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Why SciComm is a
relentless storm & why
it's always been raging
Disclaimers
First time have spoken on topic of SciComm
55, white, male 👴
(so no worries about privilege there)
Did I mention I’m 55?
1. The Set-Up 🔨🔧
2. The Sting(s) 🐝
- vaccination 💉
- quackademics 🎓
3. Moving forward 🔭
The Set Up
The credibility problem of science
Civilization demands & is dependent upon scientific progress
so why are we surrounded by so much pseudoscience?
Is pseudoscience so bad anyway? Why should we trust
science?
The outsider view:
Science is a shelf in a toy store or a Whiz Bang TV show
Scientists are elites/inaccessible/in pocket of big XYZ 👑💰
Scientists speak an obscure dialect of Klingon 👹
Science is hugely expensive 💰💰
Scientists disagree with one another and cheat 💔🎭
Scientific dogma changes all the time 🌒🌓🌔🌕🌖🌗🌘
The Education Gap
Trivialization of science (gee whiz)
Dropped from curriculum early
Oversimplified/exaggerated in MSM
Sound bite journalism (aiming at grade 10)
Didactic teaching rather than experience
But, it’s not all bad.
In fact…
Everything is awesome!
We are the Enemy (in part)
There is much scientific outreach in various forms but most
is driven by need for publicity - fund-raising 💰
As a consequence, we use language that competes for
attention (1st of media, then often amplified for public)📰🎥
Is this ethical? Does coating science in hype associate it in
the publics mind with skeptism and doubt? 😱
Word cloud based on four recent press releases for
pancreatic cancer research
Co-association, Distrust & Fatigue
GMOs - Monsanto is evil therefore GMOs are evil
They put DNA in food!😈
There is fraud in science!🙈
Fund-raising for the Cure 🚑
We can’t afford science
Priorities - tough economic times💰
Return on investment 💵
Changing what science is done - we know enough,
just translate
Why are we studying the sex habits of worms? 🐛❤️🐛
🔍 Science is Never Settled
A major problem for communication of science is that science
is a means or method, not an end. The fact that science is a
process that constantly hacks down its own ideas is often
exploited. 🔪
Despite massive volumes of evidence for a model, it can be
dissolved by a single new compelling discovery. 🔬💡
But, not all science is created equal & burden of
veracity is not quantitative, but qualitative.
Vulnerable to false balance, misinterpretation of
meaning of expert criticism; easily subverted by
pseudoscience that lacks structural rigour.
Case Study 1 - Complications of Vaccination
40% of Canadians believe science behind vaccinations
is unclear (Nat Post).
The Toronto Star piece was a major investigative piece by
some of the reporters who reported on Rob Ford, as well as
other health controversies. In this case, they blew it.
The story made the cardinal sin of correlation = causation
A series of heart-rending examples of children being
seriously ill or dying within a few weeks of being immunized
for HPV (Gardasil).
Coupled to survey of the Vaccine Adverse Event Reporting
System (VAERS)
The story was sprinkled with sentences pointing out no
direct cause had been established but this was buried
within the dramatic reporting.
The Star report was quickly condemned by researchers &
healthcare professionals but damage had been done.
https://storify.com/karengeier/when-teaching-yourself-statistics-is-no-
match-for
https://storify.com/dawnbazely/transcending-the-polarization-of-the-
vaccination-c
The Star public editor spoke against the story & the EiC
admitted it was flawed. Other staff were not convinced.
The Star retracted the article & withdrew it from its
website 15 days after publication (Feb 5 to Feb 20)
This is a remarkable, albeit necessary response, given
newspapers rarely retract stories (even with threat of litigation)
So why was the story retracted?
Canada already lags in HPV vaccinations among girls compared to other
developed countries (50-75%).
The vaccine has been given over 4 million times (that have been studied)
& side-effects are equivalent to placebo.
HPV causes cervical, anal, penile, laryngeal cancers & genital warts (a
new version of the vaccine covers 9 HPV strains, Gardasil and Cervarix
cover the most comon 4).
