“Unhealthy commodities” such as tobacco, alcohol, ultra-processed foods, social media, and fossil fuels, as well as impacts of fossil fuel consumption such as climate change and air pollution are associated with depression, suicide, and self-harm, according to a study published August 28 by Kate Dun-Campbell from the London School of Hygiene & Tropical Medicine, and colleagues.
Globally, around one out of every eight people currently live with a mental health disorder. These disorders – including depression, suicide, anxiety, and other diseases and disorders – can have many underlying causes. Some of those causes could be related to commercial determinants of health – the ways in which commercial activities and commodities impact health and equity. Commercial determinants of health can be specifically unhealthy, such as alcohol or tobacco consumption, unhealthy food, and the use of fossil fuels. To further understand how these unhealthy commodities might impact mental health, the authors of this study performed an umbrella synthesis of 65 review studies examining connections between six specific commodities – tobacco, alcohol, ultra-processed foods, gambling, social media, and fossil fuels. The author also included studies looking at mental health impacts of fossil fuel use such as climate change and air pollution.
The umbrella review found evidence for links between depression and alcohol, tobacco, gambling, social media, ultra-processed foods and air pollution. Alcohol, tobacco, gambling, social media, climate change and air pollution were associated with suicide, and social media was also associated with self-harm. Climate change and air pollution were also linked to anxiety. The review brought together many different methodologies and measurements, and could not establish the underlying cause of the negative mental health outcomes. But the results indicate that unhealthy commodities should be considered when researchers attempt to understand and improve mental ill health.
The authors add: “Our review highlights that there is already compelling evidence of the negative impact of unhealthy products on mental health, despite key gaps in understanding the impact of broader commercial practices.”
Social media has become an integral part of our daily lives, revolutionising how we communicate, connect and share information. So much so that insights suggest that over 5 billion people worldwide use social media, with 259 million users coming online within the last year. Closer to home, of the 45 million internet users in South Africa, 26 million use social media.
Platforms such as Facebook, Instagram, LinkedIn and X (formerly Twitter), have bridged gaps, brought distant loved ones closer, and created communities around shared interests and passions. While these platforms have enriched our personal lives in countless ways, they are also a mixed blessing, impacting the professional lives of some individuals in unprecedented ways.
According to Jennifer Barkhuizen, Head of Marketing at MIE, companies are increasingly relying on screening the social media platforms of potential and current employees to gain a window into a candidate’s true self, and provide insights into their hobbies, interests and overall personality.
“For companies, social media has become an invaluable tool to find the perfect cultural fit for their organisations. However, this practice also uncovers another side of the coin, exposing any unprofessional or inappropriate behaviour that companies may not want to be associated with,” she says.
A significant 70% of recruiters, both across the human resources industry and those within companies, now use social media to screen potential candidates, a trend that continues to grow rapidly. As the digital footprint of individuals becomes more prominent, the trend of social media screening is expected to continue its upward trajectory, reshaping the recruitment landscape.
While the increasing reliance on social media screening by recruiters is bolstering the recruitment process, it is also having a profound psychosocial impact on employees.
“Knowing that their online activities are being screened can lead to anxiety and a sense of privacy being invaded,” adds Barkhuizen. “Employees may feel pressured to meticulously curate their online presence and the content that they post, which can be mentally exhausting and foster a sense of inauthenticity. The fear of being judged for past posts or casual comments can undermine personal freedom and contribute to a perpetual state of vigilance.”
Although social media screening helps companies make more informed hiring decisions, it is crucial to acknowledge and address the psychological burden it places on individuals navigating the increasingly blurred lines between their personal and professional lives.
For individuals, balancing positive and negative content on social media is crucial, particularly in the context of social recruiting. Here, studies indicate that positive content, such as showcasing achievements, sharing inspirational messages, and participating in professional discussions, can significantly enhance a candidate’s appeal. Furthermore, positive interactions on social media can create a favourable impression, portraying candidates as engaged, motivated and a cultural fit for the organisation.
