The Sticky Truth
The election is right around the corner and the world is in a tizzy about the outcome. News sites and Facebook feeds are brimming with analyses of the latest Trump gaffe, the panic surrounding the “new” Clinton emails, and what they mean about the polls. But to what extent does new information actually filter through our consciousness to influence our system of beliefs?
I’ve discussed America’s difficult relationship with the truth before. The media certainly shapes the way that the public interprets information – whether or not viewers believe the news being reported is true. Of course, that’s assuming that they actually care if something is true. In the case of Trump, for example, his supporters view him as a truth-teller even though he continues to spout easily disproven lies. Some have actively claimed that they would support him regardless of whether he is telling the truth. Meanwhile, Hillary “enjoys” a persistent aura of untrustworthiness in spite of having lied significantly less than her competitor.
We are in an age where many Americans proudly proclaim their disbelief in science. How do you get through to people who are so enamored of their own convictions that they will not accept anything that proves them wrong? A study in 2010 showed that “misinformed people rarely change their minds when presented with the facts — and often become even more attached to their beliefs.”
Part of the solution is changing tactics. No one likes to be patronized and hitting someone over the head with dull and dry statistics certainly is not a winning strategy. Scientists and communicators have had to tackle these problems when trying to fight the uphill battle against climate change denial. A great blog called Skeptical Science first introduced me to this interesting approach to debunking myths: fight sticky ideas with stickier ideas. Use humor, snappy soundbites and unexpected metaphors to make the truth circulate. Hey – who doesn’t love a good meme?
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