"Fact-checks are for the Top 0.1%": Examining Reach, Awareness, and Relevance of Fact-Checking in Rural India

Social media platforms have witnessed an unprecedented growth in users from rural communities in India. Many of these users are new to online information environments and are highly susceptible to misinformation. Fact-checking has the potential to reduce the proliferation and impact of misinformation; however, little is known about how fact-checking organizations in India serve rural users. To fill this gap, we conducted interviews with 12 prominent fact-checking organizations in India to understand their current practices and challenges in providing their services to rural users and the associated human and technological infrastructure they use. We discovered several measures that fact-checking organizations take to increase the reach, awareness, and relevance of fact-checked content for rural users, such as engaging with stringer networks and utilizing vernacular languages. However, fact-checking organizations also face severe challenges that limit both the scale of their work and engagement from rural users. Drawing on these findings, we provide design and policy recommendations to improve the reach, awareness, and relevance of fact-checked content for social media users in rural areas.