Don‘t be such a scientist
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This document provides an introduction to science communication. It discusses how science and communication fit together and some basic concepts in science communication, including storytelling, framing audiences, and evaluating approaches. The key aspects covered are communicating science to diverse audiences in an engaging way using heads, hearts and guts; focusing on dialogue and relevance over just facts; and being proactive in communication rather than waiting for media contacts. It emphasizes balancing substance and style to reach different groups.
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Don‘t be such a scientist
- 1. DON‘T BE SUCH A SCIENTIST! An Introduction to Science Communication Simon Schneider
- 2. WHAT THIS IS ALL ABOUT What are Science and Communication and how do they fit together? Science Communication basics The Science Communication Environment Concepts for science communication (Heads, Hearts, and Guts; Storytelling) Diverse audiences Annotations and examples
- 3. SCIENCE COMMUNICATION Observation, collecting of data, testing hypothesis called hypothetico-deductive model
- 4. SCIENCE COMMUNICATION The need to inform the public The need to criticize decisions The need to create participatory opportunities The need to hold a strong position in a dynamic global society The need for responsible action (Sustainability, Climate Chance, …)
- 5. “Research not communicated is research not done.” Anne Glover former Chief Science Adviser at the European Commission Examples needed? Take Gregor Mendel (1822-1884) and Charles Darwin (1809-1882) Take Alexander Fleming (1881-1955) an the discovery of penicilin
- 6. SENDER - RECEIVER But: There is no “container” labeled information, that is given from one person to another and consumed unaltered. The “Receiver” always interprets the content of communication within his individual frameset/ mindset. And: there is no “Instant Messaging”
- 7. MODERN COMMUNICATION modern communication models The power of Mass Media as a Gatekeeper Focused on dialogue!
- 8. PITFALLS FOR SCIENCE COMMUNICATION Language/terminology used Pictures used Metaphors/analogies used Preconceptions Transfer rather than “Dumbing Down” The mistake of being overly accurate. The mistake of being boring (at least he got the facts right).
- 9. CHANGING TIMES - CHANGING TOPICS Time Pre-Titanic Post-modern Yesterday Today Themes Catastrophes, technical Innovations + Hazards and risks, growing interest in Life sicence + Usability and advantages + Political decision making and sustainability
- 10. CHANGING TIMES - CHANGING TOPICS Time Pre-Titanic Post-modern Yesterday Today Tomorrow Themes Catastrophes, technical Innovations + Hazards and risks, growing interest in Life sicence + Usability and advantages + Political decision making and sustainability + a holistic, multi-systemic approach to science in the media (e.g. System Earth)
- 11. CHANGING TIMES - CHANGING TOPICS Time Pre-Titanic Post-modern Yesterday Today Tomorrow Scope Information / Education Popularization / Edutainment public understanding (PUSH) Science with an for Society
- 12. CHANGING TIMES Science communication via science publications print media tele-media (radio, TV) social media Science communication is all over the place
- 13. SEXY SCIENCE What is needed? News values transferred to science communication Reach beyond the neutral scientific communication habit The need to become more emotional
- 15. HEADS, HEARTS AND GUTS! Head: objective, fact driven, monotone, logic and analytic Heart: believe and conviction, emotional Guts: humor and instinct, inconsistent, intuition, spontaneous Even lower organs: chaos, illogical behavior, universal driving force
- 16. HEADS, HEARTS AND GUTS! Head: objective, fact driven, monotone, logic and analytic Heart: believe and conviction, emotional Guts: humor and instinct, inconsistent, intuition, spontaneous Even lower organs: chaos, illogical behavior, universal driving force Scientists, most Politicians Interested audiences, Critical audiences Kids and young adults almost everyone
- 17. CONCEPTS IN COMMUNICATION The 3M-Concept: Meaning, Moving, Memorable Framing, Priming Storytelling Agenda Building, Agenda Setting
- 18. CONCEPTS IN COMMUNICATION The 3M-Concept: Meaning, Moving, Memorable Framing, Priming Storytelling Agenda Building, Agenda Setting
- 19. STORYTELLING: TRY THE LOGLINE Coming from a world where … a … is doing … but when … he/she is learning that … in time to … so he/she is able to …
- 20. STORYTELLING: TRY THE LOGLINE Coming from a world where … Earthquakes happen a … Geologist is doing … Educational programs to school kids but when … the school collapses because of a fire following an EQ he/she is learning that … there are ways of early warning in time to … shut down gas lines and transportation lines so he/she is able to … safe lives in case of future events.
