VISUAL SENSATIONALISATION IN SOCIAL MEDIA THUMBNAILS: A QUALITATIVE ANALYSIS OF FAKE NEWS PROLIFERATION

Abstract

The visual sensationalization of the thumbnails of social media has been examined in this research paper to determine its role in creating fake news. Unlike the previous researches that were more focused on text-based misleading information and the algorithms that underpin these, this research study highlights the importance of thumbnails in the context of them being effective visual stimuli to create impressions and responses among users. Using the concepts of Framing Theory and Selective Exposure Theory, qualitative research method has been used to analyze 100 thumbnails of verified fake news.

We can observe that use of sensational thumbnails with their dramatic facial expressions, emotionally arousing images and exaggerated texts have a great influence on the perception of credibility, emotional appeal and engagement. It is also stated that virality has strong correlations with credibility and engagement, and moderating factors such as emotional influence and awareness of responsibility also need to be taken into account. The results obtained allow concluding that fake news is spread in the context of a complex psychological system in which images trigger emotional and cognitive biases, leading to a desire to repost.

Therefore, when attempting to fight disinformation, one should focus on the fact-checking approach, as well as be more concerned with the problems of design practices, algorithmic biases, and media literacy.