This document summarizes key points about effective science communication. It discusses how people have limited attention spans and only remember about 25-50% of messages. Visuals like images and sensory words can help engage more of the brain and improve understanding. While print and online media differ, stories that show human impact are more effective than those focusing only on data. The document also examines issues like cultural biases, lack of scientist voices in media, and building trust to improve science communication.
The document summarizes key points from the book "The Art and Science of Communication" by P.S. Perkins. It discusses the seven types of communication that make up an effective communication staircase: intrapersonal, nonverbal, interpersonal, small group/organizational, public, mass, and intercultural. For each type, it provides examples and best practices. Overall, the document emphasizes that effective communication relies on self-awareness, active listening, and considering other perspectives.
This document discusses the importance of effective communication. It provides tips on communication skills like active listening, avoiding verbal turnoffs, and principles of effective communication. Some key benefits of communication mentioned are building good relationships and trust. Overall, the document emphasizes that communication is an important skill that requires practice of both verbal and nonverbal elements like body language and listening, in order to have productive interactions.
This presentation serves educational purposes. I did my best to include all necessary information pertaining the authors of individual photos. If you think that copyright information is included improperly, feel free to contact me. Kind regards.
PR Demystified: How to Secure Positive Media Attention for Your Museum West Muse
Frustrated by the lack of media coverage for your event or exhibition? Wishing you knew how to make it into the Los Angeles Times or snag the lead story for the six o’clock news for the right reasons rather than the wrong ones? Whether you have $5 million or $5 to spend on marketing and communications, there’s no reason why your museum shouldn’t be covered by the media. Learn from top PR professionals the essential dos and don’ts of earned media and how to develop the right communications plan to fit any size organization with any size budget.
Moderator: Lisa Sasaki, Director, Audience & Civic Engagement, Oakland Museum of California
Presenters:
Kelly Koski, Director, Communications & Audience Development, Oakland Museum of California
Erin Garcia, Assistant Director of Communications, Fine Arts Museums of San Francisco
Julie Jaskol, Assistant Director, Media Relations, J. Paul Getty Trust
This document provides an overview of audience theory, including key theorists and concepts. It discusses primary, secondary and tertiary media; passive and active audiences; and effects versus uses and gratifications models. Key theorists mentioned include Katz & Bulmer, Morley, Hall, Ang, and Katz & Lazerfield. Central concepts covered include encoding/decoding, cultivation analysis, situated culture, and moral panics. The document also references studies by Morley, Ang, and Buckingham and evaluates whether older audience models still apply given changes in media forms and technologies.
The presentation focuses on indigenous knowledge systems and science and their role in rural and agricultural development. Both knowledge systems are important to the modern man. They are a science which can be used profitably to further progress and without contradictions.
The document summarizes key points from the book "The Art and Science of Communication" by P.S. Perkins. It discusses the seven types of communication that make up an effective communication staircase: intrapersonal, nonverbal, interpersonal, small group/organizational, public, mass, and intercultural. For each type, it provides examples and best practices. Overall, the document emphasizes that effective communication relies on self-awareness, active listening, and considering other perspectives.
This document discusses the importance of effective communication. It provides tips on communication skills like active listening, avoiding verbal turnoffs, and principles of effective communication. Some key benefits of communication mentioned are building good relationships and trust. Overall, the document emphasizes that communication is an important skill that requires practice of both verbal and nonverbal elements like body language and listening, in order to have productive interactions.
This presentation serves educational purposes. I did my best to include all necessary information pertaining the authors of individual photos. If you think that copyright information is included improperly, feel free to contact me. Kind regards.
PR Demystified: How to Secure Positive Media Attention for Your Museum West Muse
Frustrated by the lack of media coverage for your event or exhibition? Wishing you knew how to make it into the Los Angeles Times or snag the lead story for the six o’clock news for the right reasons rather than the wrong ones? Whether you have $5 million or $5 to spend on marketing and communications, there’s no reason why your museum shouldn’t be covered by the media. Learn from top PR professionals the essential dos and don’ts of earned media and how to develop the right communications plan to fit any size organization with any size budget.
