Staying human in a world of conspiracy theories and post truth

We set out the case why misinformation is not only a policy issue but a critical one for brands to understand
Positioning a set of beliefs or knowledge as the suppressed underdog is a widely used strategy that has powerful effects
Given misinformation is often shaped by the social nature of belief, we examine the way collective action can be used to reach positive outcomes
We need to go beyond apparent failures of human cognition to explain misinformation and look instead to the social nature of belief
Polarization of beliefs is often explained by the political values we hold – but we argue new explanations are needed
Trying to reason with climate change deniers or other types of sceptics is often considered the wrong strategy - but here is another side to the story
Unpicking the mechanisms that shape our engagement is key to developing effective solutions
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