“Conversely, negative content, including illicit activity, unprofessional behaviour and controversial opinions, can be detrimental and raise red flags about a candidate’s suitability for a professional environment,” explains Barkhuizen. “So much so that a survey conducted by CareerBuilder found that of the 70% of employers who screen candidates on social media, 54% have decided not to hire a candidate based on their online presence.”
Barkhuizen adds that while people seek to be publicly visible online as they look to share their own ‘personal brand’, thoughts and opinions with the world, it is only when an individual crosses into engaging in undesirable or illicit content that they risk their own reputation and that of their employer.
Despite social media screening potentially leading to anxiety for individuals, it’s a crucial step for businesses to ensure they hire the right candidates. This practice helps protect the company’s reputation by identifying online behaviour that could negatively impact the organisation. It also helps ensure a good cultural fit by revealing candidates’ values and interests, aligning them with the company’s ethos.
To mitigate the risks associated with using social media during the screening process, Barkhuizen points to five key best practices that HR professionals should abide by. These include:
Develop a social media screening policy: Document a policy outlining the purpose, scope and procedure for social media screening to minimise bias or discrimination. Separate decision-makers from those conducting checks to ensure a fair and compliant hiring process.
Educate staff: Train staff on the legal and ethical aspects of social media screening, ensuring they apply the process consistently to all candidates in the same job category,
Be transparent: Inform candidates about the screening process and obtain their written consent if a social media check is conducted.
Be respectful: Respect candidates’ privacy settings and only view publicly available information. Avoid “friending” or “following” candidates during the hiring process.
Be impartial and job-specific: Focus on professional information relevant to the job, such as skills and accomplishments. Document information consistently and avoid using protected characteristics like race, religion or gender. To this end, it is advisable to use a third party supplier to avoid bias.
In today’s digital landscape, where social media is a powerful yet double-edged sword, leveraging the expertise of industry leaders such as MIE can make a significant difference.
With trusted and innovative smart vetting solutions, MIE’s extensive industry knowledge ensures thorough and reliable background checks, helping businesses navigate the complexities of social media screening to make informed, strategic hiring decisions while safeguarding their reputation and maintaining a positive workplace culture.
A new study to be presented at the SLEEP 2024 annual meeting found a distinct relationship between sleep duration, social media usage, and brain activation across brain regions that are key for executive control and reward processing.
Results show a correlation between shorter sleep duration and greater social media usage in teens. The analysis points to involvement of areas within the frontolimbic brain regions, such as the inferior and middle frontal gyri, in these relationships. The inferior frontal gyrus, key in inhibitory control, may play a crucial role in how adolescents regulate their engagement with rewarding stimuli such as social media. The middle frontal gyrus, involved in executive functions and critical in assessing and responding to rewards, is essential in managing decisions related to the balancing of immediate rewards from social media with other priorities like sleep. These results suggest a nuanced interaction between specific brain regions during adolescence and their influence on behaviour and sleep in the context of digital media usage.
“As these young brains undergo significant changes, our findings suggest that poor sleep and high social media engagement could potentially alter neural reward sensitivity,” said Orsolya Kiss, who has a doctorate in cognitive psychology and is a research scientist at SRI International. “This intricate interplay shows that both digital engagement and sleep quality significantly influence brain activity, with clear implications for adolescent brain development.”
This study involved data from 6516 adolescents, aged 10–14 years, from the Adolescent Brain Cognitive Development Study. Participants answered questionnaires about sleep duration and recreational social media use. Brain activities were analysed from functional MRI scans during the monetary incentive delay task, targeting regions associated with reward processing. The study used three different sets of models and switched predictors and outcomes each time. Results were adjusted for age, COVID-19 pandemic timing, and socio-demographic characteristics.
Kiss noted that these results provide new insights into how two significant aspects of modern adolescent life, social media usage and sleep duration, interact and impact brain development.
