Cited by 212Misinformation and Its ImpactsIslamic Finance and CommunicationSpam and Phishing Detection

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Seeing Is Believing: Is Video Modality More Powerful in Spreading Fake News via Online Messaging Apps?

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Sundar, S Shyam, Molina, Maria D, Cho, Eugene·2021·Journal of Computer-Mediated Communication

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Abstract

Abstract False rumors on WhatsApp, the world’s largest messaging app, have led to mob lynching in India and other countries. Doctored videos sent over the platform have elicited visceral responses among users, resulting in the wrongful death of innocent people. Would the responses have been so strong if the false news were circulated in text or audio? Is video modality the reason for such powerful effects? We explored this question by comparing reactions to three false stories prepared in either text-only, audio-only, or video formats, among rural and urban users in India. Our findings reveal that video is processed more superficially, and therefore users believe in it more readily and share it with others. Aside from advancing our theoretical understanding of modality effects in the context of mobile media, our findings also hold practical implications for design of modality-based flagging of fake news, and literacy campaigns to inoculate users against misinformation.

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Authors: Sundar, S. S., Molina, M. D., & Cho, E.
Affiliations: Pennsylvania State University (US)
Department of Advertising and Public Relations, Michigan State University, East Lansing, MI 48824, USA
The College of New Jersey (US)
Corresponding author: Sundar, S Shyam
ORCID: Sundar, S Shyam
Molina, Maria D
Venue: Journal of Computer-Mediated Communication
Publisher: Oxford University Press (OUP)
Published: 2021-08-01
Volume: 26
Issue: 6
Pages: 301-319
ISSN: 1083-6101 (ISSN-L)
DOI: 10.1093/jcmc/zmab010
OpenAlex: W3188473680
Cited by: 212
References: 41
Citations by year: 2026: 49 · 2025: 62 · 2024: 42 · 2023: 38 · 2022: 19 · 2021: 2
FWCI: 34.99
Type: journal article
Language: en
Open access: diamond
doi.org
Licence: cc-by
creativecommons.org/licenses/by/4.0/ (vor, 2 d)
Locations: Journal of Computer-Mediated Communication (publishedVersion, cc-by)
Funders: University of Pennsylvania
Pennsylvania State University
Topics: Social Sciences › Sociology and Political Science › Misinformation and Its Impacts
Social Sciences › Sociology and Political Science › Islamic Finance and Communication
Physical Sciences › Computer Science › Information Systems › Spam and Phishing Detection
Keywords: fake news, misinformation, WhatsApp, messaging apps, belief in misinformation, urban-rural differences, misinformation literacy

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Seeing Is Believing: Is Video Modality More Powerful in Spreading Fake News via Online Messaging Apps?

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