science communication and looking for love
TRANSCRIPT
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Flickr Creative Commons: Jake Przespo
John C. Besley, Ph.D.Ellis N. Brandt ChairCommunication Arts and Sciences
Science Communicationand looking for
…
In collaboration with Anthony Dudo, UTexas
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.
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Clear + Focused > Unclear and Rambling(i.e., little jargon, active voice, clear point, understandable)
Flickr Creative Commons: Mark Hunger ‘Focus’
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Lots of good books …
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What is your goal for communicating with the public?
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How many of you thought of …
Increase science literacy Improve knowledge Raise awareness Dispel myths
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How many of you …
Think you can teach someone to love you
Prioritize sharing helpfulfacts about your romantic potential on dates
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Would you be happy if you increased knowledge and didn’t affect policy or behavior?
(… or taught someone all about you but left you
spending your weekends alone)
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Professional goals• Improve career
More opportunities to share research, get invited to speak
Get cited more oftenFulfill “broader impact” requirements
• Be happy/Not lonely
Societal goals• Change policy• Change personal
behavior• Get more people
into the field• Keep society from
falling apart …
Make the world a better place!
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Evidence that knowledge
and attitudes
are only weakly
correlated
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What do people know
about science?
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What do people know about science?
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12
An biennial opportunity
to make fun of science
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What it means• Small relationship
between knowledge and attitudes
• Varies a little bit by issue (e.g. smaller relationship for GM food)
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Also lots of ‘information provision’ experiments
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16
Released, October 2016
Conclusion 11Available research does not support the claim that increasing science literacy will lead to appreciably greater support for science in general
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17
Released, October 2016
Love Conclusion #9This is not a real book and I don’t think the National Academies have formed a panel on romantic strategy.
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How to think about strategy
QUESTION:What channel and audience will allow me to have the desired affect?
QUESTION: What do I need to change in my audiences to accomplish my goals?
QUESTION: What do I want to accomplish?
Goals • Boost funding• Inspire appreciation
of science• Influence policy• STEM recruitment• Diversity STEM• Empower personal
decision making
?(If not facts …)
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Inside the “?”of communication …
Warm Listening Competent
Through communication I can show when I am …
Similar to you
Mostly studied in the context of policy support … should also help on a date
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Inside the “?” of communication …Why warmth, listening, identity, competence?
Flickr creative commons: Osbornb
System 1/Systematic/ Effortful/Central
System 2/Heuristic/ Automatic/Peripheral
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Inside the “?” of communication …Why warmth, listening, identity, competence?
Flickr creative commons: Osbornb
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Inside the “?” of communication …Why warmth, listening, identity, competence?
Flickr creative commons: Osbornb
WarmthListeningIdentity
Competence
Support
LearningTwo paths …
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What tactics (actions, formats, words etc.)Warmth
Listening
Competence
Identity
Objective Example tactic
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Warmth
Listening
Competence
Identity
I care about what happens to this communityI want to hear what you’re thinkingA lot of smart people spent a lot of time on this question I wanted to study this because I grew up in town like this
Objective Example tactic
What tactics (words, actions, formats, etc.)
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What about these messages??
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Inside the “?” of communication …
Context for the issue
(Framing)
Emotion/Attitude
What other
people do and
expect
Through communication I can suggest …
Whether something works and
your ability
Mostly studied in the context of behavior change Flickr creative commons: Seyed Mostofa Zamani, Paul Skeie; also Top Gear website
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Inside the “?” of communication …An example for framing …
DON’T use the language of conflict. Most Americans don’t typically respond well to framing LGBT issues as a “war,” “battle” or “fight.” …
Instead, talk about … the importance of ensuring that all people—including LGBT people—are treated fairly and equally.
https://lgbtmap.org/file/talking-about-overall-approaches-for-lgbt-issues.pdf
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Inside the “?”of communication …Attitudes: Negative view of the industry?
Attitudes: Fear?
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Inside the “?” of communication …Norms: What do others do/want/expect?
Efficacy: It works. You can do it.
(FYI … these are from the “Theory of Planned Behavior)
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(Re)framing
Descriptive Norms
Injunctive Norms
Internal efficacy
External efficacy
Objective Example Tactic
What tactics (words, actions, formats, etc.)
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(Re)framing
Descriptive Norms
Injunctive Norms
Internal efficacy
External efficacy
The way I think about this issue is …Lots of people do this …People you care about want you to do this …You can do this …This will make a difference …
Objective Example Tactic
What tactics (words, actions, formats, etc.)
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Final thoughts …
There are no silver bullets
Not everyone is reachable
It takes time and ‘a village’
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It might be okay to have a friend
photograph your wedding …
But sometimes help is … helpful.
And there’s no need to reinvent
the wheel …
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The handout …
Goals (milestones)• Boost funding• Inspire appreciate • of science• Influence policy• STEM recruitment• Diversity STEM• Empower personal
decision making
Communication Objectives (stepping stones)• Knowledge/briefs/awareness• Excitement/interest/affect• Listen/demonstrate openness• Convey honesty/warmth/respect• Convey competence/expertise• Convey shared values/identity• Framing of thinking about topic• Descriptive norms/injunctive norms• Internal/external efficacy beliefs
Tactics• F-T-F outreach• Dialogue/deliberation• Media interview• Media content prod.• Blog/social media• Storytelling
QUESTION:What channel/audience will allow me to have the desired affect?
QUESTION: What do I need to change in my target population to accomplish my goals?
QUESTION: What do I want to accomplish?