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Management Coursera class by prof. Rolf Strom)

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Successful science communication
Bennett, D. (2011); Successful science communication: telling it like it is; Cambridge; New York: Cambridge University
Press; 462p.
Summary of Week 2 lecture 2 The Forced Distribution Ranking Scheme (Critical Perspectives on
Management Coursera class by prof. Rolf Strom)

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Foreword
The need for scientist to communicate is the most important need.
Changes in the last 25 years = increase in post 16 Education AND Explosion on info available AND
65+ Retired.
Introduction
Try to direct the science communication to wider public.
Why public-two extremes: scientists believe science is fundamental Public believes science is
annoying.
1985 Walter Bodner "Public understanding of science"
Prosperity, Public trust, interaction and learning.
Alternative to Bodner
The scientific community to engage in genuine dialogue.
Pamphlet =''See-Trough Science'' (Wilson & Willis, 2004)
The case of Nanotechnology
The Nanotech engagement group was created in 2003
Of course there are disagreements & concerns.
Connecting public engagement to Policy -> Help funding
Where next?-Danger of communication
Public can focus in wider problems or develop extremist opinions
Public engagement in an evolving science Policy landscape Goal-oriented, interdisciplinary
science. The enthusiasm of sharing is not universally shared LOL.
Anyway, the experience is positive.
Conclusion: A lot of motivation, & cons. The science needs to be understood by the public, and by
other scientists
PART I What it helps to know
1. Deficit and dialogue (Simon Lolk)
How public engagement became important overnight with the Bodner report
The "PUS" agenda was created (Public Understanding of Science)
Some History 1985 Royal society decided that the public had deficit in knowledge.
After 10 years, the public understanding of science was still lamentable.
The BSE (crazy Cows) was a hard blow.
New mood =Dialogue ex: Genetically Modified crops.
Meaningfulness of PE comes from two key points.
Organizers must be open about their motives.
Second: change their preconceived ideas of rationality.
2. Explaining the world (James Hannam)
This chapter will show how scientists have always tried to justify their activities in terms of what
the public think to be useful or interesting.
Greeks: Science as status
Teachers: recruited students.
Other Greek scientists adorned courts.
Created libraries they need to make a living.
Encyclopedia was expensive.
- Agustine (354-430)
- Middle ages: Science as Handmaiden
- Christians should know science so they don't appear foolish to pagans.
Romans ART
By the end of the last century BC, the Romans dominated.
VII: Islamic invaders: Sermons became science spreaders.
Early modern era: Science as Reform
Summary of Week 2 lecture 2 The Forced Distribution Ranking Scheme (Critical Perspectives on
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- Increased # of books.
Philosopher, continue to work in universities.
Galileo was one of them.
- G was an opportunist: He heard about the telescope.
- Galileo made the public participate.
- He wrote The Starry Messenger" and became a celebrity.
XVII: Entertainment
Experiments were shows.
1737 "Newtonialism for ladies" by Algarotti.
XIX: Progress: Steam machine-electricity. But also many others with less credible sciences like
phrenology and calming magnetism
XX: Institution
Publishing genre for popular science has become the most effective way to communicate
ideas.
Golden age of the science publishing for the general reader.
3. Science: Truth and ethics (Richard Jennings)
Introduction: Humans always ask questions-but questioning leads to doing
What is science?
Phrenology is not a science any more. Why?
The Scientific Method
- Bacon's Inductive method
- Francis Bacon: the light of science
Science uncovers the truth: science is always growing.
Its food is the Truth.
Since SXVII we are more conscious that science could be wrong.
- Mid XVIll David Hume leaded the scepticism.
- The Vienna Circle and the guest for certainty
Relativity, quantum theory the Vienna Circle began with Ernest March and developed into Logical Positivism.
Ultra empiricist- science just reports observations.
- Karl Popper and the glorification of scepticism
Karl Popper Was not a positivist. Scientific claims are always conjectures.
The scientific method does not guarantee their truth.
Logical empiricism: Popper never accepted to believe.
- Carl Hemper said that we had reason to believe: He developed the hypothesis-deductive model
which is still taught at schools.
- Thomas Kuhn and the historical turn
There is art in science, as much as logic.
Practice, culture, learned tradition.
Logic could not capture the activity of doing science.
Kuhn saw science more like a social activity.
What method then?
Decide among Optimistic inductivism (Bacon)
Interactive or engagement model.
- Two reactions to Kuhns theory
Lakatos: Mob psychology - Shared assumptions
Lakatos Rationality.
Paul Feyerabend -> The only thing we can do is engaging in the dialogue.
- Logical Positivists
Popper's negativism falsificationism
Moderately optimistic logical empiricism
Ethics and the fruits of science
Two concerns: The professionalism of the scientist, and using sentient beings
Responsible conduct of research
- Responsible conduct. Not fabrication of results.
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- The use of sentient beings in doing science
Two sub areas: Use of humans and use of other animals.
Medical ethics: Confidentiality.
Animals: scientists are nice to them.
The use and application of science
Concern: Technological side
- Science is now kneeling down to produce Wealth.
