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When legend becomes fact, tweet the legend: Information and misinformation
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Journal of Behavioral and Social Sciences
2018, Vol. 5, 148–156 ISSN: 2375-8899

When Legend Becomes Fact, Tweet the Legend:


Information and Misinformation in the
Age of Social Media
Deborah A. Eckberg James Densley
Metropolitan State University Metropolitan State University

Katrinna Dexter
Metropolitan State University

For over a hundred years, people have learned the news from journalists.
In recent years, however, news about a wide range of topics from politics
to criminal justice is increasingly disseminated via social media networks.
Some see this change as positive, arguing that it facilitates citizen journal-
ism and gives voice to the voiceless. Others, however, predict that we are
heading down a path of misinformation, where news is filtered through
private corporations such as Google and Facebook, and the news we see
is shaped by algorithms that tailor to our personal preferences. This com-
mentary considers both sides of this important debate from a sociological
perspective to promote a sociological research agenda. We used the social
media site Twitter as our primary case study.

Inewspaperman
n The Man Who Shot Liberty Valance, when a
Discerning fact from fiction has thus been a fac-
et of human life since storytelling began. The
refuses to publish the true story difference today is the means by which we ob-
of a celebrated face-off, he explains, “When the tain our information.
legend becomes fact…print the legend” (Gold- Throughout the 20th century, print, radio-
beck & Ford, 1962). Throughout history, peo- and television journalists were the truth-tellers
ple have generally been more comfortable with and mythmakers. News executives served as
treasured legends than with hard facts. It seems gatekeepers, deciding which stories were giv-
that societies have a way of creating myths that en the most attention. Today, however, 62%
somehow become unquestionable realities. of Americans garner their news from social
media, and 18% do so frequently (Gottfried &
Deborah A. Eckberg, Ph.D., is Associate Professor of Shearer, 2016). While some of this news is in-
Criminal Justice at Metropolitan State University in St. Paul, tentionally sourced from mainstream media, it
Minnesota. is increasingly obtained within the social net-
James Densley, Ph.D., is Associate Professor of Crim- work of ordinary citizens, mostly by chance
inal Justice at Metropolitan State University in St. Paul,
Minnesota.
when they are online doing other things (Gott-
Katrinna Dexter, M.S., is a Graduate Research Assis- fried & Shearer, 2016). Some argue that social
tant in Criminal Justice at Metropolitan State University in media and peer-to-peer technologies have “de-
St. Paul, Minnesota. mocratized” the news (Ingram, 2016), mak-
Correspondence regarding this article should be sent ing it possible for previously unheard voices
to deborah.eckberg@metrostate.edu.
Tweet the Legend 149