Reduction in coverage due to erroneous linkage with adverse events
would lead to increased, preventable incidence. The Star realised.
Case Study 2 - Quackademics
http://www.sciencebasedmedicine.org/pseudoscience
-north-whats-happening-to-the-university-of-toronto/
Beth Landau-Halpern - a Toronto homeopath recently caught on camera by the CBC television show
Marketplace selling homepathic “nosodes” to a mother as a substitute for a real vaccine.
Jennifer Yun - naturopath: Drawing upon the disciplines of Traditional Chinese acupuncture,
sacred geometry, the qabbalastic tree of life, the ayurvedic nadi system, and high Qi nutrition,
esoteric acupuncture brings the subtle and finer aspects of Qi (vital energy) into balance.
Bryce Wylde - homeopath and self-described “alternative medicine expert, philanthropist,
television host” who certainly gets significant television exposure, whether it’s his own show or
guest appearances on The Dr. Oz Show.
There are other sources attempting to dispell
myths, especially those propagated by
celebrities
What is wrong with discussing integrative care?
Actually, nothing, but processes/procedures that have no scientific basis
should discussed in the same realm as personal beliefs, etc., not
medicine. ⛪️
Conventional medicine leaves much to be desired, but any attempt to
build on it must be subject to the same standards. Key elements of
holistic care are already incorporated into conventional medicine
(vaccines, social assistance, well being, etc) but are only allowed/paid
for on evidential basis.
When health clashes with faith. Extremely difficult & sensitive topic -
e.g. aboriginal girl with leukaemia - treated at a Florida clinic with no
credentials; Gordie Howe’s miraculous stem cell treatment for stroke.
Education plus standards will help, but we’re fooling ourselves if we think
most vulnerable will not seek alternatives when desperate. 🙏 Hope is
powerful & easily exploited by unscrupulous or misguided.
What about academic freedom? 🎓
Universities should be vessels for discussion and debate without restriction*.
However, the playing field must be fair & appropriate for the “sport”.
Must maintain line between fact (🔬 ) & fiction (🎅) (or content & advertising).
Diversity of opinion is essential but cannot give equal time to views of unequal
rigour.
Must remember that providing unvetted forums confers legitimacy. Very easy
to hide under veil of Freedom of Expression.
*Limits for abuse, incitement, etc.
Moving Forward
What can we do? What are best practices in SciComm?
The internet has been a major factor in enabling quackery and false
information. It is also a powerful tool for neutrilizing.
We often behave as though we’re knights in shining armour. looking/dumbing
down. Don’t patronize! Risk of alienation.
Start young & carry on. Science is inherently interesting. Heck, it’s 😈
amazing (compared to 2 🐺🐺).
Social Media & Science
Inspired by @alexis_Verger:
https://aninfinityofhypotheses.wordpress.com/2015/02/24/a-scientists-account-to-twitter/
Twitter:
To discover (other science) - e.g. TOCs
To promote your science (& that of others)
To connect with others (editors, journalists)
To seize the zeitgeist
To perceive other points of view (essential)
To build a record (diary) - I also use a clip filer
To virtually attend conferences
To sense what is going on (but trends ⧣ importance)
To have fun (no right or wrong way)
Dangers:
Dip in but don’t linger (inherent echoes). Don’t obsess #followers
FWIOTI
Content increasingly polarized - don’t get too comfortable
Don’t post if you can’t drive
Some Science Tweeters
@picardonhealth - Andre Picard
@carlyweeks - Carly Weeks
@juliaoftoronto - Julia Belluz
@katecallen - Kate Allen
@theresaboyle - Theresa Boyle
@helenbranswell - Helen Branswell
@margaretmunroe - Margaret Munroe
@edyong209 - Ed Yong
@ivanoransky - Retraction Watch
@cswa - Canadian Science Writers Association
@badsciencewatch
@evidencenetwork
Journalists/writers Scientists
@mbeisen - Michael Eisen
@dawnbazely - You know who
@timcaulfield - Tom Caulfield
@leonidkruglyak - Leonid Kruglyak
@m_m_campbell Malcolm Campell
https://www.eventbrite.ca/e/health-journalism-symposium-tickets-15841563543
Re-Normalize Science
There isn’t a time or place. Communicate constantly. As scientists,
there is no better investment of your time. If you cannot effectively
communicate what you do & why, you should not be a scientist.