“Understanding the specific brain regions involved in these interactions helps us identify potential risks and benefits associated with digital engagement and sleep habits,” Kiss said. “This knowledge is especially important as it could guide the development of more precise, evidence-based interventions aimed at promoting healthier habits.”
The American Academy of Sleep Medicine recommends that teenagers 13 to 18 years of age should sleep 8 to 10 hours on a regular basis. The AASM also encourages adolescents to disconnect from all electronic devices at least 30 minutes to an hour before bedtime.
Researchers from Aston University have found that people following healthy eating accounts on social media for as little as two weeks ate more fruit and vegetables and less junk food.
Previous research has shown that positive social norms about fruit and vegetables increases individuals’ consumption. The research team sought to investigate whether positive representation of healthier food on social media would have the same effect. The research was led by Dr Lily Hawkins, whose PhD study it was, supervised by Dr Jason Thomas and Professor Claire Farrow in the School of Psychology.
The researchers recruited 52 volunteers, all social media users, with a mean age of 22, and split them into two groups. Volunteers in the first group, known as the intervention group, were asked to follow healthy eating Instagram accounts in addition to their usual accounts. Volunteers in the second group, known as the control group, were asked to follow interior design accounts. The experiment lasted two weeks, and the volunteers recorded what they ate and drank during the time period.
Overall, participants following the healthy eating accounts ate an extra 1.4 portions of fruit and vegetables per day and 0.8 fewer energy dense items, such as high-calorie snacks and sugar-sweetened drinks, per day. This is a substantial improvement compared to previous educational and social media-based interventions attempting to improve diets.
Dr Thomas and the team believe affiliation is a key component of the change in eating behaviour. For example, the effect was more pronounced amongst participants who felt affiliated with other Instagram users.
The 2018 NHS Health Survey for England study showed that only 28% of the UK population consumed the recommended five portions of fruit and vegetables per day. Low consumption of such food is linked to heart disease, cancer and stroke, so identifying ways to encourage higher consumption is vital. Exposing people to positive social norms, using posters in canteens encouraging vegetable consumption, or in bars to discourage dangerous levels of drinking, have been shown to work. Social media is so prevalent now that the researchers believe it could be an ideal way to spread positive social norms around high fruit and vegetable consumption, particularly amongst younger people.
Dr Hawkins, who is now at the University of Exeter, said: “Our previous research has demonstrated that social norms on social media may nudge food consumption, but this pilot demonstrates that this translates to the real world. Of course, we would like to now understand whether this can be replicated in a larger, community sample.”
A plastic surgeon in the US has had her medical licence permanently revoked for livestreaming parts of her surgeries and causing harm to her patients while doing so, according to the Washington Post.
Dr Katherine Grawe, who was also fined US$4500, streamed her operations with between 100 000 and 500 000 viewers at a time, speaking to the camera and on occasion answering viewers’ questions.
Three of her patients whose surgeries she had streamed experienced complications – infections, a perforated intestine and a loss of brain function – that required further medical care. She told the Washington Post that she did not believe that her livestreaming her surgeries had resulted in harm to her patients.
“Nobody wants a complication, and we never want things to go poorly, but any complications that happened with me were not because I was not paying attention,” Grawe said. “My whole goal in life is to give these people confidence and make them more beautiful. And, unfortunately, they suffered these complications, and I feel very sad for them. I would never want anything bad to happen to them.”
She specialised in cosmetic surgery for women’s breasts, as well as tummy tucks and other procedures, Grawe said. She is also being sued by the three patients who had complications. Since she started practising in 2010 with her Dr Roxy practice, she built up a social media following and eventually began livestreaming on TikTok in an effort to break down “this scary wall” between patients and doctors. Her patients all signed consent forms for their procedures to be livestreamed.
Grawe’s licence was suspended in November, and she pleaded with the board, saying that she would never livestream her surgeries again. The board was not moved by her appeal. “Dr Grawe’s social media was more important to her than the lives of the patients she treated,” the board stated.