to push through the bottleneck that previously ignore” (Rajan, 2017), especially for social sci-
controlled what was distributed. The new “cit- entists and yet, ironically, surprisingly little has
izen journalism” allows We the People to col- been written about this beyond mainstream me-
lect, report, analyze, and disseminate news and dia sources. In the present article, we attempt
information (Flew, 2005). Armed with smart- to bring scholarly attention and a sociological
phones and live streams, ordinary people both perspective to the issue with the following four
break news and make news—from the 2010 Hai- aims: (1) to review the existing literature on in-
ti earthquake to Egypt’s Tahrir Square and from formation and misinformation in the 21st centu-
the Syrian Civil War to the 2014 Ferguson un- ry through the lens of sociology, (2) to begin to
rest. From this perspective, the people drive the explore theoretical explanations such as cogni-
discussion. They witness events unfold in real tive dissonance and social judgement theory as
time and it could, therefore, be said that they they relate to this topic, (3) to promote a soci-
print fact, not legend. ological research agenda related to the dissem-
However, others say that this first-person ination of misinformation, and (4) to encour-
immediacy has resulted in the opposite effect age sociologists to develop methods to study
and predict the coming of a new “age of misin- how social media shapes our understanding of
formation” (Zollo et al., 2015), with news that is the social world. We used the social media site
unregulated, impulsive, subjective, and in short Twitter as our primary case study.
form and sound bites of 140 characters or few-
er. Such critics complain that this type of news What is Twitter?
means that We the People see only what we Twitter emerged in the mid-2000s as a plat-
want to see as the news is filtered through gi- form to facilitate a rapid dissemination of in-
ant, privately-held corporations such as Google formation about major events such as the 2008
and Facebook that use sophisticated algorithms California wildfires, the 2008 U.S. Presidential
to sort audiences by the most specific criteria. election, terrorist attacks, and other significant
News is shaped by “friends” and “followers” newsworthy incidents (Hermida, 2010). Log-
whom we “like,” ultimately becoming the same ging into Twitter, the user is immediately asked:
news with the same slant. “What’s happening?” as a prompt to share in-
Debate about the pros and cons of this new formation (Broersma & Graham, 2012). This
media landscape reached fever pitch in 2016 is reminiscent of Facebook’s: “What’s on your
with the proliferation of “fake news” websites mind?” that is used to prompt users to provide
that used social media to drive traffic, rather a status update. However, the latter implies a
than real news designed to inform or even satir- request for feelings or opinions, whereas the
ical news designed to entertain. These websites former implies a request for facts. Twitter us-
gave fraudulent news designed to deceive and, ers, therefore, are encouraged to share what is
consequently, to generate online advertising news, or at least news that is relevant to them
revenue. Last year, “alternative facts” and con- at the time, in 140 characters or fewer. Twit-
spiracy theories, spread in part by a Russian pro- ter has “broken” news stories (Diakopoulos, De
paganda effort (Timberg, 2016), swayed public Choudhury, & Naaman, 2012; Lee & Ma, 2011),
opinion and impacted elections the world over but has also facilitated self-promotion among
(Allcott & Gentzkow, 2017), prompting Time celebrities and politicians (Broersma & Graham,
magazine to ask, “Is Truth Dead?” (Pine, 2017). 2012). It was Twitter too that introduced the
Fake news played such an important role in the ubiquitous hashtag (#) so that others tweeting
U.K. Brexit referendum and U.S. Presidential about the same event might share virtual space
campaign that “post-truth,” an old concept ref- more easily. The hashtag has since become so
erencing politics framed by appeals to emotion popular that hardly a tweet or a Facebook post
over the details of policy, was chosen as Oxford ends without one, and the purpose has changed
Dictionary’s (2016) word of the year. from a means of archiving or grouping ideas to
Former U.S. President Barack Obama a trendy way of expressing a thought.
warned that fake news threatens the democratic
process that is predicated on informed citizens How Representative is Twitter?
(Obama, 2016). It is clear that the shifting in- Twitter has become an important place
formation context has become “too important to where issues of the day are publicly considered
150 Eckberg et al.

