Fact-Checking Effectiveness as a Function of Format and Tone: Evaluating FactCheck.org and FlackCheck.org

Abstract

This experiment explores the role of information format (print vs. video) and tone (humorous–nonhumorous) in shaping message interest and belief correction in the context of political fact-checking (N = 525). To understand the mechanisms by which audience misperceptions may be reduced, this experiment tests the belief-correcting effectiveness of a humorous fact-checking video produced by Flackcheck.org, a long-form FactCheck.org print article on the same topic, a nonhumorous video debunking the same set of claims, an unrelated humorous video, and a non-stimulus control group. Mediating psychological mechanisms (message interest, counterargumentation, message discounting) and message perceptions (message confusion) are explored. Results suggest video (humorous or nonhumorous) is an effective way to reduce audience misperceptions by increasing message attention and reducing confusion.