The Illusory Truth Effect: What's really real? (EOTO2)

              Initially mentioned in a paper titled "Frequency and Conference of Referential Validity", the Illusory Truth Effect was first described as a phenomenon by Lynn Hasher, David Goldstein, and Thomas Toppino. In short, it describes the process by which people become more inclined to believe something the more it is repeated to them. Scientifically this is due to the human brain searching for shortcuts. As the brain takes up 20% of a person's energy, it views thinking as hard work and looks for ways to make the process easier. Facts or statements that we have already heard are familiar to our brains and therefore easier to process. That is basically it. Since our brains can process that idea easier than a different one we feel more comfortable with it and tend to prefer it. As a result, the more often we hear something, the more likely we are to believe it. 
               While the Illusory Effect may just seem like a cool bit of information to know, it also has some serious societal consequences, and the evidence of it is everywhere. For instance how many people across this country believe the statement "humans only use 10% of their brain"? While this is almost a virtually agreed-upon statement there has never been actual proof of it being true. While movies like "Lucy" have been based around this concept, scientists including Einstien have come out and said its completely false. Barry Gordan at John Hopkins School of Medicine in Baltimore was even quoted saying "Though an alluring idea, the "10% myth" is so wrong it is almost laughable". This is where the conflict begins with the Illusory Truth Effect, something false can be widely agreed on without the evidence of proof. 
                This could possibly lead to a huge disconnect between the truth and what society believes. This could even be the cause of the "fake news" phenomenon we are seeing right now. With traditional forms of media being pushed away by social media, there is more information out there for people to find than ever before. With the creation of social media, it is also possible for anyone to be posting any information they want. As a result of this more and more false information or "fake news" is invading people's brains and tricking them. While fake news may not be true, or even backed with evidence, because of the Illusory Truth Effect if it is repeated enough people are going to start believing it. With social media growing faster than ever before and the new generation looking to it for all of their information we must all be careful because, in time, we may not know what is true at all.