Why do we fall into the trap: what your brain doesn’t tell you about misinformation
In a hyperinformed world, misinformation continues to gain ground. It not only alters elections or jeopardizes public health, but also activates mental mechanisms that lead us to spread it without realizing it. Neuroscience begins to provide answers: our beliefs, emotions, and social connections could be more involved than we imagine.
### How our brain falls into the trap
Misinformation does not spread just due to lack of knowledge. In reality, many times we share it because it fits with our worldview. There are two main theories to explain this phenomenon. The first argues that we simply do not properly evaluate the truthfulness of what we read: we lack attention, motivation, or critical tools. The second goes further and points out that we tend to believe (and share) things that reinforce our ideas, especially if it strengthens our belonging to a group.
To investigate which of these theories better reflects our behavior, a group of researchers analyzed how different voters respond to false messages that touch on identity issues such as immigration, national unity, or women’s rights. The goal was to find out if we are willing to spread them and what happens in our brain when we make that decision.
### Ideology, emotions, and shared decisions
The study involved far-right and center-right voters in Spain and the United States. They were shown false posts from political leaders on social media. The results were clear: when a message appealed to group identity values, the probability of it being shared significantly increased. This trend was even observed in individuals with , indicating that, when it comes to certain sensitive topics, rationality may take a back seat.
Additionally, voters most identified with figures like Donald Trump or with polarized speeches were the most likely to spread these messages. But what happens inside the brain in those moments?
### The neuroscience behind the click
A second experiment using functional magnetic resonance imaging revealed that when reading false messages about sensitive topics, brain circuits related to social life and group identification were intensely activated. Particularly, the areas that help us understand what others think, feel empathy, or adapt to social norms.
When the post appealed to identity values, that activity intensified, indicating that we not only process the content: we also evaluate how it will be perceived by others. Sharing a post then becomes a gesture of loyalty to the group.
This study suggests that it is not enough to teach critical thinking. Campaigns against misinformation must take into account the emotional and social bonds that drive us to share certain ideas. After all, when forwarding a post, we are not just informing: we are also showing who we are, which side we are on, and to which group we belong.
The solutions to the misinformation problem, therefore, require a deeper approach that connects with our most basic human motivations. The fight against fake news is not won solely with data; it is also won by understanding our emotions.