We run an outreach program for K-12 which works with 5,000 kids a
year. Main benefit, providing our own trainees with communications
skills.
We fund-raise by asking trainees to present their work to donors - like
Dragons Den (without O’Leary). Winners are usually those with ability
to effectively explain their work.
https://student.societyforscience.org/article/mice-can-teach-us-about-human-
disease
Glossary
Readability
Fun!
This was a taboo topic on mice
in research. Made our comms
people nervous. But if we don’t
educate, the conversation will
be dominated by special
interests (e.g. PETA)
http://www.washingtonpost.com/opinions/why-science-is-so-hard-to-
believe/2015/02/12/2ff8f064-b0a0-11e4-886b-c22184f27c35_story.html
http://tumblr.benlillie.com/post/111131925807/what-gets-called-science-communication
http://news.nationalpost.com/2015/02/13/forty-per-cent-of-canadians-believe-science-
behind-vaccinations-isnt-clear-poll/
http://policyoptions.irpp.org/2015/02/24/homeopathy-and-the-ethics-of-researching-magic/
http://ottawacitizen.com/news/national/why-dont-people-trust-science
https://aninfinityofhypotheses.wordpress.com/2015/02/24/a-scientists-account-to-twitter/
https://storify.com/karengeier/when-teaching-yourself-statistics-is-no-match-for
https://storify.com/dawnbazely/transcending-the-polarization-of-the-vaccination-c
http://www.sciencebasedmedicine.org/pseudoscience-north-whats-happening-to-the-
university-of-toronto/
https://student.societyforscience.org/article/mice-can-teach-us-about-human-disease
https://drjengunter.wordpress.com
Link Fest

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Why SciComm (science communication) is a relentless storm...

  • 1. Why SciComm is a relentless storm & why it's always been raging
  • 2. Disclaimers First time have spoken on topic of SciComm 55, white, male 👴 (so no worries about privilege there) Did I mention I’m 55?
  • 3. 1. The Set-Up 🔨🔧 2. The Sting(s) 🐝 - vaccination 💉 - quackademics 🎓 3. Moving forward 🔭
  • 4. The Set Up The credibility problem of science Civilization demands & is dependent upon scientific progress so why are we surrounded by so much pseudoscience? Is pseudoscience so bad anyway? Why should we trust science? The outsider view: Science is a shelf in a toy store or a Whiz Bang TV show Scientists are elites/inaccessible/in pocket of big XYZ 👑💰 Scientists speak an obscure dialect of Klingon 👹 Science is hugely expensive 💰💰 Scientists disagree with one another and cheat 💔🎭 Scientific dogma changes all the time 🌒🌓🌔🌕🌖🌗🌘
  • 5. The Education Gap Trivialization of science (gee whiz) Dropped from curriculum early Oversimplified/exaggerated in MSM Sound bite journalism (aiming at grade 10) Didactic teaching rather than experience But, it’s not all bad. In fact…
  • 7. We are the Enemy (in part) There is much scientific outreach in various forms but most is driven by need for publicity - fund-raising 💰 As a consequence, we use language that competes for attention (1st of media, then often amplified for public)📰🎥 Is this ethical? Does coating science in hype associate it in the publics mind with skeptism and doubt? 😱
  • 8. Word cloud based on four recent press releases for pancreatic cancer research
  • 9. Co-association, Distrust & Fatigue GMOs - Monsanto is evil therefore GMOs are evil They put DNA in food!😈 There is fraud in science!🙈 Fund-raising for the Cure 🚑
  • 10. We can’t afford science Priorities - tough economic times💰 Return on investment 💵 Changing what science is done - we know enough, just translate Why are we studying the sex habits of worms? 🐛❤️🐛
  • 11. 🔍 Science is Never Settled A major problem for communication of science is that science is a means or method, not an end. The fact that science is a process that constantly hacks down its own ideas is often exploited. 🔪 Despite massive volumes of evidence for a model, it can be dissolved by a single new compelling discovery. 🔬💡 But, not all science is created equal & burden of veracity is not quantitative, but qualitative. Vulnerable to false balance, misinterpretation of meaning of expert criticism; easily subverted by pseudoscience that lacks structural rigour.
