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The problem of fake news has gained a lot of attention as it is claimed tohave had a significant impact on 2016 US Presidential Elections. Fake news isnot a new problem and its spread in social networks is well-studied. Often anunderlying assumption in fake news discussion is that it is written to looklike real news, fooling the reader who does not check for reliability of thesources or the arguments in its content. Through a unique study of three datasets and features that capture the style and the language of articles, we showthat this assumption is not true. Fake news in most cases is more similar tosatire than to real news, leading us to conclude that persuasion in fake newsis achieved through heuristics rather than the strength of arguments. We showoverall title structure and the use of proper nouns in titles are verysignificant in differentiating fake from real. This leads us to conclude thatfake news is targeted for audiences who are not likely to read beyond titlesand is aimed at creating mental associations between entities and claims.

This Just In: Fake News Packs a Lot in Title, Uses Simpler, Repetitive Content in Text Body, More Similar to Satire than Real News