- 21. STORYTELLING – AN EXAMPLE
- 22. STORYTELLING – AN EXAMPLE The Zombie -Preparedness Kit CDC – Center for Disease Control thought, that a Zombie-disaster-preparedness -Kit is the same as a Natural Disaster preparedness Kit! One Post on a researchers blog: “People thinking about Zombie Disaster preparedness Kit” on Monday, Wednesday more than 30.000 views, server crashed, Fox News: Hack or Hoax? Friday: NYT and other major publications are on the story – talking about preparedness kits!
- 23. THE POWER OF BEING SPECIFIC One death is a tragedy – a million deaths is statistics!
- 24. THE POWER OF BEING SPECIFIC Without Michael “Magic” Johnson the awareness for HIV/Aids would have been delayed by years. His “outing” started a major communication campaign about the risks of HIV, saving hundreds, maybe thousands. He made it a specific (and personal) story! One death is a tragedy – a million deaths is statistics!
- 25. TARGET AUDIENCE – DIALOGUE PARTNERS Diversity and heterogeneity sex, age, education, culture, political setting, … All ads up to individual pre-conceptions!
- 26. HOW TO DEAL WITH … … well educated audiences … lay audiences … kids and young adults … elders and elite audiences … nearly everyone Be yourself – talk about what you are passionate about.
- 27. HOW TO DEAL WITH … … nearly everyone Face to Face: - smile - use of active verbs - show cause-and-effect - link science to daily live - use a “vehicle” like exaggerated size or time (walk into a crystal or see the glaciers grow and shrink) - use a theme or overriding analogy - be specific rather than global
- 28. HOW TO DEAL WITH … … nearly everyone Written communication: - use pictures (try to avoid graphs) - use of active verbs - show cause-and-effect - link science to daily live - use a “vehicle” like exaggerated size or time (walk into a crystal or see the glaciers grow and shrink) - use a theme or overriding analogy - be specific rather than global
- 29. HOW TO DEAL WITH … … political decision makers? Remember that there is a difference in policy and politics!
- 30. HOW TO DEAL WITH … … political decision makers? Try the “elevator pitch” - storytelling in less than 2 minutes! 1. Set your subject 2. give it a twist/ build up curiosity 3. explore and build up tension 4. release the tension/ give options and but therefore
- 31. HOW TO DEAL WITH … Right trough Turkey there is a boundary between two crustal plates - Europe and Asia. Along this boundary, many Earthquakes occurred in the last decades – but not in Istanbul. Seismologists fear, that there might be a great one right beneath Istanbul in the next couple of years, but they are not able to predict exactly when and where. To minimize the impact of a great Shake- up we develop new communication and education measures to raise the awareness of the people of Istanbul to be ready for the Quake to come. 1. Set your subject 2. give it a twist/ build up curiosity 3. explore and build up tension 4. release the tension/ give options
- 32. HOW TO DEAL WITH … Right trough Turkey there is a boundary between two crustal plates - Europe and Asia. Along this boundary, many Earthquakes occurred in the last decades – but not in Istanbul. Seismologists fear, that there might be a great one right beneath Istanbul in the next couple of years, but they are not able to predict exactly when and where. To minimize the impact of a great Shake-up we develop new communication and education measures to raise the awareness of the people of Istanbul to be ready for the Quake to come. 1. Set your subject 2. give it a twist/ build up curiosity 3. explore and build up tension 4. release the tension/ give options
- 33. HOW TO DEAL WITH … Right trough Turkey there is a boundary between two crustal plates - Europe and Asia. Along this boundary, many Earthquakes occurred in the last decades – but not in Istanbul. Seismologists fear, that there might be a great one right beneath Istanbul in the next couple of years, but they are not able to predict exactly when and where. To minimize the impact of a great Shake- up we develop new communication and education measures to raise the awareness of the people of Istanbul to be ready for the Quake to come. 1. Set your subject 2. give it a twist/ build up curiosity 3. explore and build up tension 4. release the tension/ give options
- 34. HOW TO DEAL WITH … Right trough Turkey there is a boundary between two crustal plates - Europe and Asia. Along this boundary, many Earthquakes occurred in the last decades – but not in Istanbul. Seismologists fear, that there might be a great one right beneath Istanbul in the next couple of years, but they are not able to predict exactly when and where. To minimize the impact of a great Shake- up we develop new communication and education measures to raise the awareness of the people of Istanbul to be ready for the Quake to come. 1. Set your subject 2. give it a twist/ build up curiosity 3. explore and build up tension 4. release the tension/ give options
- 35. HOW TO DEAL WITH … … the media? In an interview, you get asked questions. The reporter seeks a good story, so the best strategy is, to listen to the questions and to answer them in stead of give pre-prepared answers, that will not fit the questions. Nevertheless, be prepared! Only give interviews about topics you are familiar with.
