Misinformation and herd behavior in media markets: A cross-national investigation of how tabloids’ attention to misinformation drives broadsheets’ attention to misinformation in political and business journalism

This study develops and tests a theoretical framework, which draws on herd behavior literature and explains how and under what conditions tabloids’ attention to misinformation drives broadsheets’ attention to misinformation. More specifically, the study analyzes all cases of political and business misinformation in Switzerland and the U.K. between 2002 and 2018, which are selected based on corresponding Swiss and U.K. press councils’ rulings (N = 114). The findings show that during amplifying events (i.e., election campaigns and economic downturns) tabloids allocate more attention to political and business misinformation, which, in turn, drives broadsheets to allocate more attention to the misinformation as well–and especially if the misinformation serves broadsheets’ ideological goals. Moreover, the findings show differences between Swiss and U.K. media markets only in the case of business misinformation and suggest that the attention allocation process depends in particular on the strength of the amplifying event in a media market. Thereby, this study contributes to the understanding of how and under what conditions misinformation spreads in media markets.