Science & Society -- From Dissemination to Deliberation

International Conference on Science Communication, Teadusrikkuse levialas, Talin / Estonia, October 2010 Alexander Gerber Managing Partner, innocomm Head of Marketing & Communications, Fraunhofer ICT Group Science & Society From Dissemination to Deliberation http://www.slideshare.net/AlexanderGerber/DebateTallinn @InnoVisions / #SciEst

Status Quo: Dissemination 2 “Which of these technologies will improve our way of life in the 20 years?” Gaskell et al. (2006). "Europeans and Biotechnology in 2005: Patterns and Trends" Eurobarometer 64.3 http://ec.europa.eu/research/press/2006/pdf/pr1906_eb_64_3_final_report-may 2006_en.pdf (zuletzt 19.09.2010)

Status Quo: Dissemination 3 “Which of these technologies will improve our way of life in the 20 years?” winner still open looser Gaskell et al. (2006). "Europeans and Biotechnology in 2005: Patterns and Trends" Eurobarometer 64.3 http://ec.europa.eu/research/press/2006/pdf/pr1906_eb_64_3_final_report-may 2006_en.pdf (zuletzt 19.09.2010)

Status Quo: Dissemination 4 ► How do science communicators try to influence this agenda?

Status Quo: Dissemination 5 ► How do science communicators try to influence this agenda?

Status Quo: Dissemination 6 ► What about these…?

Status Quo: Dissemination 7 We are used to justify the way our institution uses its resources. ► Who decides (in the future) about the research agenda?

Status Quo: Dissemination 8 Listening is the new marketing. Social Media puts the public back into PR and the market back into marketing. Brian Solls As marketing budgets are being slashed, having a roster of employees who want to go out and communicate with customers directly is really cost‐effective. Bryan Rhoads, Digital Strategist, Intel

Status Quo: Dissemination 9 We are used to fulfill the information needs of the media. ► Which channels are substituting the decreasing press impact? slideshare.net/AlexanderGerber Blog: scienceblogs.de/sic

Status Quo: Dissemination 10 We are used to fulfill the information needs of the media. ► Which channels are substituting the decreasing press impact? 120.000 100.000 80.000 60.000 40.000 20.000 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

Status Quo: Dissemination 11 http://www.nasaspaceflight.com (Technorati-Authority: 554, Science Rank: 4)

Status Quo: Dissemination 12 http://www.wired.com/wiredscience (Technorati-Authority: 720, Science Rank: 1)

Status Quo: Dissemination 13 http://www.scilogs.de http://www.scienceblogs.de Scienceblogs in Germany, after less than three years, reaches more “Unique User” than the three main popular science magazines Bild der Wissenschaft, Spektrum der Wissenschaft und Technology Review have together in subscriptions.

Status Quo: Dissemination 14 http://www.dlr.de/blogs/desktopdefault.aspx http://twitter.com/dlr_de http://www.linkedin.com/company/dlr The four DLR blogs reach approximately 30.000 “Unique User”.

Status Quo: Dissemination 15 http://www.scienceblogs.de/astrodicticum-simplex Possible the best-read German science blog (65.000+ comments in two years)

Status Quo: Dissemination 16 http://www.scienceblogs.de/sic Blog about science communication, especially with regard to interactive media

Status Quo: Dissemination 17 We are used to mainly answer what it is that out institution is doing. ► Why don’t we ask the questions ourselves? http://blog.iao.fraunhofer.de (PageRank 6/10, 4.000+ Trackbacks) Several awards for individual postings after just a few months online (webnews.de, yigg.de, scoop.at etc.)

Status Quo: Dissemination 18 We are used to mainly answer what it is that out institution is doing. ► Why don’t we ask the questions ourselves?  yet2.com  innocentive.com Theory: IBIS Grammar (definition of elements / icons and their linking) of tools like Compendium or Debategraph has been explicitly developed for such planning discourses.

Status Quo: Dissemination 19 We are used to mainly answer what it is that out institution is doing. ► Why don’t we ask the questions ourselves? Brainstorming: collect >> vote >> select ideas Example: spot.us  People publicly suggest subjects online; other users comment and vote  Journalists pick up suggestions and publicly offer their exposés (incl. Production costs)  Users contribute money until the article is budgeted  The journalist goes and researches and writes his piece  Spot.us reviews the text and sees that it is going to be published  The users may get a share of the royalty

Status Quo: Dissemination 20 We are used to mainly answer what it is that out institution is doing. ► Why don’t we ask the questions ourselves?  Echologic.org: e-participation / e-democracy  Idea-a-day.com: exchange and trade ideas

Status Quo: Dissemination 21 We are used to mainly answer what it is that out institution is doing. ► Why don’t we ask the questions ourselves?  delib.co.uk: share, store and rate ideas  spigit.com: collective intelligence and knowledge management

Status Quo: Dissemination 22 We neglect the most basic principles of marketing. ► Do you really think you know what your “customers” need?

23 FROM Information and justification TO Communication and collaboration FROM Offering your competencies TO Listening to your customers’ needs

Lookout: Collaboration 24 So-called Prosumers… ► expect a true dialogue with research institutions ► demand transparency and an unmediated discourse

Lookout: Collaboration 25 Still think you’re in colntrol? ► BP tryied to “control” public debate by buying masses of search terms (ca. $10,000 / day).

