What does it mean to “do your own research?” A comparative content analysis of DYOR messages in Instagram and Facebook posts about reproductive health, food, and vaccines

Calls to “do your own research” (DYOR) on social media promote a range of claims, from expert-recommended treatments to conspiracy theories. Exploring how the slogan is used offers insight into how individuals navigate concerns about information accuracy in an abundant but low-trust media ecosystem. This quantitative content analysis investigates how DYOR messages in Facebook and Instagram posts about reproductive health, food and diet, and vaccination are used to raise alarms, promote personal agency, and disclaim responsibility. We additionally examine how DYOR messages are associated with content including risk information and product promotion. While DYOR messages sometimes raise alarms about suspected conspiracies and misinformation, more often they advocate for personal agency and education, encouraging people to become as informed as possible to make the best decisions for themselves. In this way, DYOR messages promote individual responsibility for navigating information risks and reflect wider concerns about (mis-)information and distrust of institutions.