Moderator: Lisa Sasaki, Director, Audience & Civic Engagement, Oakland Museum of California
Presenters:
Kelly Koski, Director, Communications & Audience Development, Oakland Museum of California
Erin Garcia, Assistant Director of Communications, Fine Arts Museums of San Francisco
Julie Jaskol, Assistant Director, Media Relations, J. Paul Getty Trust
This document provides an overview of audience theory, including key theorists and concepts. It discusses primary, secondary and tertiary media; passive and active audiences; and effects versus uses and gratifications models. Key theorists mentioned include Katz & Bulmer, Morley, Hall, Ang, and Katz & Lazerfield. Central concepts covered include encoding/decoding, cultivation analysis, situated culture, and moral panics. The document also references studies by Morley, Ang, and Buckingham and evaluates whether older audience models still apply given changes in media forms and technologies.
The presentation focuses on indigenous knowledge systems and science and their role in rural and agricultural development. Both knowledge systems are important to the modern man. They are a science which can be used profitably to further progress and without contradictions.
The nature of storytelling has been evolving. Now it is becoming more data-based in many applications. This objective storytelling is closely tied to rise of big data.
This document provides an overview of audience theory, including key theorists such as Katz & Bulmler, Morley, Hall, and Ang & Katz & Lazersfeld. It discusses key concepts in audience theory, such as primary, secondary, and tertiary media. It also covers debates around active vs passive audiences and the effects of media vs how audiences interact with media. The document provides examples of hypodermic theory, cultivation analysis, and the two-step flow model to illustrate different perspectives on audiences. It encourages students to research uses and gratification theory and reception theory as part of learning about audience theory.
Only Connect: Reaching New Audiences via Public Relations & External Communic...Kara Gavin
Presented to faculty, staff and students on Sept. 15, 2016, as part of the University of Michigan Medical School's Communicating Science series. Addresses how academics can and should engage in the public sphere directly and with the help of institutional communicators. (https://medicine.umich.edu/medschool/research/events/public-relations-external-audience-communication )
A recording of my talk is available at https://medicine.umich.edu/medschool/research/office-research/research-news-events/communicating-science-seminar-series
#NABJ14 #scicomm #HealthyNABJ The Imperative of Diversity in Health and Scien...Danielle N. Lee, PhD
#NABJ14 #scicomm #HealthyNABJ The Imperative of Diversity in Health and Science Communication
Presentation for the 2014 National Association of Black Journalists Meeting
Boston, Massachsetts
Healthy NABJ Panel
Using Social Media for Informed and Influential Reporting Powered by Eli Lilly & Company
Aug 1, 2014
Presented by DNLee
This document discusses pop culture and mass media. It defines pop culture as the values, ideas, arts, entertainment and customs shared by large segments of society that are produced for mass consumption. It notes the emergence of pop culture studies in the 1960s. It provides examples of elements of pop culture like toys, fashion, celebrities and television. It explains the importance of pop culture due to its influence and impact on society. It distinguishes between pop culture, which refers to how culture is consumed, and mass culture, which refers to how culture is produced, distributed and marketed on a large scale to reproduce liberal values.
The document discusses the role of a science communicator. A science communicator works to build bridges between the scientific community and stakeholders to foster public outreach from science. They aim to make science exciting and encourage careers in science. Science communicators create understanding of science through exhibitions, lectures, workshops and field trips. They introduce people to the scientific method using various engagement activities. Effective science communication requires using local languages, ensuring two-way communication, understanding the audience, and learning from the public. Science communicators must have strong analytical skills, be able to communicate effectively, be good listeners, and be able to explain complex topics simply. They organize various public engagement activities to communicate science.
This document discusses cross-cultural communication and awareness. It defines culture as a shared system of meanings and experiences that influence how people view and interact with the world. Cross-cultural communication focuses on how people from different backgrounds communicate across cultures. Culture can influence what people notice and how they make sense of what they see. Barriers to cross-cultural understanding include ethnocentrism, stereotyping, and cultural blindness. Developing cross-cultural awareness and respecting differences are important for effective communication across cultures.
