Quoted: Zeroing in on individual concerns such as these is exactly what it will take to have any hope for change, explains Dietram Scheufele, a professor of science communication at the University of Wisconsin-Madison and author of “Misinformation About Science in the Public Sphere,” published this spring by the National Academy of Sciences.
Research shows that we must reach people where they are at in terms of gut-level beliefs and first acknowledge their fears rather than preach science, Scheufele says. And having a trusted messenger is key to leading the way toward bringing people back to reality and on that path toward making good choices.