We aren't powerless against this bad public image. The onus is on us, though, to be more engaged. Right now, no one knows who we are. In 2009, Research!America polled the average American and asked them a very simple question: name a living scientist. Any living scientist – anyone in this room would have counted. Anyone at this conference. Any one of the over 7.1 million scientists employed world wide.
A sobering 65% didn’t even try, and another 18% got it wrong.
THE INVISIBLE POWER!
MarieCurie?AlbertEinstein?StephenHawking!StephenHawking!WHERE IS IT?
• As developing countries faceincreasing local demand for energyin rural areas, they also must dealwith both economic andenvironmental pressure onagricultural lands in general.• The possibility of growing energycrops such as Jatropha curcas L. hasthe potential to enable smallholderfarmers, producers and processorsto cope with these pressuresOUR CHALLENGE
• Jatropha has a number of strengths: the oilis highly suitable for producing biodiesel butcan also be used directly to power suitablyadapted diesel engines and to provide lightand heat for cooking• it is fast growing and quick to start bearingfruit, and the seed is storable making itsuited to cultivation in remote areas. It canbe fertilizer, medical use, animal feed.Jatropha biofuel production could be especially beneficial to poorproducers, particularly in semi-arid, remote areas that have little opportunityfor alternative farming strategies, few alternative livelihood options andincreasing environmental degradation.JATROPHA BENEFITS
• Almost 2.5 billion people indeveloping countries earn theirlivelihoods from agriculture. Ofthese, 900 million live below thepoverty line of USD 1.00 a day.• Agriculture directly employs 1.3billion people, or 40 percent of theglobal labour force, yet agricultureonly contributes around 4 percentof global GDP (some USD 1.6trillion).WE CAN CHANGE THE SCENARIO!BIOFUELS: AN OPPORTUNITY FOR RURALPOOR
• The link between povertyalleviation and energyprovision makes it critical toconsider both when lookingtoward rural development.• Availability of local energyand farm power isfundamental to intensifyingagriculture, and agriculturaldevelopment is essential topoverty alleviationPOVERTY ALLEVIATION XPOVERTY
• However, many ofthe actualinvestments andpolicy decisions ondeveloping jatrophaas an oil crop havebeen made withoutthe backing ofsufficient science-based knowledge.OUR CHALLENGEThat is where science collaboration is essential!
Online communication has the potential to affect democratisation, through fastand inexpensive dissemination of information, increased channels, increasednumbers of voices and more interactivity."The scientific community needs tounderstand what ethicalpractitioners of public relationshave long known: trust is not aboutinformation; it’s about dialogue andtransparency“Rick E. Borchelt, Lynne T . Friedmann, &Earle HollandVOICES AND INTERACTIVITY
The Internet is no longer the Worldwide Web ofComputers to be the World Wide Web of People9The Law of The Few: “The answer is that the success of any kind of socialepidemic is heavily dependent on the involvement of people with a particularand rare set of social gifts.” Malcolm Gladwell, the Tipping PointEMPOWERINGPEOPLE
10BEFORE: MASS COMUNICATIONNOW: SOCIAL MEDIACONTENTS PRODUCTION AUDIENCENETWORKcommunication has changed...Technology is shifting the power away fromthe editors, the publishers, theestablishment, the media elite. Now it’sthe people who are in control.Rupert Murdoch, Global Media Entrepreneur
“Individualcommitmentto a groupeffort –that is whatmakes a teamwork, acompanywork, a societywork, acivilizationwork.”Vince Lombard
Collaboration challenge: to enable adispersed team to coordinate itsactions to achieve a shared goal.Photo Credit:
ACT -changing, innovating afterlearning fromusersexperiences.LISTEN:peopleideas, suggestions, proposal, demandsENGAGE, peopleinforming, communicating, involving themdirectly in theactivities of thecommunityBIOVALE NETWORK STRATEGIES
14SOCIAL MEDIA TOOLS OF THE WEB 2.0Social Media describes thetechnologies and practices inthe Internet that people usetocommunicate, inform, integrate and collaborate.Social media may usedifferent ways ofcommunication such astexts, videos, images.These Web sites usually usetechnologies asblogs, messageboard, podcasts, wikisallowing the users to interactwith a friendly and pleasinginterface.
WEB 2.0 IS ABOUT PEOPLEBROADBANDMOBILITYWeb 2.0WEB SERVICESBut intruth, socialsoftware isn’treally aboutthe tools.It’s about whatthe tools letusers do andthe businessproblems thetools address.JakobNielsen,Usability Guru
YOU ARE THE CENTRAL NODEOnline social network areorganized around somecentral nodes .They grow through theprinciple of «preferentialattachment»:The more a node hasconnections, the morechance it has to add newconnections, the morechance tointeract, learn, share, give,get.
20“Creating a vibrant community is all aboutcreating a critical mass of good minds andspurring them to spark off each other.” BarryLiberty]John Spector“The value of a group-forming networkIncreases exponentially...Its implications are profound.”YOU ARE THE MISSING LINK