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Flickr Creative Commons: Jake Przespo
John C. Besley, Ph.D.Ellis N. Brandt ChairCommunication Arts and Sciences
Science Communicationand looking for
…
In collaboration with Anthony Dudo, UTexas
This material is based upon work supported by the National Science Foundation (NSF, Grant AISL 14241214-421723. Any opinions, findings, conclusions, or recommendations expressed in this material are those of the authors and do not necessarily reflect the views of the NSF.
Clear + Focused > Unclear and Rambling(i.e., little jargon, active voice, clear point, understandable)
Flickr Creative Commons: Mark Hunger ‘Focus’
Lots of good books …
What is your goal for communicating with the public?
How many of you thought of …
Increase science literacy Improve knowledge Raise awareness Dispel myths
How many of you …
Think you can teach someone to love you
Prioritize sharing helpfulfacts about your romantic potential on dates
Would you be happy if you increased knowledge and didn’t affect policy or behavior?
(… or taught someone all about you but left you
spending your weekends alone)
Professional goals• Improve career
More opportunities to share research, get invited to speak
Get cited more oftenFulfill “broader impact” requirements
• Be happy/Not lonely
Societal goals• Change policy• Change personal
behavior• Get more people
into the field• Keep society from
falling apart …
Make the world a better place!
Evidence that knowledge
and attitudes
are only weakly
correlated
What do people know
about science?
What do people know about science?
12
An biennial opportunity
to make fun of science
What it means• Small relationship
between knowledge and attitudes
• Varies a little bit by issue (e.g. smaller relationship for GM food)
Also lots of ‘information provision’ experiments
16
Released, October 2016
Conclusion 11Available research does not support the claim that increasing science literacy will lead to appreciably greater support for science in general
17
Released, October 2016
Love Conclusion #9This is not a real book and I don’t think the National Academies have formed a panel on romantic strategy.
How to think about strategy
QUESTION:What channel and audience will allow me to have the desired affect?
QUESTION: What do I need to change in my audiences to accomplish my goals?
QUESTION: What do I want to accomplish?
Goals • Boost funding• Inspire appreciation
of science• Influence policy• STEM recruitment• Diversity STEM• Empower personal
decision making
?(If not facts …)
Inside the “?”of communication …
Warm Listening Competent
Through communication I can show when I am …
Similar to you
Mostly studied in the context of policy support … should also help on a date
Inside the “?” of communication …Why warmth, listening, identity, competence?
Flickr creative commons: Osbornb
System 1/Systematic/ Effortful/Central
System 2/Heuristic/ Automatic/Peripheral
Inside the “?” of communication …Why warmth, listening, identity, competence?
Flickr creative commons: Osbornb
Inside the “?” of communication …Why warmth, listening, identity, competence?
Flickr creative commons: Osbornb
WarmthListeningIdentity
Competence
Support
LearningTwo paths …
What tactics (actions, formats, words etc.)Warmth
Listening
Competence
Identity
Objective Example tactic
Warmth
Listening
Competence
Identity
I care about what happens to this communityI want to hear what you’re thinkingA lot of smart people spent a lot of time on this question I wanted to study this because I grew up in town like this
Objective Example tactic
What tactics (words, actions, formats, etc.)
What about these messages??
Inside the “?” of communication …
Context for the issue
(Framing)
Emotion/Attitude
What other
people do and
expect
Through communication I can suggest …
Whether something works and
your ability
Mostly studied in the context of behavior change Flickr creative commons: Seyed Mostofa Zamani, Paul Skeie; also Top Gear website
Inside the “?” of communication …An example for framing …
DON’T use the language of conflict. Most Americans don’t typically respond well to framing LGBT issues as a “war,” “battle” or “fight.” …
Instead, talk about … the importance of ensuring that all people—including LGBT people—are treated fairly and equally.
https://lgbtmap.org/file/talking-about-overall-approaches-for-lgbt-issues.pdf
Inside the “?”of communication …Attitudes: Negative view of the industry?
Attitudes: Fear?
Inside the “?” of communication …Norms: What do others do/want/expect?
Efficacy: It works. You can do it.
(FYI … these are from the “Theory of Planned Behavior)
(Re)framing
Descriptive Norms
Injunctive Norms
Internal efficacy
External efficacy
Objective Example Tactic
What tactics (words, actions, formats, etc.)
(Re)framing
Descriptive Norms
Injunctive Norms
Internal efficacy
External efficacy
The way I think about this issue is …Lots of people do this …People you care about want you to do this …You can do this …This will make a difference …
Objective Example Tactic
What tactics (words, actions, formats, etc.)
Final thoughts …
There are no silver bullets
Not everyone is reachable
It takes time and ‘a village’
It might be okay to have a friend
photograph your wedding …
But sometimes help is … helpful.
And there’s no need to reinvent
the wheel …
The handout …
Goals (milestones)• Boost funding• Inspire appreciate • of science• Influence policy• STEM recruitment• Diversity STEM• Empower personal
decision making
Communication Objectives (stepping stones)• Knowledge/briefs/awareness• Excitement/interest/affect• Listen/demonstrate openness• Convey honesty/warmth/respect• Convey competence/expertise• Convey shared values/identity• Framing of thinking about topic• Descriptive norms/injunctive norms• Internal/external efficacy beliefs
Tactics• F-T-F outreach• Dialogue/deliberation• Media interview• Media content prod.• Blog/social media• Storytelling
QUESTION:What channel/audience will allow me to have the desired affect?
QUESTION: What do I need to change in my target population to accomplish my goals?
QUESTION: What do I want to accomplish?
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