Science issues and innovation affect the public more than they have at any point. It is in the direct vested interests of scientists, engineers, researchers and members of the science community to reach out, communicate their work, be visible, and help to normalize their research in the eyes of the public, who largely respects scientists and sees the need for their work. However, being that the general public gets most of their knowledge and information from a triangulation of media and "popular" media conglomerates (including entertainment, news, social media, digital platforms, books, etc), how do scientists help contribute to content being put out so that it is accurate and helpful and advances constructive dialogue? In my symposium talk at the 253rd National Meeting of the American Chemical Society, I've laid out a background for why this is so critical, and practical steps that can be taken to coalesce science communication with modern platforms, and particularly those that are most likely to reach the public in a meaningful way.

1. Effective Science
Communication in the
Popular Media
Jovana J. Grbic, PhD
American Chemical Society
2017 National Meeting

3. Public Perception of Science
84% of scientists felt
public’s science knowledge
was a major problem
More than 90% of people
felt scientists are “helping to
solve challenging problems”
and are “dedicated people
who do good for humanity”
Pew Research Center Initiative, 2014

4. Public Science Consumption
Popular
Media
General Public
Entertainment
~1-2% of US population
25 years or older have a PhD
(2013 Census)
~850,000 PhD scientists
and engineers in US
(2013 NSF study)

5. Who Is Influencing the
Public?
“Popular Media’s Role in
Fueling Science Passion”
???

6. Science in Entertainment I
The Washington Post, 10/6/2015
PBS/NOVA, 01/08/2014
In The Last Year Alone . . .
Bill Nye Saves The World/Netflix
Genius/Nat Geo Channel
First in Human:
The Trials of Building 10/
Discovery Channel
ArrivalHidden Figures*
*$167.5 million

7. Science in Entertainment
II
Breaking Bad
The Imitation Game
The Big Bang Theory
Interstellar
Orphan Black
✔️Verisimilitude Immersive Science Interesting to the Public Direct Engagement✔ ✔ ✔️ ️ ️

8. Traditional Media
• General Science Education/Current Trends
– CRISPR gene editing, vaccine safety,
• Complicated But Significant Discovery Event
– Gravitational Waves, new elements, water on Mars
• Large-Scale Social Impact/Bioethical Concerns
– Artificial Intelligence, climate change/environment
• Political/Policy Ramifications on Science &
Society

9. New Media
• Podcasts
• YouTube
• Auxiliary content:
Science journals
• “Pop” journalism

10. Popular Media I
The Atlantic, 10/19/2014
IFL Science engages NINE times
more people on social media than
Scientific American/Popular Science
✔Transcend boundaries and ideologies
✔Engage fascination with science
✔Easily consumable/attention-getting
✔Informative and current
The Guardian, 04/13/15
Reach for digital first,
but will engage with
captivating content

11. Popular Media II
• Social Media
• Blogging
• Books
@Tyson (Neil deGrasse Tyson)
@phylogenomics (Jonathan Eisen)
@AstroKatie (Katie Mack)
@HopeJahren (Anne Hope Jahren)
@seanmcarroll (Sean Carroll)
@CarolynBertozzi (Carolyn Bertozzi)
@ProfBrianCox (Brian Cox)
@DeborahBlum (Deborah Blum)
@edyong209 (Ed Yong)
@DrRubidium (Raychelle Burks)

12. Bridging the Gap
Fast Company, 03/02/2017 Scientific American, 01/27/2017
Nature, 02/21/2017
✔Social media presence ✔Conversations ✔Editorials ✔Blogs
National Academy of Sciences
scienceandentertainmentexchange.org
Be a science advisor
Publicize good content
Interview often
Be present in public spheres