오정보(misinformation), 왜 믿는가? 어떻게 정정할 것인가?: 오정보와 그 정정에 대한 이론적 검토 = Why do people believe misinformation and how can we combat it?: A theoretical review of the acceptance and correction of misinformation

다국어 초록 (Multilingual Abstract)

Misinformation, boosted by mass media and social network sites, is disseminating farther and faster than ever before, affecting millions. Despite the deleterious consequences of the spread of misinformation, such as engendering ill-informed voting behaviors and misleading health related beliefs, there has been insufficient discussion on the ramifications of and solutions to this phenomenon. The purpose of this article is to (a) examine the mechanisms underlying the acceptance and correction of misinformation by systematically reviewing theoretical and empirical literature from communication and psychological science; and (b) propose effective communication interventions to correct misinformation. Our literature review suggests that various factors related to the source (source credibility), message (processing fluency, familiarity, coherence, narrative), channel (modality, synchronicity, affinity), and receiver (skepticism, preexisting beliefs, news literacy) aspects of communication may affect the extent to which people believe misinformation. Once misinformation is accepted, it tends to continue to shape the message recipient’s beliefs and attitudes, making its correction difficult. However, carefully-crafted corrective messages can reduce the negative influence of misinformation. Specifically, the literature suggests that corrective messages should aim at undermining the persuasiveness of and replacing the mental models formed by the misinformation. We conclude by recommending four strategies to design effective corrective messages: (a) employ a reliable information source, (b) provide sufficient information to replace the existing mental model, (c) activate the recipients’ skepticism, and (d) focus on forewarning before exposure to misinformation alongside post-exposure corrective efforts.

국문 초록 (Abstract)

소셜 네트워크 사이트로 대표되는 새로운 미디어 환경 속에서 오늘날 오정보(misinformation)는 과거보다 더 빠르게 더 광범위하게 확산하고, 더 많은 사람에게 영향을 미친다. 이러한 오정보는 민주주의와 지식체계에 부정적인 영향을 미칠 수 있지만, 아직 국내에서는 오정보의 영향과 그 정정 방안에 대한 학문적 논의가 상대적으로부족한 실정이다. 본 연구는 커뮤니케이션학과 심리학의 이론적·실증적 연구들에 대한 문헌 검토를 바탕으로 오정보의 수용과 정정의 과정과 원리를 살펴보고, 이를 통해효과적인 오정보 정정 방법을 도출했다. 구체적으로, 사람들이 오정보를 믿게 되는 이유와 이들을 대상으로 한 정정이 어떻게 이루어질 수 있는지에 대해 ‘정보원’, ‘메시지’, ‘채널’, ‘수용자’의 커뮤니케이션 요소별로 나누어 검토했다. 오정보가 믿음직한 정보로 수용되는 데는 (1) 정보원의 공신력, (2) 메시지의 정보 처리 용이성과 친숙도, 일관적인 논증 구조, (3) 전송 양식, 동시성 및 친밀감과 같은 채널과 관련한 속성들, (4) 수용자의 선유 신념과 회의주의적 태도, 뉴스 리터러시 등 다양한 커뮤니케이션 관련 요인이 영향을 미침을 확인했다. 아울러, 기존 연구들은 이렇게 한번 진실로 받아들여진오정보는 이후 수용자의 추론 과정과 태도에 지속적으로 영향을 미치기 때문에 정정이 쉽지 않음을 보여준다. 하지만 동시에, 비록 오정보 노출 이전 상태로 되돌릴 수는없지만, 오정보 정정 커뮤니케이션 방안을 체계적으로 설계함으로써 오정보의 부정적 영향력을 상당 부분 줄일 수 있다는 점 또한 시사한다. 대표적으로, 오정보의 설득력을 줄이고, 오정보로 형성된 심성모형을 대체할 수 있는 대안적인 정보를 충분히 제공하는 메시지 전략이 여러 연구들에서 강조되어왔다. 오정보를 효과적으로 바로잡기 위해서는 정정의 원리를 이해하고 그 효과를 극대화할 수 있는 변인을 적절하게 활용하는 것이 필요하다. 결론에서 이 연구는 효과적인 오정보의 정정 방법으로 (1) 공신력 높은 정보원을 제시할 것, (2) 심성모형을 대체할 수 있는 대안 정보를 제공할 것, (3) 수용자의 회의주의 성향을 활성화할 것, (4) 사후 정정보다는 사전 경고를 활용할것을 제안했다.

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