User agency–based versus machine agency–based misinformation interventions: The effects of commenting and AI fact-checking labeling on attitudes toward the COVID-19 vaccination

• Published in: New media & society 2024-12, Vol.26 (12), p.6817-6837
• Main Authors: Lee, Jiyoung, Bissell, Kim
• Format: Article
• Language: English
• ISSN: 1461-4448; 1461-7315
• DOI: 10.1177/14614448231163228

This study aimed to examine the effects of commenting on a Facebook misinformation post by comparing a user agency–based intervention and machine agency–based intervention in the form of artificial intelligence (AI) fact-checking labeling on attitudes toward the COVID-19 vaccination. We found that both interventions were effective at promoting positive attitudes toward vaccination compared to the misinformation-only condition. However, the intervention effects manifested differently depending on participants’ residential locations, such that the commenting intervention emerged as a promising tool for suburban participants. The effectiveness of the AI fact-checking labeling intervention was pronounced for urban populations. Neither of the fact-checking interventions showed salient effects with the rural population. These findings suggest that although user agency- and machine agency–based interventions might have potential against misinformation, these interventions should be developed in a more sophisticated way to address the unequal effects among populations in different geographic locations.