Lookout: Collaboration 26 Debate nowadays is beyond control! Connections between people using "oil spill" on Twitter. As analyzed by Marc Smith from ConnectedAction in May 2010, there is not real 'center' of discussion yet.

Lookout: Collaboration 27 We should be seeking transparency in order to… ► build up trust in new technologies ► promote readiness for change

Relevance of Science in the Media 28 We should be seeking transparency in order to… ► build up trust in new technologies ► promote readiness for change Study: Prime-time news in European television  increase in number and airtime of science stories (x 4 since 1989)  45 Sci-Tech topics among the 2676 news stories (< 2 %)

Relevance of Science in Society 29 Study: Eurobarometer  1 out of 4 Europeans believes, that only genetically modified tomatoes contain genes, whereas non-GM tomatoes do not.  Almost every second European believes that human genes function differently from those in animals.

Relevance of Science in Politics 30 Innokomm Trend Study: General elections in Germany 2009  1 out of 9 people believed that the relevance of science during the campaign had increased (compared to the previous election).

How do Governments React? 31 Example: U.S. Science Debate 2008 171 TV interviews 2975 questions 6 questions about “climate change” 3 questions about "UFOs" >> „Reason why“

How do Governments React? 32 Elections for Riigikogu in March 2011.

How do Governments React? 33 Elections for Riigikogu in March 2011. ► Which relevance will science gain in the campaigns?

The Objectives of such Initiatives 34  Involve a much wider public in the process of defining the main issues and challenges of science in order to empower the so-called prosumers almost at eye-level with experts and political decision-makers. ► Build up a Scientific Citizenship and increase the social impact on science!  Reveal the conflicting viewpoints towards controversial subjects in science and technology. ► Make the process of creating knowledge more open and transparent!  Increase the societal feedback to industrial research, development, innovation and new technologies in general, as well as to the plans within national regulation policies leading to an interactive value creation and... ► Foster public readiness for change by building trust!

Challenged by Complexity 35 Uncertainty cannot be an excuse for ignoring knowledge. Debates are threatened to become victims of their own success.

Challenged by Complexity 36  How can many people discuss complex issues? How can large -scale online deliberation be accomplished?  How can hundreds of people engage in a debate and still find their way and orientation within the thread? How can they intuitively explore a highly complex subject in depth? ► new collaboration and visualization technologies  Who is qualified to neutrally conduct and moderate such a discourse, manage the sub-communities, research, validate and contrast certain facts, put these into the right context, initiate new discussions, activate, approach and interview important players? ► new line of action for science and innovation journalists!

Lookout: Deliberation 37  How can many people discuss complex issues? How can large -scale online deliberation be accomplished?  How can hundreds of people engage in a debate and still find their way and orientation within the thread? How can they intuitively explore a highly complex subject in depth? ► new collaboration and visualization technologies  Who is qualified to neutrally conduct and moderate such a discourse, manage the sub-communities, research, validate and contrast certain facts, put these into the right context, initiate new discussions, activate, approach and interview important players? ► new line of action for science and innovation journalists!

Lookout: Deliberation 38 People get access to dispersed knowledge. The entire trial and error process becomes transparent.  Mind Mapping: Freemind family /commercial brothers and sisters, Mindmeister / Xmind  Compendium: Dialogue‐Mapping, open‐ source, from Open University  Cohere: Open University, Argumentation and Web‐Annotation  BCisive and Rationale: Argument Mapping  Debategraph: Debate‐Mapping: not open‐ source, but free = not being commercial

Lookout: Deliberation 39 People get access to dispersed knowledge. The entire trial and error process becomes transparent. Differences:  online/offline  for profit/non profit  Interactive and collaborative Usecases:  personal knowledge management  education and learning  visual tool for moderation of group‐discussion  open debate Argument maps do for deliberation what a chess board does for chess. Deliberation without one is like playing chess without the help of a reference tracking chess board. Martin Hilbert, Annenberg School of Communication, University of Southern California

Lookout: Deliberation 40 The Independent applied “Debategraph” to deal with the complexity of the issue of climate change: change/debategraph‐copenhagen‐‐whats‐happening‐1835880.html http://www.independent.co.uk/environment/climate‐

An interdisciplinary challenge 41 Media Democracy Decentralizing Decision Making Veld E‐Collaboration E‐Democracy CSCW Trust Creation Deliberative Democracy Luhmann Collaborative Innovation Networks Malone Gloor Friedmann Norris Hilbert Noveck Davies / Gangadharan Market Diffusion Rogers Open Innovation Symbolic Interactionism Chesbrough Howe Hippel Blumer

42 FROM Science in Society TO Society into Science FROM Public Understanding of Science TO Scientific Citizenship

44 Alexander Gerber‐Crawford Managing Partner, innocomm Head of Marketing Communications, Fraunhofer ICT Group a.gerber@innokomm.eu +49 (0)30 ‐ 577 076 ‐ 141 Skype: InnoVisions Blog: scienceblogs.de/sic Linked‐in: alexandergerber Nature Network: alex_gerber Facebook: AlexanderGerber Twitter: InnoVisions Xing: Alexander_Gerber3 Slideshare: AlexanderGerber Competence Site: Alexander‐Gerber Delicious: InnoComm ResearchGate: Alexander_Gerber

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Science & Society -- From Dissemination to Deliberation

by Alexander Gerber on Oct 28, 2010

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Science & Society -- From Dissemination to Deliberation — Presentation Transcript