This document provides an overview of key media concepts related to audience, institutions, representation, language, codes and conventions, and narrative theory. It defines audience as the recipients of a media text and discusses several theories of how audiences interact with media, such as the hypodermic needle theory. It also defines institutions as organizations that produce and distribute media, and representation as the ideas and identities constructed in media texts. The document then examines media language and various codes and conventions used in different genres. Finally, it summarizes several narrative theories including those proposed by Propp, Todorov, and others.
The document summarizes the agenda and content of a national para-professional conference held in 2015 in Hartford, Connecticut. The conference was hosted by Dr. Ashleigh Molloy, president of TransEd Institute, and focused on helping para-professionals navigate constant change, understand 21st century expectations, increase cultural competency, and understand generational differences among students and parents. The agenda included sessions on these topics as well as activities, a presentation on neurodiversity, and a closing message about empowering para-professionals.
Fostering health information literacy through use of a virtual worldSheila Webber
This document discusses using virtual worlds like Second Life to foster health information literacy. It describes several projects using Second Life for health education and literacy. A health literacy exhibit and quiz was created in Second Life by Marrapodi. Barrios created Spanish language health information resources in Second Life. Webber created a Health Information Literacy Corner. Virtual worlds allow global outreach, interactive content, and opportunities for education, entertainment and professional development around health topics.
This document provides guidance on effective science communication. It emphasizes the importance of understanding your audience and tailoring your message to be relevant, accessible, and compelling to non-experts. The document also offers tips on using different communication tools and formats like multimedia, social media, and storytelling to engage audiences and advance both your research and its broader implications.
Talking to the "real world": Communicating Science to General AudiencesKara Gavin
The document discusses the role of communications staff in helping scientists share their research findings with non-expert audiences, noting the general public has low science literacy, distrust of some scientific topics, and gets most science information from entertainment media rather than scientists directly. It provides tips for scientists on how to effectively communicate with the public by using plain language, focusing on relevance, explaining technical terms, and employing good design principles to improve understanding.
Plenair the dutch and the americans chris brewsterEpic UGM nl
This document discusses cultural differences between the Dutch and Americans. It begins with a joke about a failed UN survey that highlights different cultural understandings. It then provides some statistics showing differences in health care rankings and spending between the Netherlands and US. The document outlines various aspects of culture, such as symbols, language, behaviors, and values. It notes both countries value individualism but the Dutch culture emphasizes modesty, efficiency and long-term thinking while American culture stresses success, responsibility and fast decision-making. The conclusion encourages listening, discussing differences respectfully, and planning to overcome cultural frustrations when interacting cross-culturally.
The document discusses how to teach culture as the "fifth skill" in language classes. It defines "Big C" culture as more visible cultural elements like holidays and art, while "Little c" culture refers to more invisible cultural norms and behaviors. The document provides examples of how to incorporate cultural elements into language teaching at different proficiency levels, from familiarization with practices at novice levels to investigating influential figures at advanced levels.
This document discusses media manipulation and mind control. It outlines several tools used for media manipulation, including persuasion, misinformation, distraction, and repetition. It notes that controlling a small number of major media companies allows for orchestration of propaganda. The five biggest media companies that control most music, movies, and news are identified. The document suggests these companies are controlled by a global elite who aim to dominate the world economy and political systems. It notes what is rarely discussed in the media, such as the role of propaganda in democracy and how the public is distracted from important issues.
Here i am sharing My presentation of paper No 8 Cultural Studies, it is a part of my academic activity, its submitted to Dr. Dillip Barad, Department of English.
This document discusses theories of audiences for media producers. It describes theories of passive audiences that are directly influenced by media versus active audiences that interpret media through their own experiences. It also discusses targeting mass audiences versus niche audiences and gaining feedback from the intended audience. Common audience motivations like diversion, social interaction, and information are examined.