The board had warned her in 2018 over patient confidentiality concerns in her livestreaming, and again in 2021.
Surgeries conducted in front of an audience are nothing new in medicine; medical students and clinicians alike observe procedures to learn and share knowledge. Some operating theatres are specially designed to host audiences behind windows overlooking the operating table. In the 21st century, it has become commonplace for educational livestreaming of surgeries, with considerable benefits for surgeons and increased anatomy knowledge scores.
There is also some evidence of risks to patients: one review found no increased risk of harm in urology, but this was not true for other surgical fields. Thirteen
Unlike in-person viewing of surgeries, data protection considerations must be employed as operating on a patient often may reveal identifiable information even if not livestreaming to a wide audience. Certain video conferencing platforms may not be secure, and recordings of the procedure may inadvertently be accessible to others, eg being stored on network drives, on the cloud without password protection and so on. There are secure communication apps that can be used to confidentially view and share patient data, such as TigerConnect, Medic Bleep, Forward Health and Siilo.
Frequent users of YouTube have higher levels of loneliness, anxiety, and depression according to researchers from the Australian Institute for Suicide Research and Prevention (AISRAP). Published online in MDPI, their study found that the most severely impacted were those under age 29, or who regularly watched content about other people’s lives.
Lead author Dr Luke Balcombe said the development of parasocial relationships between content creators and followers could be cause for concern, however some neutral or positive instances of creators developing closer relationships with their followers also occurred.
“These online ‘relationships’ can fill a gap for people who, for example, have social anxiety, however it can exacerbate their issues when they don’t engage in face-to-face interactions, which are especially important in developmental years,” he said.
“We recommend individuals limit their time on YouTube and seek out other forms of social interaction to combat loneliness and promote positive mental health.”
Dr Balcombe said the amount of time spent on YouTube was often a concern for parents, who struggled to monitor their children’s use of the platform for educational or other purposes.
In the study, two hours per day of YouTube consumption was classed as high frequency use and over five hours a day as saturated use.
In addition, the study determined more needed to be done to prevent suicide-related content being suggested to users by YouTube algorithms.
While ideally, people shouldn’t be able to search for these topics and be exposed to methods, the YouTube algorithm does push recommendations or suggestions based on previous searches, which can send users further down a disturbing ‘rabbit hole’.
Users can report this type of content, but sometimes it may not be reported, or it could be there for a few days or weeks and with the sheer volume of content passing through, it’s almost impossible for YouTube’s algorithms to stop all of it.
If a piece of content is flagged as possibly containing suicide or self-harm topics, YouTube then provides a warning and asks the user if they want to play the video.
“With vulnerable children and adolescents who engage in high frequency use, there could be value in monitoring and intervention through artificial intelligence,” Dr Balcombe said.
“We’ve explored human–computer interaction issues and proposed a concept for an independent-of-YouTube algorithmic recommendation system which will steer users toward verified positive mental health content or promotions.
“YouTube is increasingly used for mental health purposes, mainly for information seeking or sharing and many digital mental health approaches are being tried with varying levels of merit, but with over 10,000 mental health apps currently available, it can be really overwhelming knowing which ones to use, or even which ones to recommend from a practitioner point of view.
“There is a gap for verified mental health or suicide tools based on a mix of AI-based machine learning, risk modelling and suitably qualified human decisions, but by getting mental health and suicide experts together to verify information from AI, digital mental health interventions could be a very promising solution to support increasing unmet mental health needs.”
Patients-turned-social-media-influencers routinely offer prescription drug advice to their followers and often have close ties with pharmaceutical companies, according to new research the Journal of Medical Internet Research – though they often have good intentions.
In recent weeks, social media has pushed the diabetes drug Ozempic as a weight loss drug, while patients who need the medication to manage their disease have faced global shortages. Those taking it “off-label” to slim down have experienced surprising side-effects, including violent diarrhoea and extreme facial thinning.
The study by University of Colorado Boulder provides some of the first insights into the burgeoning, loosely regulated world of so-called “patient influencers”.
