This document provides an overview of a workshop on science communication. It discusses key concepts in science communication including: 1) Moving from the traditional "deficit model" to more complex understandings that see communication as interactive and contextual. 2) The different modes of science communication including communication within the scientific community, between science and other groups, and communication about science by other groups like the media. 3) The importance of understanding the context, goals, and audience when developing a communication strategy and choosing the appropriate theoretical framework like the deficit, public understanding of science, public engagement with science, or science and society models.

1. SCIENCE COMMUNICATION
Jan 21, 2022

2. Dr. Simon Schneider
Department of Earth and Environmental Sciences
Geophysics / Forum der Geowissenschaften
Ludwig-Maximilians-Universität München
Theresienstr. 41
80333 Munich
Germany
phone: 0331 70 43 169
www.geophysik.uni-muenchen.de

3. ¡ Diplom Geophysics (Frankfurt / Main)
¡ Science Communication (FU Berlin)
¡ Park Ranger
¡ BMBF-Program
¡ Roving Exhibitions
¡ Earth Literacy
¡ Intercultural Communication
¡ IAPG-Germany

4. THIS WORKSHOP
“One cannot not communicate”
Paul Watzlawick
¡ Participants will earn an insight into theoretical
and practical approaches to Science
Communication.
¡ We will discus basic concepts and theories of
Science Communication as well as their
implications for communication practice.
“Earth: Our Untamed Planet”, Singapore Science Centre
Science Museum, London

5. INTERPRETATION
Through interpretation,
understanding;
through understanding,
appreciation;
through appreciation,
protection.
FreemanTilden, 1957

6. CONTENT DAY 1 ¡ The mechanisms of (Science) Communication
¡ From the deficit model to a complex
understanding of communication
¡ Storytelling in a Nutshell*
¡ Introduction to Geoethics of Science
Communication

7. CONTENT DAY 2 ¡ Subsystems of Society (functional differentiation
of society)
¡ Observing the Observers
¡ NewsValues
¡ Encoding-Decoding
¡ and Mediatization
¡ Contextual Model of (Science) Communication
¡ Tools and channels for Science Communication*
¡ Summary, Discussion and Conclusion

8. SCIENCE
COMMUNICATION
What is Science?
¡ Observation, Data,
Hypotheses
¡ hypothetico-deductive
Modell of Science
Be aware:
This is a Eurocentric/western
academic concept of Science.

9. SCIENCE COMMUNICATION
What is Communication?

10. SCIENCE COMMUNICATION
What is Communication?
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.

11. SCIENCE COMMUNICATION
What is Communication? A functional approach:
¡ Inform the public
¡ Criticize what happens
¡ Set and secure a strong position within a dynamic global society (legitimization)
¡ Create options for participation
¡ Create a sense of responsibility

12. “Research not communicated is research not done.”
Anne Glover
former Chief Science Adviser
to the European Commission
Examples needed?
¡ Gregor Mendel (1822-1884) and Charles Darwin
(1809-1882)
¡ Alexander Fleming (1881-1955) and the discovery
of Penicillin

13. MODI OF SCIENCE
COMMUNICATION
¡ 1) Communication within Science itself –
sometimes called scholarly communication
¡ 2) Communication with other sub-systems of
society – science outreach, public affairs
¡ 3) Communication about Science by other
sub-systems – Science Journalism etc.

14. 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”

15. MODELS OF COMMUNICATION
from Sender-Receiver (Container)
via multiple complex Models that take
structural differentiated societies as well
as basic concepts of constructivism into
account.
28.9.2018 15

16. MODELS OF COMMUNICATION
from Sender-Receiver (Container)
via multiple complex Models that take
structural differentiated societies as well
as basic concepts of constructivism into
account.
28.9.2018 16

17. MODELS OF COMMUNICATION
from Sender-Receiver (Container)
via multiple complex Models that take
structural differentiated societies as well
as basic concepts of constructivism into
account.
28.9.2018 17

18. MODELS OF COMMUNICATION
from Sender-Receiver (Container)
via multiple complex Models that take
structural differentiated societies as well
as basic concepts of constructivism into
account.
28.9.2018 18

19. MODELS OF COMMUNICATION
from Sender-Receiver (Container)
via multiple complex Models that take
structural differentiated societies as well
as basic concepts of constructivism into
account.
28.9.2018 19

20. MODELS OF COMMUNICATION
from Sender-Receiver (Container)
via multiple complex Models that take
structural differentiated societies as well
as basic concepts of constructivism into
account.
28.9.2018 20

21. MODELS OF COMMUNICATION
from Sender-Receiver (Container)
via multiple complex Models that take
structural differentiated societies as well
as basic concepts of constructivism into
account.
28.9.2018 21

22. MODELS OF COMMUNICATION
from Sender-Receiver (Container)
via multiple complex Models that take
structural differentiated societies as well
as basic concepts of constructivism into
account.
28.9.2018 22

23. MODELS OF COMMUNICATION
from Sender-Receiver (Container)
via multiple complex Models that take
structural differentiated societies as well
as basic concepts of constructivism into
account.
28.9.2018 23

24. MODELS OF COMMUNICATION
from Sender-Receiver (Container)
via multiple complex Models that take
structural differentiated societies as well
as basic concepts of constructivism into
account.
28.9.2018 24

25. MODELS OF COMMUNICATION
from Sender-Receiver (Container)
via multiple complex Models that take
structural differentiated societies as well
as basic concepts of constructivism into
account.
28.9.2018 25

26. Deficit Model
• 1960th
• strong
hierarchical
PUS
• 1980th / 1990th
• Increased
support and
legitimization of
science
• Science and
Society
PES
• 2000th
• Introduction of
interaction and
dialog
• Science as part
of society
SSC
• 2010th
• Legitimization as
primary function
• Building
reputation over
dissemination of
knowledge
• Competition for
funding
(individual and
organisations)
MENTAL MODELS
Deficit of knowledge and/or understanding
amongst a lay audience, that is eager to learn

27. BE AWARE OF THE CONTEXT
What is the current Mode
of Science Communication?
Which mental model is
suitable for the situation?
What is the function (aim)
of the current
Communication?
Who exactly is my audience?
If you want to communicate science – find your position:

28. Mode
Sci2Sci
Sci2Pub
Pub
about Sci
Mental Mode
Deficit
PUS
PES
SSC
Function
Inform critique control entertain empower engage …

29. EXAMPLES
Situation 1 Situation 2 Situation 3
Mode of Communication Scholarly Com. Outreach Journalism
Mental Model Deficit Model Deficit Model Pub. Engagement w Science
Function* Engagement / Participation Inform Control
Audience Students Media Public
School or University
Seminar
Interview
Press Release
Climate Change
Reporting

30. Mode
Sci2Sci
Sci2Pub
Pub
about Sci
Mental Mode
Deficit
PUS
PES
SSC
Function
Inform critique control entertain empower engage …
Students
Media
Public

31. AUDIENCES

32. WHO IS MEANT BY THE PUBLIC

33. SINUS-MILIEU

34. SINUS-MILIEU