- 36. HOW TO DEAL WITH … … science communication? Scientists have to realize, that Science could be divided into an objective element (doing science) and a subjective element (communicating science). The Communication part is also divided into an objective part (the content) and an objective part (the style). Communication workshops tend to focus on the two objective elements!
- 37. HOW TO DEAL WITH … … science communication? Scientific communication is about facts – public communication is about relevance!
- 38. RISK COMMUNICATION Talking about risk or communicating within a risky situation? Geoscience is talking about risk! This is different from mechanisms of PR- risk communication!
- 39. RISK COMMUNICATION L’Aquilla 2009 is an example, where Scientists were pushed into risk communication. Finally, it became an opportunity to debate about science integrity, the limits of science, and the relevance to conduct research as well as science communication.
- 40. RISK COMMUNICATION Because the heart of a story is its tension, its drama, its conflict: Critical issues and attacks to science provide one of the single most precious moments to tell a good story – this is even better than fighting back!
- 41. ORGANIZATIONAL Increase visibility supports education (not yet fully used) Supports collaboration (knowledge exchange) Supports „Grass root-Principle“ Fostering transparency – leading to acceptance? (e.g. large scale technologies) Fostering a dialog with „the public“ Media-Sharing (increase visibility by sharing videos, slides etc.) Marketing of competency/excellence Marketing of services (learn about new demands to tailor service portfolio) Employee branding and Recruiting Commercialization of research results and services
- 42. SOCIAL MEDIA STRATEGY @ FRAUNHOFER Press and Media Students, Young Scientists Companies, Industry Science Community Politics, research funding Employees Twitter Quick response, fast information, Networking Information, Career Service, Contacts Networking, Information (Events) Networking, Information (Events) Information (Events, Projects) Rapid response, fast information Blogs Emotional and subjective topics, archive Infotainment (blogs about daily work) Information (Project-blogs), Dialog Information (Project-blogs), Dialog Information (Project-blogs), Dialog Information, Knowledge transfer Social Networking Networking, Dialog Image building, reception, Dialog Networking, Dialog Networking, Dialog Networking, Dialog Individual networking (partners, customers) Media Sharing Background information for complex issues Background information, knowledge transfer Background information, competency Background information, competency Background information, competency Information, knowledge transfer Wiki Knowledge transfer, media agenda Knowledge transfer Knowledge transfer Knowledge transfer, knowledge exchange Knowledge transfer Internal science management
- 43. INDIVIDUAL PERSPECTIVE Increase visibility Increase network (decrease mesh-size) Increase quality Increase Indicators of Excellency (Quotations, etc.) Faster publication Quick response and feedback (both preprint and post publication review) Global informal collaboration Skill-building (e.g. writing) No value in terms of qualification (not yet) but strong influence on traditional scientific metrics (citation index, article downloads, etc.) Initiate citizen science projects (www.scistarter.com) Crowdfunding (www.kickstarter.com)
- 44. INDIVIDUAL PERSPECTIVE an active online presence may directly impact a researcher’s credentials as measured through traditional metrics. and there is Citizen Science and Swarm Intelligence
- 46. The difference between substance and style. Substance is what Stephen Hawking is talking about – style is his computer generated voice. Scientists will automatically switch to listen to the substance – many audiences will get trapped by the style and will remembering Stephan Hawking as the wheel-chair guy with the funny voice.
- 47. PROACTIVE COMMUNICATION Do not wait to be contacted by media outlets! You do science because you are convinced of the impact of your field of research – say so! Make it simple! Be prepared! Be authentic! Give short and positive answers! Don’t pretend! Be available!
- 48. DRAWBACK - MEDIALIZATION Medialization leads to the – reasonable – critique, that science has to stay science. Medialization means, that internal processes within the media system become adopted by other systems, such as science. By applying criteria such as news values (the so called media logics) to research, one might fear, that only “attractive” science will get funded, that scientific standards will get degraded.
