Successful Science Communication: Telling It Like It Is

Successful Science Communication......Page 2
Title......Page 4
Copyright......Page 5
Contents......Page 10
Foreword......Page 14
David Bennett......Page 16
Sir Walter Bodmer......Page 17
Michel Claessens......Page 18
Peter Evans......Page 19
Laura Grant......Page 20
Richard Hayhurst......Page 21
Sue Hordijenko......Page 22
Richard Jones......Page 23
Rikke Schmidt Kjærgaard......Page 24
Simon Lock......Page 25
Andrew Revkin......Page 26
Piet Schenkelaars......Page 27
Chris Smith......Page 28
Stephen White......Page 29
WHY PUBLIC ENGAGEMENT WITH SCIENCE MATTERS......Page 32
THE CASE OF NANOTECHNOLOGY......Page 35
CONNECTING PUBLIC ENGAGEMENT TO POLICY......Page 37
WHERE NEXT?......Page 39
PUBLIC ENGAGEMENT IN AN EVOLVING SCIENCE POLICY LANDSCAPE......Page 41
CONCLUSION......Page 42
References\n......Page 43
Part 1 What it helps to know beforehand\n......Page 46
INTRODUCTION......Page 48
THE BIRTH OF PUBLIC UNDERSTANDING OF SCIENCE......Page 49
CRITICISMS OF PUS......Page 51
THE EXPANSION OF THE PUS AGENDA......Page 52
A HARD LESSON TO SWALLOW?......Page 53
A NEW MOOD FOR ‘DIALOGUE’......Page 54
DEFICIT TO DIALOGUE?......Page 56
UPSTREAM ENGAGEMENT......Page 57
CONCLUSION......Page 58
References\n......Page 60
SCIENCE AS STATUS: THE ANCIENT GREEKS......Page 62
SCIENCE AS ART: THE ROMANS......Page 63
SCIENCE AS HANDMAIDEN: THE MIDDLE AGES......Page 64
SCIENCE AS REFORM: THE EARLY-MODERN ERA......Page 65
SCIENCE AS ENTERTAINMENT: THE EIGHTEENTH CENTURY......Page 68
SCIENCE AS PROGRESS: THE NINETEENTH CENTURY......Page 70
SCIENCE AS PROFESSION: THE TWENTIETH CENTURY......Page 72
Selected further reading\n......Page 75
INTRODUCTION......Page 76
WHAT IS SCIENCE?......Page 77
FRANCIS BACON: THE LIGHT OF SCIENCE......Page 78
THE VIENNA CIRCLE AND THE QUEST FOR CERTAINTY......Page 80
KARL POPPER AND THE GLORIFICATION OF SCEPTICISM......Page 81
LOGICAL EMPIRICISM: A COMPROMISE......Page 82
TWO REACTIONS TO KUHN’S THEORY......Page 83
WHAT METHOD THEN?......Page 84
RESPONSIBLE CONDUCT OF RESEARCH......Page 85
THE USE OF SENTIENT BEINGS IN DOING SCIENCE......Page 86
THE USE AND APPLICATIONS OF SCIENCE......Page 87
References\n......Page 89
WHY TAKE THE PUBLIC SERIOUSLY?......Page 91
MAPPING PUBLIC PERCEPTIONS......Page 94
RISKS: SCIENTIFIC AND PUBLIC LOGICS......Page 96
CONFRONTING UNCERTAINTY......Page 98
WEIGHING UP GAINS AND LOSSES......Page 99
HOW DOES THE PUBLIC ENGAGE WITH SCIENCE?......Page 101
PUBLIC ETHICS, SCIENCE AND TECHNOLOGY......Page 102
COMMUNICATING SCIENCE TO THE PUBLIC......Page 105
References\n......Page 106
INTRODUCTION......Page 108
STARTING WITH THE PUBLIC DEBATE......Page 110
How much do we know?......Page 112
Legitimacy......Page 113
THE ‘SCENE’ AND CONTEXT......Page 116
SCIENCE AS A PUBLIC TOOL......Page 117
References\n......Page 120
WHAT IS RISK?......Page 121
THE RISK THERMOSTAT......Page 122
PERCEPTUAL FILTERS......Page 123
WHAT KILLS YOU MATTERS......Page 127
WHO’S TO BLAME?......Page 129
References\n......Page 131
INTRODUCTION: DISCOURSE ETHICS, SCIENCE, AND DEMOCRACY......Page 132
1 SINCERITY AND STRATEGIC COMMUNICATION......Page 136
2 COMPREHENSIBILITY AND UNDERTAXING THE PUBLICS......Page 140
3 TRUTH AND RESPONSIBLE REPRESENTATION......Page 142
4 ADEQUACY AND THE COMMUNICATION OF IGNORANCE......Page 145
