green chemistry and strategic science communication
TRANSCRIPT
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This material is based upon work supported by the National Science Foundation (NSF, Grant AISL 14241214-421723. Any opinions, findings, conclusions, or recommendations expressed in this material are those of the authors and do not necessarily reflect the views of the NSF.
Strategic Science Communication: Loving Green Chemistry
is Not Enough
John C. BesleyMichigan State University
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Strategy
Is science literacy the solution to science’s ‘problems’?
Thinking about goals and objectives
Green chemistry communication
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What do people know about science?
Views are my own and not necessarily those the National
Science Foundation or the National Science Board
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What do people know about science?
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What do people know about science?
U.S. still better shape than most countries
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An biennial opportunity
to make fun of ‘others’
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Experts from every area want more issue specific literacy
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Frankieleon via flickr creative commons
bradleypjohnson via flickr creative commons
Chris Potter via flickr creative commons
Also true that nobody knows
much about much
Plumbing?
Car repairs?
Taxes?
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What it means:• Meta-analysis suggests a mall (.08)
relationship between knowledge and attitudes• Varies a little bit by issue
(e.g., smaller relationship for GM food)
Does science knowledge lead to science support?
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Also lots of ‘information provision’
experiments
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Released, October 2016
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1945
Key lesson: You can’t ‘teach someone’ to like you?
We’ve known this for a long time …
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But there’s a war on science? (i.e., Do people really dislike us?)
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Perceived benefits of science?
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And … people have more confidence in scientists
than anyone else
Confidence science?
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But there’s a catch …You’re seen
as competent but cold
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What does this have to do with strategic science communication?
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Increase Knowledge
Communicative Act Policy Preferences or Behavior
Increase Excitement
Communication Objectives …
Ultimate Goals …Tactics …
STRAGEGIC COMMUNICATION is about picking tactics that help us achieve communication objectives that help us achieve our real goals
(Note that ‘literacy’ is an objective, not a goal)
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Most training focuses on knowledge/excitement too
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And most scientists put knowledge at their top of their
training priority list
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Objective Prioritization (for Face-to-Face engagement) …
Type of society
Inform/Educate
Interest/Excite
Defendscience
Show caring
Show openness
Frame issue
Show values
Hear others
Show expert
Chemistry 6.17 5.78 5.8 5.66 5.52 5.30 5.30 5.05 4.76Biochemistry 6.09 5.94 5.83 5.71 5.56 5.29 5.27 5.11 4.65General 6.20 5.92 5.79 5.70 5.47 5.30 5.27 5.12 4.77Microbiology 6.09 5.94 5.83 5.71 5.56 5.29 5.27 5.11 4.65Geophysical 6.21 5.86 5.60 5.49 5.34 5.25 5.07 4.84 4.72Geological 6.22 5.92 5.96 5.62 5.44 5.18 5.14 4.92 4.95Ecological 6.18 5.88 5.55 5.49 5.23 5.33 5.06 4.82 4.49
1.00-1.49
1.50-1.99
2.00-2.49
2.50-2.99
3.00-3.49
3.50-3.99
4.00-4.49
4.50-4.99
5.00-5.49
5.50-5.99
6.00-6.49
6.50-7.00
Typical SE is between .05 and .08
Strongly Disagree Strongly Agree
Inform, defend, and excite are most common
objectives for scientists
Results of a 2015/2016 survey of ~2,500 scientists across 7 scientific societies
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Increase Knowledge
Communicative Act Policy Preferences or Behavior
Increase Excitement
Communication Objectives …
Ultimate Goals …Tactics …
Knowledge and excitement will always be important science communication objectives
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Change Perceptions of Honesty/Warmth
Change perceptions of openness/transparency
Reframe How Person Thinks about an Issue
Increase Knowledge
Change Perceptions of Competence
Communicative Act Policy Preferences or Behavior
Increase Excitement
Communication Objectives …
Ultimate Goals …Tactics …
These are the ones that communication research emphasizes
But they’re not the only things you can try to achieve through communication …
etc.
