Misinformation about scientific topics, including falsehoods such as vaccines cause autism and climate change being an entirely natural phenomenon, is an issue scientists have been discussing more and more. Widespread misinformation can lead to confusion about public health and environmental issues and can hinder those working to solve societal problems.

As an environmental social scientist who researches how science can have an impact on society, I seek effective ways to address misinformation.

There are many approaches that can work to some extent: for example, counteracting erroneous information with statements about scientific topics based on quality research that convey that the majority of experts agree, and “inoculating” people by preparing them to spot the fallacies in misinformation before they are first exposed to it.

But one of the most important ways to counteract misinformation is less about the facts and more about how those facts move within social networks and communities. In other words, it’s not enough for science to be right – it has to be accepted within people’s social circles to have any meaningful impact.

Most people tend to assume that their knowledge and ideas are based on a rational, objective analysis of information. And that’s sometimes the case – if it’s snowing outside, people don’t insist that it’s sunny and warm, no matter how much they might like it to be.

Similarly, if a person comes across some novel fact in the news, such as the discovery of a new type of plant in the Amazon, they might just absorb that information and go about their day.

But rationality and the ability to embrace new information goes out the window when it comes up against ideas that challenge one’s........

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