They are more likely to believe what it says—and then to share it with others who, in turn, will believe what they say. It is all about us, or rather our love of ourselves and people like us. This phenomenon is called “homophily,” meaning “love of the same.” Homophily is what makes humans social creatures, able to congregate in such large and like-minded groups. It explains the growth of civilization and cultures. It is also the reason an internet falsehood, once it begins to spread, can rarely be stopped.
