Matthew C. Nisbet, Ph.D.School of CommunicationAmerican University Washington DC

Models of Science and Environmental Communication

The Deficit Model:The Sputnik Fable

• There was a point in the past when the public was knowledgeable about science and strongly supportive. Need to return to that point in the past.

1957: Is The Past That Different from Today?Science Literacy

• 12% of the public understood the scientific approach or method.

• On basic questions tapping knowledge of polio, fluoridation, radioactivity, and space satellites, only 1 in 6 could answer all four questions correctly.

• Only 38% knew that the Moon was smaller than the Earth and only 4% could correctly indicate the distance in miles between the Moon and the Earth.

Michael, D.N. (1960). The Beginning of the Space Age and Public Opinion. Public Opinion Quarterly, 573-582; Withey, S.B. (1959). Public opinion about science and scientists. Public Opinion Quarterly, 382-388.

1957: Is The Past That Different from Today?Low Knowledge but Support for Science

Withey, S.B. (1959). Public opinion about science and scientists. Public Opinion Quarterly, 382-388.

1957: Is The Past That Different from Today?Perception is Reference Dependent

Michael, D.N. (1960). The Beginning of the Space Age and Public Opinion. Public Opinion Quarterly, 573-582;

0

10

20

30

40

50

60

Behind Russia,Security

Propaganda Nothingsignificant

ReligiousMeaning

ScientificAdvancement

1957:

Looking to the future, what would you say is the real meaning of Sputnik to us here in America?

2008: Is The Past That Different from Today?Increasing Education, Low Science Literacy

National Science Board (2008). Chapter 7: Public Attitudes about Science and Technology. Science & Engineering Indicators.

2008: Is The Past That Different from Today?Deep Public Optimism and Trust in Science

• More than 70% of all American adults believe that the benefits of scientific research outweigh the harmful results.

• More than 85% of Americans agree that “even if it brings no immediate benefits, scientific research that advances the frontiers of knowledge is necessary and should be supported by the federal government.”

• On climate change, stem cell research, and food biotechnology, Americans believe scientists hold greater expertise, are less self interested, and should have greater say in decisions than industry leaders, elected officials, and/or religious leaders.

• Among institutions, only the military has greater trust than science.

Analysis of 2006 General Social Survey; National Science Board (2008). Chapter 7: Public Attitudes about Science and Technology. Science & Engineering Indicators.

Social relationships, networks, and

identities

Trust, credibility, alienation relative to

science-related institutions

The uptake and

influence of “expert” science-related

knowledge

Filtered/mediatedPractical reason,

localized knowledge

Early 1990s: A Paradigm Sheep?Social Identity, Trust, and Relationships Matter

Bryan Wynne

Wynne’s Model: Common Criteria Used to Judge Experts & Institutions

1) Does expert knowledge work? Do predictions fail?

2) Do expert claims pay attention to other available knowledge?

3) Are experts open to criticism? Admission of errors, or oversights?

4) What are the social / institutional affiliations of experts? Historical track record of trustworthiness, affiliation with industry?

5) What issues overlap or connect to lay experience?

Public Health Model of Engagement

Brossard and Lewenstein:Conceptual Models of PUS

Brossard and Lewenstein:Models As Applied in Case Studies

Trench: Models of Communication