Science Education 
Gone Wilde 
Science references that work 
John Rennie, editorial director 
AccessScience 
McGraw-Hill Education 
Charleston Conference 
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Nov. 6, 2014
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“Triviality” vs. “the vital 
Importance of being 
Earnest”
U.S education is not keeping up with 
the need for STEM proficiency 
4 Source: National Math + Science Initiative
5 Source: CDC
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“Fortunately, in England, 
at any rate, education 
produces no effect 
whatsoever.”
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Excellence in science 
communications 
Correctness 
Accuracy 
Authority 
Currency 
Clarity
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“If I am occasionally a little 
over-dressed, I make up for it 
by being always immensely 
over-educated.”
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The big challenges for 
all science communications 
Boredom Confusion Other Priorities
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Nature, Vol. 356, 30 April 1992
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“The truth is rarely pure 
and never simple.”
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“The broad 
consequences are that 
ideas flow less freely 
across and within the 
sciences, and the 
public’s access to (and 
maybe trust in) science 
is diminished.”
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1950 1960 1970 1980 1990
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1950 1960 1970 1980 1990
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Excellence in science 
communications 
Correctness 
Accuracy 
Authority 
Currency 
Clarity 
GOOD BUT 
NOT ENOUGH
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Emphasize the dynamic of learning… 
… not the static display of information
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Know Your Audience
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Anticipate users’ needs 
and expectations
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Context 
Relevance
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Clarity 
Accuracy 
Completeness
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Adaptive learning 
Testing students’ 
knowledge, skill & 
confidence 
Recognizing areas 
of weakness 
Reviews content 
strategically
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Adaptive heatmaps 
Provide an overlay of 
learning analytics on 
texts 
Provide data on 
student performance 
at paragraph & 
sentence level 
Allows targeted 
revisions
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“Perception 
paves 
progress.” 
Danielle N. Lee
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Science Education Gone Wilde: Creating Science References that Work