The document discusses some of the challenges in communicating science to non-scientists. It notes that the language of science can be difficult for non-experts to understand and provides examples of scientific terms that could be misunderstood. It also examines how science is portrayed in the media and discusses how this coverage can oversimplify scientific concepts and findings in ways that lead to misunderstandings.

1. The Babel Fish Dilemma Talking Science with Non-Scientists Dr Brian Hughes National University of Ireland, Galway

3. The language of science “ Penguinone”

4. “ Traumatic acid” “ Moronic acid” “ Erotic acid” The language of science

5. “ diethyl azodicarboxylate” “ tripentafluorophenylborane ” “ 2'-deoxyuridine-5'-monophosphate ” or “ DEAD ” or “ BArF ” or “ dUMP ” The language of science

6. “ Arsole” “ poly-L-ornithine ” or “ PORN ” “ Dickite” “ Fornacite” “ Cummingtonite” The language of science

7. “ Fukalite” “ Fucitol” “ Fucol” “ Fuchsite” Escherichia coli K-12 substr. MG1655 Gene: “fucU” The language of science

9. Turdus migratorius The language of science

10. Agra vation The language of science

11. Aha ha The language of science

12. Enema pan The language of science

13. Burgeranus The language of science

14. Top: Winder (2006). UNAIDS/06.25E Bottom: Mills et al. (2004). American Journal of Psychiatry , 161(2), 278-285. The language of science

15. The language of science

16. The language of science “ American scientific companies are cross- breeding humans and with fully functioning human brains…” animals, and coming up with mice –

18. Science in the Media From: Zimmerman et al. (2001). Public Understanding of Science , 10 , 37-58.

19. Media Frames Nanotech Social consequences GM food Safety Archaeology Empiricism vs. Custom

20. Media Frames Nanotech Social consequences Benefits outweigh Risks Risks outweigh Benefits Concern about Risk-Benefit balance From: Stephens (2005). Scientific Communication , 27 , 175-199.

21. Media Metaphors From: Ungar (2000). Public Understanding of Science , 9 , 297-312.

22. Media Triggers Shanahan & Good (2000). Public Understanding of Science , 9 , 285-295.

23. Scientists

24. Scientists

25. Scientists

26. Scientists http:// ed.fnal.gov/projects/scientists/index.html

34. “ Processes” of science

37. Loss of scientific context Consumption of fish oil “will reduce your risk of a cognitive decline”  LINK

38. Loss of scientific context Homeopathy “effective in treating general childhood conditions such as colic, ‘sticky eye’, tummy upset, ear infections and croup”  LINK

39. Loss of scientific context THE IRISH TIMES

40. Loss of research methods LINK

41. Loss of research methods LINK

42. Loss of research methods LINK

43. Loss of research methods LINK

45. Loss of caveats LINK

49. Inaccuracies can lead to myths

50. Vaccination scares

51. Anti-vaccination arguments from the 19 th century Wolfe, R.M., & Sharp, L. K. (2002). British Medical Journal, 325, 430-432. 1878, The National Anti-Compulsory Vaccination Reporter Argument “ insults every human being…despotism, injustice and tyranny…” “ State promotion of vaccination is totalitarian” “ Friends, this medical despotism is a hard, materialistic, infidel thing…” “ Vaccines are promulgated solely for (others’) profit” “ ...saturating the small-pox [vaccine] with carbolic acid, which is a virulent poison [that] enters the blood” “ Vaccines contain toxic additives” “… a substitute…for faithful obedience to the sacred laws of health…” “ A healthy lifestyle is better than any vaccine” “ The duration of protection be limited…can the short-lived protection be expected to guard us?” “ Vaccine immunity is temporary” “ Epidemics still continue to break out…” . “ Vaccines are ineffective” “… diptheria, erysipelas, and not unfrequently abscesses...diarrhoae, bronchitis, convultions…” “ Vaccines cause illnesses”

52. Anti-vaccination arguments from the 21 st century Wolfe, R.M., & Sharp, L. K. (2002). British Medical Journal, 325, 430-432. 2002, various websites cited by Wolfe & Sharp Argument “ The Orwellian spectable of monopolistic and oligopolistic pharmaceutical manufacturers…” “ State promotion of vaccination is totalitarian” “… manufacturers use the government to say ‘you must buy my product and inject it into your body…’” “ Vaccines are promulgated solely for (others’) profit” “ ...very significant amounts of highly toxic substances such as mercury, aluminum, and formaldehyde.” “ Vaccines contain toxic additives” “… personal hygiene and diet stop diseases, folks, not injecting virulent genetic material into your veins…” “ A healthy lifestyle is better than any vaccine” “ The vaccine requires multiple boosters throughout life…” “ Vaccine immunity is temporary” “ Epidemiological studies have shown that vaccination has been unreliable as a means of preventing disease” “ Vaccines are ineffective” “… autism, hyperactivity, ADHD, dyslexia, allergies, cancer, and other conditions…” “ Vaccines cause illnesses”

53. The Wakefield controversy February 28, 1998

54. British Medical Journal, January 2011

55. The Wakefield controversy

56. The Screening Dilemma In favour of ABA In favour of “Eclectic” models Example of a ‘funnel plot’

57. The Screening Dilemma Gøtzsche PC, Nielsen M. Screening for breast cancer with mammography. Cochrane Database of Systematic Reviews 2006, Issue 4. Art. No.: CD001877. DOI: 10.1002/14651858.CD001877.pub2 13-year mortality, women over 50  Good Bad 

58. The Screening Dilemma Number of mastectomies and lumpectomies  Good Bad  Gøtzsche PC, Nielsen M. Screening for breast cancer with mammography. Cochrane Database of Systematic Reviews 2006, Issue 4. Art. No.: CD001877. DOI: 10.1002/14651858.CD001877.pub2

59. Gøtzsche PC, Nielsen M. Screening for breast cancer with mammography. Cochrane Database of Systematic Reviews 2006, Issue 4. Art. No.: CD001877. DOI: 10.1002/14651858.CD001877.pub2

60. The Screening Dilemma

61. The Screening Dilemma

66. Get trained Images: http://startswithabang.com/wp-content/uploads/2008/06/whats_science.jpg http://www.davidhenderson.com/2008/12/07/junk-words-muddy-communication/

67. Become an advocate Image: CC Mike Licht , NotionsCapital.com/Flickr

68. Become an advocate