This document summarizes a training seminar on communication in Belize. It discusses how mass media is defined in Belize, including television, radio, newspapers and the internet. It also examines what journalism entails and how the media determines what is newsworthy based on factors like impact, timeliness, prominence and human interest. The document reviews the most watched television stations in Belize and provides tips for organizations on getting their messages covered by considering what else is happening in the news, finding a news hook, providing resources to media, and choosing the best media platform.
February 17, 2011 - Dr. Kathy Barker joins us to discuss culture in and out of the lab, and the potential barriers for scientists that have interests in advocacy.
Infrastructure Challenges in Scaling RAG with Custom AI modelsZilliz
Building Retrieval-Augmented Generation (RAG) systems with open-source and custom AI models is a complex task. This talk explores the challenges in productionizing RAG systems, including retrieval performance, response synthesis, and evaluation. We’ll discuss how to leverage open-source models like text embeddings, language models, and custom fine-tuned models to enhance RAG performance. Additionally, we’ll cover how BentoML can help orchestrate and scale these AI components efficiently, ensuring seamless deployment and management of RAG systems in the cloud.
“An Outlook of the Ongoing and Future Relationship between Blockchain Technologies and Process-aware Information Systems.” Invited talk at the joint workshop on Blockchain for Information Systems (BC4IS) and Blockchain for Trusted Data Sharing (B4TDS), co-located with with the 36th International Conference on Advanced Information Systems Engineering (CAiSE), 3 June 2024, Limassol, Cyprus.
The nature of storytelling has been evolving. Now it is becoming more data-based in many applications. This objective storytelling is closely tied to rise of big data.
This document provides an overview of audience theory, including key theorists such as Katz & Bulmler, Morley, Hall, and Ang & Katz & Lazersfeld. It discusses key concepts in audience theory, such as primary, secondary, and tertiary media. It also covers debates around active vs passive audiences and the effects of media vs how audiences interact with media. The document provides examples of hypodermic theory, cultivation analysis, and the two-step flow model to illustrate different perspectives on audiences. It encourages students to research uses and gratification theory and reception theory as part of learning about audience theory.
Only Connect: Reaching New Audiences via Public Relations & External Communic...Kara Gavin
Presented to faculty, staff and students on Sept. 15, 2016, as part of the University of Michigan Medical School's Communicating Science series. Addresses how academics can and should engage in the public sphere directly and with the help of institutional communicators. (https://medicine.umich.edu/medschool/research/events/public-relations-external-audience-communication )
A recording of my talk is available at https://medicine.umich.edu/medschool/research/office-research/research-news-events/communicating-science-seminar-series
#NABJ14 #scicomm #HealthyNABJ The Imperative of Diversity in Health and Scien...Danielle N. Lee, PhD
#NABJ14 #scicomm #HealthyNABJ The Imperative of Diversity in Health and Science Communication
Presentation for the 2014 National Association of Black Journalists Meeting
Boston, Massachsetts
Healthy NABJ Panel
Using Social Media for Informed and Influential Reporting Powered by Eli Lilly & Company
Aug 1, 2014
Presented by DNLee
This document discusses pop culture and mass media. It defines pop culture as the values, ideas, arts, entertainment and customs shared by large segments of society that are produced for mass consumption. It notes the emergence of pop culture studies in the 1960s. It provides examples of elements of pop culture like toys, fashion, celebrities and television. It explains the importance of pop culture due to its influence and impact on society. It distinguishes between pop culture, which refers to how culture is consumed, and mass culture, which refers to how culture is produced, distributed and marketed on a large scale to reproduce liberal values.
The document discusses the role of a science communicator. A science communicator works to build bridges between the scientific community and stakeholders to foster public outreach from science. They aim to make science exciting and encourage careers in science. Science communicators create understanding of science through exhibitions, lectures, workshops and field trips. They introduce people to the scientific method using various engagement activities. Effective science communication requires using local languages, ensuring two-way communication, understanding the audience, and learning from the public. Science communicators must have strong analytical skills, be able to communicate effectively, be good listeners, and be able to explain complex topics simply. They organize various public engagement activities to communicate science.
