Repetition makes climate misinformation feel more true — even for those who back climate science
Nieman-supported researchers conducted experiments where participants who were overwhelmingly endorsers of climate science viewed claims aligned with solid climate science, climate sceptic claims, and weather-related claims. They found that it took just a single repetition to make the claims seem more true.
Nieman Lab
If you consider yourself a climate science supporter, you probably wouldn’t think simple exposure to a skeptic’s claim could shift your views.
Our new research has produced worrying findings. Climate misinformation may be more effective than we’d like to think because of a phenomenon called the illusory truth effect. In short, we are more likely to believe a lie if we encounter it repeatedly. Worse, the effect works immediately — a lie seems to be more true even after just one repetition.
As our social media feeds fill up with AI-driven bots, sheer repetition of lies may erode the most essential resource for action on climate change — public support. Traditional media has a different problem — in their commitment to presenting both sides, journalists often platform climate skeptics whose untrue claims add to the repetition of misinformation.
There’s no easy answer. But one thing that does work is to come back to the scientific consensus that our activities are the major cause of global warming — and to the overwhelming public support worldwide for stronger action on climate change.
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