So you repost or retweet articles without reading them – does that make you an ‘expert’ on a subject? Of course not, but you may think you are, study finds
- If we share articles on social media without reading them, and see our friends do the same, we may think we, and they, are experts on a subject, a study finds
- This ‘expert effect’ impacts behaviour, it shows. Shown an online article about investing, Facebook users who shared it made riskier investment decisions
Have you reposted or retweeted an article on social media without reading it first?
Researchers at the University of Texas at Austin (UT Austin), in the United States, found that sharing articles on social media, whether we’ve read them or not, can make us think we know more about them than we actually do. The findings were recently published in the Journal of Consumer Psychology.
The researchers’ findings have important implications in a world where much of the information we consume comes to us in the form of a tweet, post or TikTok.
When we share stuff, we are proclaiming, in some ways, that we know about it
“You might be able to say, ‘It doesn’t matter if people think I know about this. I know I really don’t,’” says Ward, an author on the study. “Over time, you might actually come to think that you really do know about this stuff, because you share it online.”
Ward and his team set up a series of experiments to figure out whether people shared content on social media without reading it and how that affected their knowledge.
In one study, researchers showed 98 college students online news articles and allowed them to read and share to their liking. Then they assessed the participants’ objective knowledge – how much they knew about the articles – and their subjective knowledge: how much they thought they knew.
The researchers discovered a pattern. People who shared content had higher subjective knowledge, or thought they knew more about the article, whether they’d read the story or not.
Ward and his team ran follow-up studies to figure out why this increase in perceived knowledge happened. They discovered an interesting result in a study with 217 college students.
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When participants shared articles under someone else’s name, their subjective knowledge didn’t increase. The effect only appeared when participants’ names were attached to their share.
This told Ward that participants’ sharing behaviour was causing them to internalise something about themselves.
“When we share stuff,” Ward says, “we are proclaiming, in some ways, that we know about it.”
You could change people’s actual behaviour based on their self-concepts, because of something they did on the internet
When we see articles that our friends have shared on social media, we assume our friends know what they’re talking about. So when we share articles ourselves, we give ourselves that “expert” identity, too, even when we haven’t read what we’re sharing.
Ward and his team found that this “expert effect” impacted participants’ behaviour, too. They asked 300 active Facebook users to read an article on investing, and had them share the article or not.
Then they had the participants conduct a retirement planning simulation where they could distribute their money between riskier stocks or safer bonds.
The participants who shared the articles made riskier decisions than those who didn’t share.
This was a novel finding to David Dunning, a professor in the University of Michigan’s psychology department who was not involved with the study.
He said that other researchers have examined the idea of feeling more knowledgeable about a subject than we actually are, but that this is one of the first to explore that phenomenon in internet and social media use.
“[The study] shows a way in which social media can not only impact our behaviour, but ultimately what we believe about ourselves, what we believe about our expertise,” Dunning said. “You could change people’s actual behaviour based on their self-concepts, because of something they did on the internet.”
Most people make a decision about the content that they’re viewing within a few seconds, nanoseconds
Ward says that our social media accounts don’t expose us to all sides of the story equally. We’re likely to see content on our feeds that agrees with what we believe, and if we continue to share it without reading, we may continue to feel strongly that we know what’s going on without actually having that knowledge.
At the same time, we miss the opportunity to engage with topics or articles that aren’t aligned with our beliefs.
Guy Golan, an associate professor at Texas Christian University who studies social media, says one way we can increase our social media literacy is by taking our time with it.
“When we consume online information, most people make a decision about the content that they’re viewing within a few seconds, nanoseconds,” says Golan, who was not involved with Ward’s study.
Golan said that before sharing an article on social media, people can ask themselves three key questions. What’s the source of this information? Can I trust it? And is there enough information in the headline for me to pass it on to someone else?
