Ingredients for Misinformation

Ingredients for Misinformation A Look at the Barriers Between Scientific Knowledge and Public Perception Bob Conrad, MA, APR bob- [email_address] – (775) 224-2605 PRSA Educator’s Academy, November 11, 2006 © 2006

Background

Background / Findings
Public respects science
Public is scientifically illiterate
Public easily manipulated by misinformation

Scientists
Technical jargon encouraged
Research process
Time consuming
Subject to peer review
Avoids broad conclusions
Findings contradictory
Potential for abuse
Process at odds with journalistic realities

Scientists
Cornell study: transgenic corn / pollen toxic to butterfly larvae
Small lab experiment covered widely in media
Six follow-up studies found results negligible
Enhanced misperceptions / fear of biotechnology
Example: Monarch butterfly

Scientists
Discouraged from going public
May be punished for doing so

Journalists
Strive for objectivity, accuracy, fairness
Encumbered by journalistic processes
Deadlines
Advertising / $$$
Eyewitness descriptions
Rely on 2 nd or 3 rd party recollections
Process doesn’t always guard against bias
Demographics
Education

Views of News Media by Scientists and Journalists
Journalists:
Lack understanding of science
Are interested in sales
Focus on trends
Seek the sensational
Want instant answers
Are ignorant of the scientific process
Cannot interpret scientific results
Exaggerate risks
Rarely get details right
Do not grasp research funding needs
Focus more on personalities rather than results

Additional Studies
Journalists:
Perceived knowledge of biotech. greater than actual knowledge
Arkansas editors not educated in ag. but decide what is newsworthy
Less than ½ of AP wire service stories on ag. had facts considered verifiable

Perceptual Biases
Soc. Psych.
Perceptions can be swayed by
Racial stereotypes
Body language
Facial expressions
Previous bias
Self deceptions

Perceptual Biases
Affecting journalists’ perceptions
The eyewitness fallacy
Underutilization of statistics/reliance on anecdotes
Confirmation bias
Misperception of risk
Misinterpretation of regression
Illusory correlation
Fundamental attribution error

Perceptual Biases
Media can influence public agendas and public perceptions
Audiences perceive media messages by:
Direct experience
Use of logic
A sequence of processes that include cultural ties and values

Perceptual Biases
Cognitive Dissonance
Dissonance occurs whenever a person simultaneously holds two inconsistent cognitions (ideas, beliefs, opinions)
State of inconsistency is so uncomfortable that people strive to reduce the conflict in the easiest way possible

Perceptual Biases
Examples:
Food irradiation
Negative information reigns
“ Because the media tends to provide both sides of every story, the negative descriptions created by advocacy groups tend to be widely available”
Biotechnology
Significance of transgenic crops contaminating traditional crops weighed more heavily than what is more likely: contamination by other potentially harmful crops, like peanuts

Perceptual Biases
Role of technology
Fast development
“ Paralysis of analysis”
Revert to a single, familiar feature of situation to make decision

Conclusions
Misunderstanding of science leads to unintentional / intentional hoodwinking
Uncertain (bleak?) future
Views of research skewed
Awareness of perceptual biases important
Higher ed. PR / scientists have to break through perceptual barriers
Persuasive messaging?

Future Research
Role of education
Effects on policy/research funding
Effects of media monopolization
ID effective elements of comm. campaigns
Role of PR & effect of PR budgets
Effectiveness of communications training
Effectiveness of media relations training

Ingredients for Misinformation

by Conrad Communications on Jan 18, 2010

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Ingredients for Misinformation — Presentation Transcript