  • 12. Case Study 1 - Complications of Vaccination 40% of Canadians believe science behind vaccinations is unclear (Nat Post).
  • 13. The Toronto Star piece was a major investigative piece by some of the reporters who reported on Rob Ford, as well as other health controversies. In this case, they blew it. The story made the cardinal sin of correlation = causation A series of heart-rending examples of children being seriously ill or dying within a few weeks of being immunized for HPV (Gardasil). Coupled to survey of the Vaccine Adverse Event Reporting System (VAERS) The story was sprinkled with sentences pointing out no direct cause had been established but this was buried within the dramatic reporting.
  • 14. The Star report was quickly condemned by researchers & healthcare professionals but damage had been done. https://storify.com/karengeier/when-teaching-yourself-statistics-is-no- match-for https://storify.com/dawnbazely/transcending-the-polarization-of-the- vaccination-c The Star public editor spoke against the story & the EiC admitted it was flawed. Other staff were not convinced.
  • 15. The Star retracted the article & withdrew it from its website 15 days after publication (Feb 5 to Feb 20) This is a remarkable, albeit necessary response, given newspapers rarely retract stories (even with threat of litigation)
  • 16. So why was the story retracted? Canada already lags in HPV vaccinations among girls compared to other developed countries (50-75%). The vaccine has been given over 4 million times (that have been studied) & side-effects are equivalent to placebo. HPV causes cervical, anal, penile, laryngeal cancers & genital warts (a new version of the vaccine covers 9 HPV strains, Gardasil and Cervarix cover the most comon 4). Reduction in coverage due to erroneous linkage with adverse events would lead to increased, preventable incidence. The Star realised.
  • 17. Case Study 2 - Quackademics http://www.sciencebasedmedicine.org/pseudoscience -north-whats-happening-to-the-university-of-toronto/
  • 18. Beth Landau-Halpern - a Toronto homeopath recently caught on camera by the CBC television show Marketplace selling homepathic “nosodes” to a mother as a substitute for a real vaccine. Jennifer Yun - naturopath: Drawing upon the disciplines of Traditional Chinese acupuncture, sacred geometry, the qabbalastic tree of life, the ayurvedic nadi system, and high Qi nutrition, esoteric acupuncture brings the subtle and finer aspects of Qi (vital energy) into balance. Bryce Wylde - homeopath and self-described “alternative medicine expert, philanthropist, television host” who certainly gets significant television exposure, whether it’s his own show or guest appearances on The Dr. Oz Show. There are other sources attempting to dispell myths, especially those propagated by celebrities
  • 19. What is wrong with discussing integrative care? Actually, nothing, but processes/procedures that have no scientific basis should discussed in the same realm as personal beliefs, etc., not medicine. ⛪️ Conventional medicine leaves much to be desired, but any attempt to build on it must be subject to the same standards. Key elements of holistic care are already incorporated into conventional medicine (vaccines, social assistance, well being, etc) but are only allowed/paid for on evidential basis. When health clashes with faith. Extremely difficult & sensitive topic - e.g. aboriginal girl with leukaemia - treated at a Florida clinic with no credentials; Gordie Howe’s miraculous stem cell treatment for stroke. Education plus standards will help, but we’re fooling ourselves if we think most vulnerable will not seek alternatives when desperate. 🙏 Hope is powerful & easily exploited by unscrupulous or misguided.
