When you spot false or misleading information online, or in a family group chat, how do you respond? For many people, their first impulse is to factcheck – reply with statistics, make a debunking post on social media or point people towards trustworthy sources.

Factchecking is seen as a go-to method for tackling the spread of false information. But it is notoriously difficult to correct misinformation.

Evidence shows readers trust journalists less when they debunk, rather than confirm, claims. Factchecking can also result in repeating the original lie to a whole new audience, amplifying its reach.

The work of media scholar Alice Marwick can help explain why factchecking often fails when used in isolation. Her research suggests that misinformation is not just a content problem, but an emotional and structural one.

She argues that it thrives through three mutually reinforcing pillars: the content of the message, the personal context of those sharing it, and the technological infrastructure that amplifies it.

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