presence on platforms like social media can inhibit critical information evaluation.
  • The tendency to fact-check is diminished when individuals feel observed.
  • Interventions that promote vigilance can mitigate the negative impact of social presence on information verification.