“The bottom line here is that patient influencers act as a form of interactive direct-to-consumer (DTC) advertising, sharing their knowledge and experiences on pharmaceutical drugs with communities of followers in which they wield great influence,” said author Erin Willis, an associate professor of advertising, public relations and media design. “This raises ethical questions that need more investigation.”
A new kind of advertising
Controversial from its start in the 1980s, and still only available in the United States and New Zealand, DTC advertising enables drug companies to target consumers directly, rather than exclusively through physicians. About half of the people who ask their doctor about a drug after seeing a TV ad get it.
With trust in pharmaceutical companies and traditional media declining, drug makers are now turning to real patients as messengers, with companies like Health Union connecting them for partnerships.
Willis conducted interviews with 26 influencers with a range of conditions, including lupus, HIV and chronic migraines. Eighteen of the 26 collaborated with a pharmaceutical company in some way.
Most had between 1000 and 40 000 followers. Such “micro influencers” tend to be less expensive for advertisers to work with than celebrities, and research has shown they have the most influence on purchasing behaviours, said Willis.
Some interviewees posted company press releases directly. Others read studies about drugs and translated results for followers. Some were paid to post content for drug companies.
“Health literacy and digital literacy are both concerningly low in this country,” said Willis, noting that consumers often fail to recognise the difference between a sponsored ad and an altruistic personal post. “The fact that patients with no medical training are broadly sharing drug information should alarm us.”
Good intentions
On the positive side, Willis was heartened by the reasons participants become influencers. Almost all said they were drawn to their roles by a sense that the answers they sought as patients, didn’t exist in other channels.
“I spent a lot of time looking for diabetes information that related to me – an African American woman from the South,” reported one study participant. “I didn’t see what I needed, so I created it.”
Others were motivated by a wish to destigmatise disability in certain communities.
“There’s still not a lot of talk about Latinos and HIV,” said another participant. “When there was information, it wasn’t culturally appropriate.”
Five said they never share information about drugs, stating that they believed it was “borderline unethical.”
Others said they would only post about drugs they personally had been prescribed and taken and always encouraged followers to consult with their doctor. They all said they generally strived to behave ethically.
“It’s comforting that the people we interviewed generally want to stay abreast of the science and be a credible source,” said Willis. “But I also know that doctors go to medical school for a reason.”
Concerns abound
Several influencers reported that followers frequently private message them to get detailed information about dosage and side effects.
“In an online community, there are other people there to say, ‘That’s not true or that’s not what I experienced.'” Willis said. “But with social media, a lot of the conversation happens privately.”
Willis also worries that influencers may stress the upsides of medications without fully disclosing the side-effects. For instance, she references a famously controversial 2015 post by celebrity influencer Kim Kardashian, singing the praises of a “#morningsickness” drug called Diclegis to her tens of millions of followers on Instagram.
The Food and Drug Administration swiftly flagged the post for omitting the drug’s long list of risks, required Kardashian to remove the post and dinged the drug maker with a warning letter. The Federal Trade Commission (FTC) now requires influencers to disclose whether they are paid via hashtags, such as #ad or #sponcon, and the Food and Drug Administration has rules on what can be said on social posts. But those rules are open to interpretation, and videos, disappearing content and direct messaging can be tough to track.
Willis acknowledged that her sample was a small one and that because many of her interviewees were referred to her by Health Union, they likely skew to the responsible side. In future studies, she intends to include broader sample sizes, explore how influencers impact treatment decisions and investigate compensation for and regulations around patient influencers.
Analysts predict the influencer marketing industry as a whole will be valued at $21.1 billion in 2023.
As patient influencers increasingly find their place in it, Willis contends that regulators should work harder to keep up with all the new platforms.
“This is happening, with or without regulation, and people should be aware of it,” Willis said.
A recent study published in the Journal of Affective Disorders Reports has found that young adults who use more social media are significantly more likely to develop depression within six months, regardless of personality type.
