Cross-Cultural Perspectives on Fake News: A Comparative Study of Instagram Users in Greece and Portugal

Abstract

As our society increasingly relies on digital platforms for information, the spread of fake news has become a pressing concern. This study investigates the ability of Greek and Portuguese Instagram users to identify fake news, highlighting the influence of cultural differences. The responses of 220 Instagram users were collected through questionnaires in Greece and Portugal. The data analysis investigates characteristics of Instagram posts, social endorsement, and platform usage duration. The results reveal distinct user behaviors: Greeks exhibit a unique inclination towards social connections, displaying an increased trust in friends’ content and investing more time on Instagram, reflecting the importance of personal connections in their media consumption. They also give less importance to a certain post’s characteristics, such as content opposing personal beliefs, emotional language, and poor grammar, spelling, or formatting when identifying fake news, compared to the Portuguese, suggesting a weaker emphasis on content quality in their evaluations. These findings show that cultural differences affect how people behave on Instagram. Hence, content creators, platforms, and policymakers need specific plans to make online spaces more informative. Strategies should focus on enhancing awareness of key indicators of fake news, such as linguistic quality and post structure, while addressing the role of personal and social networks in the spread of misinformation.