Anjana Ahuja: Science Notebook
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Can I have a word in your ear? Because I know what people are thinking. Yes, I know I told you the same thing last week. And I’ll keep mentioning it. Because if I say it often enough, you’ll begin to believe it really is what people are thinking.
Psychologists have found that, if you want the public to buy an opinion, you should persuade many people to voice it. But – and this is alarming – you can achieve comparable success by getting just one person to repeat the same opinion over and over. The key is to make that opinion seem familiar. Familarity, it seems, breeds belief.
A group of American researchers, led by Kimberlee Weaver, of Virginia Polytechnic Institute and State University, enlisted more than a thousand students to voice opinions in controlled settings. The experiment’s conclusion is encapsulated beautifully in the title of her recently published paper: “Inferring the Popularity of an Opinion From Its Familiarity: A Repetitive Voice Can Sound Like a Chorus”. The article appears in the Journal of Personality and Social Psychology.
Makes you think, doesn’t it, about the whole tricky field of public consultation, hijacked with tiresome regularity by special interest groups. Just a small number of coordinated calls to a politician, Dr Weaver argues, could lead to that politician believing that an opinion is more widespread than it is.
Now think of religiously motivated, anti-science lobby groups, animal rights extremists, climate-change deniers. Through repetition, their dangerous whispers carry farther than their small constituencies merit, sometimes awarding them a disproportionate influence over public policy. We should not close our ears but we should remember that such groups do not speak for all.

Why did the chicken cross the road? Because it had an inbuilt compass guiding it to the other side of the thoroughfare. Scientists at Frankfurt University set out to test whether chickens, like migrating birds, possess an internal magnetic compass. They trained newly-hatched chicks to regard a red ball as their mother (don’t ask). The ball was hidden behind one of four screens, always the northerly one, and the chicks learnt to find it.
The researchers then created an artificial magnetic field pointing east; the chicks started searching behind the easterly screen. This, according to a paper in the Journal of Experimental Biology, proves that domestic chickens are indeed steered

College, London, whom I met at the Royal Society’s summer party last week. “Some people decide to give up learning and become an authority,” he said, lamenting older scientists who stifle new ideas to protect their own interests. Professor Nelder is 82. And an example to us all.
Anjana Ahuja joined The Times in 1994, and writes for times2 and the comment pages. In her Science Notebook she writes about science, medicine and technology, and their impact on society. She holds a PhD in space physics from Imperial College, London. She is currently on maternity leave.
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Ra of SLC, you say humans who eat meat are animal abusers? Many other creatures have incisors and eat meat; are cats (great and small) animal abusers? How on Earth can you justify treating humans differently from all other creatures if you're an Atheist?
Jeff, Atlanta, Georgia, USA
If this writer wants to lump animal rights activists in with religiously motivated, anti-science lobby groups and climate-change deniers then he/she is totally clueless.
This is exactly the kind of propaganda that keeps animal abusers in business. Personally I'm an atheist, I believe in science over religion(myth) and don't deny global warming and I believe that animals are being abused in epic numbers.
These things are obvious. Methinks the writer is an animal abuser(meat eater) and wants to continue being one. This is the rationale. What a joke!!!
Ra, SLC, USA
How many times must I tell you?
People that read Science Fiction have known about this for years It is called memes.
Mike, Tulsa/OK, USA
The earth's climate is more sensative to rises in CO2 than previously thought. There simply isn't time to cut our emissions to drastically that abrupt climate change and runaway global warming will be avoided.
I suggest we remove the CO2 from the air after it has been emitted using biosequestration. Nature already removes about half of mankind's CO emissions each year, but that is expected to reduce 30% by 2030.
I suggest we improve nature's ability to remove the CO2 from the air using genetic engineering-perhaps seeding a GMO into the ocean. This is a low cost, highly scalable, and technically feasible solution to global warming.
Instead, everyone is talking about cutting emissions to solve global warming, when instead it is weak mitigation strategy. We could spend trillions reducing our emissions, and still suffer dangerous warming. As soon as abrupt climate change strikes, the only strategy will be crisis managment, because we won't have the resources to solve it.
Brad Arnold, St Louis Park, USA/MN
Surely, what's true of the "climate-change deniers" is also true of the climate-change promoters - more so, in my opinion.
Steve, Beaconsfield, Quebec, Canada
Well the "man cannot change the planet" certainly seem to have the times in their sights. Virtually every article has two or three rebuttals. I'm surprised Big oil and Air transport have so many low level lobbyists...
Elwin parsley, london , UK
"Now think of religiously motivated, anti-science lobby groups, ..., climate-change deniers."
That's rich!
How do you think the fantasy theology of anthropomorphic global warming got started in the first place? There never was any evidence whatsoever for the 'Greenhouse Effect' hypothesis anywhere, (outside of a small enclosed structure - a greenhouse). Just a campaign of constant publicity, luddism and the filling of feeding bowls.
Those who 'deny' the wilder projections of Big Green just expect one simple thing - consistant, considered evidence rather than grossly exaggerated P.R.
Brian Vallance, LEFKIMMI, Greece
So THAT'S where all this global-warming-is-caused-by-man stuff has come from!
PR, Cornwall,
"Now think of religiously motivated, anti-science lobby groups, animal rights extremists, climate-change deniers. Through repetition, their dangerous whispers carry farther than their small constituencies merit, sometimes awarding them a disproportionate influence over public policy."
Of course, to be fair, there are some who say that the wholesale alarmism built up by the climate change industry is the epitome of anti-science. Bogus, pseudo, cherry-picked and unrepresentative facts, and assertions passed off as facts, co-opted to add false gravitas to a political point of view. Rather like the whole passive smoking razzamatazz that's built up in the last 12 months, the whole circus recognises, as your article suggests, that repetition knocks logic and truth into a cocked hat as far as being the prime tool of persuasion.
I'd like to hear whether the psychologists consider this blind belief as being a fixed condition. Perhaps over-exposure will lead most of us to become skeptics?
Simon Stephenson, Windermere, UK
How about cliate change proponents? They seem determined to bully everyone else into sharing their mindset through boring repetition? Funny how you don't mention them, when they are the most obvious example of the case you are trying to make. In contrast, the 'deniers' which you mention, are given little or no time whatsoever to give theri views.
Craig , Liverpool,
"...extremists, climate-change deniers. Through repetition..."
This presupposes the belief that the apparent change in climate is due to human influences - some may argue that it is this idea that has been peddled forth as a truth, when in reality the so called change was always going to happen due to natural cyclic weather patterns.
A perfect example of your journalistic piece I believe.
Ian, Chesterfield,
What psychologists have apparently now discovered - probably by involved research - is something that media people and public relations people have known and practised since time immemorial. Politicians know this too as they use every device to force our behaviour into directions they say are for our "betterment". In their case it's "easy-peasy" actions which are far easier to do than govern a country for the benefit of the people.
Ken Courtney, Southampton, UK
Repetition is persuasion was a mantra of Paul Goebbels, a few years back. I wonder what became of him?
David Masu, Zürich,
"stifle new ideas to protect their own interests" is an interesting statement a few lines after the last paragraph of the first piece. "we should not close our ears" is a classic case of a phrase that actually means the opposite, something like "will someone make the whackos who don't agree with the establishment position shut up?"
Andy, Perth,
Why worry about fringe groups when we are all indoctrinated on a daily basis by that greatest of all opinion manipulators, . . . the BBC!
And at our own expense too!
Mark, London, UK
Yes! Note how with the inventions of radio and TV, people have become flamming idiots all repeating the same foolish ideas that the establishment media bangs into their heads.
Mark, VA, USA