public thinks of you Ask rather what you think of the public Rick Borchelt Director for Communications and Public Affairs Office of Science Department of Energy How many times in the last year have you ID: 422154
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Slide1
Ask not what the public thinks of you;Ask rather what you think of the public …
Rick Borchelt
Director for Communications and Public Affairs
Office of Science, Department of EnergySlide2
How many times in the last year have you: Written an op-ed or article for a general news publication? Appeared on TV or radio or YouTube to explain your research? Given a talk to a public (non-peer) audience about your research?
Sat down with a policy maker to explain your (or your field’s) research findings?Slide3Slide4
Why do scientists communicate with the public about their research?Slide5
Motivations to communicate about research (survey says ….)“To ensure the public is better informed about S&T generally OR to raise awareness about science generally OR to raise awareness about my research subject”” 80% a main or secondary reason for engaging with the public
“To contribute to discussions about S&T issues OR social and ethical issues science can raise OR contribute to public debate about S&T issues”
38% main or secondary reasonSlide6
More motivations to communicate with the public“Raise awareness about science” 25%“Be accountable for public funds” 24%“Raise awareness about my subject” 24%
“Generate additional funds for universities and colleges” 17%
“Recruit students to my field” 14%
[“There are no reasons to engage the public” 1%]Slide7
Reasons scientists don’t communicate about their research with the publicSlide8
Reasons scientists don’t communicate about their research with the publicHow much of a problem for science is ….
“The public does not know very much about science”
Major problem 85%
Minor problem 14%
Not a problem 1%Slide9
Reasons scientists don’t communicate about their research with the publicHow much of a problem for science is …
“The public expect solutions to problems too quickly”
Major problem 49%
Minor problem 45%
Not a problem 6%Slide10
Snippets from Besley & Nisbet, 2013 “Almost universally … scientists believe the public is inadequately informed about science topics …. Further, scientists believe that, except for a small minority, the public is uninterested in becoming more knowledgeable.”
“Scientists view the public as
nonrational
and unsystematic in their thinking and that they rely on
anecdotes
…” (gasp!)Slide11
More snippets from the literatureScientists believe the public is …. emotional (Michael & Brown, 2000) fear prone (Davies, 2008) overly focused on the sensational (Peterson et al, 2009)
self-interested (
Burningham
et al, 2007)
stubborn in the face of new evidence (
Burchell
, 2007; Cook et al, 2004)Slide12
Answers that never came up in these surveys … I don’t do science communication because I suck at it I do science communication because my institution thinks it’s a critical part of my job I don’t do science communication because the public is already well enough informed about my issues
I do science communication to learn more about my issues
from the public
. Slide13
Information deficit: the guiding myth of (much) science communicationSlide14
Too much knowledge is a dangerous thing … in biotech, anyway Susanna Priest Hornig (Nature, 2000)
Low levels of educational attainment in science were associated with low levels of support for biotechnology applications
Medium levels of education were associated with
high(er
) levels of support
Pop quiz: High levels of education were associated with ___________________ ?Slide15
And this sobering note (Munoz et al, 2012) “the variables commonly applied in public perception studies have limited predictive value with respect to the attitude towards public funding of scientific research"[Translation:
public attitudes toward science and attitudes towards funding show little correlation
… in Spain, anyhow
] Slide16
Different approaches to public communication of S&T Public awareness: If only the public knew about us, they would love us (The NASA Paradox) Public understanding: If only the public knew what we knew, they would love us (The DOE Paradox)
Public engagement: If only we understood
each other
better, ____________________?Slide17
a lecture by any other name is still a lecture people don’t like being on the receiving end of a lecture they didn’t ask for people want to interact meaningfully and exchange information when they communicate exchange must be real and symmetricSlide18