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Heuristic Vs Systematic and Susceptibility of Sharing Covid 19-Related Fake News on Social Media

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Heuristic Vs Systematic and Susceptibility of Sharing Covid 19-Related Fake News on Social Media Journal of Content, Community & Communication Amity School of Communication Vol. 12 Year 6, December - 2020 [ISSN: 2395-7514 (Print) ] Amity University, Madhya Pradesh [ISSN: 2456-9011 (Online)] INFORMATION PROCESSING – HEURISTIC VS SYSTEMATIC AND SUSCEPTIBILITY OF SHARING COVID 19-RELATED FAKE NEWS ON SOCIAL MEDIA Irum Alvi Assistant Professor, Department of Humanities, English and Applied Sciences (HEAS), Rajasthan Technical University, Kota Niraja Saraswat Assistant Professor, Department of Humanities and Social Sciences, Malaviya National Institute of Technology, Jaipur ABSTRACT Social media has turned into a fertile ground for COVID-19 fake news. The present study aims to provide a hypothetical and empirical background to elucidate the psychological and behavioral aspects of information processing and susceptibility of sharing the fake news, with especial reference to COVID-19 news on social media. The study explores the relation between the select variables and heuristic and systematic information processing. Grounded on prior studies, this paper presents a research model to address susceptibility of sharing the fake news on social media, and identifies characteristics that may be more susceptible than others for sharing fake news on social media including Sharing Motivation (SM), Social Media Fatigue (SMF), Feel Good Factor (FGF), Fear of Missing out (FoMO), News Characteristics (NC) and five Big Personality Traits. The data collected from 244 respondents was analyzed with the help of IBM SPSS 23, using descriptive and statistical test, including means, standard deviations, and correlation analysis conducted. Correlation exploration was utilized to study the association between the select variables and systematic and heuristic information processing and susceptibility of sharing the fake news on social media. The findings show several factors contribute to information processing in both modes. The study confirms that heuristic processing is significantly associated with susceptibility of sharing fake news. The research adds to the media studies, behavioral and psychological disciplines, as it examines the relationships between the select variables and the systematic and heuristic information processing and COVID-19 fake news on social media. The present investigation makes an innovative and original contribution to media studies by exploring the relationship between select variables and susceptibility for sharing fake news on social media. The study presents a research model to identify the influence of select variables on information processing and the susceptibility to falling prey to fake news on social media and contributes to the domain to media studies. Keywords: Fake News, Information Processing, HSM, Personality Traits, Social Media INTRODUCTION social media pertaining to spread and cure of Surrounded by appalling gloom, deserted COVID-19 have put more lives in danger as roads, lost businesses, migrating laborers, compared to the disease itself. The patterns of doubting friends and family, distorting social media usage have been established to be relationships, misconceived information, linked with health risks (Ilakkuvan et al., COVID-19 has put entire humanity in an 2019). By 8 October 2020, India has reported unprecedented time. It is a time of Infodemic 6.84 million cases of COVID including 106 k where individuals are relying more on deaths due to the pandemic. The deadly information sharing on social media, which disease caused not only individual pains and has brought to the fore the dark side of social shocks but also enormous economic, social, media (Dhir et al., 2019; Luqman et al., 2018; psychological and political setbacks. Relatives Malik et al., 2020). World Health Organization lost lives in isolation, near and dear ones were expressed concern over the infodemic by quarantined, jobs were snatched, health stating that fake news is more dangerous than including physical and mental was negatively the virus itself (World Health Organization affected. People clad in face masks, Zoom WHO (2020). The messages circulated on working, shunning the touch of loved ones, DOI: 10.31620/JCCC.12.20/06 42 this new normal has left an indelible LITERATURE REVIEW impression in the lives of all individuals. The Fake news virtual life proliferated reliance on digital and Research reveals that misinformation has social media, giving sufficient scope for pervaded everything, stock values, nutrition, content sharing and generation (Verma et al., and vaccination (D. M. J. Lazer et al., 2018). 