That seems like a totally obvious statement. But it is nice to be reminded and have some solid research to back it up. Here are a few quotes from an article in The Guardian, with the full paper at plos.org.
Repeating climate denial claims makes them seem more credible, Australian-led study finds. Even those who are concerned about climate crisis were influenced by false claims, showing how ‘insidious’ repetition is, researcher says.
“Repeating false and sceptical claims about climate science makes them seem more credible – including to people who accept the science and are alarmed by the climate crisis.”
“…soon-to-be-published research had found that climate sceptical claims and climate misinformation tended to “travel faster, further and longer from its origin than accurate climate information”
“The cognitive science is pretty clear that repetition is a very powerful tool because of how we process information. The more we hear something, from multiple sources, including those we trust, the smoother it becomes to process, the more accepted it is as ‘just known’.”
“Climate communications need to focus on repeating what is known and true much more than debunking, myth-busting and repeating what is not.”
The paper concluded: “Do not repeat false information. Instead, repeat what is true and enhance its familiarity.”
It would be really nice, but highly unlikely, if the editors of the major media would heed that little bit of advice. Once again they are providing millions of dollars of free advertising to the people who spout the most dishonesty. I guess it makes sense; misinformation can be short, sharp and mean. It sells.