The Oxford Dictionary word of the year for 2016 was "post truth politics".
Not strictly a word but, in the same vein, this year a likely candidate will be "alternative facts" - uttered by a spokeswoman to explain why the White House considered the Trump inauguration crowd to be bigger than Obama's despite the photographic evidence.
While this sort of behaviour might leave many of us scratching our head, those in the science world have seen such tactics used for years.
Repeat a scientific untruth enough times and it becomes the "truth" - in the public or media mind at least.
The debates around fluoride, 1080, immunisation, water, climate change, genetic modification and even evolution have suffered from "alternative facts".