Analyzing fake news on instagram: a comparative analysis between Greece and Portugal

Abstract

In our digital society, where information is predominantly sourced from online platforms, the issue of fake news has become increasingly prevalent. This thesis delves into the phenomenon of fake news dissemination on social media, with a specific focus on Instagram, comparing the situations in two European countries: Greece and Portugal. The research examines the consumption patterns of fake news on Instagram, analyzing factors such as post characteristics, influencer impact, user beliefs, social endorsement, time spent on the platform, and responses to fake news in both countries.

Conducted between February and April 2023, the research adopts a mixed-methods approach, combining quantitative and qualitative analyses. A self-administered questionnaire in English was distributed to 220 participants in Greece and Portugal via Google Forms.

The study identifies several factors influencing the perception of information authenticity on Instagram, with implications for user behavior and the digital information landscape. Notably, the recognition of key post characteristics, including the use of emotive language, highlights the significance of content quality in establishing user trust.

Comparative analysis between Greek and Portuguese respondents reveals differences in the importance attributed to various post characteristics, trust in information sources, and engagement levels with Instagram. Greeks exhibit a lesser concern for specific post characteristics when identifying fake news and demonstrate a higher trust in content from friends on social media, indicating their heightened engagement with news on Instagram. Additionally, Greeks tend to spend more time on Instagram and engage in immediate fact-checking more frequently than their Portuguese counterparts, reflecting notable variations in their responses to fake news.

These findings underscore the nuanced dynamics shaping user behavior on Instagram, illuminating cultural differences and engagement patterns that influence perceptions of information credibility. Understanding these variations is vital for content creators, social media platforms, and policymakers to develop tailored strategies that resonate with diverse user preferences and promote a more informed online environment.