“Previous research has linked the development of depression with numerous factors,” the authors noted. “However, the literature has been lacking in studies that focus on how various personality characteristics may interact with social media use and depression. This new study addressed these important research questions, finding strong and linear associations of depression across all personality traits.”
People with high agreeableness were found to be 49% less likely to become depressed than people with low agreeableness. Additionally, those with high neuroticism were twice as likely to develop depression than those with low neuroticism when using more than 300 minutes of social media per day. More importantly, for each personality trait, social media use was strongly associated with the development of depression.
A 2018 sample of 18–30 year old US adults was analysed with the Patient Health Questionnaire to measure depression. Social media was measured by asking participants how much daily time was spent using popular social media platforms, and personality was measured using the Big Five Inventory, which assessed openness, conscientiousness, extraversion, agreeableness and neuroticism.
The authors suggest that problematic social comparison can enhance negative feelings of oneself and others, which could explain how risk of depression increases with increased social media use. Engaging primarily in negative content can also enhance these feelings. And lastly, engaging in more social media reduces opportunities for in-person interactions and activities outside of the home.
Depression has been noted as the leading cause of disability and mortality worldwide. This makes these findings even more pronounced for creating health interventions and prevention efforts.
“Findings from this study are important during a time of technology expansion and integration,” said author Renae Merrill said, a doctoral student when writing the paper. “Connecting to people virtually may increase the risk of miscommunication or misperception that leads to relationship difficulties and potential risk for developing mental health problems.”
“People have innate emotional needs for social connection and understanding,” Merrill added. “For example, social media experiences can be improved by becoming more aware of our emotions and our connection with others in various life circumstances. This awareness helps improve relationship quality by simply reaching shared meaning and understanding through more effective communication and concern for others and ourselves. Despite our differences, we have the ability to create a culture of empathy and kindness.”
In a study in the Journal of Public Health, participants who exchanged 30 minutes of social media use per day for exercise felt happier, more satisfied, less stressed by the COVID pandemic and less depressed than a control group. These effects persisted even six months after the study had ended.
The downside of social media
While it helped people stay connected during the COVID pandemic, social media consumption has also its drawbacks. Heavy use can lead to addictive behaviour that manifests itself in, for example, a close emotional bond to the social media. In addition, fake news and conspiracy theories can spread uncontrollably on social channels and trigger even more anxiety.
“Given that we don’t know for certain how long the coronavirus crisis will last, we wanted to know how to protect people’s mental health with services that are as free and low-threshold as possible,” explained assistant professor Dr. Julia Brailovskaia, who lead a team from the Mental Health Research and Treatment Center at Ruhr-Universität Bochum. To find out whether the type and duration of social media use can contribute to this, she and her team conducted an experimental study, with a total of 642 participants randomised to one of four groups.
A two-week experiment
The first group reduced the daily social media consumption by 30 minutes during an intervention period of two weeks. Since previous studies had shown that physical activity can increase well-being and reduce depressive symptoms, the second group increased the duration of physical activity by 30 minutes daily during this period, while continuing to use social media as usual. The third group combined both, reducing social media use and increasing physical activity. A control group didn’t change the behaviour during the intervention phase.
Before, during and up to six months after the two-week intervention phase, the participants responded to online surveys on the duration, intensity and emotional significance of their social media use, physical activity, their satisfaction with life, their subjective feeling of happiness, depressive symptoms, the psychological burden of the COVID pandemic and their cigarette consumption.
Healthy and happy in the age of digitalisation
The findings clearly showed that both reducing the amount of time spent on social media each day and increasing physical activity have a positive impact on people’s well-being. The combination of the two interventions in particular increases one’s satisfaction with life and subjective feeling of happiness and reduces depressive symptoms. Even six months after the two-week intervention phase had ended, participants in all three intervention groups spent less time on social media than before: about a half hour in the groups that had either reduced social media time or increased their daily exercise, and about three-quarters of an hour in the group that had combined both measures. Six months after the intervention, the combination group engaged one hour and 39 minutes more each week in physical activity than before the experiment. The positive influence on mental health continued throughout the entire follow-up period.
