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#aciencia2013 Xerrada Spiros Kitsinelis UdG C4D 11/3/2013


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Spiros Kitsinelis: The Art of Scientific Communication, 20130311

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#aciencia2013 Xerrada Spiros Kitsinelis UdG C4D 11/3/2013

  1. 1. Dr Spiros Kitsinelis Science communicator & Research associate at Paul Sabatier University - Toulouse France Ehime University – Matsuyama Japan Email:
  2. 2. Science Communication Goal:Attract new generation to science degrees Educate public for science topics Make science and scientists popularIncrease the State’s interest and funding Reach many audiences
  3. 3. What attracts peoples’ interest Health – science Finances – politics Leisure – sports and arts
  4. 4. 80% of Europeans say they are interested in scientificdiscoveries and technological developments, compared to 65% interestedin sport.
  5. 5. OpenAccesible Democratic Understandable
  6. 6.
  8. 8. Learn from existing succesesArt and Science
  9. 9. ExhibitionsPhotography
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  12. 12. Novels / Graphics Anecdotes Drama MysteryPersonal stories Humour Heroes
  13. 13. Science Theater• Follow a humorous approach• Keep duration right (max of 60 mins for pupils)• Combine topic with time of year (Valentine’s – Christmas)• Personalise science terms (like chemicals)• Combine topic with audience (sports for teenagers / cooking for housewives)• Use props carefully – only when needed• Language and info according to age group• Record shows if possible• Don’t compromise scientific accuracy• Don’t forget that you are not a professional actor but a scientist
  14. 14. Science film Film is a powerful medium A program could reach more people than a lecture /day for a century - Avoid jargon - Use images for words- Bridge the mysterious with every day life - Focus on importance of topic - Experiment
  15. 15. Good mix of science and drama X No fiction with no science or inaccuraciesX Not documentary or film about science
  16. 16. Change stereotypes
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  18. 18. 2012 L’Oréal USA For Women In Science Fellows Dr. Jacyln Winter, Dr. Erin MarieWilliams, Dr. Joanna Kelley, Dr. Christina Agapakis, Dr. Lilian Childress, with NYC CityCouncil Speaker Christine Quinn (Fourth from left). Photo courtesy of L’Oréal USA .
  19. 19. Facing Audiences
  20. 20. Know your audience!An audience or the general public can be categorised according to Age Gender Ethnicity Educational level Occupation Interests Political viewsand many other things
  21. 21. Attract their attention! Find a common language and examples they can relate to! Ability to adapt!Refer to topics that are related toEveryday lives and habits (usually health issues but others too)Things that are frequently brought up amongst friends so they can repeat what theylearned from you (appearing clever and well informed)
  22. 22. Examples:High school students - internet cafes, exams, vacations, football or social mediaOver 60 - traditional coffee shops, politics and health issuesHyperactive with kidsControlled with adultsFind out details about your audience as you need different approaches fordifferent groups.What they already know and what they expect to learn from the presentation.
  23. 23. Bond with the audience! Pick a friendly face in the audience and focus on that. Singers sometimesuse the same trick to go through a concert. Face the audience and show them that you are comfortable onstage, confident and that you know the subject you are talking to them about.Don’t turn your back. A presentation is meant to be heard and not read. Don’t read from paper. Use humor that would be understood and appreciated by the audience -Culture, political correctness, age appropriate.
  24. 24. Performing! Don’t be monotonous. Fluctuate the tone of your voice other wise theaudience will sleep. Be expressive and animated but don’t exaggerate. A stiff immobile presenterlooks just as bad as someone that looks mad. Be yourself and talk like you would with a friend enthusiastically about thesubject. Being your self shows confidence. Keep the flow of the presentation and do not be taken aback by silence - donot let any of the audience’s reactions affect you or the flow of the presentation.
  25. 25. Presentation material If you are using a power point presentation, then use it in such way that theslides accompany and complement your words and not the opposite. A rule of thumb for power point slides is that you should be using about oneslide per minute. So if you are giving a 45 minute presentation then aim for40-50 slides. If you are using props and other objects as visual aids then get them out onlywhen you need them and use them for a specific purpose. Having manythings hanging around or using them for multiple purposes will confuse and tirethe audience. Don’t overwhelm your audience with material. Give them information theyare ready to understand at a pace they can absorb it.
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  28. 28. Non-verbal Communication (Chapter 5) Know your audience!Punctuality (monochronic – polychronic) Body language - Gestures Physical space - Touching
  29. 29. Practice at reading audiencesTake into account - The circumstances – is it cold? - Multiple signs -The posture can also feedback the emotionPractice with TV on muteWomen are better at reading signs (woman’s intuition)
  30. 30. Some examples•Fake smiles – zygomatic muscles – left side only•Use armchairs – folding hands inhibit learning and liking•Give drinks or leaflets to unfold people•Supporting the head means boredom•Notice speed of nodding•Mirroring means acceptance – couples using same muscles begin to look alike•Check who is mirroring whom – then you know the leader•Avoid classroom plan – back and sides less engagement
  31. 31. Appearing on the mediaInvitations to participate in a TV or radio show are great opportunities tocommunicate science to a very wide audience. Act normal and be yourself. This radiates confidencethat the viewer can detect and enjoy. Look at the interviewer and not at the camera unlessyou are asked to. When you perform something in front of a camera thenimagine that the camera is a viewer and you aredirectly addressing him/her.
  32. 32.  Act like there is one viewer watching or listening as this creates the feeling ofintimacy between you and the audience. Practice in front of a camera at home in order to see what you will look likewhen someone records you. Just as discussed in live talks, be animated but don’t overdo it especially ascamera may not be able to frame you at all times. Avoid wearing white colours or stripes.
  33. 33.  Try not to dress in an eccentric way or use many large accessories so thatthe audience is not distracted..If you are on a radio show, use your hands and facial gestures, even thoughpeople can’t see you. It will make you more natural and more expressive. Remember what you want to say. If you are reading then the listeners can telland it sounds just as bad as the presenter reading his notes. Decide what your message is going to be and try to convey the things youwant and this requires some planning.
  34. 34. Interviewing Planning here is just as important. Know the questions you want to ask and dosome background research on the guest and his topic. Discuss the plan with the person you will interview but make sure you hold backsome of the questions otherwise the spontaneity of the answers will be lost and theinterview will look too rehearsed. Try to get answers on the basic questions of who, where, when, what, whyand how. No one likes an interview where one side goes on for a long time or whenanswers are too short. Extremely short or extremely long questions or answers willnot look good. Plan for right time.
  35. 35.  Try to get your guest in a relaxed state, throw some jokes when appropriateand reassure them that everything can be rerecorded. Make sure you don’t talk or make sounds over your interviewee as it willbe impossible to edit. But do seem responsive through smiles and nods. When everything is done get all the correct information(names, titles, institutions) Never show to anyone your material as they will always have commentsand requests to make for changes.
  36. 36. Publishing your storyA journalist works on a topic by answering the six questions of Who? What? Where? When? Why? How?
  37. 37. Condense all the useful information in the first few paragraphs!!!  editors might cut down significantly your story  need to grab the reader’s attention as soon as possibleNewspapers and magazines will give you plenty of examples. Writing pressreleases is a similar process.It is science we are communicating so facts and scientific results must becommunicated and not personal opinions.
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  39. 39. Thank you for your attention!!!