This document outlines obstacles to science communication and provides suggestions to overcome them. The four main obstacles are: 1) negative stereotypes of scientists, 2) low scientific literacy among the public, 3) scientists' reluctance to communicate due to career concerns, and 4) obscure scientific language. To improve communication, the document recommends taking lessons from Facebook by showing real examples, engaging the audience with questions, and making science accessible. It also provides tips for public speaking, such as being inspiring, respectful, physical in delivery, and organized with a clear structure. The overall goal is to make science more relatable and understandable for non-experts.

1. Science Communication in a formula
O4Fb3S4

2. The first element is for
Obstacles

3. What people think of scientists
What people know about science
What scientists think about the
public
What language scientists use
The 4 Obstacles
to Science Communication

4. Obstacle #1
The Draw-a-Scientist Test
Unvails a not too positive
Stereotype of
Scientist

5. Eccentric
Bordering with
madness
Evil intent
Middle-up class
Masculine
Socially inept
Caucasian

6. Scientist is either
a monster or a hero.
The stereotype of scientist
Needs to change.
Scientists are professionals,
normal people doing their job

7. Obstacle #2
The general level of scientific literacy
Is quite low
Look at what sort of questions
Specialists make to get a sense of
Scientific literacy

8. http://www.smithsonianmag.com/innovation/how-much-do-americans-know-
about-science-27747364/?no-ist=

9. Elctrons smaller than atoms: true 47%
Laser formed by sound waves: false 48%
Continents drift: true 77%
All radioactivity is human made: false 66%
17% refers to theory and experimentation

10. Obstacle #3
Scientists too represent an
Obstacle
To science communication

11. Scientists worry: public communication may badly
affect career
Scientists feel unable to communicate
3/4 scientists regard a lack of public knowledge,
education or interest in science as a barrier
1/3 scientists see the media as a barrier, not a mean
to reach out
Few scientists participated to communication
activities (public talks, speaking to media, open
days, writing)
Scientists fear speaking as death and void
Scientists do not feel free to talk (pressures from
leaders)

12. Obstacle #4
The language of science is obscure
Scientific concepts are obscure
To the public

13. Public finds
scientific debate, uncertainty, risk
confusing

14. Risk
statistically contructed
R = H x V
Vs.
socially contructed

15. What people think of scientists
What people know about science
What scientists think about the
public
Questions about language
The 4 Obstacles
to Science Communication

16. The second element is for
Facebook

17. Facebook has three good rules for
public engagement.
See them as a metaphore
for science communication

18. Fb on engagement:
1- Post video and pictures [in science
communication: show people objects,
people]
2- Ask questions [question their
knowledge, their beliefs, challenge them]
3- Make offers [in science communication:
invite them, visit them, prepare take home
objects, let them understand you are
offering something special]

19. The third element is for
Speak

20. I generally refer to speak as
speak out, reach out.
Here, I focus on
the act of
speaking

21. My
4
Tips for
Speaking out

22. Be
Inspired
Watch other speakers and analyse
their speach. What was strong in
their delivery? What was weak or
unconvincing? What could you try

23. Be
Respectful
Of your audience

24. Respect time - Be short
Adults – some 30 minutes
Kids – some 15 minutes

25. Be
physical

26. Eyeballing Move Voice Stance

27. Be
Organized
Prepare an outline

28. Beginning
Clarity
Body
Informative
Interesting
End
Shortness

29. The safe way:
Stand up
Tell them what you are going to tell
Tell them
Tell them what you have told
Sit down

30. Design the right pitch
You may
Tell a story
Go personal
Make a question
„Rise a hand who…“
A dramatic data/statistic
…summarize the talk

31. We retain 25% of a speech…
Repeat
Repeat
Repeat
…key messages

32. This is not a conclusion
This is a bankrupt

33. Science Communication in a formula
O4Fb3S4
Slides of a speach given at Dynamol meeting in Lion (2014)
Jacopo Pasotti
Website Jacopopasotti.com
Follow me @medjaco