Department of Redundency Department

Teachers ought to know. Marketers certainly know. Politicians ignore it at their peril.

Repetition works.

There is a tendency among certain brands of humans (I am one of them) to believe that one shouldn't have to explain oneself over and over and over again. One clear and cogent explanation of the point, and that should do the trick. To keep hammering on it is boring, inefficient, and unnecessary. Redundancy is self-evidently Not Good.

But that's not how humans generally work.

Marketers understand this. You boil your campaign down to one simple message, and then you hammer that message over and over and over again until people can't have even a passing thought about thirst without an image of Coke popping into their brain. 

It's understandable that some teachers are resistant to this idea-- explaining this idea over and over "wastes" the valuable and scarce commodity of class time. There are many textbooks that are built entirely around the "explain it once then move on" principle of instruction. But it's repetition that gets things to stick. If you're trying to drive a nail into a block of wood (I would tell my student teachers), does it work better to try to drive it all the way on with one mighty thwack, or a whole series of moderate taps? 

We know that repetition is effective even in the absence of actual explanation. Does Coke pop into our head based on the extensive evidence the Coca-Cola company has published on the bubbly sugar water's thirst-quenching qualities? 

How did "America's schools are failing" become conventional wisdom? Not through any credible evidence. Some folks have just been repeating it for forty years, accompanied by simple illustrations that don't rise to the level of credible evidence but make the statement feel more true. We're far from the top of international test results, they warn, ignoring that we're right where we've already been and Estonia hasn't conquered us yet. SAT scores! NAEP scores! I found this one teacher who said something stupid! Arguing with these is fruitless, because they aren't actual evidence-- they're just illustrations to underline the point, and the point is hammered home by a steady top-tap-tap of repetition.

I don't pay a lot of attention to "science of learning" arguments, which often have as much real-world salience as would an argument about the "science of marriage." But the idea of repetition has recently been bandied about as if it's a hot new idea (these days we're attaching to "cognitive load theory" stuff), and even if someone is announcing they've just invented the wheel, that doesn't mean that wheels don't work. Repetition and redundancy in the classroom absolutely work, even spaced out over considerable time.

I've known people in the education blogoverse who worry about redundancy. "I don't want to write about that because this other person already did" or "I already wrote about this once." Even I, with my noted lack of writing restraint, will sometimes contemplate someone else's piece and think, "Well, I don't really have anything to add to that." I'd argue that this is a mistake, that anything worth saying is worth saying a few hundred times. 

There are, for instance, multiple pieces noting that school vouchers went down to defeat in three states even in the midst of a red wave. There should be a million of them. It's an opportunity to connect a clear message ("Voters don't like vouchers and always vote them down") with a clear illustration ("In the 2024 election, three states with strong MAGA support still voted vouchers down"). It's true, and it's important, first, because legislators are repeatedly conned into supporting vouchers because "they're so popular" and second, because the Trump administration is signaling that it wants to impose school vouchers on the entire country.  

Defenders of public education should be saying it over and over again-- vouchers are not popular with United States taxpayers and voters. It's not just that they're a bad idea (they are, and should be fought on that basis), but they are an unpopular idea. We have the receipts.