Questions: will it be good, will it harm? etc.
- It becomes a political issue.
4. The public's View of science (George Gaskel)
Why take the Public seriously
Biotech and life (science) are the examples of this stapler
The raising of rare illnesses have made the public very frightened.
Technological innovation =Societal process.
Mapping public perceptions
Survey research: imperfect instrument.
Cultivate a view of the public as stupid.
Risk: scientific and public logics: The society's perception of risk is different. People are self-
interested. It is less risky if others are affected.
Confronting uncertainty
Uncertainties make people uneasy
Example: Nanotechnology effects.
Weighing up gains and loses
Pain is always bigger than pleasure!
What guides the opinion is the perceived absence of benefits, and not the potential risks
How does the public engage with science?
Objective competence: scientists.
Subjective competence: people that are interested.
Participation can be
- Horizontal: reading
- Vertical: Attending public debates.
- Different pockets from enthusiasm to uninterested.
Public ethics, science and technology
Question: How ethics affect the perception of science. There are countries who prioritize
science and other who prioritize ethics.
Those who prioritize science are more enthusiastic
Communicate science to the public.
Scientists cannot bury their heads in the sand.
Science Communication: coalition of competencies to address the public.
5. The common language of research (Tracey Brown)
Introduction
There is a lot of scientific work nowadays...
The public language of research needs more attention.
Starting with the public debate: Start with a review of the claims in circulation.
How do we know?
Question the public ask.
- (legitimacy, balance, etc)
- What is known and how.
The scene and context figure out what to ask, to whom and how to ask it.
Science as public tool
- Tool for truth-seeking, reasoning and debunking.
- We have a golden age in science and society, but a high ratio of too bold popularizes.
- Science = public tool for testing the plausibility of competing claims by encouraging skeptical and
inquiry public that ask "How done Know?".
Summary of Week 2 lecture 2 The Forced Distribution Ranking Scheme (Critical Perspectives on
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6. Risk (John Adams)
All knowledge is probabilistic. When it compasses risk, Science communication is seen as
problematic
What is risk?
3 kinds:
- Perceived through science (microscope)
- Perceived directly
- Virtual risk: smoking, stock market, etc.
- Virtual risk may or may not be real, but its perception has consequences.
Risk can be
- Voluntary
- Impersonal
- Imposed risk: less tolerated (terrorism).
The risk thermostat
Propensity to take risks leads to more accidents.
We take risks because there are rewards
Perceptual filters
- There is no such beast as "the public" there are many publics.
Individualists
Self-made
Wealthy
Egalitarians
Little respect for rules
- Hierarchists: Boundaries and bindings
- Fatalists minimal control
- What kills you matters
Who's to blame?
Risk is a word that refers to the future
Problem is that scientists do not respond blankly to uncertainty. They impose meaning.
Hope: recognize the own biases and awareness of the biases of the others.
7. Ethos of science Vs. Science Comm. (Alfred Normann)
Two things: the desire to communicate, and the desire to do the good.
Introduction: Discourse ethics, science, and democracy: Truth and honesty a closer look
1 Sincerity and strategic communication: Common process. Assumption we are understanding
2. Comprehensibility and understanding the public
3. Truth and responsible representation
Part II Policy-makers
8. Research and public consensus (Michel Claesseui)
Introduction
Since 1984 the EU has been implementing research policy through Framework Programmes.
Publicly founded.
Participants argue that good communication and dissemination increases success rate of a
proposal
European background
European's perception toward science has changed a lot since 2005.
They feel less informed.
People are not active
There are websites.
In practical terms: Generate information about:
Objectives
Contributions to knowledge
Value of collaboration
Benefits to citizens.
Summary of Week 2 lecture 2 The Forced Distribution Ranking Scheme (Critical Perspectives on
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European scientists and the media
The Research DG is conducting telephone interviews
Some don't try hard to hit the media 'cause they already have funds from the EU.
The assessment so far
32.9% find the communication satisfactory.
There is still a large gap between science and society
Scientists also need to listen
Some solutions =organization of public consensus conference.
9. Climate Comm. challenge (Andrew Revkin)
This is a human heated planet. (February 2/2007) Panel on climate change (PCC)
Stabilize climate is a moral need. "Blah, Blah, Blah, bang!". But public is hot perceiving the risk.
There is very little air.
We all are going to die!
10. Dealings with the media (Stephen white)
Right now the major new player is the web.
Elements-Novelty
The question is "so what?" After you have the scientific news
Steps to follow when you have a story:
1. Test if you have a story: Ask a street person
2. Write the story
- The first paragraph is the most important.
