Does Causal Coherence Predict Online Spread of Social Media?

Online misinformation is primarily spread by humans deciding to do so. We therefore seek to understand the factors making this content compelling and, ultimately, driving online sharing. Fuzzy-Trace Theory, a leading account of decision making, posits that humans encode stimuli, such as online content, at multiple levels of representation; namely, gist, or bottom-line meaning, and verbatim, or surface-level details. Both of these levels of representation are expected to contribute independently to online information spread, with the effects of gist dominating. Important aspects of gist in the context of online content include the presence of a clear causal structure, and semantic coherence – both of which aid in meaning extraction. In this paper, we test the hypothesis that causal and semantic coherence are associated with online sharing of misinformative social media content using Coh-Metrix – a widely-used set of psycholinguistic measures. Results support Fuzzy-Trace Theory’s predictions regarding the role of causally- and semantically-coherent content in promoting online sharing and motivate better measures of these key constructs.