Facts or Feelings?

Abstract

The social intuitionist model has significant implications for the study of communication. Specifically, this chapter argues that the social intuitionist model reveals the limitations of rational argument and illustrates factors contributing to misinformation. This argument is developed through a series of four observations. First, communicators have attempted to combat misinformation through rational argument. Second, centuries of interdisciplinary insights revealing the intuitive nature of human decision-making cast doubt on strategies that appeal to audiences primarily through facts and reason. Third, application of the social intuitionist model to contemporary American politics can help explain several puzzling dynamics, including the appeal of Donald Trump and the persistence of misinformation. Fourth, communication scholarship can be improved through greater recognition of the influence of intuition upon decision-making. This chapter concludes by proposing ways that emotional narratives can be used to bridge gaps between public opinion and expert consensus.