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The rapid circulation of COVID-19 misinformation posed one of the most vexing challenges to health communication scholars and practitioners during the pandemic. Within the communication field, our response to health misinformation has often focused on shoring up public trust in scientific knowledge and amplifying institutional expertise. But this strategy of rebuilding public trust in institutions has a serious weakness it requires the leaders of these institutions to actually behave in ways that merit trust. This essay tells the story
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