A talk given to the 2019 Campus Gutenberg conference in Barcelona, 16-17 Sept 2019, about the British Science Association's audience model and activities

1. Campus
Gutenberg
17 September 2019

2. 1. Who is the British Science Association?
2. Why do we try to engage the public about science?
3. Why did we make an ‘audience model’?
4. Why do so many people have an ‘Inactive’ or ‘Not
Interested’ science identity?
5. What effect does this have on young people’s
choices?
6. How do we use our audience model as a strategy
tool?
7. How do we use our audience model as an
evaluation tool?
8. How do we know we’re achieving our goals?

5. 1. Who is the British Science Association?
2. Why do we try to engage the public about science?
3. Why did we make an ‘audience model’?
4. Why do so many people have an ‘Inactive’ or ‘Not
Interested’ science identity?
5. What effect does this have on young people’s
choices?
6. How do we use our audience model as a strategy
tool?
7. How do we use our audience model as an
evaluation tool?
8. How do we know we’re achieving our goals?

6. Why do we need to engage the public
about science & technology?
1. Build & diversify the pipeline of future scientists

7. Why do we need to engage the public
about science & technology?
1. Build & diversify the pipeline of future scientists
2. Citizen decisions e.g. vaccines

9. Why do we need to engage the public
about science & technology?
1. Build & diversify the pipeline of future scientists
2. Citizen decisions e.g. vaccines
3. Society’s decisions need to be made by all of us

10. Society’s decisions…

11. Why do we need to engage the public
about science & technology?
1. Build & diversify the pipeline of future scientists
2. Citizen decisions e.g. vaccines
3. Society’s decisions need to be made by all of us
4. Enjoyment, awe & wonder

13. 1. Who is the British Science Association?
2. Why do we try to engage the public about science?
3. Why did we make an ‘audience model’?
4. Why do so many people have an ‘Inactive’ or ‘Not
Interested’ science identity?
5. What effect does this have on young people’s
choices?
6. How do we use our audience model as a strategy
tool?
7. How do we use our audience model as an
evaluation tool?
8. How do we know we’re achieving our goals?

15. 1. Who is the British Science Association?
2. Why do we try to engage the public about science?
3. Why did we make an ‘audience model’?
4. Why do so many people have an ‘Inactive’ or ‘Not
Interested’ science identity?
5. What effect does this have on young people’s
choices?
6. How do we use our audience model as a strategy
tool?
7. How do we use our audience model as an
evaluation tool?
8. How do we know we’re achieving our goals?

16. When people think of science or scientists,
they often think of this…

17. Sometimes, they might think of this…

18. But mostly, they think of this…

19. https://news.northwestern.edu/stories/2018/march/draw-a-scientist/

20. https://news.northwestern.edu/stories/2018/march/draw-a-scientist/

21. 1. Who is the British Science Association?
2. Why do we try to engage the public about science?
3. Why did we make an ‘audience model’?
4. Why do so many people have an ‘Inactive’ or ‘Not
Interested’ science identity?
5. What effect does this have on young people’s
choices?
6. How do we use our audience model as a strategy
tool?
7. How do we use our audience model as an
evaluation tool?
8. How do we know we’re achieving our goals?

22. https://www.ucl.ac.uk/ioe/departments-and-
centres/departments/education-practice-and-
society/aspires-2

23. https://www.ucl.ac.uk/ioe/departments-and-
centres/departments/education-practice-and-society/aspires-2

24. https://roseproject.no/network/c
ountries/norway/eng/nor-
Sjoberg-Schreiner-overview-
2010.pdf

25. https://roseproject.no/network/c
ountries/norway/eng/nor-
Sjoberg-Schreiner-overview-
2010.pdf

26. https://roseproject.no/netw
ork/countries/norway/eng/n
or-Sjoberg-Schreiner-
overview-2010.pdf

27. https://www.oecd-
ilibrary.org/docserver/978926426649
0-
en.pdf?expires=1568628282&id=id&
accname=guest&checksum=47A03BB
C1DBD15FC2423A5C5C9BB859B

28. 1. Who is the British Science Association?
2. Why do we try to engage the public about science?
3. Why did we make an ‘audience model’?
4. Why do so many people have an ‘Inactive’ or ‘Not
Interested’ science identity?
5. What effect does this have on young people’s
choices?
6. How do we use our audience model as a strategy
tool?
7. How do we use our audience model as an
evaluation tool?
8. How do we know we’re achieving our goals?

30. https://www.britishscienceassociation.org/regional-volunteering

31. 1. Who is the British Science Association?
2. Why do we try to engage the public about science?
3. Why did we make an ‘audience model’?
4. Why do so many people have an ‘Inactive’ or ‘Not
Interested’ science identity?
5. What effect does this have on young people’s
choices?
6. How do we use our audience model as a strategy
tool?
7. How do we use our audience model as an
evaluation tool?
8. How do we know we’re achieving our goals?

33. 0
5
10
15
20
25
30
35
40
Not interested Inactive Engaged Professional

34. 0
5
10
15
20
25
30
35
40
45
Not interested Inactive Engaged Professional
2016
2018

37. 0%
10%
20%
30%
40%
50%
60%
70%
Not interested Inactive Engaged Professional
2016
2018

38. 0%
10%
20%
30%
40%
50%
60%
70%
Not interested Inactive Engaged Professional
2016
2018

39. “There’s a whole world to tap into to get that knowledge on so
many levels so that was really, really exciting for me. And just
being immersed in that community, having those conversations
and seeing what the possibilities are, that was really, really
exciting. And also the possibilities and opportunities I can
create for the children, that was really exciting…I wouldn’t say
I see myself as a scientist but I do see myself as an
enthusiast….I’m very immersed.”
Carmel, Community organiser, 2016

40. 1. Who is the British Science Association?
2. Why do we try to engage the public about science?
3. Why did we make an ‘audience model’?
4. Why do so many people have an ‘Inactive’ or ‘Not
Interested’ science identity?
5. What effect does this have on young people’s
choices?
6. How do we use our audience model as a strategy
tool?
7. How do we use our audience model as an
evaluation tool?
8. How do we know we’re achieving our goals?

42. Statistics from 2018
Impact Report; full
version available
here.

43. Katherine Mathieson
Chief Executive
British Science Association
@Britsciassoc @kath_math
Katherine.Mathieson@britishscienceassociation.org