There has always been a close connection between the embrace of bunk and personal identity. But the role of ideology as an engine of science-free misinformation is intensifying, especially on social media. The embrace of everything from unproven therapies to antivaxx rhetoric to climate change denial to election conspiracies have become ideological flags on par with, well, flags. In this provocative presentation, Professor Caulfield will explore what the available evidence says about how and why ideology is used to spread misinformation, why demonstrably false beliefs are embraced by so many, and what we can, if anything, do about it