and reconsidered. More and more Twitter stud- printed anyway. For example, in 1948 the Chi-
ies are being published in academic journals cago Daily Tribune famously printed the erro-
(e.g., Takhteyev, Gruzd, & Wellman, 2012). neous “Dewey Defeats Truman” banner head-
This development is mostly due to the availabil- line on their front page. More recently, there
ity of data because of the sites open access. In- was the inaccurate, and at times irresponsible,
creasingly, mainstream media quote Twitter as reporting of the 2013 Boston Marathon bomb-
a source. Corporations pore over Twitter anal- ing in the New York Post, which identified the
yses for insights on “what’s hot” and “what’s wrong suspects on its front page. CNN did no
not.” The President of the United States, Don- better when they mistakenly reported that a
ald Trump, practically governs from his Twitter suspect had been arrested (Shih, 2013). The
account, but how representative is it? Does the adage, “If it bleeds, it leads,” the phrase first
consensus which emerges on social media re- coined by Pooley (1989) writing for New York
motely reflect consensus among the American Magazine, further captures the idea that main-
people? stream media are disproportionately focused
For all its popularity, Twitter is far from pro- on sensational stories that keep viewers more
viding a representative sample. First, only 16% amused and entertained than informed (Post-
of American adults use Twitter, and only 3% man, 1985). It is within this context that some
use it regularly (Pew Research Center, 2012). self-important journalists have become “mor-
Second, people who tweet and retweet tend, al entrepreneurs” (Cohen, 1972), fueling fear
on average, to be younger and more often fe- and fascination about AIDS, crack babies, ju-
male (Beevolve, 2012). They are also more ur- venile “super-predators,” and a whole host of
ban, better educated—better paid, and more mythical creatures (Glassner, 2000). They also
likely to vote democrat (Pew Research Center, continue to report incomplete aspects of scien-
2012). The so-called millennial generation, de- tific studies or misinterpret findings and high-
fined as being almost “permanently online” and light unusual claims. When it comes to climate
“permanently connected” (Vorderer, Kromer, & change or evolution, for example, they even use
Schneider, 2016), is far more likely than other the journalistic norm of “fair and balanced” to
age groups to obtain their news from social me- teach a controversy that does not exist (Oreskes
dia. A recent study conducted by the Media In- & Conway, 2010).
sight Project (2015) found that 88% of millenni- When mainstream media speculate without
als gather their news from Facebook, 83% from facts, however, there is editorial accountabili-
YouTube, 50% from Instagram, 36% from Pin- ty and clear mechanisms to correct or retract.
terest, 33% from Twitter, 23% from Reddit, and This practice is not the case with social media,
21% from Tumblr. The “sound bite” mentali- and, consequently, there are countless examples
ty, perhaps attributable to the instant gratifica- of “what Twitter got wrong” (Reinwald, 2014).
tion to which the texting generation of millenni- Reports of a 2011 shooting in London, England,
als has become accustomed, is likely to blame for example, caused mass hysteria, simply be-
for reliance on social media rather than actu- cause two coincidental events—a police train-
al news sources. An e-mail newsletter entitled ing exercise mistaken for the real thing and a
“The Daily Skimm” (The Skimm, 2017) uses film crew “shooting” a television commercial—
this need for quick and easy news consumption were conflated (Prigg & Davenport, 2011). More
as their tagline, touting that they “make it eas- recently, social media added to panic over false
ier to be smarter.” However, social media also reports of gunfire at New York’s JFK airport, re-
increases access to information for millennials, sulting in a “human stampede” (Wilson & Gold-
which is a positive consequence. stein, 2016). Indeed, there have been times
when Twitter prematurely “killed” living celeb-
How Accurate Is Twitter? rities (Ramisetti, 2016) or tried innocent people
Politician and sociologist Daniel Patrick in the court of public opinion.
Moynihan once said: “Everyone is entitled to Part of the challenge is that death hoax-
his own opinion, but not to his own facts” (as es and false news “go viral” regardless of the
cited in Weisman, 2010, p. 2). Intentionally or credibility of the sender. The authors of infor-
not, mainstream media sometimes make errors, mation disseminated via social media have no
and news not yet “fit to print” is sometimes
Tweet the Legend 151

