Polarized sharing of fake news on social media: the complex roles of partisan identification and gender

People can present a systematic bias in sharing fake news on social media based on their political orientation: they tend to share fake news that support their political view more than they share fake news with different political leanings, even though both types of news are equally fake. Here, we explain this systematic bias (termed polarized sharing) by considering social identification theory aspects together with theories on gender differences in social conformity and response to threats. Findings based on a study of 250 Facebook users in the US revealed that partisan identification is a double edge-sword. It increased polarized sharing of fake news directly, but decreased it indirectly, by increasing social network heterophily, which in turn, demotivated polarized sharing of fake news. Importantly, these processes differed by gender. Men were more influenced directly by partisan identification, and women, were more influenced indirectly, through limited social network heterophily. Implications for research and practice are discussed.