2011 spring nftrou lecture 11 the media

8/6/2019 2011 Spring NFTROU Lecture 11 the Media

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Dr. Debbie Treise

College of Journalism andCommunications


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Proximity Impact

TimelinessHuman interestProminenceOddityConflict***


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Leading-edge research Intersection of science, policy, govt reg

Involving real peopleAllegations of malfeasanceNanotech blends:

Environment, health, riskScientific discovery, technological innovation,

and commercialization


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Historically overwhelmingly positive intone

Emphasized benefits over risksAlways begin with definitionStories describe (in order):

Scientific advances and progressBusinessEthicsLegal and social implications


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The next big thing in every area ofsociety

The global nanotechnology industry willreach $1 trillion by 2015

Most coverage found in financial sectionsU.S. media not as active in pursuing

technology-related controversy


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Journalists lack of knowledgeEditors lack of knowledge

Publics lack of knowledgeSpecializationUncertainty surrounding the science


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Media not reaching beyond translationof science to identify tradeoffs, harms and

costs

Reliance on few industry sourcesmore times source is quoted morehis/her opinions considered legitimate

more sought out new businessattracted to their firms


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Surveys show that experts are moreconcerned about risks than the public

2009 public awareness lowCannot answer basic factual questionsDoes not know how it works

Benefits outweigh risks83% feel hopeful about the technology


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How are they forming these opinionseither positive or negative?

Assumption about the reason for wantingto influence their opinions is this

correct?

Increased coverage increased knowledge increased positive feelings increasedsupport increased funding


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Agenda setting

Framing


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Not newspapersNot radio

Some science magazinesSome TV


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6 billion video views

In January 2009 alone


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Nanotechnology is uncertainJournalists, scientists, etc trying to

negotiate that uncertainty

Communicators trying to makeinformation palatable, interesting andattention getting

To a public that is largely science illiterateWhat can be done?


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Know your audience consider theirscience literacy

Consider your mediumKnow your purposeTranslate into language that is directly

useful

Frame your message


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How shouldnanotechnology be covered?How can it be improved? In other words,

how do you communicate risk and

uncertainty about nanotechnology?Should the coverage be hyped?

2011 spring nftrou lecture 11 the media

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