False news: the new normal
Whilst sensationalist and biased news has always existed in some form, the rapid spread of false information is now a common problem. More than a third of U.S. respondents to a global study saw misleading information about key topics in the last week as of early 2023. So, now that false news is a regular and prevalent concern, how do audiences deal with it?The impact of false news on U.S. audiences
The spread of false information is difficult to control, and restricting its reach often falls to the consumer. From passive behavior such as ignoring and avoiding false news rather than engaging with it, to actively making the effort to fact-check and report suspicious content, every little helps. Conversely, sharing false news can vastly increase its circulation. Identifying what is reliable can be a challenge, but some news audiences are taking action and now deploy various strategies to fact-check news.Views about who should be responsible for limiting the spread of misinformation vary. Interestingly though, around 60 percent of respondents to a 2022 survey believed it to be the duty of individual users, an attitude shared by Democrats and Republicans alike. The fact that individuals hold themselves accountable for stopping the dissemination of false news and believe others should do the same highlights another issue – trust.
Breaking news: but do audiences trust it?
Trust in the media is at an all-time low. In 2022, an annual survey found that two thirds of U.S. adults reported little or no trust in the mass media to report the news accurately and fairly, the highest recorded since 2016.False information naturally impacts trust in news sources and journalists, and low trust can lead to audiences avoiding news entirely. Untrustworthy or biased news ranked among the leading reasons for news avoidance worldwide, and in the U.S., lack of partisanship is a particular concern. More than 30 percent believe that national news attempts to mislead the public or persuade them to take a political point of view. Addressing topics from a neutral perspective is key in engaging consumers who are inclined to avoid news due to a dislike of political bias.
Whilst false news cannot be eliminated entirely, to a certain extent its future lies in the hands of audiences, who over time will hopefully grow more discerning and learn to swiftly differentiate between suspicious and genuine content. Dealing with false information responsibly by reporting the content and refraining from spreading it further are two ways to help contain it. A more hands-on approach to dealing with false news allows consumers to have more control over the matter and could lead to lower news fatigue and higher engagement. AI also has potential in this area. Whilst AI can be manipulated to spread false information, if used ethically, it could also be deployed to identify opinions presented as facts and data or text which cannot be verified by a legitimate source.
