# 54. Group Manipulation ## 54.5. Methodology/Refinements/Sub-species ### 54.5.2. Communal reinforcement Communal reinforcement is the manipulative process by which a claim becomes a strong belief through repeated assertion by members of a community or group. The process is independent of whether the claim has been properly researched, or is supported by empirical data significant enough to warrant belief by reasonable people. Often, the mass media contribute to the process by uncritically supporting a claim. More often, the mass media provide tacit support for untested and unsupported claims by saying nothing sceptical about even the most outlandish claims. Communal reinforcement explains how entire nations can pass on some of the most amazing gibberish from generation to generation. It also explains how testimonials, reinforced by other testimonials within a community of therapists, sociologists, psychologists, theologians, politicians, talk show hosts, etc., can supplant and be more powerful than scientific studies or accurate gathering of data by disinterested parties. Communal reinforcement explains, in part, why about half of all American adults deny that evolution occurred and believe that Abraham's god created the universe in six days, made the first man and woman out of clay, and a snake talked the woman into disobeying an order from Abraham's god, thereby causing all of our problems. It also explains how otherwise rational and intelligent people can be persuaded to accept such stories as true when they are provided by a comforting community in a time of emotional need. Every cult leader knows the value of communal reinforcement combined with isolating cult members from contrary ideas. **Example: The Myth of Antioxidants**: In pseudo-medicine there are lots of completely nonsensical assertions which are completely without scientific foundation, but which are constantly repeated as if they were self-evident facts. For instance, the use of the word "Antioxidants" to denote a group of foods and food supplements which are said to reduce the risk of cancer. In reality, there is no evidence at all to support many of the claims about these foods or supplements. But despite this lack of evidence, the "benefits of antioxidants" is believed by millions of people in the Western world and is constantly reinforced by those believers.