- 50. BEST AND WORST APPROACHES The Climate Change Debate At first, researchers reactions were to harsh. Science became awkward. The Millennium Bug communication By not responding at all after the first publications about a possible millennium bug, science became only a sidekick to the public debate. The Intelligent Design Debate Reaching out to the guts (by using humorous responses) paired with accuracy and good style bushed ID-advocates offside.
- 51. You are already communicating just don’t be such a scientist. Simon Schneider – Research Focus Earth Sciences – University Potsdam – Simon.Schneider@geoeducation.de
Editor's Notes
- This presentation will provide a different view of Science Communication. It tries to be thought-provoking. Hence, we do not follow established lines of Science Communication introductions. The title is adopted from a book by Randy Olson. There might be a clash of cultures within some of the examples, since the communication environment and the demands might be slightly different from the German setting – nevertheless, communication is based on the same principles all over the world.
- Science – unfortunately – is driven by negativity. The scientific process is that of formulating a hypothesis based on data and observations, that will become open to critique by being published to the scientific community. Said Science Community then tries to find falsification. You never ever end up with a thesis, that is true - it is always only true as long as it is not falsified. This process is based on critical thinking, which is kind of the opposite of what a non-scientific audience seeks in communication. Picture: Doc Brown from the motion picture “Back to the Future”; retrieved from: http://mentalfloss.com/article/69321/missing-links-doc-brown-back
- Communication is the act of conveying intended meanings from one entity or group to another through the use of mutually understood signs and semiotic rules. Communication is not limited to vocal or written information – everything we do is communication. Communication fulfills multiple social functions and services. Nevertheless, Science itself has not yet fully understood, how important communication is for all of us. But times are changing …
- This might be the single most important recommendation one has to introduce to administration boards of research institutions and universities. If you gather scientific knowledge but are unable to convey it to others in a correct and compelling form, you might as well not have bothered to gather the information at all. (Olson2009:9) The first encountered the mechanisms of inheritance, the second talked about sex and violence and the survival of the fittest! Who got more attention? Mere decades after Mendels publication, merging both theories created a robust theory of Evolution. If Mendel had been a better communicator, this theory would have been formulated decades earlier, leading to faster progress in the field of evolutionary biology. Fleming discovered penicillin in 1929 and published his findings in a small scientific publication. About 2 0years later, Ernst Chain rediscovered Flemings work, we wondered if Fleming was still alive at all. Communicating the finding of penicillin would have led to an earlier development of applications of penicillin, that would have saved maybe thousands of lives. Picture: Ann Glover, The Times/NPA; retrieved from: http://www.thetimes.co.uk/tto/environment/article4267243.ece
- This is, how sicentists thought about communication until about the end of the 1950th. Instant Messaging: The delusion of literal-minded people that communicating to the mass audience is as simple as blurting out what you have to say! Information does not automatically lead to understanding. The biggest mistake by Mendel and Felmming: There is no “the facts speak for themselves!” – not in communication. Picture: Aristotelian Sender Receiver Model; retrieved from: http://www.marketingcommunicationsblog.com/communication-model/
- Communication is getting more and more complex – at the end, we introduce noise as a placeholder for everything, that is too complex to be introduced into the model itself. The single most important part of new, modern communication models is the Feedback-loop which allows for a dialogue between communication partners. Mass Media – and especially online media – creates a googolplex of interactions where, following Watzlawick or Luhmann, communication takes places. For example: statistics show, that round about 15% of resuscitations succeed in western Emergency rooms. Nevertheless, due to TV series like Emergency room or Movies, the public understanding is, that more than 2/3 are successful. All Pictures: Communication models, retrieved from: http://bizcommunicationcoach.com/types-models-of-communication-in-business/
- If we do have a model for communication, the next step is to look out for parameters of successful communication. The named bulletpoints are summaries for these parameters and their complex interaction. Never ever dumb down your science. The audience will become aware, that you think, they are too stupid to understand complex issues. This is contra-productive and leads to greater distance between you and the audience. You have to create an atmosphere, where the audience finds itself on an equal level as you are. Al Gore created an atmosphere of equally by giving very personal accounts on the state of his son’s health for example. His presentation was not 100% accurate, but he also was not boring. Therfore, his “movie” reached 50 Million $ at the boxoffices, while other climate change documentaries like “Too hot not to handle” flopped. In contrast, try conciseness. Try to be as accurate as possible by using the fewest possible words. Picture: Advertising of “An inconvenient truth” by Al Gore; retrieved from: https://en.wikipedia.org/wiki/An_Inconvenient_Truth