This document discusses cross-cultural communication and awareness. It defines culture as a shared system of meanings and experiences that influence how people view and interact with the world. Cross-cultural communication focuses on how people from different backgrounds communicate across cultures. Culture can influence what people notice and how they make sense of what they see. Barriers to cross-cultural understanding include ethnocentrism, stereotyping, and cultural blindness. Developing cross-cultural awareness and respecting differences are important for effective communication across cultures.
This document provides an overview of key media concepts related to audience, institutions, representation, language, codes and conventions, and narrative theory. It defines audience as the recipients of a media text and discusses several theories of how audiences interact with media, such as the hypodermic needle theory. It also defines institutions as organizations that produce and distribute media, and representation as the ideas and identities constructed in media texts. The document then examines media language and various codes and conventions used in different genres. Finally, it summarizes several narrative theories including those proposed by Propp, Todorov, and others.
The document summarizes the agenda and content of a national para-professional conference held in 2015 in Hartford, Connecticut. The conference was hosted by Dr. Ashleigh Molloy, president of TransEd Institute, and focused on helping para-professionals navigate constant change, understand 21st century expectations, increase cultural competency, and understand generational differences among students and parents. The agenda included sessions on these topics as well as activities, a presentation on neurodiversity, and a closing message about empowering para-professionals.
Fostering health information literacy through use of a virtual worldSheila Webber
This document discusses using virtual worlds like Second Life to foster health information literacy. It describes several projects using Second Life for health education and literacy. A health literacy exhibit and quiz was created in Second Life by Marrapodi. Barrios created Spanish language health information resources in Second Life. Webber created a Health Information Literacy Corner. Virtual worlds allow global outreach, interactive content, and opportunities for education, entertainment and professional development around health topics.
This document provides guidance on effective science communication. It emphasizes the importance of understanding your audience and tailoring your message to be relevant, accessible, and compelling to non-experts. The document also offers tips on using different communication tools and formats like multimedia, social media, and storytelling to engage audiences and advance both your research and its broader implications.
Talking to the "real world": Communicating Science to General AudiencesKara Gavin
The document discusses the role of communications staff in helping scientists share their research findings with non-expert audiences, noting the general public has low science literacy, distrust of some scientific topics, and gets most science information from entertainment media rather than scientists directly. It provides tips for scientists on how to effectively communicate with the public by using plain language, focusing on relevance, explaining technical terms, and employing good design principles to improve understanding.
Plenair the dutch and the americans chris brewsterEpic UGM nl
This document discusses cultural differences between the Dutch and Americans. It begins with a joke about a failed UN survey that highlights different cultural understandings. It then provides some statistics showing differences in health care rankings and spending between the Netherlands and US. The document outlines various aspects of culture, such as symbols, language, behaviors, and values. It notes both countries value individualism but the Dutch culture emphasizes modesty, efficiency and long-term thinking while American culture stresses success, responsibility and fast decision-making. The conclusion encourages listening, discussing differences respectfully, and planning to overcome cultural frustrations when interacting cross-culturally.
The document discusses how to teach culture as the "fifth skill" in language classes. It defines "Big C" culture as more visible cultural elements like holidays and art, while "Little c" culture refers to more invisible cultural norms and behaviors. The document provides examples of how to incorporate cultural elements into language teaching at different proficiency levels, from familiarization with practices at novice levels to investigating influential figures at advanced levels.
This document discusses media manipulation and mind control. It outlines several tools used for media manipulation, including persuasion, misinformation, distraction, and repetition. It notes that controlling a small number of major media companies allows for orchestration of propaganda. The five biggest media companies that control most music, movies, and news are identified. The document suggests these companies are controlled by a global elite who aim to dominate the world economy and political systems. It notes what is rarely discussed in the media, such as the role of propaganda in democracy and how the public is distracted from important issues.
Here i am sharing My presentation of paper No 8 Cultural Studies, it is a part of my academic activity, its submitted to Dr. Dillip Barad, Department of English.
