Self-censorship on Online Misinformation: Understanding the Complexity of Individual Mental Process

The management of social media misinformation has become a critical governance priority for all governments. Self-censorship as an autonomous governance mechanism for internet users has been empirically demonstrated to constitute an effective strategy for mitigating online misinformation dissemination. Motivated by deficiencies in proactive self-censorship behaviors within current misinformation management practices and corresponding theoretical gaps, this study develops a comprehensive self-censorship framework to systematically explicate the complex individual mental process in which distinct actor groups conceptualize, interpret, and respond to self-censorship behaviors. The framework identifies five interconnected determinants: guanxi networks, individual attributes, cognitive schemas, motivational drivers, and contextual contingencies, which collectively influence self-censorship propensity in misinformation containment. These factors subsequently shape reactive behavioral outcomes, with guanxi moderating the relationship between self-censorship behaviors and reactive behaviors. This research advances theoretical understanding of individual mental process through its process-oriented examination of self-censorship dynamics while providing practical insights for developing culturally-attuned misinformation intervention strategies.