- After talking about communication models and their success-parameters, let’s take a look at the environment in which science communication takes place an how this environment has changed over the last decades. 1865: Reuters is able to publish an article of the assassination of Lincoln in Europe – mere 12 days after the event actually took place. This is the time of a vastly growing transoceanic cable network. The Titanic sunk 1912 – the news about the disaster reached out into the world on the same day, but facts were provided three days later, when the Carpathia reached New York with survivors. In the pre-internet age, scientific lectures where highly popular. Today, only limited public presentations are attended by larger audiences. But take the IQ-Novel-price as an example, where literally thousands come to Harvard to listen to improbable research (65.000 viewers 2015, and more than 25.000 viewers of the 2016 September 22nd ceremony) and watch “real” Nobel Laureates sweeping the paper planes from the stage. Later, the communication of risks and hazards became popular with the mass media, talking about potential threads and dangers. After WWII, the positive aspects of science and technology became the driving forces for science communication. The prospect of a better live, of new technological developments (especially in the entertainment industry) as well as medical innovations became center of attention. In 2005 more information was published within this single year (most via the internet) than in the entire history of writing since its inception in Mesopotamia (Source: Bloem, van Doorn, Duivestein. Me the Media). For further reading, see Kohring, Wissenschaftsjournalismus, 2005
- Today, ideas and concepts such as “System Earth” represent the modern holistic approach to science. The old heterogeneity and diversity of Science is challenged by complex phenomena and growing awareness for interactions between system compartments.
- The nature of Science communication has changed, too. From being education-oriented, science communication today has to answer the demands of a diverse audience. Hence, science communication today is not alone focused on education and information.
- You became person of the Year by Time Magazine in 2006. In 2005 YouTube launched and only 21 month later was bought by Google for 1.65 Billion $ We currently experience the third media revolution: after print (Gutenberg in 1450) and electronics (first radio network in 1909, first TV broadcasts about 1928) now it is the internet and consumer generated content. Thank you, Youtube: http://www.theatlantic.com/magazine/archive/2006/11/thank-you-youtube/305285/
- Communication specialists and public relations consultants will tell you, that science communication has to adopted the media logic. But be aware, that science communication is focused on slightly different goals than product or organizational communication. Science communication is – still - something different than marketing.
- Both societal systems show: Human, Truth, Data and Debate/conflict as parallel characteristics. For Science, the hypothesis and theory is important, for the media, the story is most important. Texts about science and media taken from Merriam-Webster, Wikipedia, and other encyclopedias. Wordcloud generator by Jason Davies: https://www.jasondavies.com/wordcloud/
- Head: “Think before you act”-stereotype of science Heart: “believe in what you do” Guts: “having a gut feeling about something, belly laughs “Just do it” Going further down, you end up with the sex organs – irrational, chaotic, no logic, universal driving force
- The audience gets bigger, the lower you get within this model. (Sex sells!) Science communication should at least reach out to the “guts”!
- Framing: How content is integrated into a broader story. Priming: To control of how content is interpreted by presenting a theme within media. Storytelling: The “And – But – Therefore”-Rule or the “Logline Maker” Agenda Building: The influence of external Actors towards the media agenda (Stakeholders define, what the media will communicate). Agenda Setting: The influence of mass media towards the public agenda (Media dictates, what the public is talking about). Which concept you should include into your communication depends on the goals you envision for science communication. 3M for example is a very good concept for face to face communication.
- The 3M-concept is based on a model by Lisa Brochu (called 5M-model published in Interpretive Planning)
- The logline is adopted from Hollywood screenwriters. This is not a law – but you might find it helpful to start with the logline. If you get used to create stories within science communication, you will find it more an more easy to change “your” logline, to add other compartments and elements to your storyline or even to create a totally new strategy for storytelling. The logline, nevertheless, will help you to get started.
- Why does this not work for science? It does not work for scientists! Scientists are trained to question everything – even a story. But for a story “Suspense the disbelief” is essential (Samuel Taylor Coleridge). It is essential, that the audience does not ask “Is this possible?”
