COMMUNICATING FOOD FOR HEALTH                BENEFITS NEW FOOD TRENDS AND MEANINGS  PROFESSIONAL IDENTITIES AND FOOD CO...
Contents1) Lessons learned after 10 years of professional (main income)science journalism    -   Leaving the lab and enter...
Lessons learned after 10 years of science journalism-Assuming the uncertainty principle:  Chemist & Masters Biochemistry U...
Lessons learned after 10 years of science journalism    How did I move from scientificresearch to scientific communication...
Lessons learned after 10 years of science journalism    How did I build my digital identity?- Blog in El Pais: “go to the ...
Lessons learned after 10 years of science journalism          What´s my role as scientific               communicator?  - ...
Reporting about food and nutrition What inspires, bores and annoys me       about food and nutrition- Inspires: the Peruvi...
Reporting about food and nutrition             Tips to reach the public       Put your contents wherever the public is / b...
Questions & Answers:      To what extent journalism     (mainstream media, sciencejournalism, expert bloggers) is able to ...
Questions & Answers:    Can you higlight some examples   about easy-to-understand ways to   communicate scientific content...
Questions & Answers:     How do you think ethical issues    should be addressed by scientific              journalism?    ...
Questions & Answers: As scientific author, do you feel thatpossibilities and limitations of science   are correctly unders...
Other Questions?                                           pere@mit.edu                                          @Perestup...
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“The Thief of Brains”. Some thoughts from a self-made scientific communicator

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Pere Estupinyà, chemist and biochemist. Science Journal and author, blogger at the Massachussets Institute of Technology (MIT)

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“The Thief of Brains”. Some thoughts from a self-made scientific communicator

  1. 1. COMMUNICATING FOOD FOR HEALTH BENEFITS NEW FOOD TRENDS AND MEANINGS  PROFESSIONAL IDENTITIES AND FOOD COMMUNICATION  INNOVATIVE PRACTICES IN COMMUNICATION 8th – 9th November, 2012TARRAGONA “The Thief of Brains” Some thoughts from a self-made scientific communicator
  2. 2. Contents1) Lessons learned after 10 years of professional (main income)science journalism - Leaving the lab and entering the TV studio - Strategies and tools to create a digital identity and to make an impact - The (my) different roles of a scientific communicator and journalist2) Reporting about food and nutrition - What inspires, interests, bores, and annoys me about food sciences - Tips to reach the general public3) Q&A: suggested and open to the audience COMMUNICATING FOOD FOR HEALTH BENEFITS Tarragona; 8th – 9th November, 2012
  3. 3. Lessons learned after 10 years of science journalism-Assuming the uncertainty principle: Chemist & Masters Biochemistry URV / Editor REDES TVE (4) / Project Manager Smartplanet (1) / Knight Sci Jour Fellow – MIT / Blogger El País / Communicator Officer at NIH (2) / Freelance science writer-producer- speaker-radio commentator / Knight Tracker (3) / Consultant OEA-IADB / Author: “The thief of brains”, “Scratch where it doesn’t itch” COMMUNICATING FOOD FOR HEALTH BENEFITS Tarragona; 8th – 9th November, 2012
  4. 4. Lessons learned after 10 years of science journalism How did I move from scientificresearch to scientific communication? - Vocation / Decisiveness / Skills / Innocence - Learning: you MUST be good at BOTH, science and communications - Challenges: to think as the audience not as the scientists / to amaze / to entertain / to give clear and direct messages / to use tools - Build your own style and personality / to stand out at something - Create the opportunities COMMUNICATING FOOD FOR HEALTH BENEFITS Tarragona; 8th – 9th November, 2012
  5. 5. Lessons learned after 10 years of science journalism How did I build my digital identity?- Blog in El Pais: “go to the audience; they won’t come to you” / Be original / “use the most appropriate format” / “if you can; be the source” / “Blog as marketing – Blog as R&D” - Social Networks: It’s a measure of your impact / Be useful / think about a strategy and be consistent / Follow the right people / show off only when necessary - Book: a personal project; like an artist / it really makes a difference / you become a character COMMUNICATING FOOD FOR HEALTH BENEFITS Tarragona; 8th – 9th November, 2012
  6. 6. Lessons learned after 10 years of science journalism What´s my role as scientific communicator? - Now: Writing my second book / everything else in stand by except the Tracker / next year might be really intense / interest in Latin America - I’m not an teacher / I don’t really care about scientific vocations - As a communicator: creating a positive view of science / to inspire / to increase scientific thinking / If institutional: to publicise my company - As a journalist: to inform about scientific findings and implications to society / to be accurate and critic / I’m not promoting science COMMUNICATING FOOD FOR HEALTH BENEFITS Tarragona; 8th – 9th November, 2012
  7. 7. Reporting about food and nutrition What inspires, bores and annoys me about food and nutrition- Inspires: the Peruvian potatoes, or anything that’s new, surprising or allows me to write a story. Thinking on something totally different. - Bores: the propaganda, the polyphenols of the wine, and the healthy properties of the cherries - Annoys me: bad science, scientific lies, distortions (tapas are healthy) - Interests as a journalist: new findings from good research, calories in beverages, GMO debates, COMMUNICATING FOOD FOR HEALTH BENEFITS Tarragona; 8th – 9th November, 2012
  8. 8. Reporting about food and nutrition Tips to reach the public Put your contents wherever the public is / build associations Be useful and interesting / use contents from others if necessary Content is the key (but not the only one) Create a brand / style / image Become a reference Intelligent and Strategic use of social networks Try being provocative Train some of your experts or scientists as speakers Invest on it (internal or external) COMMUNICATING FOOD FOR HEALTH BENEFITS Tarragona; 8th – 9th November, 2012
  9. 9. Questions & Answers: To what extent journalism (mainstream media, sciencejournalism, expert bloggers) is able to improve scientific literacy of general public? COMMUNICATING FOOD FOR HEALTH BENEFITS Tarragona; 8th – 9th November, 2012
  10. 10. Questions & Answers: Can you higlight some examples about easy-to-understand ways to communicate scientific contents? COMMUNICATING FOOD FOR HEALTH BENEFITS Tarragona; 8th – 9th November, 2012
  11. 11. Questions & Answers: How do you think ethical issues should be addressed by scientific journalism? COMMUNICATING FOOD FOR HEALTH BENEFITS Tarragona; 8th – 9th November, 2012
  12. 12. Questions & Answers: As scientific author, do you feel thatpossibilities and limitations of science are correctly understood by the general public? COMMUNICATING FOOD FOR HEALTH BENEFITS Tarragona; 8th – 9th November, 2012
  13. 13. Other Questions? pere@mit.edu @PerestupinyaCOMMUNICATING FOOD FOR HEALTH BENEFITS Tarragona; 8th – 9th November, 2012

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