Lost in virality: How social media can amplify hidden misinterpretations

Social media posts can be misinterpreted by readers in ways that remain unnoticed by both authors and other readers. Unlike communication in other modes, social media's unique features—including speed, virality, and limited opportunities for clarification—increase the likelihood and impact of these undetected misinterpretations. Notably, misinterpretations by even a few readers can quickly spread widely, influencing or distorting collective understanding. The authors review recent research on the variability of interpretations in social media, propose a framework for understanding these misinterpretations, and discuss implications.