special training or expertise; they are the gener- at the margins; some students “love teacher,”
al public. This reality is an advantage in some others “hate teacher,” and they will make that
cases. On Twitter, for example, anyone with known on their course evaluations. Most peo-
an account can tweet virtually anything, fol- ple, however, do not care enough to complete
low anyone, and be followed by as many peo- the evaluation form in the first place. We sus-
ple as have internet access. However, at the pect something similar occurs online, which
same time, open access raises a number of con- may be referred to as a “grievance bias” or a
cerns about both the veracity of the information “compliance bias.” The digitally motivated are
being disseminated and the methods by which precisely that—motivated. Social media is reac-
such dissemination occurs. For example, there tive; people take to it to voice their support or
are tens of thousands of fake accounts lying opposition to something, not to stay silent.
dormant on Twitter and being run remotely by Some people would be better served by
bots (i.e., a software application that runs auto- talking less and listening more. Lest we forget,
mated tasks) that fake follower numbers, send behind every fake news story lie internet bul-
spam messages, and boost interest in trending lies and “trolls” (Bishop, 2013) who routinely
topics (Echeverría & Zhou, 2017). abuse, harass, and promote hate online (Gold-
Back in the real world, misinformation can berg, 2016). Further, unless someone has a
often go viral due, in part, to what has been huge following, or one of their tweets takes hold
labeled by Schildkraut and Muschert (2014) and goes viral, they are mostly preaching to the
as “disaster narratives.” The term refers to the choir. One of the most basic notions govern-
marathon of news coverage that typically fol- ing the structure of social networks, including
lows an exceptionally tragic event, such as the those online, is homophily, i.e., the formation
mass shootings at Sandy Hook Elementary. of social ties due to matching individual traits,
Such marathon coverage has a lasting impact such as age or race (for a review, see McPher-
on how society conceptualizes mass violence, son, Smith-Lovin, & Cook, 2001). Captured by
which often results in emotionally affected peo- the adage, “birds of a feather flock together,”
ple sharing their thoughts about the incident on homophily means that Facebook friends tend to
social media (Schildkraut & Muschert, 2004). look like each other and think like each other
People feel the need to react publicly, or at least (Dunbar, Arnaboldi, Conti, & Passarella, 2015).
to their Twitter followers and Facebook friends. People also tend to follow people they like,
Such sharing of feelings about events can be ca- making their timeline a reflection of their own
thartic, but problems arise when the original views rather than the views of others. A recent
story is unverified, or worse, completely fabri- study found that if a teenager saw a picture on
cated. Fake news can motivate real violence, social media with lots of likes, they tended to
such as the assault on a Washington, D.C. piz- like it themselves (Sherman, Payton, Hernan-
zeria alleged to be harboring a Satanic, child dez, Greenfield, & Dapretto, 2016). If another
sex-abuse cabal led by liberal politicians (Kang teen saw the same picture with only a few likes,
& Goldman, 2016). they tended not to like it, suggesting the Mat-
thew Effect (or accumulated advantage) is alive
Birds of a Feather and well on Twitter (Merton, 1968). This ef-
As of June 2016, Twitter had 313 million fect has led some to characterize social media
monthly active users (Twitter, 2016). Without as an “echo chamber” providing reaffirmation
Twitter, there is no doubt that many of these 313 and shielding people from disagreement (Quat-
million voices would never have been heard. trociocchi, Scala, & Sunstein, 2016).
However, there is a qualitative difference be-
tween increasing public discourse and elevat- Potential Theoretical Explanations
ing public discourse, which is directly related Further contributing to the Twitter echo
to Twitter’s self-selection bias. A Twitter user is chamber is what psychologists refer to as “con-
more likely, simply by virtue of a penchant for firmation bias”, or the tendency to highlight
tweeting, to be a certain type of person. Pre- evidence which confirms what we already be-
cisely what type of person remains an impor- lieve. In a classic study, Lord, Ross, and Lepper
tant question for future research, but every col- (1979) asked people to read a series of studies
lege professor reading this knows the action is that seemed to either support or reject the idea
152 Eckberg et al.

