A new study published in the academic journal Plos One has found that repeating false and sceptical claims about climate science makes them seem more believable. In fact, it found the effect works immediately, with just one repetition leading to an increase in perceived truth a month after an initial exposure.
Known as the “illusory truth effect,” the researchers found that this was even the case among those who already had a strong existing belief in climate science.
The study was conducted by researchers at the Australian National University (ANU), with 90 per cent of the study participants endorsing climate science.
“While participants perceived claims aligned with climate scientists to be more truthful than claims aligned with climate scepticism, both types of claims seemed truer when repeated,” explained ANU PhD student and study lead author Mary Jiang.
“This increase in perceived truth after repetition occurred even for groups highly concerned about climate change, and when people could later identify that the claim supports the other side,” said Jiang.
The report concluded: “Do not repeat false information. Instead, repeat what is true and enhance its familiarity.”
“Giving equal exposure to opposing voices makes it sound like the evidence and number of people in favour of each view is also equal. But most, if not all, climate scientists agree on human-induced climate change,” Jiang said.
Adding: “While balanced reporting ensures fairness, it does not always paint an accurate or helpful picture and can add fuel to the fire.”
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