In Punishment We Trust: Analyzing Characteristics and Credibility of Rumor-Debunking Messages on Chinese Social Media

Abstract

<p>Research on fact-checking journalism has predominantly centered on Western countries, often overlooking how distinct political media systems in non-Western countries might influence its practices and effectiveness. This article addresses this gap by focusing on government-led fact-checking in China, referred to as “rumor-debunking,” and we argue that compared to the Western mode of fact-checking, rumor debunking differs significantly with its unique motives, targets, and outcomes within the context of an authoritarian regime. Employing content analysis (Study 1) and a conjoint experiment (Study 2), we empirically examined the characteristics and credibility perceptions of rumor-debunking messages on Chinese social media Weibo during the COVID-19 pandemic. The findings of Study 1 reveal that rumor-debunking efforts in China were primarily driven by government-affiliated accounts and mainly targeting ordinary citizens. Study 2 shows that message specificity mattered in that detailing the rumors being debunked, providing evidence for the debunking, and including punitive actions against rumormongers significantly enhanced perceived credibility among the Chinese public. Additionally, we found messages that received higher social endorsement—reflected by a greater number of reposts, comments, and likes—boosted credibility. However, the presence of “recommended comments,” which indicate that the account holders curated the user comments under their debunking messages, did not affect credibility. The social and political implications of rumor-debunking in authoritarian regimes were also discussed.</p>