Fact Checking

(Media News) The Hidden Power of Repetition: How Climate Misinformation Gains Ground

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Even staunch supporters of climate science may be more susceptible to misinformation than they realize, according to new research. The Conversation reported on a new study that highlights the illusory truth effect, where repeated exposure to a claim, even once, can make it seem more believable—regardless of its accuracy. This effect can erode public support for climate action, as false information gains credibility through repetition.

The research, involving 172 participants who overwhelmingly endorsed climate science, found that repeated exposure to both accurate and skeptical claims made them appear more truthful. This vulnerability exists even among those who strongly believe in human-caused climate change.

The study demonstrates the challenges posed by traditional media’s commitment to balanced reporting, which can unintentionally amplify misinformation by giving equal weight to false claims. To combat this, the research suggests reinforcing the scientific consensus on climate change as a defense against the negative effects of repeated misinformation. With the information landscape increasingly influenced by AI-driven content, understanding how to counteract these effects is more crucial than ever.