Scientists as public experts and the expansion of
Description: Scientists as public experts and the expansion of expertise introduction Esa Väliverronen 15.9.2016 Scientists as public experts Popularization (presenting results from a just published research) is just a small part of science
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slide1. Scientists as public experts and the expansion of expertise introduction Esa Väliverronen
15.9.2016<br>
slide2. Scientists as public experts Popularization (presenting results from a just published research) is just a small part of science communication
(background: changing media landscape, paradigm shift in science communication, the focus on social impact)<br>
slide3. What is science communication? The continuity model (Shinn & Whitley 1985; Bucchi 1998, 2007) disciplinary journals Science, Nature teaching News media
sci confernces interdisc. conf. sci museums social media<br>
slide4. Many arenas for public expertise Scientific
community Civil society Industry & markets Administration
& politics Learning &
culture Professions media Press Tv & radio Social media Internet<br>
slide5. Acting as public expert – why?<br>
slide6. More visibility in the media – more citations in scientific publications ?? newspapers (Phillips et al. 1991)
University PR (Mathelus et al. 2012)
Blogs (Fausto et al. 2012)
Twitter (Eysenbach 2012)<br>
slide7. ”Modern” scientist as a public expert Communicates actively about research
Can talk and write to different audiences
Understands how newsmedia works
Uses social media tools
Participates in public debates
Sees her/his field from an outsider perspective<br>
slide8. Scientists’ views on expertise and science communication – a case study Evaluation of communication activities and attitudes among food and health researhers
Conducted as a part of scientific evaluation of a research programme funded by the Academy of Finland, 2012
ELVIRA (Research Programme
on Nutrition, Food and Health, 2005-2010)<br>
slide9. The aims of the research programme – science communication “to create new knowledge aiming at significant societal and economic impacts, in addition to scientific impacts”
“to reinforce cooperation and knowledge transfer between the scientific community, enterprises and public authorities”
“to disseminate information on research results and to meet the information needs of society on a healthy, safe and balanced diet”.<br>
slide10. The role of scientists as experts Narrow definition of expertise (popularization only)
no communication
“Personally none, I am an introvert researcher”.
“No, if you are not interested in the publishity itself” (R 5)
“No results should be presented or discussed in the media until validated and confirmed scientifically (R11) (”the Ingelfinger rule”)
outsourced communication
expert communication<br>
slide11. The role of scientists as experts Broad definition of expertise (comments on public issues)
policy-orientated communication
the main focus in science communication is on policy-makers, public authorities and other institutional actors in the field
public communication
“anchoring the discussion in scientific bases” (R7)
“experts are not only those who tell the newest facts but also “moderators, explaining what is behind the phenomena” (R9).<br>
slide12. How to communicate science and expertise? https://www.youtube.com/watch?v=K_bK7HgDcic&feature=youtu.be<br>
slide13. False balance<br>
slide14. False balance media bias
two sides of an argument, are assumed to have equal value regardless of their merits
-> False balance is a serious problem but we the issue is more complicated: expansion of expertise<br>
slide15. Selection of experts in the media (cynical view) relevance: topic & audience (less from a science point of view)
visibility: is the expert visible on public areanas?
