How to Inoculate Against Misinformation: Breaking Down Misleading Arguments & Why Science Communication Fails with John Cook
The Great Simplification with Nate Hagens
Problem communication needs efficacy
John warns that describing problems without solutions can paralyze audiences and stresses pairing problems with efficacy.
Humans aren't rational. We don't evaluate facts objectively; instead, we interpret them through our biases, experiences, and backgrounds. What's more, we're psychologically motivated to reject or distort information that threatens our identity or worldview – even if it's scientifically valid. Add to that our modern media landscape where everyone has a different source of "truth" for world events, our ability to understand what is actually true is weaker than ever. How, then, can we combat misinformation when simply presenting the facts is no longer enough – and may even backfire?
In this episode, Nate is joined by John Cook, a researcher who has spent nearly two decades studying science communication and the psychology of misinformation. John shares his journey from creating the education website Skeptical Science in 2007 to his shocking discovery that his well-intentioned debunking efforts might have been counterproductive. He also discusses the "FLICC" framework – a set of five techniques (Fake experts, Logical fallacies, Impossible expectations, Cherry picking, and Conspiracy theories) that cut across all forms of misinformation, from the denial of global heating to vaccine hesitancy, and more. Additionally, John's research reveals a counterintuitive truth: our tribal identities matter more than our political beliefs in determining what science we accept – yet our aversion to being tricked is bipartisan.
When it comes to reaching a shared understanding of the world, why does every conversation matter – regardless of whether it ends in agreement? When attacks on science have shifted from denying findings to attacking solutions and scientists themselves, are we fighting yesterday's battle with outdated communication strategies? And while we can't eliminate motivated reasoning (to which we're all susceptible), how can we work around it by teaching people to recognize how they're being misled, rather than just telling them what to believe?
About John Cook:
John Cook is a Senior Research Fellow at the Melbourne Centre for Behaviour Change at the University of Melbourne. He is also affiliated with the Center for Climate Change Communication as adjunct faculty. In 2007, he founded Skeptical Science, a website which won the 2011 Australian Museum Eureka Prize for the Advancement of Climate Change Knowledge and 2016 Friend of the Planet Award from the National Center for Science Education. John also created the game Cranky Uncle, combining critical thinking, cartoons, and gamification to build resilience against misinformation, and has worked with organizations such as Facebook, NASA, and UNICEF to develop evidence-based responses to misinformation.
John co-authored the college textbooks Climate Change: Examining the Facts with Weber State University professor Daniel Bedford. He was also a coauthor of the textbook Climate Change Science: A Modern Synthesis and the book Climate Change Denial: Heads in the Sand. Additionally, in 2013, he published a paper analyzing the scientific consensus on climate change that has been highlighted by President Obama and UK Prime Minister David Cameron. He also developed a Massive Open Online Course in 2015 at the University of Queensland on climate science denial, that has received over 40,000 enrollments.
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