Not all skepticism is “healthy” skepticism: Theorizing accuracy- and identity-motivated skepticism toward social media misinformation

Abstract

Fostering skepticism has been seen as key to addressing misinformation on social media. This article reveals that not all skepticism is “healthy” skepticism by theorizing, measuring, and testing the effects of two types of skepticism toward social media misinformation: accuracy- and identity-motivated skepticism. A two-wave panel survey experiment shows that when people’s skepticism toward social media misinformation is driven by accuracy motivations, they are less likely to believe in congruent misinformation later encountered. They also consume more mainstream media, which in turn reinforces accuracy-motivated skepticism. In contrast, when skepticism toward social media misinformation is driven by identity motivations, people not only fall for congruent misinformation later encountered, but also disregard platform interventions that flag a post as false. Moreover, they are more likely to see social media misinformation as favoring opponents and intentionally avoid news on social media, both of which form a vicious cycle of fueling more identity-motivated skepticism.