References\n......Page 147
Part II Policy-makers, the media and public interest organisations......Page 150
INTRODUCTION......Page 152
EUROPEAN BACKGROUND......Page 154
IN PRACTICAL TERMS......Page 158
EUROPEAN SCIENTISTS AND THE MEDIA......Page 162
THE ASSESSMENT SO FAR......Page 164
References\n......Page 166
9 Tackling the climate communication challenge......Page 168
MANY CLIMATE CHALLENGES, MANY PATHS......Page 176
10 Dealings with the media......Page 182
BUT WHAT ABOUT YOUR STORY?......Page 185
DO THINGS GO WRONG?......Page 191
THE LAST 25 YEARS......Page 194
key resources\n......Page 196
11 Dealings with the U.S. media......Page 198
References\n......Page 212
A BRIEF HISTORY......Page 213
INFLUENCING GOVERNMENT POLICY......Page 214
IMPACT OF GLOBALISATION......Page 215
THE CONSUMER PRINCIPLES......Page 217
REPRESENTATION IN POLICY DISCUSSIONS......Page 218
MOVING BEYOND THE THEORY......Page 219
SHAPING INNOVATION......Page 220
RISK ANALYSIS......Page 221
RISK ASSESSMENT......Page 222
RISK MANAGEMENT......Page 223
REMIT OF REGULATION......Page 224
CONCLUSION......Page 225
References\n......Page 226
INTRODUCTION......Page 227
GETTING THE MESSAGE ACROSS......Page 228
CAN IT REALLY BE DONE?......Page 229
SIX STEPS TOWARDS A GOAL......Page 230
CONCLUSION......Page 232
USEFUL RESOURCES/EXAMPLES OF GOOD PRACTICE......Page 233
STUDENT YEARS......Page 235
ACTIVIST YEARS......Page 236
PROFESSIONAL APPRENTICE YEARS......Page 238
PROFESSIONAL YEARS......Page 241
REFLECTIONS......Page 246
References\n......Page 249
Part III  What you can do and how to do it......Page 252
WHY BUILD RELATIONS?......Page 254
GOING ABOUT BUILDING RELATIONS......Page 262
Family, friends and people one meets every day......Page 263
Open days, science festivals and science museums......Page 264
Local and national print, radio and TV journalists......Page 265
Local, national and international politicians and policy-makers......Page 267
Key resources\n......Page 268
References\n......Page 269
IMPACT IN THE REAL WORLD OF BROADCASTING......Page 271
THE MEDIA CULTURE......Page 272
RELEVANCE AND COLOUR......Page 273
PREPARING FOR INTERVIEWS......Page 274
COMMON PROBLEMS......Page 276
CONVERSATIONAL STYLE......Page 277
PICTURE-MAKING TECHNIQUES......Page 279
DEMANDS OF TELEVISION......Page 283
EDITING, VETTING AND OTHER MATTERS......Page 284
AN INTERVIEW CHECKLIST......Page 285
References......Page 0
(3) Science communication in general......Page 286
17 Nanotechnology and the media: front page or no story?......Page 287
BACKGROUND TO THE NAKED SCIENTISTS......Page 299
TO SUM UP......Page 308
INTRODUCTION......Page 311
DEFINING SOCIAL MEDIA......Page 312
THE YOUTUBE GENERATION......Page 314
NEW OPPORTUNITIES......Page 316
NEW CHALLENGES......Page 317
THE SAME RULES APPLY......Page 319
Why Science?......Page 321
Richard Wiseman......Page 322
The Tree of Life web project......Page 323
IMPACT......Page 324
SETTING THE SCENE......Page 325
A BUSINESS APPROACH IN TRANSIT: NOVO NORDISK’S JOURNEY......Page 326
DEALING WITH DILEMMAS AND SOCIETAL CONCERNS: A NEW STAKEHOLDER ENGAGEMENT MODEL......Page 328
STAKEHOLDER INNOVATION: CHANGING DIABETES......Page 331
Multi-stakeholder engagement in the fight against diabetes......Page 332
DAWNTM advocacy initiative for national guidelines on psychosocial diabetes care......Page 333
