Icky, sticky misinformation: What is it and what can we do about it?

This blog has been prepared for you by registered psychologist and psychosexual therapist, Rosie Scott. 

If you’ve spent any time on the internet, or even any time speaking with your loud J*e-R***n loving relative, you’ve likely encountered some misinformation. 

Misinformation is any information that is false – it can include that which is mistakenly shared (e.g., a well-meaning parent telling you to put on a jumper so you don’t catch a cold), or false claims purposefully intended to mislead (e.g., most conservative news outlets writing about trans folk). 

Information’s evil cousin is often present in discussions of highly politicised and sensitive topics like sexuality, gender, mental health, and public health. This means that some people are unfortunately exposed to false claims, or to put it plainly, lies about aspects of their very identities. This is not only upsetting, but can also be dangerous, as intentional misinformation (i.e., disinformation) may serve to further stigmatise or marginalise already oppressed groups. 

What makes misinformation so pernicious?  

Not only does misinformation have real-world consequences (e.g., anti-vaccine conspiracies contributing to measles outbreaks) it also has a nasty habit of sticking around. Within the research world, misinformation is described as “sticky”, because once you have been exposed to it, it’s difficult to unlearn. There are a number of factors which allow falsehoods to take hold in people’s brains: 

1. False claims travel 7 times faster online when compared to factual information – misinformation is often novel, interesting, and emotionally evocative, so it’s more likely to be shared and engaged with. 

E.g., The headline “Happiness is Just One Positive Thought Away!” oversimplifies mental health and spreads quickly due to its emotional appeal. In contrast, a factual headline like “Research Shows Multiple Factors Contribute to Long-Term Mental Wellbeing” provides a more accurate view but is less likely to go viral.   

2. What is familiar seems true; we will believe falsehoods if we hear them enough times – that feeling we get that something seems true? It can just be familiarity caused by repeated exposure. 

E.g., A false claim like “Bisexuality is just a phase” might seem true to some people after hearing it repeatedly, even though it’s a harmful stereotype with no factual basis. The more often this misinformation is repeated, the more familiar, and therefore believable, it becomes. 

3. Even hinting towards or “just asking questions” about a (false) claim can lead someone to believe misinformation. 

E.g., If you see enough headlines asking “Could teaching about diverse sexualities confuse children?” you might infer that comprehensive sex and gender education is confusing or inappropriate for kids (not true, by the way). 

Basically, misinformation is insidious, contagious, and sticky (YUCK) – so what on earth can we do about it? 

We can address misinformation using two major strategies: 

1. Making people resilient against misinformation prior to exposure – called inoculation or prebunking.  
2. Debunking – using a structured process to point out the lie and replace it with fact. 

Prebunking: Stop misinformation from sticking in the first place 

There are a few things we can do to prevent people from believing in or accepting false claims: 

• Encouraging people to critically evaluate the information they consume.  

E.g., When you read an article or see a post, ask yourself: Does this make sense? What evidence is being presented? Are there any logical inconsistencies? 

• Considering where information comes from, and whether that person or source has adequate expertise, vested interests, or a history of sharing spurious claims. E.g., If you hear a health tip from an influencer, check if they have any medical qualifications or a track record of reliable advice, and whether they stand to gain anything by sharing the advice. 

• Engaging in further reading to see whether a claim is backed up by high-quality sources.  

E.g., Before sharing a viral story, take a few minutes to search for it on credible news sites or academic sources. See if it’s verified by experts or reputable institutions. 

Sometimes it is unfortunately too late to prevent the absorption of misinformation – so our next approach is debunking.  

Debunking: Remove the misinformation and replace it with facts  

There is a four-step process to un-gunking the misinformation out of someone’s brain.  

1. Fact: State the truth, and make it clear and catchy if you can 
2. Myth: Point out the misinformation, and label it as such  
3. Fallacy: Explain why and how the misinformation is wrong 
4. Fact: State the truth again – we want it to be the first and last thing people process 

This method is most effective if you (1) avoid jargon and (2) translate complex ideas to be more digestible. We want the truth to be easy to understand and easy to recall!  

Here is an example using the classic and pervasive myth that vaccines cause Autism: 

1. Fact: Vaccines are safe, effective, and protect us from serious diseases. 
2. Myth: There’s a myth circulating that vaccines cause Autism, but this is false. 
3. Fallacy: This misconception started from a discredited study that has been thoroughly debunked by multiple scientific investigations. Extensive research involving millions of children has shown no link between vaccines and Autism. 
4. Fact: Remember, vaccines are safe, effective, and crucial for protecting our health. 

Misinformation causes real harm, and it is unfortunately present in the news, on social media, and in real-life conversations. The good news is that we can all play a role in deconstructing it.  

If you’re interested in learning more about misinformation and how to address it, here’s some further reading… 

• The 2020 Debunking Handbook – a great resource written by leading researchers in the misinformation space. 
• FirstDraft.org – a now-archived but still accessible website with in-depth articles for journalists, researchers, and the public on combating misinformation. Maybe start with their article on prebunking! 
• A research article on source credibility and debunking misinformation co-authored by me!