that capital punishment deters crime. They the Twitter path of information about a particu-
found that people accepted data that support- lar incident, real or fake, he or she would like-
ed their initial beliefs, but rejected information ly see that, once the incident occurs, those who
that opposed them, thus leaving participants claim to be eyewitnesses immediately tweet
even more convinced of their opinions and even what they see, occasionally including pictures
more polarized. This explains, in part, how fake or video taken with a cell phone. Those who
news lives on after it is refuted. Indeed, trying follow these supposed eyewitnesses retweet the
to correct misperceptions can actually reinforce stories accordingly, and those who follow them
them, according to Nyhan and Reifler (2010). retweet, and so on. Thus, while the original
These researchers document what they call a eyewitness accounts may differ from person to
“backfire effect,” whereby individuals hold person, any nugget of information regarded by
fast to their perceptions, whether real or faulty, one Twitter follower as the truth can go viral in
even when presented with evidence to the con- a matter of minutes, often moving further and
trary and, in fact, become increasingly intransi- further away from the facts of the original inci-
gent the more they are presented with such evi- dent with each retweet. As unverified facts are
dence. The lack of agreement over what is real retweeted, the level of inaccuracy regarding the
and what is fake contributes to our perceptions initial story grows. In short, the way misinfor-
of in-group heterogeneity and out-group ho- mation is disseminated via social media can be
mogeneity (Savistky, Coen, Ruebel, & Eibach, described as a giant virtual game of telephone
2016) or the long-standing social psychological operator.
concept that those who do not agree with us are In the real-life game of telephone operator,
all the same (Goethels & Nelson, 1973). one must ask who initiates the news story and
One theoretical explanation for a confirma- how do they gain uncritical acceptance of their
tion bias and the backfire effect is what psy- accounts? On social media, news often comes
chologist Festinger (1957) termed cognitive dis- directly from the scene from those who are
sonance, i.e., the dissonance that arises when there on the ground and capturing video foot-
facts counter your beliefs. Underlying cognitive age in real time with their smartphones. They
dissonance is the fact the people have invested are social media’s eyewitnesses, and their news
in a particular position (e.g., a political party, re- comes with their perspective. The people who
ligious belief, or economic ideology) to such an see their tweets and posts immediately retweet
extent that any evidence to suggest they invest- and re-post without considering the source. In-
ed in the wrong position threatens their very stead, people regard their proximity to the event
identity. When people hold inconsistent be- as evidence of the veracity of their comments.
liefs, cognitive dissonance suggests that they al- The problem, however, is that eyewitness testi-
most always side with what is most comfortable mony has a long and storied history of inaccu-
instead of what is true in order to alleviate the racy (Alper, Buckhout, Chern, Harwood, & Slo-
arising tension (Festinger, Riecken, & Schachter, movits, 1976; Davis & Loftus, 2012; List, 1986;
1956). In this way, fake news and conspira- Thompson-Cannino, Cotton, & Torneo, 2009;
cy theories live on. Another related theoretical Yullie & Cutshall, 1986). In a particularly dev-
explanation is social judgement (Sherif & Hov- astating example, Jennifer Thompson-Cannino,
land, 1961), which holds that when people re- under pressure from law enforcement to identi-
ceive messages, in our case via social media, fy her rapist, mistakenly picked Ronald Cotton
they immediately decide whether they accept, out of a lineup. This choice led to a conviction
reject, or remain uncommitted to them by com- which resulted in Cotton spending eleven years
paring them with currently held views. in prison until a DNA test proved his innocence
(Thompson-Cannino, et. al., 2009).
Seeing is not Believing Why, then, do consumers of social media
When fake news enters into the public are- readily accept the accounts of eyewitnesses?
na, it is often amplified. The facts become lost Why do they bestow authority upon them and,
in the shuffle of competing information, limit- in one of the most typical errors in reasoning
ed attention, or both. In part, this obscuring is (see Bachman & Schutt, 2014), accept this au-
because there is no single source that can send thority uncritically and reject opportunities to
a correction for a mistake. Were one to follow
Tweet the Legend 153