- Which one is more attractive, more compelling, more interesting? Picture: Preparedness Kit; retrieved from: http://andrewwphumphrey.soup.io/
- The original blog post on the CDC Public Health Matters Blog May 16th, 2011 by Ali S. Khan: https://blogs.cdc.gov/publichealthmatters/2011/05/preparedness-101-zombie-apocalypse/
- Quote reaches back to Kurt Tucholsky (1925), but is also ascribed to Stalin (1947)
- On November 7th 1991 Magic announced, that the HI-Virus was found within his immune system. The HI-Virus was found only 1981, about 125.000 Americans died in this 10 year frame. After 1991 the world became aware of HIV and numerous campaigns to raise the awareness for HIV were initiated. Picutre: Michael Magic Johnson; retrieved from: http://www.easyreadsystem.com/news/famous-dyslexics-olympic-athlete-magic-johnson/
- This kids will tell the story of Earth quite differently. This is the result of their individual educational, cultural history. Remember, that your audience is a compilation of individuals as well! Amazonas Indio boy: http://www.nationalgeographic.com.es/mundo-ng/grandes-reportajes/el-valor-de-los-kapayo_7912 Tuareg boy: https://www.1843magazine.com/style/the-line-of-beauty/the-turban Aborigines boy: http://ozoutback.com.au/Australia/abchptte/slides/1987040806.html Inuit boy: http://kingofwallpapers.com/eskimo-pictures-for-kids/img-014.php?pic=/eskimo-pictures-for-kids/eskimo-pictures-for-kids-014.jpg
- Other than in scientific publication voices, you are allowed to express yourself. Scientific publications only allows for non-personal, third-person language (The study will show… instead of I will show, that…).
- Policy: a strategy, how someone acts (education policy = Bildungspolitik) Politics: the overall concept (Politik allgemein) Science tends to focus on policy rather than politics. Take the CCS-Law in Germany as an example, were the scientific community aimed towards a federal law to allow CCS-technology, but totally failed to address the actual decision makers, the individual politicians. Another example is the issue of over-fishing, were scientists focus on new laws rather than communicating the issue to fishermen.
- Politicians usually have only limited time resources. Therefore, you have to be quick with communicating your idea. This is true for the use of all media – film, print, talk, whatever!
- An Example – actually, it is a 40 second example, but you can go into detail everywhere you like.
- These are the core elements of drama. Following Freytag’s concept called Freytag’s pyramid, this is: Exposition (Plate boundaries), rising action (Earthquakes occur), climax (not in Istanbul), action falling (research is conducted), resolution (raising awareness and educate)
- Nevertheless, you have to be well-prepared, to have the facts and information ready. But you are not he driver of the media-car – you are the landscape in which the journey takes place. But: this might depend o the medium you are dealing with! The improvisation approach is good for fast, modern media, where people react on what they see rather on what terminology you use.
- Communication workshops tend to focus on the two objective elements! – which is good, but still lacks the “heart and guts”!
- A good example is the debate about Intelligent Design, were evolutionary scientists constantly lost to their ID-counterparts, because the scientists laid out facts and information, accusing ID as “ not science at all”. ID-representatives won, because they told about the need to teach “critical thinking”, “freedom of expression” and to allow students to make their own mind and to question established theories. (This is related to the idea of Head versus Heart, were Evolution is Head and ID is Heart.)
- It becomes the same, when there is the need to talk for example about scientific misconduct – than, the science department suddenly is forced into risk communication! – but this is a marketing perspective.
