Why Fake News Is So Incredibly Effective

If you get your news from social media, as most Americans do, you are exposed to a daily dose of hoaxes, rumors, conspiracy theories and misleading news. When it's all mixed in with reliable information from honest sources, the truth can be very hard to discern. In fact, my research team's analysis of data from Columbia University's Emergent rumor tracker suggests that this misinformation is just as likely to go viral as reliable information. Many are asking whether this onslaught of digital misinformation affected the outcome of the 2016 U.S. election. The truth is we do not know, although there are reasons to believe it is entirely possible, based on past analysis and accounts from other countries.