Most links shared on Facebook are never actually clicked by those who post them. This surprising finding, stemming from a large-scale analysis conducted by researchers from Penn State University, calls into question our digital habits and the spread of information online.
By analyzing more than 35 million public posts containing links, shared on Facebook between 2017 and 2020, the researchers discovered that nearly 75% of shares occurred without the user clicking on the link beforehand. This phenomenon intensifies when it comes to political content, whether left-leaning or right-leaning, compared to neutral content.
This study, published in
Nature Human Behavior, highlights that social media users tend to only read titles and descriptions before sharing a link. This practice promotes the rapid dissemination of misinformation and dubious content. The researchers pinpoint that this superficial approach occurs in a context where information overload is ubiquitous.
Professor S. Shyam Sundar, head of the team, expressed his surprise at the extent of the phenomenon. He noted that the majority of users share content not out of deep conviction but because it seems to align with their ideology. This behavior increases the risk of spreading false information, which, according to the study, often originates from conservative sources.
The data, obtained through the Social Science One consortium, also reveal that 82% of links containing misinformation came from sites classified as conservative. These links were shared more than 41 million times, sometimes without users even verifying their content. This finding supports the idea that some users view such content as credible simply because it was shared by members of their network.
To curb this trend, the researchers propose adding "frictions" to platforms, such as requiring users to read content before being able to share it. Such a measure could reduce the viral spread of misinformation, although it may not completely halt intentional manipulation campaigns.
These behaviors raise questions about individuals' responsibility for the information they relay. Sundar emphasizes the importance of media literacy and critical thinking in the face of a constant stream of online information. This vigilance is crucial to avoid unwittingly fueling campaigns aimed at creating division.
This study highlights a major challenge for social media platforms as well as for their users. Becoming more mindful and engaged in online interactions could be a key strategy in countering misinformation.