A big lesson that can be learned from the COVID-19 pandemic is just how rapidly and how far misinformation can spread and be believed by so many as the truth, said Dr. Timothy Caulfield, professor of health law and science policy, University of Alberta.
But Caulfield also sees opportunity to look at the nature of misinformation and how people can push back against it.
Speaking during the Animal Agriculture Alliance 2021 Virtual Stakeholders Summit on May 5, Caulfield noted that he is well aware of how agricultural industries are often the victims of misinformation, and in some cases that information seems just as preposterous as some misinformation about COVID-19 has been. During his talk, Fighting Misinformation in the Age of COVID-19, Caulfield offered advice on nine ways to help debunk misinformation, regardless of the topics at hand.
1. Provide the science
While there are plenty of skeptics of sound science out there, Caulfield said, that the tactic does work, and sharing sound science does matter.
2. Use clear and shareable content
You’ve got to think about how the information and content to prove a point will look on social media, Caulfield said, because it will be shared and it will spread.
3. Refer to trustworthy and independent sources
Sharing information shared by people or groups with an obvious bias can lead to skepticism.
4. If possible, note a scientific consensus
Point to the body of evidence, or a scientific body, Caulfield advises. If that body says a certain thing, there will be more credibility than if it came from just one person. Also, you should keep in mind that scientific evidence can change as more research is done.
5. Be nice, authentic, empathetic and humble
It can be hard to do so, but it is important. Most people want to do what they feel is right, so listen to them and be kind when sharing your viewpoints.
6. Consider a narrative
Narratives, art, humor and creativity matter. Use those strategies “to get the good stuff across,” Caulfield said.
7. Highlight gaps in logic and rhetorical tricks
Sometimes people base opinions on rhetoric and not sound science. There will be gaps between there, and it is important to highlight those gaps.
8. Make facts the hook
The fact needs to be what is remembered from the conversation, and not the myth. Place your focus on what is true.
9. Remember the general public is the audience
The general public, or the moveable middle, is who you want to reach, not those who are unlikely to change their minds.
“Don’t get pulled into the vortex of a total war with some hardcore denier. Just don’t do it. It’s not worth it,” he said.