suitability: communicates well
availability: phone & email
casting: role in the narrative
Institutional self -> personal self Esa Väliverronen Helsingin yliopisto<br>
slide16. Challenge: Expansion of expertise and public criticism Background:
Better level of education -> Challenging expert knowledge
Indivialization -> challenging expert institutions
Democracy –argument -> challenging expert power Esa Väliverronen Helsingin yliopisto<br>
slide17. Expansion of expertise/ health & nutrition ’Field experts’
- Partly trained, partly self-taught
Fittnes trainers, life coaches, nutrion therapists …
Experience-based experts
Patients, parents of patients, self-taught, bloggers (lay experts)
Branding expertise through social media Esa Väliverronen Helsingin yliopisto<br>
slide18. Communication styles in talking about health & diet Scientific
experts Negative: avoid these
Population
Statistics
Facts
To everyone Field experts/
Experince-based experts Positive: enjoy these
Individual
Cases
Selected facts + encouragement
Just for you Esa Väliverronen Helsingin yliopisto<br>
15.9.2016<br>
slide2. Scientists as public experts Popularization (presenting results from a just published research) is just a small part of science communication
(background: changing media landscape, paradigm shift in science communication, the focus on social impact)<br>
slide3. What is science communication? The continuity model (Shinn & Whitley 1985; Bucchi 1998, 2007) disciplinary journals Science, Nature teaching News media
sci confernces interdisc. conf. sci museums social media<br>
slide4. Many arenas for public expertise Scientific
community Civil society Industry & markets Administration
& politics Learning &
culture Professions media Press Tv & radio Social media Internet<br>
slide5. Acting as public expert – why?<br>
slide6. More visibility in the media – more citations in scientific publications ?? newspapers (Phillips et al. 1991)
University PR (Mathelus et al. 2012)
Blogs (Fausto et al. 2012)
Twitter (Eysenbach 2012)<br>
slide7. ”Modern” scientist as a public expert Communicates actively about research
Can talk and write to different audiences
Understands how newsmedia works
Uses social media tools
Participates in public debates
Sees her/his field from an outsider perspective<br>
slide8. Scientists’ views on expertise and science communication – a case study Evaluation of communication activities and attitudes among food and health researhers
Conducted as a part of scientific evaluation of a research programme funded by the Academy of Finland, 2012
ELVIRA (Research Programme
on Nutrition, Food and Health, 2005-2010)<br>
slide9. The aims of the research programme – science communication “to create new knowledge aiming at significant societal and economic impacts, in addition to scientific impacts”
“to reinforce cooperation and knowledge transfer between the scientific community, enterprises and public authorities”
“to disseminate information on research results and to meet the information needs of society on a healthy, safe and balanced diet”.<br>
slide10. The role of scientists as experts Narrow definition of expertise (popularization only)
no communication
“Personally none, I am an introvert researcher”.
“No, if you are not interested in the publishity itself” (R 5)
“No results should be presented or discussed in the media until validated and confirmed scientifically (R11) (”the Ingelfinger rule”)
outsourced communication
expert communication<br>
slide11. The role of scientists as experts Broad definition of expertise (comments on public issues)
policy-orientated communication
the main focus in science communication is on policy-makers, public authorities and other institutional actors in the field
public communication
“anchoring the discussion in scientific bases” (R7)
“experts are not only those who tell the newest facts but also “moderators, explaining what is behind the phenomena” (R9).<br>
slide12. How to communicate science and expertise? https://www.youtube.com/watch?v=K_bK7HgDcic&feature=youtu.be<br>
slide13. False balance<br>
slide14. False balance media bias
two sides of an argument, are assumed to have equal value regardless of their merits
-> False balance is a serious problem but we the issue is more complicated: expansion of expertise<br>
slide15. Selection of experts in the media (cynical view) relevance: topic & audience (less from a science point of view)
visibility: is the expert visible on public areanas?
suitability: communicates well
availability: phone & email
casting: role in the narrative
Institutional self -> personal self Esa Väliverronen Helsingin yliopisto<br>
slide16. Challenge: Expansion of expertise and public criticism Background:
Better level of education -> Challenging expert knowledge
Indivialization -> challenging expert institutions
Democracy –argument -> challenging expert power Esa Väliverronen Helsingin yliopisto<br>
slide17. Expansion of expertise/ health & nutrition ’Field experts’
- Partly trained, partly self-taught
Fittnes trainers, life coaches, nutrion therapists …
Experience-based experts
Patients, parents of patients, self-taught, bloggers (lay experts)
Branding expertise through social media Esa Väliverronen Helsingin yliopisto<br>
slide18. Communication styles in talking about health & diet Scientific
experts Negative: avoid these
Population
Statistics
Facts
To everyone Field experts/
Experince-based experts Positive: enjoy these
Individual
Cases
Selected facts + encouragement
Just for you Esa Väliverronen Helsingin yliopisto<br>