Some of the rhetorical tactics used:
http://www.skepticalscience.com/5-characteristics-of-scientific-denialism.html
Recommended book:
http://www.amazon.com/gp/product/1849713367/ref=as_li_ss_tl?ie=UTF8&tag=skeptscien-20&linkCode=as2&camp=217145&creative=399349&creativeASIN=1849713367