- L‘Aquilla 2009 showed different, but nevertheless a great communication opportunity: In 2012 six scientists and one ex-government official were convicted of multiple manslaughter for downplaying the likelihood of a major earthquake six days before it actually took place. This triggered not only a debate about earthquake prediction and early warning, but also about science integrity and the demand and restrictions for scientists to communicate their findings. Picture: Epicenter of the 2009 L’Aquilla EQ; retrieved from: https://en.wikipedia.org/wiki/2009_L%27Aquila_earthquake
- Take the debate about Intelligent design as an example, where evolutionary scientists used the critique from ID-supporters to talk about genetic research, stem cells and even about possible impacts of globalization and climate change to biodiversity. The guts came in, when Henderson proclaimed the Flying-Spaghetti-Monsterism or Pastafarianism. His article published on his website started a debate about evolution and scientific content within school curricula in the US and elsewhere. Site-kick: Henderson presented the argument that "global warming, earthquakes, hurricanes, and other natural disasters are a direct effect of the shrinking numbers of pirates since the 1800s“ The original letter at https://web.archive.org/web/20070407182624/http://www.venganza.org/about/open-letter/ An article about this: http://www.telegraph.co.uk/news/worldnews/northamerica/usa/1498162/In-the-beginning-there-was-the-Flying-Spaghetti-Monster.html and Picture: The Flying Spaghetti Monster; retrieved from: https://en.wikipedia.org/wiki/Flying_Spaghetti_Monster#cite_note-Telegraph-9 Picture: The correlation of Climate Change with the Number of Pirates; retrieved from https://web.archive.org/web/20070407182624/http://www.venganza.org/about/open-letter/
- The organizational value of Social Media communication. Sources: Branding, see Kanter and Fine (2010) Seltzer & Mitrook, 2007; Waters, Burnett, Lamm, & Lucas, 2009; retrieved from: Adoption of social media for public relations by nonprofit organizations; L. Curtis et al. / Public Relations Review 36 (2010) 90–92; Elsevier)
- Target audiences and what they expect from a distinct social media channel – this is the starting point for a social media strategy for your institution or organization. Table adopted from: Strategic Social Media for Science Marketing at Fraunhofer; Source: Oliver Mauroner; Social Media im Wissenschaftsmarketing - Strategien und Nutzungskonzepte für Twitter, Blogs und Social Networks; wissenschaftsmanagement 5 • 2011
- The individual value of Social Media communication.
- Impact on a researcher’s credentials for example by tweeting and blogging about papers. This has led to spikes in the number of article downloads, even for older literature that had been available for years without much previous attention. An example for the global collaboration potential of social media is: researchers, supported by the Smithsonian identified thousands of fish specimens in under a week via social media (Facebook) to get export permits for further research. http://nmnh.typepad.com/100years/2011/03/crowdsourcing-via-social-media-allows-rapid-remote-taxonomic-identification-.html Graph Source: Shuai X, Pepe A, Bollen J (2012) How the scientific community reacts to newly submitted preprints: Article downloads, Twitter mentions, and citations. PLoS ONE 7: e47523. doi:10.1371/journal.pone.0047523 Picture: Hypostomus taphorni; retrieved from: http://nmnh.typepad.com/100years/2011/03/crowdsourcing-via-social-media-allows-rapid-remote-taxonomic-identification-.html
- Source: Bik HM, Goldstein MC (2013) An Introduction to Social Media for Scientists. PLoS Biol 11(4): e1001535. doi:10.1371/journal.pbio.1001535 Juggernaut: Moloch, Unaufhaltsam, nicht zu Vermeiden
- Picture: Stephen Hawking at the Simpsons, retrieved from:http://klotza.blogspot.de/2016/01/the-simpson-hawking-donut-universe.html
- Some simple guidelines!
- If you want to introduce a science communication concept to your organization, be prepared that there will a critique on the lines of medialization. Actually, this is a good critique and you have to find your way to deal with medialization. It depends on you and your communication concept to allow for as much medialization as you want to happen. Nevertheless, without a communication concepts medialization will – sooner or later – take over.
- A blank page – because there is no robust way to evaluate science communication in a way that will satisfy decision makers at universities and research institutions. You can count klicks and viewers, you can ask for feedback from the audience – but at the end, you will not know, if your message came through. On a long perspective, you will see effects: growing numbers of students, increased interest in a topic, maybe a much more intense consultation of science by politicians – but you will not be able to trace this back to your science communication efforts. Nevertheless: commentaries, annotations, citations, unforced communications will show, if you are successful – but these are not “countable” figures for decision makers.
- At a public debate between climate scientists and climate sceptics, one scientists was asked, why he thinks that the sceptics mislead the audience. The Scientists answered, that this is done “on a scientific level, the audience might not totally grasp.” This is vilifying the audience. This is how scientists become unpopular. This is, how climate scientist reacted over much of the climate debate, especially on the internet. If you do have the better arguments, use them, but use them calmly. You do not have to convince the sceptics, you have to convince the audience, that your ideas, concepts and facts are right. Cartoon retrieved from: http://thehigherlearning.com/2014/05/25/from-the-editor-why-i-really-really-hate-everything-about-the-climate-change-debate/
- Disclaimer: This presentation was held within a workshop at Potsdam University. All pictures are quoted – nevertheless, we do not have legal allowance to publish this presentation while using all the pictures. Therefore, we ask you to use the presentation only for internal purposes.