What explains the spread of misinformation in online personal messaging networks? Exploring the role of conflict avoidance

Online personal messaging platforms such as WhatsApp and Facebook Messenger are now hugely popular around the world. Yet their role in the spread and social correction of misinformation remains under-researched. We carried out in-depth, semi-structured interviews with the UK public (N=102) to explore how social relationships and technological design interact and foster norms regulating how people respond when their everyday social ties share misinformation on these platforms. Conceptualizing messaging as hybrid public-interpersonal communication, we develop a framework that situates online political talk in the context of everyday social interaction. We show that, among our participants, a norm of conflict avoidance is particularly powerful on these platforms and makes people reluctant to speak out. Conflict avoidance should therefore be taken seriously as a contributor to the diffusion of misinformation in everyday life. Policymakers and other stakeholders, including news organizations, should explore new, tailored ways to empower citizens to challenge misinformation in these important online spaces, where automated and algorithmic interventions are impossible.