2019). As a result, media is also shaping the Theoretically defining, fake news is the lives of individuals and is also getting shaped content, which looks similar to real news, but by the current circumstances. There is a flood has some objectives which remain in garb. of information and misinformation which is Donovan has argued that fake news is devoid of reliable information. CEO of The commonly spread by formal managerial News Project, Merill Brown, stated that the authorities or media (2007, p. 67). Researchers world-wide pandemic has been multiplied in have identified fake news as the compilation stature with this “information tragedy.” of articles which are false and have the Director-General of WHO, Adhanom capacity of misleading readers (Allcott & Ghebreyesus, stated that fake information Gentzkow, 2017). D. M. J. Lazer has argued about the virus was spreading at a fast pace that fake news falls into the category of news and quite easily too which was more which is akin to real news but is devoid of worrisome. credibility and accuracy (2018, p. 9). While the developed world is capable of identifying and Several researchers have discussed the surge controlling fake news, India, the largest in social media users in the uncertain time of democracy and one of the most populated COVID-19. Researchers have also countries in the world has been struggling concentrated on the pervasiveness of fake with the surge in fake news, which became a news during COVID-19 and have delineated headache for the nation (Kabha et al., 2019). A its alarming results. However, there exists a variety of issues including disease, religion, research gap as there is a paucity of research politics, healthcare, and medication have on the relationship of news characteristics, contributed to the existing fake news crisis personal characteristics, information (Kadam & Atre, 2020). With a surge in fake processing and their influence on vulnerability news, the situation seems to be almost to sharing fake news. As such the present uncontrollable. study, seeks to understand the rationale that induces individuals to share unauthenticated Fake News and Social Media news. The research questions formulated are: Surprisingly, individuals using social media are unable to locate the fake news and place all 1. What is the relationship between the select the received news in the category of real news. factors and Heuristic/ Systematic According to a survey, newsreaders trusted information processing? upon headlines pertaining to fake news almost 2. What is the relationship between 75% (Ipsos Public Affairs, 2016). People have Heuristic/ Systematic information also stated that they do not believe in processing and susceptibility for sharing particular news and at the same time share it fake news on social media? with large groups to create an impact (Jang & Kim, 2018). Rumors have been defined as The research paper is organized as follows: making sense in particular situations; people The next section delineates theoretical were believed to spread rumours which structure and conceptual model along with the aligned with their beliefs (Allport & Postman, literature review. Section three focuses on the 1947; DiFonzo & Bordia, 2007; Rosnow, 1991). methodology which has been opted for the Guerin and Miyazaki (2006) suggested that investigation. Section four details the results of rumours served the purpose of daily the study. Section five elaborates the conversation. Social Media soon turned into a discussion which is followed by section six on means of dissemination of misinformation, theoretical and practical implications of the and disinformation (Sachdeva, 2019). study. The segment also deals with the limitations and future scope. The last section Sharing Motivation sums up the conclusion. Motivation has often been the main determinant to understand the use of social media. Kim et al., (2010) bifurcated motivation 43 into two heads of classified social motivation microblogging (Hsu, 2015). Studies have also (proximity with friends and family) and non- confirmed the varied gratifications like social motivation (entertainment, professional hedonic, utilitarian, social and content advancement, and self-expression. Nov et al., gratification (Liu, 2016). Dhir and Tsai have (2009) pointed out two motivations for social used Uses and Gratification theory to indicate media use namely extrinsic (self-development the intensity of Facebook usage (2017). and reputation) and intrinsic (enjoyment and commitment). Uses and Gratification (U&G) H3a: There is no noteworthy relationship Approach mentions four motivators. They between Feel Good Factor (FGF) and include the eagerness to seek information, the systematic information processing (SIP). need to socialize, the yearning for status, and entertainment (Lee & Ma, 2012; Park et al., H3b: There is no noteworthy relationship 2009). between Feel Good Factor (FGF) and heuristic information processing (HIP). The hypotheses that this study
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