More Information Confirms What You Already Know

Study says values win over facts when it comes to tech risks


A truism among scientists and technologists is that the more the public understands what they do, the more the public will support their activities. The basic idea is that the more people know about science, the more they will love it. However, with regard to nanotechnology, new research published by the Cultural Cognition Project at the Yale Law School casts some doubt on the sunny premise that more information leads to more acceptance.

In the study, "Affect, Values, and Nanotechnology Risk Perceptions: An Experimental Investigation," researchers polled 1,850 Americans about their attitudes toward nanotechnology. Eighty-one percent of those polled had heard nothing at all (53 percent) or "just a little" (28 percent) about nanotechnology. Nevertheless, after being offered a bare bones two-sentence definition of nanotech, 89 percent of respondents had an opinion on whether the benefits (53 percent) of nanotech would outweigh the risks (36 percent). So how could people who know nothing or almost nothing about a new technology have an opinion about its safety? Pre-existing world views, of course. "The driving force behind these snap judgments, we found, was affect: the visceral, emotional responses of our subjects, pro or con, determined how beneficial or dangerous they thought nanotechnology was likely to be," write the authors.

The researchers relying on work by social scientist Aaron Wildavsky divided Americans into four cultural groups with regard to risk perception: hierarchists, individualists, egalitarians and communitarians. Hierarchists trust experts, but believe social deviancy is very risky. Egalitarians and communitarians worry about technology, but think that social deviancy is no big deal. Individualists see risk as opportunity and so are optimistic about technology.

"Egalitarians and communitarians, for example, tend to be sensitive to claims of environmental and technological risks because ameliorating such risks justifies regulating commercial activities that generate inequality and legitimize unconstrained pursuit of self-interest," claim the researchers. "Individualists, in contrast, tend to be skeptical about such risks, in line with their concern to ward off contraction of the sphere of individual initiative. So do hierarchists, who tend to see assertions of environmental technological risks as challenging the competence of governmental and social elites."

Not surprisingly, the researchers found that people who were concerned about environmental risks such as global warming and nuclear power, were also concerned about nanotechnology. However, the Yale Cultural Cognition researchers made another more disheartening discovery. In their poll they gave a subset of 350 respondents additional facts—about two paragraphs—about nanotechnology to see if more information would shift public risk perceptions. They found that it did. In this case, the more information people had, the more they retreated to their initial positions. Hierarchists and individualists thought nano was less risky, while egalitarians and communitarians thought it was more risky.

"One might suppose that as members of the public learn more about nanotechnology their assessments of its risk and benefits should converge. Our results suggest that exactly the opposite is likely to happen," note the researchers. What seems to be happening is that individuals use information to affirm their pre-existing cultural identities rather than evaluate risks in purely instrumental terms. Think now of the scientists, technologists and yes, regulators who have to try to bridge these diverse cultural values. More specifically they have to figure out how to persuade communitarians and egalitarians that technology somehow affirms their values. And this is no easy task.

History clearly shows technological progress that has been absolutely essential to the creation of wealth and health in the West over the past two centuries has generally provoked resistance from egalitarians and communitarians. Scientists may themselves have cultural barriers to overcome when it comes to talking with egalitarians and communitarians. Scientists often think of themselves culturally as good egalitarians, but as pioneers on the frontiers of knowledge they are operationally individualist. In addition, scientists are supposed to change their minds in the light of new data, not seek out biased information to confirm their pre-existing theories.

Unfortunately, the Cultural Cognition researchers left the problem of how to handle these polarizing cultural values for future research. The "major conclusion" of the study is that "mere dissemination of scientifically sound information is not by itself sufficient to overcome the divisive tendencies of cultural cognition." With regard to nanotechnology, it "could go the route of nuclear power and other controversial technologies, becoming a focal point of culturally infused political conflict."

Ronald Bailey is Reason's science correspondent. His book Liberation Biology: The Scientific and Moral Case for the Biotech Revolution is now available from Prometheus Books.

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