This document discusses theories of audiences for media producers. It describes theories of passive audiences that are directly influenced by media versus active audiences that interpret media through their own experiences. It also discusses targeting mass audiences versus niche audiences and gaining feedback from the intended audience. Common audience motivations like diversion, social interaction, and information are examined.
This document summarizes a training seminar on communication in Belize. It discusses how mass media is defined in Belize, including television, radio, newspapers and the internet. It also examines what journalism entails and how the media determines what is newsworthy based on factors like impact, timeliness, prominence and human interest. The document reviews the most watched television stations in Belize and provides tips for organizations on getting their messages covered by considering what else is happening in the news, finding a news hook, providing resources to media, and choosing the best media platform.
February 17, 2011 - Dr. Kathy Barker joins us to discuss culture in and out of the lab, and the potential barriers for scientists that have interests in advocacy.
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“An Outlook of the Ongoing and Future Relationship between Blockchain Technologies and Process-aware Information Systems.” Invited talk at the joint workshop on Blockchain for Information Systems (BC4IS) and Blockchain for Trusted Data Sharing (B4TDS), co-located with with the 36th International Conference on Advanced Information Systems Engineering (CAiSE), 3 June 2024, Limassol, Cyprus.
GraphSummit Singapore | The Art of the Possible with Graph - Q2 2024Neo4j
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ABSTRACT: A prima vista, un mattoncino Lego e la backdoor XZ potrebbero avere in comune il fatto di essere entrambi blocchi di costruzione, o dipendenze di progetti creativi e software. La realtà è che un mattoncino Lego e il caso della backdoor XZ hanno molto di più di tutto ciò in comune.
Partecipate alla presentazione per immergervi in una storia di interoperabilità, standard e formati aperti, per poi discutere del ruolo importante che i contributori hanno in una comunità open source sostenibile.
BIO: Sostenitrice del software libero e dei formati standard e aperti. È stata un membro attivo dei progetti Fedora e openSUSE e ha co-fondato l'Associazione LibreItalia dove è stata coinvolta in diversi eventi, migrazioni e formazione relativi a LibreOffice. In precedenza ha lavorato a migrazioni e corsi di formazione su LibreOffice per diverse amministrazioni pubbliche e privati. Da gennaio 2020 lavora in SUSE come Software Release Engineer per Uyuni e SUSE Manager e quando non segue la sua passione per i computer e per Geeko coltiva la sua curiosità per l'astronomia (da cui deriva il suo nickname deneb_alpha).
GraphRAG for Life Science to increase LLM accuracyTomaz Bratanic
GraphRAG for life science domain, where you retriever information from biomedical knowledge graphs using LLMs to increase the accuracy and performance of generated answers
2. Attention limited
• People “hear” about 25
to 50% of any message
and mainly what is
relevant to them
• That means, you’ll only
get about 20 minutes of
this presentation, if I’m
lucky
2
3. Rule of seven
• Our working memory
can remember 7 things
(phone #s)
• Marketing messages
must be heard 7 times
before acted on
3
4. Attention limited
• Today only 13% of the
U.S. public says they
follow science and
technology news closely
• …was 20% in 1996
• Estimates only five full-
time science writers in
major media
4
7. Visuals stick
• Research shows that people shown 2,500
pictures for 10 seconds each, correctly
identified the same photos days later with
90% accuracy
Standing, Conezio & Haber, 1970
7
9. Visuals speak
• Photos that only add
interest “seductive
detail” without
supporting the text,
diminish understanding
Harp & Mayer 1998
9
10. Activate senses
• Words that evoke
smells, (cinnamon,
coffee) activate other
parts of the brain
• Same with texture
words, (soft like velvet,
rough or leathery)
arouse more of the
brain
10
11. Print vs. Online
• Print readers view an
image, then words
• Online readers scan
words first, then images
Adams, Quinn & Edmonds, 2007
11
12. Print vs. Online
• Readers remember
more from print than
online
• Print pubs have more
physical “cues” to aid
memory
• Online news is
“ephemeral”
Santana, Livingston & Cho, 2011
12
13. People like people
• Many climate change
stories show pictures of
the earth, more
effective to show how
people will be impacted
13
15. To get through
• Use art to explain text
• Unnecessary visuals
distract from the
message
• Sensory words (smell,
touch) engage more of
the brain
• Tell people stories
15
17. Confessions
• Chronicle article claims
Extension info “sells”
products
• Report questions
corporate-sponsored
research
• National commodity
group rants study is
“not like reality”