“This shows us how vital it is to reduce our availability online from time to time and to go back to our human roots,” Julia Brailovskaia concluded. “These measures can be easily implemented into one’s everyday life and they’re completely free — and, at the same time, they help us to stay happy and healthy in the digital age.”
A new study has found that teenagers have a hard time discerning between fake and true health messages. Only 48% of the participants trusted accurate health messages (without editorial elements) more than fake ones. Meanwhile, 41% considered fake and true neutral messages equally trustworthy and 11% considered true neutral health messages less trustworthy than fake health messages. The results highlight a need for better training of teenagers to navigate a world where fake health news is so widespread.
Health mis- and disinformation are a serious public health concern, with an increased spread of fake health news on social media platforms in the last few years. Previous research has shown that online health messages are mostly incomplete and inaccurate and have potentially harmful health information. Fake health news can lead to poor health choices, risk-taking behaviour, and loss of trust in health authorities.
“There has been an explosion of misinformation in the area of health during the COVID pandemic,” said principal investigator Dr Radomír Masaryk, of Comenius University.
While most research on message credibility has focused on adults, Dr Masaryk and his colleagues investigated whether teenagers are similarly equipped.
“As adolescents are frequent users of the internet, we usually expect that they already know how to approach and appraise online information, but the opposite seems to be true” Dr Masaryk said.
The researchers found that 41% of teenagers couldn’t tell the difference between true and fake online medical content. Additionally, poor editing of health messages was not perceived as a sign of low trustworthiness. These latest findings were published in Frontiers in Psychology.
Teenagers and the media
As so-called ‘digital natives’, modern teenagers are the world’s most well-connected group, with 71% of the world’s youth using the internet.
Studies have shown that teens increase their risky behaviour in response to positive portrayals of risky behaviour in the media, such as smoking and drinking. On the other hand, online health information that supports information provided by professionals can lead to healthy lifestyle changes, self-care, and treatment compliance.
Teenagers look at the structural features of a website, such as language and appearance, to evaluate online information. For example, authoritative organisations, trusted brands, or websites with business-like language tend to be more trusted.
Previous research on message trustworthiness with adolescents identified five editorial elements that deduced perceived message credibility: superlatives, clickbait, grammar mistakes, authority appeal, and bold typeface. Based on this prior study, the researchers developed a method to evaluate the effects of manipulation with content and format of health online messages on their trustworthiness in an adolescent sample.
They presented 300 secondary school students (aged between 16 and 19 years old) with seven short messages about the health promoting effects of different fruits and vegetables. The messages had different levels: fake message, true neutral message, and true message with editorial elements (superlatives, clickbait, grammar mistakes, authority appeal, and bold typeface). Participants were then asked to rate the message’s trustworthiness.
The participants were able to discern between overtly fake health messages and health messages whether true or slightly changed with editing elements; 48% of participants trusted the true neutral health messages more than the fake ones. However, 41% of participants considered fake and true neutral messages equally trustworthy and 11% considered true neutral health messages less trustworthy than fake health messages.
Clickbait less likely to work
“Putting trust in messages requires identification of fake versus true content,” said Dr Masaryk.
In the case of health messages that seem plausible and reasonable, teenagers could not tell the difference between true neutral health messages and health messages with editorial elements. Teenagers did not seem to decide on the trustworthiness of a message based on editing cues.
“The only version of a health message that was significantly less trusted compared to a true health message was a message with a clickbait headline,” continued Dr Masaryk.
The results highlight a need for better instruction of teenagers to spot editing cues that give away the quality of a piece of information. The authors suggest focusing on health literacy and media literacy training, and skills such as analytical thinking and scientific reasoning.
“Analytical thinking and scientific reasoning are skills that help distinguish false from true health messages,” Dr Masaryk concluded.
