by *clairity*
The Science of Why We Don’t Believe Science
[Via Daring Fireball]
Chris Mooney on why cold hard facts and scientific evidence seldom change the minds of those who already hold a strong opinion. (E.g., climate-change deniers, vaccines-cause-autism believers.) Fascinating but utterly depressing.
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While a depressing observation, it is true. Scientists may be able to deal with a world in shadowy shades of gray but most people do not have that luxury. So they have developed rules of thumb that help them deal with a complex world.
And they will simply not make changes in those rules because some facts come along. They know that gray is a mixture of black and white so they emphasize the white and explain away the black.
That is why so many researchers, whose training and experience provides their own rules of thumb, often get very frustrated with lay people. Facts do change researcher’s minds. But seldom do they change non-scientists.
So, how to change minds? The article has the best advice we have learned so far: If you want someone to accept new evidence, make sure to present it to them in a context that doesn’t trigger a defensive, emotional reaction.
Context and framing do work. But it can take time, much longer than the simple recitation of facts and data. And it smacks of marketing – twisting peoples perceptions by presenting emotional arguments rather than factual.
Scientists try to remove the emotional aspect from their work since they know how confirmation bias can cloud the results. So having to use emotional appeals to convince others goes against the researchers own set uf rules.
That is why it is so hard to find effective communicators between science on the general populace.
However, we no longer have the luxury of using just a few great communicators. we have too many complex problems to solve that will require all of us to take a part. Researchers must do a better job finding the contextual frames to get people to hear and to change.
And, I think, it will need to be an emotional sort of frame rather than strictly factual.