design vs. doubt: design thinking + science communication

Design vs. Doubt: Design Thinking + Science Communication

Jennifer Briselli @jbriselli

#DTSciComm

the more things change…

1923

2016

1902

2016

2006

2016

the more they stay the same.

the more things change…

human beings are still human.

“”The saddest aspect of life right now is that science gathers knowledge faster than society gathers wisdom.

Isaac Asimov

so, the problem with science communication must be…

people are in denial

people are misinformed people are irrational

the problem is…

prove scientific consensus, out-reason them all!

more facts! better education! science literacy!

let’s just ignore them… maybe they’ll disappear.

…that’s not how it works.

Denial?

24 reject global warming

hierarchical

egalitarian

communitarianindividualist

gun control

HPV vaccine

compulsory health measures

evolution

climate changenuclear power

abortion

“Cultural Cognition of Scientific Consensus”

Fictitious“experts”&two versionsof each expert’s article

Asked participants: “Is this a knowledgeable and credible expert on…”

respondents who agree the author is an expert:

People generally trust science; but our perceptions of scientific expertise and policy implications are colored by our values.

Denial

Misinformation?

“How much risk do you think climate change poses?”

perceived risk

science literacy

egalitarian communitarian

hierarchical individualist

Prediction:better informed

more agreementwith consensus

“How much risk do you think climate change poses?”

perceived risk

science literacy

egalitarian communitarian

hierarchical individualist

Result: for some, better educated

more polarized views opposing consensus

Overcoming a knowledge deficit or debunking misinformation doesn’t guarantee a change in attitudes or behavior.Misinformation

Irrational?

“All that stuff I was taught about evolution and embryology and the big bang theory, all that is lies straight from the pit of Hell.”

Rep. Paul Broun R-GA & member the House Science Committee2007-2015

There is far too much information in the world for a human to process, so we offload some of that processing through

identity-protective (“cultural”) cognition

which prompts us to align our perceptions with trusted or symbolic sources within our own social in-groups

Rationality ≠ accuracy. Identity-protective cognition is perfectly rational. It helps us make sense of the world, though it leads to errant perceptions of science & risk.

Irrational

maybe this is a rhetoric design problem

“”Everyone designs who devises courses of action aimed at changing existing situations into preferred ones.

Herbert Simon

how do you design for people who don’t already agree with you?

“”Wherever there is design,there is rhetoric.

Kenneth Burke

human-centereddesign

communitarianindividualist

hierarchical

egalitarian

communitarianindividualist

Interference from outsiders limits

personal freedom.

Collective assistance and welfare

structures hold us back.

Freedom and competition lead to

human resourcefulness and

innovation.

People should fend for themselves and leave others alone.

Human interaction and compassion are important.

People have a responsibility to take care of each other.

Collaboration and solidarity make

strong, safe communities.

Everyone should be willing to both help

and depend on others.

hierarchical

egalitarian

It’s ok to acknowledge and even emphasize

differences.It’s ok to distribute wealth and

duty according to class or expertise.

Roles should be differentiated in a traditional manner.

Policy and social conventions should support traditional hierarchies and

stability.

Discrimination is harmful.

Everyone deserves equal representation in duty and fair distribution of wealth.

Everyone should have access; non-traditional roles

are ok.Everyone should be allowed to participate; diversity is

good.

communitarianindividualist

hierarchical

egalitarian

gun control

HPV vaccine

compulsory health measures

evolution

climate changenuclear power

abortion

Perceived as Risks

communitarianindividualist

hierarchical

egalitarian

most people

extreme stereotypes

communitarianindividualist

hierarchical

egalitarian

What about you?

Empathy ≠ endorsement.

✓

communitarianindividualist

hierarchical

egalitarian

AffirmingThreatening

harsh criticism of traditional roles & industry

unrestricted competition, threats to social supports

interference, constraints on personal freedoms

denial of participation, access, status

stability, authority, expertise

collaboration, community, stewardship

resourcefulness, independence, privacy

equality, access, participation

communitarianindividualist

hierarchical

egalitarian

Harsh criticism of traditional roles &

industry

Unrestricted competition, threats to social supports

Interference, constraints on personal

freedoms

Denial of participation, access, status

Avoid:

communitarianindividualist

hierarchical

egalitarian

stability, authority, expertise

collaboration, community, stewardship

resourcefulness, independence,

privacy

equality, access, participation

Highlight:

case study: vaccination

Why should I? communitarian & egalitarianWhy would I? hierarchical & individualistWhy wouldn’t I? debunking & de-biasing

Will I? choice

What resonated most?

“”The part about vaccines being a _________.

I never thought about it that way.

✓✓✓✓✓

One More Study:

Participants read an editorial story with specific framing:

anti-pollution or geo-engineering.

Then, they all read the same neutral, statistics-based article about climate change.

communitarianindividualist

hierarchical

egalitarian

“Climate change is a very real threat to our planet and our way

of life!”

“Climate change isn’t a thing.”

Usually:

The anti-pollution priming story accentuated conventional anti-commerce and anti-technology themes.

Hierarchical-Individualists find these values threatening;they discounted the statistics in the second article & expressedeven stronger climate change denial.

The geo-engineering priming story accentuated themes like human ingenuity and entrepreneurial spirit overcoming natural limits on commerce.

Hierarchical-Individualists find these values affirming; they accepted the statistics in the second article & expressedstronger acceptance of climate change as a threat we should act on.

Framing climate change messaging with identity-affirming meanings can mitigate resistance & polarization.

TL;DR

Judge less, design more.

Jennifer Briselli Managing Director, Experience Design

@jbrisellijbriselli@madpow.com

Thank You