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Objective Prioritization (for Face-to-Face engagement) …
Type of society
Inform/Educate
Interest/Excite
Defendscience
Show caring
Show openness
Frame issue
Show values
Hear others
Show expert
Chemistry 6.17 5.78 5.8 5.66 5.52 5.30 5.30 5.05 4.76Biochemistry 6.09 5.94 5.83 5.71 5.56 5.29 5.27 5.11 4.65General 6.20 5.92 5.79 5.70 5.47 5.30 5.27 5.12 4.77Microbiology 6.09 5.94 5.83 5.71 5.56 5.29 5.27 5.11 4.65Geophysical 6.21 5.86 5.60 5.49 5.34 5.25 5.07 4.84 4.72Geological 6.22 5.92 5.96 5.62 5.44 5.18 5.14 4.92 4.95Ecological 6.18 5.88 5.55 5.49 5.23 5.33 5.06 4.82 4.49
1.00-1.49
1.50-1.99
2.00-2.49
2.50-2.99
3.00-3.49
3.50-3.99
4.00-4.49
4.50-4.99
5.00-5.49
5.50-5.99
6.00-6.49
6.50-7.00
Typical SE is between .05 and .08
Strongly Disagree Strongly Agree
Results of a 2015/2016 survey of ~2,500 scientists across 7 scientific societies
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Communication channels are …
Face-to-face
Direct w/policy-makers
Online
Mediated
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What do you say/do to communicate
willingness to listen?
What do you say/do to communicate
warmth?What do you say/do to communicate
competence?
Communication tactics are about message delivery…
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What does it mean to know your “audience”?
Question 1: What actors can help me achieve my goals?Question 2: What actor-specific objectives would I need
to meet to make progress toward my goal?Question 3: Do I have the skills/resources/patience
needed to achieve these objectives through my available tactics and audiences?
Question 4: Is this the best use of my resources or are there better ways to achieve my goals?(Other communicators? Fewer risks?)
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Green chemistry goals, objectives, and tactics
Maybe you the benefits and logic of green chemistry are so clear that everyone will demand change as soon as you share your wisdom?
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Green chemistry goals, objectives, and tactics
Goal: Make the world a better place
through more use of green
chemistry ideas
Sub-Goal: Regulations
Sub-Goal: Industry adoption
Sub-Goal: Student course demand
Sub-Goal: Citizen Pressure
Audience: Attentive Public
Audience: Policy makers
Audience: Industry leaders
Audience: Future leaders
• Would it help if they knew more (about what)?
• Would a better relationship help (warmth/competence/perceived listening/ shared identity?)
• Do they feel “efficacious”
• Do they feel “normative” pressure?
• Are we framing the issue in the best way?
(Where can I find these people?)
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Green chemistry goals, objectives, and tactics
A few words about framing …
Frame 1? Frame 2?
Half full vs. Half empty
Used vs. Pre-owned
Estate tax vs. Death tax
Pro-life vs. Pro-choice
“A few bad apples” vs. “Systemic rot”
Green chemistry vs. ______ chemistry
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Green chemistry goals, objectives, and tactics
A few words about framing …
If you frame something as a “fight” or “war” then someone has to lose
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Green chemistry goals, objectives, and tactics
Are you threatening the identity of people who you need to have relationships?Are asking people to choose sides?
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Funny and/or cathartic
Equal effective communication
I have questions about the impact of these …
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Final thoughts I …
There are no silver bullets
Not everyone is reachable
It takes time
Communication is not just education
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Final thoughts II …
It might be okay to have a friend
photograph your wedding … This material is based upon work supported by the National
Science Foundation (NSF, Grant AISL 14241214-421723. Any opinions, findings, conclusions, or recommendations expressed in this material are those of the authors and do not necessarily reflect the views of the NSF.
But sometimes help is … helpful.