Silverman then compared the Facebook engagement — the number of shares, reactions, and comments — for the top 20 legitimate news stories against the top 20 fake news stories for three three-month periods. As you can see, the legitimate news stories outperformed the fake ones in the early months of the 2016 election campaign. But in the last three months, fake news sources saw their engagement surge.
Source: The top 20 fake news stories outperformed real news at the end of the 2016 campaign – Vox
My take on this is pretty simple: people moved being intellect-focused to being emotional as time went on.
Their brains were tired and confused and emotion took over.
I think it’s a good proxy for the result as well. And for the messages of the candidates.
One was talking about policy and the other was talking about nostalgia. You have to know who’s going to win that.