From the good people at Sceptical Science with a hat tip to Bloggingheads.
A common misconception about myths is the notion that removing its influence is as simple as packing more information into people’s heads. This approach assumes that public misperceptions are due to a lack of knowledge and that the solution is more information - in science communication, it’s known as the “information deficit model”. But that model is wrong: people don’t process information as simply as a hard drive downloading data.
It goes over such obstacles as:
1. Familiarity Backfire Effect
2. Overkill Backfire Effect
3. Worldview Backfire Effect
And of course concludes with what works. It is only 9 colorful pages, so it is worth taking a look. But if you don’t, I just want it to be known that I am not really trying very hard to convince you.