Challenges to Science Communication in a Post-Truth World

Abstract The communication of scientific hypotheses, and more broadly of the provisional and non-absolutist nature of science in general, to a lay audience is being increasingly compromised by the public's distrust of experts. This distrust frequently takes the form of hyperskepticism, expressed in unfounded fears and moral panics, and is amplified by a clickbait driven media. Clickbait is a text or a thumbnail link that is designed to entice users to follow the link, where the linked piece of content is often simplistic, salacious or misleading. The sensational headlines and summaries are then widely shared on social media by users with pre-existing political and psychological biases. This “attention economy” can result in the “wisdom of the crowd” – as expressed on social media and clickbait driven websites – drowning out the views of subject experts, and allowing for fearmongering and skepticism or distrust of science to take precedence. This article discusses ways in which scientists and communicators of scientific and other complex topics can help laypersons to understand the ways in which they might be prone to being misled. It also introduces concepts that will contribute to their better understanding and communication of scientific claims in a polarised and politicised digital age.