17
18. On the same page?
• A Belgium study found
that farmers and
citizens agree on animal
welfare concepts
• However, farmers
equate it with health
• Citizens, think of natural
behaviors
18
19. Talking past each other
• Sometimes opposing
sides deliberately talk
about different things
• Pink slime – safe food
or disgusting mess?
19
20. Lots in the middle
• Only about 10-15% of
people are on the
extremes of any given
issue, like climate
change
• That means 70-80% are
somewhere in the
middle
20
21. Science on both sides
• Climate change – both
extremes use science as
a basis for beliefs
• …Even though the
consensus of scientists
believe in climate
change
21
22. Media bias?
• In a two year review of
newspaper opeds and
letters, 73% supported
climate change
• Reflects the general
public – 71% believe
evidence of climate
change
22
23. Absent scientists
• Scientists largely absent
from opeds and letters
to the editor
– 43% journalists
– 28% citizens
– Less than 5% scientists
Hoffman, 2011
23
24. Not a lack of knowledge
• Education levels do not
predict trust in science
• Sometimes the most
educated, the most
suspicious
24
25. Cultural cognition
• People take positions
shared by important
others
• Based on race, religion,
income, politics, etc.
• They will not accept
beliefs that make them
“outcasts” or go against
values
25
27. Trust is key
• People do trust
scientists – about 71%
of Americans
• However, scientists who
cross the line -
advocating policy advice
- lower public trust
27
28. Getting through
• Be transparent, list
funders and affiliations
• Talk about benefits,
risks, options and
uncertainties
• Affirm people’s values
28
29. Getting through
• Provide diverse
opinions with several
experts
• Collaborate with those
in the “real-world”
• Seek feedback
29
Editor's Notes
When delivering new messages, sometimes we feel we have communicated even if we only said it once. People “hear” roughly 25 percent of any message and mainly only what’s relevant to them. The other 75 percent of their brains is concerned with who’s sending the message, its timing, current workloads, deadlines, and personal matters. Depending on the study being quoted, we remember between 25% and 50% of what we hear. That means that when you talk to your boss, colleagues, customers or spouse for 10 minutes, they pay attention to less than half of the conversation. So today, we’ll focus on ways to try to improve on this statistic by better understanding the art and science of communication.
Scientists tell us that our brain can remember about 7 things plus or minus two, at one time. That is one of the reasons that phone numbers have 7 digets. In marketing, advertisers claim that we have to hear an advertisement 7 times before we get it and act on it. So to think that we can simply say something once, and that others will automatically comprehend it and act on it – is all wet. Just ask any parent.
And attention to what we are communicating is limited. Most people don’t follow science news – I fact only 13 percent say they do, down from 20 percent in 1996. And, when you think about those people who are writing about science in major publications across the country, that number continues to dwindle. Just a couple weeks ago I hear the number may only be 5 fulltime science writers in major media. So, the odds are against us. If the few editors make decisions about our stories which I’m told happens in about 5 seconds, then how do we compete. Well, let’s take a look at how art might impact whether or not we are communicating with others.
It’s been said that a picture is worth a thousand words and it is true that photos do speak. The importance of images to human thought and behavior cannot be overstated. Nearly half of the part of the brain that handles higher-order functioning (senses, movement, reasoning) is devoted to various parts of the visual process. As such, vision is widely regarded as the pre-eminent sense, requiring much of our cognitive ability.
Andvisual images are so powerful that they stick with us. Research has shown that people have a great capacity to learn and recall visual information. For example, people were shown more than 2,500 pictures for 10 seconds each and were correctly able to identify the same pictures three days later with 90% accuracy.