- Use tone and levels that can be understood
- One idea per sentence
3. Distribution to the journalists found in Google
Finally: Be available
In the last 25 years since Bodmer, science communication has changed a lot: There is more
communication
Web sites:
AlphaGalileo.com
Stempra.org.uk
11. Dealing with the US media (Chris Mooney)
Science journalism is decimated in the US
Specialized publications are shrinking
Reasons for scientists to redouble communication efforts:
1. If the press doesn't do the job, no one will do it
2. Be careful with idealism and wishful thinking
Science also has responsibility
12. Relations with Public interest organizations (Sue Daun)
How to assess developments and innovations in a clear simple way
Science communication is fundamental to consumers reports publications
Assess Risk: Consumer organizations have an important role
The consumer principles:
- Access
- Choice
- Consumer influence
- Quality
- Information
- Redness
- Safety
- Value for the money
Public engagement must go early in the process
13. IBID (Patients and families) (Alastair Kent)
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14. Relations with environmental organizations, (Piet Schenkelaars)
Biotechnologist that was born in Netherlands and went to live in Brussels.
He is against agro-food tech.
He is now a private consultant.
He now believes that there could be good things in GM foods.
The conclusion is that science is a human activity and communication is useless without an
open mind.
Part III What you can do and how to do it
15. Building relations (David Bennet)
Because the desire to share
For larger audience
Helps to understand your subject better
Improves your public image
Better in the competition for finance
How to build relation,
Talk to close people
Go to science festival, and museums
Go to schools.
J ournalists
Minorities (women, trade unions etc.)
The web: twitter, YouTube, etc
16. Finding the right words (Peter Evan,)
Media culture: provide entertainment.
Fierce marketplace
A story must be competitive
Have news characteristics
Original
Unique
Engaging
Relevance and color
- Color can be drama, conflict, disaster
Interviews
Why is it important?
So what?
Preparing the interview
- Ask:
What is the programme?
What format
Ground covering?
Live or not?
Alone or with others?
Where and how?
What is your 1st question?
- Telephone interview: always imagine that your boss is standing behind you
- Common problems
Techno speak: Try using anecdote and storytelling
Difficult question
"That's a good question, let me first tell you...."
Ask to repeat the question practice
Symbiosis is the relation to expect with the interviewer.
17. Nanotech. (p. Hayhurst)
Mid 90's science.com was still in its infancy.
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Fatalism around nanotech
Novel: "The swarm" by Michael Crichton
The pressure is to write for entertainment
Dolly the sheep bring worries
- Editors can affect the balance of the opinions
- Dolly story was treated like a scandal
- However, there is hope.
18. Podcast (Chris Smith)
2010=10 Years of Naked Scientist project
Background:
Recipe to extract DNA from onions at home
He obtained some time in radio, so he created the show
Then "kitchen science".
Funny story on how he blew a baton containing Oxygen and Hydrogen
Nice podcast!
19. Social web (Haley Birch)
Scientists should be in social media
Social media is based on interaction
New opportunities: second life.
New challenges
Immediacy of the online format.
20. Dilemmas (Lise Kinga)
Insight into Novo Nordisk
Care and respect for the patient as a person
Novo is innovative
Big learning curve
Focus: Diabetes
Patients also need self-management education and motivational guidance
Works to put diabetes on public health agendas
Ethics dilemma: www.ethics-e-learning.com
21. Science festivals (Nicola Buckley)
SF are opportunities to show their research and researchers
Celebration of science
Increasingly prevalent
Get involved!
22. Things to see and do (Rikke Schmidt)
Visual representations are important.
Visualize =scale is problem
Be interactive
Escape flatland
Is like art
Use color
Key points:
Data
Context
Design color.
23. The triple Helix (James shepherd)
This is a global undergraduate group for the communication of science
Invitation to get in touch
24. Public understanding research (Paul Hix et. al.)
Founded in 1903 50 exhibition areas
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Dilemma: being on display is uncomfortable
25. Imagine (Patricia Osseweijer et. al.)
Idea: involving scientists with high-school students
Here is the idea:
Scientists provide an idea for a developing country.
The ideas are sent to high school students who are asked to make a business plan
The best receive funding.
It has worked a lot.
Imagine is a communication activity
Engages scientists and schools. Diagrams of the domains and interactions:
Imagine has a rich spectrum of different interactions and aspects for study
Part IV And finally, evaluating and embedding science communication.
26. Evaluating success (Laura Grant)
WHY evaluate? Because we need reflection
Definitions
- Evaluation is in-depth study which take, place at a discrete point in time, and forms a judgment on
the value of an intervention.
- Important were issues of effectiveness and impact are considered
Types:
- Impact evaluation: understand the impact
- Formative continuous feedback
- Summative: At the end of the project
What does success look like? (Write SMART objectives :)
- Specific
- Measurable
- Achievable
- Relevant
- Time-bound
Outputs
- Outcomes: Changes and effects
- Impacts: lasting, long term changes
- Outcomes experiences, knowledge and understanding, skills, attitudes and values, behavior,
anything else
Approaches:
- Theory of change
- Outcome mapping
- Measuring success
Quantitative: how much, or how many
Qualitative: what or how
- Instrument
Observation
Questionnaire
Interview
- Focus group
- Reporting is crucial
- Tricky question: so, did it work?
27. Effectively embedding science comm. in academia (Maarten Van Der Sandal)
Have we internalized the importance of science communication in our universities?
How do we do it?
- Need: communal science communication.
- Barriers: scientists don't like to participate.
- Most universities don't have a strategy
By 2035 we hope to have this second paradigm shift.