Scientific literacy is a rather noble ideal. Achieving it, however, is problematic thanks to our tribal brains. If science is equated with knowledge, then communicating facts, figures, and theories should be a way to increase the public’s level of engagement with it. However, this boils down to the authority distributing the information. Who do you listen to when there are conflicting sources? Our brain’s desire for certainty and its tendency to evaluate new information based on social clues means anybody painted as an expert, who sounds confident, shares our values and flatters our expectations, is more likely to win over our opinion…regardless of the scientific merits of their argument.
