In response to your second point, I've found "field myths" to be quite processable by everyday folk when put in the right context. The term "medical myth" seems to be in common parlance, and I've occasionally likened such facts to people believing women have more ribs than men, (i.e. something that lots of people have been told, and believe, but which is demonstrably false).

It does seem a bit hazardous to have "myths" as a readily-available category to throw ideas in, though. Such upstanding journalistic tropes as Ten Myths About [Controversial Political Subject] seem to teach people that any position for which they hold a remotely plausible counterargument is a "myth".