Approach scientific disinformation not by repeating the facts, but by creating the conversation and the community

Disinformation on scientific subjects, including lies such as vaccines, causes an entirely natural phenomenon, autism and climate change are a completely natural phenomenon program scientists have discussed more and more. Generalized disinformation can lead to confusion on public health and environmental problems and can hinder those who work to solve societal problems.

Inasmuch as Environmental Social Sciences Specialist research Science can have an impact on societyI am looking for effective ways to fight against disinformation.

There are many approaches that can work to a certain extent: for example, thwart with statements on scientific subjects based on quality research which transmit that the majority of experts are suitable and “inoculating people By preparing them to identify disinformation errors before they are exposed for the first time.

But one of the most important ways to counter disinformation is less on the facts and more on the way These facts move in social networks and communities. In other words, it is not enough that science is right – it must be accepted in the social circles of people to have a significant impact.

Can facts change the spirits?

Most people tend to assume that their knowledge and ideas are based on a rational and objective analysis of information. And it is sometimes the case – if it snows outside, people do not insist so that it is sunny and warm, no matter how much they could be.

Likewise, if a person comes across a new fact in the news, such as the discovery of a new type of plant in the Amazon, they could just Absorb this information And go to their day.

But the rationality and the ability to embrace new information comes out of the window when they present themselves to ideas that question its visions of the world or to preexisting social identities. This information may look like a personal attack, lead the body to free cortisolA hormone associated with stress. Thus, some facts may feel threatening or offensive.

What is happening in the brain is what is happening in people’s communities. Humans are social animals that turn to others in whom they trust to help them understand what is. People are listening to what is considered normal or acceptable in their social environment, so if their social group has a particular belief, they are more likely to adopt this belief Also.

Its cultural and political identities often dictate how they interpret the same information, leading to disagreements Even when presented with the same proof.

These cultural identities explain why, for example, Research finds The fact that scientific-skeptical behavior, such as vaccination hesitation and climate denial, tend to regroup in social and geographic pockets. In these pockets, people’s skepticism is reinforced by others with similar beliefs in their social network. In such cases, providing more evidence on a certain subject will not help, and this can even lead people Dig into their heels more deeply To deny the proof.

So, if the facts do not necessarily change the spirits, what will it?

Take advantage of community networks

Recent research Provides a solution to scientists and agencies hoping to correct disinformation: rather than fighting the social nature of humans, work with it.

When people see individuals of trust in their social networks holding a certain belief, this belief becomes more credible and easier to adopt. Taking advantage of these community connections can allow new ideas to gain ground.

An excellent example of the use of social networks to combat disinformation is the way polio has been eradicated in India. In 2009, India was the epicenter of the Polio of the World, which houses half of the cases of the world. These cases have been widely grouped in the country’s vaccination hesitant regions. But in 2011, only two years later, India had only one caseAnd the country officially celebrated the eradication of polio in 2014.

How did India go from half of the world’s cases to one case in less than two years?

Public health agencies have asked volunteers of communities resistant to vaccine to make a listening campaign And become ambassadors for the vaccine. The volunteers were trained in interpersonal communication skills and responsible for spending time with the parents. They built confidence and relationships through regular visits.

Because the volunteers were known in the communities, they were able to make progress where the health workers in urban areas had not done so. While they established relationships, hesitant parents shared their concerns, which generally went beyond polio to include other health problems.

Over time, more and more parents have decided to vaccinate their children, until there is a tilting point and vaccination becomes a social standard. Perhaps more, the campaign duct to complete routine immunization rates In some high -risk regions of the country.

The incredible success of India highlights the importance of personal interactions to change minds, which means going beyond the simple presentation of the facts. Supporting confidence, listening to concerns and engaging with communities significantly was an integral part of the eradication of Polio of India.

The power of conversations

Another example of the use of the power of social networks to speak of controversial scientific subjects comes from a method called deep enclosure. Deep development is a unique communication method that involves going to the door to have conversations with public members.

But unlike traditional solicit, which often focuses on the rallying of existing supporters, deep solicitation deliberately seeks to engage with those who hold different points of view, concentrating efforts in communities where the subject is controversial.

The soldiers are trained to ask questions better understand the experiences and perspectives of the other person On the question, then they share their own personal stories. This helps create a human connection, where the two parties feel heard and respected. This connection can help reduce the negative emotions that can emerge when someone is challenged to rethink their beliefs.

A notable example of deep solicitation in action is the work of United neighborsAn environmental non -profit organization in Canada. They used a deep pipe approach to engage people in climate change conversations.

They piloted the method in a rural and conservative community called trail, which houses one of the The largest zinc and lead foundries in the world. The previous efforts to initiate the members of the community had not had much effect, because taking measures on climate change was largely considered to be in conflict with the number of people who had lived them.

But the deep pipe method worked. By carrying out door-to-door, the toivins listened to the concerns of residents, shared their own stories on the impact of climate change and highlighted local environmental successes.

Therefore, The residents out of 3 moved their point of view On the importance of taking measures to deal with climate change. This large community support led the municipal council to vote for the transition 100% renewable energy by 2050.

Sociologist Anthony Giddens describes Interpersonal interactions between experts, such as doctors or scientists, and the public as access points. He argued that these points are essential to maintain confidence in government and scientific institutions, such as Centers for Disease Control and Prevention or the Environmental Protection Agency.

These face -to -face interactions with experts can help people see them as kind, warm and professional, which can lead to confidence.

These examples show that the creation of support for attitudes and behaviors based on science requires more than presenting facts. We must create a significant dialogue between skeptical groups and scientific messengers. It is also a reminder that if social networks can be used to spread a disinformation, they can also be an important tool to remedy it.