  • 20. What about academic freedom? 🎓 Universities should be vessels for discussion and debate without restriction*. However, the playing field must be fair & appropriate for the “sport”. Must maintain line between fact (🔬 ) & fiction (🎅) (or content & advertising). Diversity of opinion is essential but cannot give equal time to views of unequal rigour. Must remember that providing unvetted forums confers legitimacy. Very easy to hide under veil of Freedom of Expression. *Limits for abuse, incitement, etc.
  • 21. Moving Forward What can we do? What are best practices in SciComm? The internet has been a major factor in enabling quackery and false information. It is also a powerful tool for neutrilizing. We often behave as though we’re knights in shining armour. looking/dumbing down. Don’t patronize! Risk of alienation. Start young & carry on. Science is inherently interesting. Heck, it’s 😈 amazing (compared to 2 🐺🐺).
  • 22. Social Media & Science Inspired by @alexis_Verger: https://aninfinityofhypotheses.wordpress.com/2015/02/24/a-scientists-account-to-twitter/ Twitter: To discover (other science) - e.g. TOCs To promote your science (& that of others) To connect with others (editors, journalists) To seize the zeitgeist To perceive other points of view (essential) To build a record (diary) - I also use a clip filer To virtually attend conferences To sense what is going on (but trends ⧣ importance) To have fun (no right or wrong way) Dangers: Dip in but don’t linger (inherent echoes). Don’t obsess #followers FWIOTI Content increasingly polarized - don’t get too comfortable Don’t post if you can’t drive
  • 23. Some Science Tweeters @picardonhealth - Andre Picard @carlyweeks - Carly Weeks @juliaoftoronto - Julia Belluz @katecallen - Kate Allen @theresaboyle - Theresa Boyle @helenbranswell - Helen Branswell @margaretmunroe - Margaret Munroe @edyong209 - Ed Yong @ivanoransky - Retraction Watch @cswa - Canadian Science Writers Association @badsciencewatch @evidencenetwork Journalists/writers Scientists @mbeisen - Michael Eisen @dawnbazely - You know who @timcaulfield - Tom Caulfield @leonidkruglyak - Leonid Kruglyak @m_m_campbell Malcolm Campell
  • 25. Re-Normalize Science There isn’t a time or place. Communicate constantly. As scientists, there is no better investment of your time. If you cannot effectively communicate what you do & why, you should not be a scientist. We run an outreach program for K-12 which works with 5,000 kids a year. Main benefit, providing our own trainees with communications skills. We fund-raise by asking trainees to present their work to donors - like Dragons Den (without O’Leary). Winners are usually those with ability to effectively explain their work.
  • 27. Glossary Readability Fun! This was a taboo topic on mice in research. Made our comms people nervous. But if we don’t educate, the conversation will be dominated by special interests (e.g. PETA)
  • 28. http://www.washingtonpost.com/opinions/why-science-is-so-hard-to- believe/2015/02/12/2ff8f064-b0a0-11e4-886b-c22184f27c35_story.html http://tumblr.benlillie.com/post/111131925807/what-gets-called-science-communication http://news.nationalpost.com/2015/02/13/forty-per-cent-of-canadians-believe-science- behind-vaccinations-isnt-clear-poll/ http://policyoptions.irpp.org/2015/02/24/homeopathy-and-the-ethics-of-researching-magic/ http://ottawacitizen.com/news/national/why-dont-people-trust-science https://aninfinityofhypotheses.wordpress.com/2015/02/24/a-scientists-account-to-twitter/ https://storify.com/karengeier/when-teaching-yourself-statistics-is-no-match-for https://storify.com/dawnbazely/transcending-the-polarization-of-the-vaccination-c http://www.sciencebasedmedicine.org/pseudoscience-north-whats-happening-to-the- university-of-toronto/ https://student.societyforscience.org/article/mice-can-teach-us-about-human-disease https://drjengunter.wordpress.com Link Fest