Changing Diabetes® Leadership Forums......Page 334
Changing Diabetes® Barometer......Page 335
Changing Diabetes® World Tour......Page 336
Novo Nordisk and bioethics......Page 337
The ethics e-learning initiative......Page 338
How it works: learning through questions and games......Page 339
WHERE TO NEXT?......Page 340
WHAT ARE SCIENCE FESTIVALS? – THEIR SPECIAL CHARACTERISTICS......Page 343
PURPOSES OF SCIENCE FESTIVALS......Page 345
RECENT DEVELOPMENTS IN SCIENCE FESTIVALS AND CONTEMPORARY OVERVIEW......Page 347
ORGANISATIONAL STRUCTURES......Page 348
OTHER TYPES OF FESTIVALS THAT FEATURE SCIENCE......Page 351
SCIENTIST MOTIVATIONS AND BENEFITS......Page 352
HOW TO GET INVOLVED......Page 354
TRAINING......Page 356
EVALUATION......Page 357
CONCLUSION......Page 359
INTRODUCTION......Page 363
HOW DO WE VISUALISE SCIENTIFIC DATA?......Page 365
DYNAMIC DESIGN THROUGH INTERACTIVITY......Page 366
AESTHETIC AND FUNCTIONAL......Page 368
ARTISTIC SCIENCE OR SCIENTIFIC ART?......Page 370
USING COLOUR IN VISUAL REPRESENTATIONS......Page 372
SCIENTIFIC IMAGES IN THE MEDIA......Page 375
WHY ARE SOME REPRESENTATIONS BETTER THAN OTHERS?......Page 376
Data......Page 381
Colour......Page 382
23 The Triple Helix: the undergraduate student-run face of science communication......Page 394
WHAT WE’RE ABOUT......Page 395
SOCIETIES......Page 397
HOW TO GET PEOPLE INVOLVED......Page 398
HOW TO KEEP PEOPLE KEEN......Page 399
THE SCIENCE IN SOCIETY REVIEW......Page 400
PANEL EVENTS: A MEDIUM FOR PARTICIPATION......Page 402
SCHOOLS OUTREACH......Page 405
DEBATING COMPETITION......Page 406
CONCLUDING REMARKS......Page 408
Acknowledgements......Page 409
24 Public understanding of research: the Open Research Laboratory at the Deutsches Museum......Page 411
INTRODUCTION......Page 423
SOME FACTS ABOUT THE IMAGINE SCHOOL COMPETITION......Page 424
WHY DOES IT WORK?......Page 427
Starting a school competition......Page 431
Getting scientists involved......Page 432
Carrying out the winning project in a developing country......Page 433
Media attention......Page 434
THE FUTURE......Page 436
Part IV And finally, evaluating and embedding science communication......Page 440
1 WHY EVALUATE?......Page 442
Types of evaluation......Page 443
Outputs, outcomes and impacts for your audiences......Page 445
Mapping outcomes for your project......Page 446
Quantitative and qualitative approaches......Page 448
Which instrument?......Page 449
Questionnaire design......Page 451
Interviews and focus groups......Page 452
Sampling......Page 454
Ethics......Page 455
Qualitative data......Page 456
Reporting......Page 457
Websites\n......Page 458
References\n......Page 459
What do you think about the science event?......Page 460
INTRODUCTION......Page 462
TIME FOR A SECOND PARADIGM SHIFT......Page 463
THE NEED FOR COMMUNAL SCIENCE COMMUNICATION......Page 465
WHAT CAN WE LEARN FROM GENERAL CORPORATE COMMUNICATION PRACTICES?......Page 467
CHALLENGES FOR COMMUNAL SCIENCE COMMUNICATION......Page 468
BARRIERS TO COMMUNAL SCIENCE COMMUNICATION......Page 471
Step 1: Linking science communication with university policies and strategies......Page 474
Step 2: Aligning motivation with incentives......Page 475
Step 3: Providing a learning culture for coordinated communal science communication......Page 477
CONCLUSION......Page 478
A VISION FOR 2035?......Page 479
Index......Page 482