But even though we know the value of photos, the challenge is selecting the best images to go with our stories and publications. If we are lucky, we can make the choice between more dramatic captivating images that draw reader interest, or the more informative pictures that explain what’s in the text. Sometimes sidebars are used that show scientist doing interesting things or other attention grabbing measures. Well, according to research, if given the choice, opt for images that illustrate what you are trying to explain in the text, if you want people to better understand what you are telling them.
According to a study by Harp and Mayer on the science of learning, what they called “seductive details” or images that were simply added to grab readers attention rather than support or elaborate on the text, actually caused greater misunderstanding of the text. In fact images that had no visuals with them were better understood and remembered than were the ones that had the attention grabbing photos. Right now you are spending more time focusing on Brad and George than you are on me.
Eye-tracking research shows that news consumers navigate differently through visual and written information when its in print versus on the Web. Readers of printed pages view images first, then read words. When online, readers scan words first and then look at the pictures. So, if people pay more attention to the text on websites, do they retain more information?
If you google climate change images, you find most are similar to the one above. Howver, we know that people like stories about other people. If we want to attract people’s attention on topics like climate change, biofuels, nanotechnology, we need to tell the stories as these issues relate to people.
Wouldn’t you agree?
So, when you want to communicate to others think visuals that explain and support the text. Gratuitous images may actually distract from the message and sidebars that take readers down different paths also detract from understanding.Tell stories, don’t just impart information, when you write use sensory words that help activate more of the brain and enrich your writing. People like stories about other people, so try to make the information you relay about people.
So now that we’ve considered the art, let’s talk a little about the science and particularly I want to focus on the science of science communication. When faculty and others say that the research speaks for itself, they are wrong. Data does not speak. And, when presented as simply facts, can actually be misunderstood and polarizing.
Many times issues do become polarized and I’ll talk more about how that happens, but I think it is important to note that are almost any given issue, most people are not on either extreme. For example, they estimate that only about 10-15 percent of folks have totally made up their minds on the issue. That means, that most folks are still open to information and those are the people we should target with information.
Others would say that is the media’s fault and media bias plays a role in whether people understand the science. In this study, researchers examined newspaper coverage of climate change, comparing nearly 800 opeds and letters to the editor over a two-year period. The opeds mirrored national public opinion polls on the topic as about 73% of the articles supported the belief in climate change (roughly about 71% of Americans believe there is solid evidence earth is warming, 2008).
43 percent of articles were written by journalists/editorial staff28 percent were written by citizensLess than 5 % were written by scientists (they are relatively absent from the debate)4.68 scientists3.64 academic non-scientists
Members of the public with the highest degrees of science literacy and technical reasoning capacity were not the most concerned about climate change. Rather, they were the ones among whom cultural polarization was greatest.
“People endorse positions that reinforce their connection to others with whom they share important commitments.”
Despite the concerns, the majority of people do trust scientists – about 71% which is ironic as that equals the public that also believes in climate change. That statistic however changes when scientists cross the line if you will. People are very happy to have scientists explain science to them. They do not however want the same scientists to tell them what to do with that information. This emphasizes the value of the unbiased nature of our information. When it appears to cross he line, we may be eroding the trust that the public has in our science and information.
So, let ‘s bring this discussion to a close. We know that people trust scientists and largely the same goes for universities. In order to continue to communicate effectively with folks we need to be transparent. Let them know who is funding our research and how we protect the integrity of the science. Admit that there are things we don’t know, that there are other options and be clear about both the benefits and risks.It is also increasingly important that we consider the values of our audience. Where we can we need to point to common ground and that we in academia also hold to many of the same values.
We also need to see a variety of views and put them out there. Collaborating with stakeholders may also give our research greater depth and applicability. We are doing greater on-farm research trials, providing real down to earth experiments and data. And we need to seek feedback. Comiunication is not a one way street and if we want people to hear us, we need to hear them.Thanks for attending my presentation today, I hope that these thoughts are helpful and bring attention to the fact that we as communicators have great challenges in communicating to others. Thanks!