“Torne as coisas difíceis”: o uso da disfluência para minimizar os efeitos da alta motivação na disseminação de notícias falsas (e autênticas) nas redes sociais
DOI:
https://doi.org/10.5585/remark.v23i3.24363Palavras-chave:
eWOM, fluência, fake news, verdade percebidaResumo
Objetivo: Investigar o efeito da disfluência (dificuldade percebida) e da motivação prévia para fazer e disseminar o boca-a-boca eletrônico (eWOM) em manchetes/postagens on-line, bem como o papel mediador da verdade percebida.
Desenho/metodologia: Este estudo envolve três experimentos on-line emulando mensagens do "X" (antigo Twitter) e postagens no Instagram/Facebook. A disfluência foi medida no Experimento 1 e manipulada nos Experimentos 2 e 3, além de medir a motivação prévia para disseminar eWOMs.
Resultados: A alta motivação prévia aumentou a disseminação de notícias falsas e autênticas, mas a disfluência diminuiu esse efeito por meio de sua influência na verdade percebida.
Originalidade/valor: Estes resultados demonstram que as pessoas tendem a disseminar notícias autênticas e falsas quanto maior for a motivação prévia de fazer boca-a-boca on-line e, devido a tendência de compartilhar notícias com conteúdo semelhante. Nisto, a disfluência pode, não apenas ajudar a prevenir a disseminação de notícias falsas, mas também irá inibir a disseminação de notícias autênticas (reais). Esses efeitos da disfluência afetam apenas indivíduos com alta motivação de realizar boca-a-boca ao diminuir a verdade percebida, não afetando a atenção ou relevância percebida. Como as manipulações de disfluência perceptual testadas são semelhantes ao que ocorre diariamente (como o "tema escuro" em smartphones e o uso de cores de letras no Instagram), propomos que procedimentos semelhantes podem diminuir a propagação de notícias falsas amplamente disseminadas.
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