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Sharing, commenting, and reacting to Danish misinformation: A case study of cognitive attraction on Facebook Cover

Sharing, commenting, and reacting to Danish misinformation: A case study of cognitive attraction on Facebook

Nordicom Review
Volume 46 (2025): Issue 1 (January 2025)
By:
Open Access
|Apr 2025

Figures & Tables

Figure 1

Mock example of how the posts might lookComments: The image of cars included in the mock post was generated by ChatGPT Plus.
Mock example of how the posts might lookComments: The image of cars included in the mock post was generated by ChatGPT Plus.

Figure 2

Proportion of factors by Covid status (per cent)
Proportion of factors by Covid status (per cent)

Figure 3

Co-occurrences of factors of attraction (row baseline, per cent)Comments: The row is the baseline, which means that, for example, of the times that intergroup-related information is present, it co-occurs with social information 28 per cent of the time, threat-related information 79 per cent of the time, and so on, whereas of the times social information occurs, it co-occurs with intergroup-related information 51 per cent of the time. The difference in percentage is caused by a difference in frequency between the categories.
Co-occurrences of factors of attraction (row baseline, per cent)Comments: The row is the baseline, which means that, for example, of the times that intergroup-related information is present, it co-occurs with social information 28 per cent of the time, threat-related information 79 per cent of the time, and so on, whereas of the times social information occurs, it co-occurs with intergroup-related information 51 per cent of the time. The difference in percentage is caused by a difference in frequency between the categories.

Figure 4

Incidence rate ratios of predictor variables on total engagementComments: Values lower than 1 have a negative influence on engagement, while values above 1 have a positive influence. Dots indicate the median of the posterior distributions, as do the values above each point. Whiskers indicate 95 per cent credible intervals, and bars indicate 50 per cent credible intervals.
Incidence rate ratios of predictor variables on total engagementComments: Values lower than 1 have a negative influence on engagement, while values above 1 have a positive influence. Dots indicate the median of the posterior distributions, as do the values above each point. Whiskers indicate 95 per cent credible intervals, and bars indicate 50 per cent credible intervals.

Categories and descriptions

CategoryDescription
SocialThe content concerns intense and noticeable social relationships (e.g., gossip, cheating, group alliances, controversies) but also everyday interactions and relationships (e.g., friends, family).
Threat-relatedThe content concerns possible threats (e.g., illness, violent acts, dangerous situations, death, and unvoluntary abortion).
PositiveThe content expresses emotions that can be considered overall as positive (e.g., amusement, love, joy, etc.).
NegativeThe content expresses emotions that can be considered overall as negative (e.g., sadness, regret, fear, anger, etc.).
Intergroup-relatedThe content concerns intergroup relationships, differences, or attitudes based on group membership (e.g., based in cultural, religious, social, and value differences).

Incidence rate ratios for total and subtypes of engagement (i_e_, comments, shares, and reactions)

PredictorsTotalCommentsSharesReactions
Video21.66 (14.07)3.19 (1.91)52.52 (43.2)3.02 (1.69)
Image8.25 (3.18)2.8 (1.25)12.54 (7.44)3.72 (1.44)
Positivity3.36 (2.4)1.85 (1.34)2.76 (2.85)2.51 (1.6)
Negativity2.98 (1.21)2.28 (0.92)4.46 (2.32)1.65 (0.6)
Intergroup info2.73 (1.06)0.99 (0.39)3.86 (1.86)2.54 (0.88)
Social info0.88 (0.41)1.08 (0.48)0.92 (0.55)0.96 (0.37)
Threat info0.57 (0.26)0.82 (0.42)0.87 (0.45)0.65 (0.27)
Covid0.4 (0.16)0.15 (0.07)0.38 (0.2)0.36 (0.13)
Emojis0.11 (0.04)0.77 (0.3)0.05 (0.02)0.22 (0.07)
DOI: https://doi.org/10.2478/nor-2025-0003 | Journal eISSN: 2001-5119 | Journal ISSN: 1403-1108
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Language: English
Page range: 55 - 75
Published on: Apr 12, 2025
Published by: University of Gothenburg Nordicom
In partnership with: Paradigm Publishing Services
Publication frequency: 2 times per year
Keywords:
content biases,
online engagement behaviour,
social media communication,
social transmission
Related subjects:
Social sciences,
Communication science,
Public and political communication,
Mass communication

© 2025 Petra de Place Bak, Ethan Weed, published by University of Gothenburg Nordicom
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

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