One of the most immediately pressing issues in our society is the proliferation of accurate and accessible information, especially around science and health. Conversely, misinformation is able to spread further and faster than ever before thanks to the viral tools of social media and the digitally connected internet ecosystem we inhabit. This poses a serious challenge for us, particularly as we try to get as many people as possible protected against the coronavirus.
Misinformation is apt to induce political cynicism, change voting patterns, distort national debates on important questions and potentially reinforce polarization and political dysfunction in much the same way as hyper-partisan news media, write Eric Merkley and Peter Loewen in a new Public Policy Forum report, Science and Health Misinformation in the Digital Age.
And while there is no silver bullet for this problem, they seek to answer three crucial questions related to science communication and misinformation:
- How is misinformation spread?
- Who is most likely to fall prey to misinformation?
- How do we combat misinformation and its effects?
In seeking these answers, they highlight the relevant case studies of climate change, vaccines, and COVID-19. Overall, they provide five recommendations that when taken in concert will help to mitigate the effects of misinformation flooding our society.
- Track misinformation and debunk when needed;
- Promote accuracy-focused messaging;
- Invest in targeted persuasion focusing on downstream behaviours;
- Build relationships with trusted community leaders;
- Start early to create digital literacy and interest in science.
