2. 2
Status Quo: Dissemination
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)
“Which of these technologies will improve our way of life in the 20 years?”
3. 3
winner
looser
still open
Status Quo: Dissemination
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)
“Which of these technologies will improve our way of life in the 20 years?”
8. 8
Status Quo: Dissemination
Listening is the new marketing.
Social Media puts the public
back into PR and the market
back into marketing.
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
Brian Solls
9. 9
Status Quo: Dissemination
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
10. 10
Status Quo: Dissemination
We are used to fulfill the information needs of the media.
► Which channels are substituting the decreasing press impact?
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
120.000
100.000
80.000
60.000
40.000
20.000
17. 17
Status Quo: Dissemination
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.)
18. 18
Status Quo: Dissemination
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.
19. 19
Status Quo: Dissemination
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
20. 20
Status Quo: Dissemination
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
21. 21
Status Quo: Dissemination
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
26. 26
Lookout: Collaboration
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.
28. 28
Relevance of Science in the Media
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 %)
29. 29
Relevance of Science in Society
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.
34. 34
The Objectives of such Initiatives
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!
35. 35
The Objectives of such Initiatives
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!
37. 37
Challenged by Complexity
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!
38. 38
A New Science Journalism
► Embed / validate / check / contrast / contextualize facts
► Moderate the discourse
► Research pros and cons
► Manage sub-communities / networks
► Initiate new discussions
► Activate, approach and interview important players
As demanded by the World Economic Forum, journalism has to move
from gatekeeping to a networked model, “where journalists […] bring sources
and audience closer to each other, facilitating constructive interaction in society”
(Nordfors 2009).
39. 39
Lookout: Deliberation
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
40. 40
Lookout: Deliberation
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
41. 41
Lookout: Deliberation
The Independent applied “Debategraph” to deal with
the complexity of the issue of climate change:
http://www.independent.co.uk/environment/climate‐
change/debategraph‐copenhagen‐‐whats‐happening‐1835880.html
