Study finds that to counter misinformation online, we need to copy its style
Imagine you're worried about vaccinating your baby. A message on Facebook tells you: "Protect the community and your kids by booking their vaccinations today." Another asks: "Do you know all the effects of childhood vaccinations on your babies?"
When it comes to combating misinformation online, the style of communication matters. A recent study found that presenting factual information in a way that matches the language used in online communities can significantly increase the likelihood of people clicking on and engaging with the content. The study, conducted on Australian Facebook communities, observed discussions about topics such as childhood vaccinations and far-right ideologies.
Researchers developed three fictional audience profiles - Jennifer, a young mother worried about vaccinations; Patrick, a retired teacher concerned about his grandchildren's future; and Aaron, a young man interested in fitness and technology. By using familiar styles of language in their advertisements, the researchers were able to achieve click-through rates five times higher compared to neutral versions of the same ads.
While the study does not claim to change anyone's mind or prove that readers engaged with the linked pages, it demonstrates that communication style can help attract attention to reliable information. Public health teams and other organizations can use this approach to craft messages that acknowledge people's concerns and questions, ultimately making them more receptive to accurate information.
Written by urgent.news from Phys.org's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
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