evaluate the information presented in a critical 2006), to Orson Welles’ War of the Worlds, a
manner? Why do they not verify whether or not 1938 Halloween hoax about a Martian inva-
the source is an informed one? Is an insatiable sion on Earth that created a nationwide panic,
appetite for immediate information to blame or fake news has been a fixture of the American
is it a tendency to take the path of least resis- landscape for decades (Schwartz, 2015). Once
tance and defer to those who know, whether or constrained to the pages of the The National
not we can verify that they indeed knew in the Enquirer and other tabloids, deliberately mis-
first place? Either way, researchers suggest that leading and false stories masquerading as real
people are becoming less adept at separating news are making a resurgence thanks largely
fact from fiction. A recent study found middle to the openness of social media and the finan-
school, high school, and college students were cial incentives (i.e., advertising revenue) tied to
easily duped by fake news and lacked the skills website views and likes. On social media, peo-
necessary to check the veracity of claims pre- ple miles away in Russia or Macedonia can cre-
sented in tweets, comments, and articles online ate false propaganda, prosper while it goes vi-
(Stanford History Education Group, 2016, p. 4). ral, deny all responsibility once it is debunked,
This study is troubling when one considers that and then use complex algorithms to cover their
social media has the power to transmit false in- tracks (Kirby, 2016).
formation to millions in mere minutes; the more Having reviewed the existing literature on
players of telephone operator, the more likely it information and misinformation and explored
is that the information will be distorted. some theoretical explanations, we now turn to
On Twitter, the hashtag is often a way for our final two aims—promoting a sociological
reporters to promote a sense of live coverage, research agenda related to this subject and en-
as every post that ends with a hashtag can add couraging sociologists to develop methods for
to the developing news story as it unfolds (Bro- studying how social media shapes our under-
ersma & Graham, 2012). Here is where social standing of the social world. First, social sci-
media and mainstream media intersect. Profes- entists must be careful not to be too pessimis-
sional journalists can access tweets and threads tic in their appraisal of the state of social media.
from hashtags posted by amateur colleagues as A recent study calculated that for fake news
a “collective intelligence” and “wisdom of the to have changed the outcome of the 2016 U.S.
crowd” (Broersma & Graham, 2012). With less Presidential election, a single fake article would
time and money to produce the news, news cor- need to have had the same persuasive effect as
porations now follow what is trending on so- 36 television campaign ads (Allcott & Gentz-
cial media, thus trading original reporting of the kow, 2017). In other words, the threat of fake
news, which is expensive, for cheap and easy news is likely overstated. A recent experiment
“commentary on the news interspersed with also found that pre-emptively exposing people
broadcasts of set-piece events like presidential to a small “dose” of misinformation can help
news conferences” (Kaiser, 2014, para. 4). Crit- “inoculate” them against further bogus claims
ics argue that this has turned many newsrooms (Van der Linden, Leiserowitz, Rosenthal, & Mai-
into “copy factories,” whereby the same news is bach, 2017).
recycled over and over again (Lewis, Williams, Where social scientists can help is in evalu-
& Franklin, 2008, p. 40). This type of ambi- ating the steps being taken to address some of
ent journalism (Hermida, 2010), while broad- the challenges that the current media landscape
ly disseminated beyond traditional networks presents. In late 2016, for example, Google
(Diakoupoulos et al., 2012) and increasingly and Facebook banned fake sites from using
responsive to the evolving news landscape, is online advertising, and Facebook launched a
sometimes more interested in “getting it first partnership with fact-checking websites such
than getting it right” (Lee & Ma, 2011). as Snopes.com, FactCheck.org, and PolitiFact.
com to flag spurious news and hoaxes (Hern,
Conclusion 2016). Google similarly tags fake news stories
From the fraudulent and unethical “yellow in search results, and Facebook provides links
journalism” of William Randolph Hearst and Jo- to advice on how to spot fake news and report it
seph Pulitzer that was partially responsible for (Thomas, 2017). Many mainstream media sites
the outset of the Spanish-American War (Woolf,
154 Eckberg et al.

are also posting advice and guidance about fake conducting and disseminating research that fur-
news, drawing on the same logic social scien- thers the understanding, progression, and impli-
tists use when differentiating science from pseu- cations of social media on individuals, groups,
doscience (Willingham, 2016). Whether these and societal behavior.
strategies change outcomes is an open question
for sociologists to answer. References
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