It is more cognitively appealing to attribute fake news to intentional deceit because humans crave a worldview in which structure and predictability exist. Assuming intentional malice makes fake news more predictable than attributing fake news to random error.

Why attributing fake news to intentional deception is appealing

Individuals high in PNS are more likely to attribute fake news to willful deception than those with lower levels of PNS. Studies found a consistent positive relationship (causal and correlational) between PNS and the belief that news sources actively try to deceive their audiences. This finding was true for situations when the information supported and combatted one's existing beliefs.

The causal relationship between high PNS and attributing fake news to willful deception

1. Stimulate feelings of structure and control. This can be done by prompting one to consider a time when they felt a high level of control in their life. Social media also provides a sense of structure - individuals can interact with people they know and curate a personal stream of information.

2. Encourage individuals to tailor their social media usage and settings to their preference. This may increase feelings of control and structure which then decreases attributions of intentional deception. (The downside to this is that as social media becomes more tailored to peoples' preferences, they receive their sense of control from a filter bubble).

3. Increase the public’s trust in journalism. This can be done by improving transparency and general understanding of journalistic practices.

4. Redirect one’s desire for structure away from news media.


Ways to mitigate attributions of intentional deception

Breaking it down politically:
- 92% of Republicans
- 79% of Independents
- 53% of Democrats 
believe that traditional news media intentionally attempts to deceive or mislead the public.

Political affiliation and the belief that mainstream news media is intentionally deceptive

Although mainstream media has traditionally been viewed as more credible and a trustworthy source for health and news information, few people have confidence in the media to act in the public's best interest

Trust in Mainstream Media

A majority of Americans believe traditional news sources are knowingly publishing incorrect or misleading information.

Pepperdine University

Individuals will often attribute inaccurate news reports to either an unintentional error or an intentional attempt to spread misinformation.

Attributions for fake news

Axt, J. R., Landau, M. J., & Kay, A. C. (2020). Fake news attributions as a source of nonspecific structure. In R. Greifeneder, M. Jaffé, E. J. Newman, & N. Schwarz (Eds.), *The psychology of fake news: Accepting, sharing, and correcting misinformation* (pp. 220–234). London: Routledge. https://doi.org/10.4324/9780429295379-15

Fake news attributions as a source of nonspecific structure

Although humans ordinarily prioritize self-enhancing information, individuals also often perceive news media as largely opposing their personal beliefs.

Biases in media perception

Participants were shown retracted news stories that either supported or contradicted their personal views. The participants were then asked whether they believed that the story was retracted because the story contained false information due to an honest mistake or due to intentional deception.
Both Republicans and Democrats indicated that they believed that the news media was intentionally deceptive.

Those who had a high Personal Need for Structure were more likely to attribute the retraction to intentional deceit, even when the news story supported their own views.

Studying the fake news attribution of retracted news stories

Attributing fake news to unintentional error or intentional deception both allow one to discredit information that opposes their own viewpoint.

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