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WHAT SCIENCE SAYS ABOUT KEY CONSIDERATIONS FOR COMMUNICATION
Sara K. Yeo
Department of Communication
University of Utah
Personal Environmental Exposure Measurements:
Making Sense and Making Use of Emerging Capabilities
The National Academies of Sciences, Engineering, and Medicine
November 16, 2016
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THIS TALK
Setting the stage…
science, scientists, and media
Impacts of communication on attitudes and perceptions
the rise of a new type of scientist…
and citizen scientists
Key considerations for communication and engagement
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A NEW MEDIA ENVIRONMENT
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A NEW MEDIA ENVIRONMENT
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PEOPLE ARE INCREASINGLY MOVINGONLINE FOR SCIENTIFIC INFORMATION
National Science Board. (2016). Science and Engineering Indicators 2016. Arlington, VA: National Science Foundation.
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@sarakyeo 7
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SOME DETERRENTS…
Historical and traditional norms
stigmatization
Absence of clear career benefits
insufficient incentives
communication for second-rate researchers
Lack of training
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Yeo, S. K., & Brossard, D. (forthcoming). The Changing Nature of Scientist-Media Interactions: A Cross-
National Analysis. In K. H. Jamieson, D. A. Scheufele, & D. M. Kahan (Eds.), The Oxford Handbook on the
Science of Science Communication.
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SOME MOTIVATIONS…
Intrinsic rewards
enjoyment
feelings of contributing
fulfilling a sense of responsibility
Extrinsic factors
increasing visibility, reputation, funding
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Yeo, S. K., & Brossard, D. (forthcoming). The Changing Nature of Scientist-Media Interactions: A Cross-
National Analysis. In K. H. Jamieson, D. A. Scheufele, & D. M. Kahan (Eds.), The Oxford Handbook on the
Science of Science Communication.
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SOCIAL MEDIA CAN AMPLIFYEFFECTS OF TRADITIONAL MEDIA
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Liang, X., Su, L. Y.-F., Yeo, S. K., Scheufele, D. A., Brossard, D., Xenos, M. A., Nealey, P., & Corley, E. A. (2014).
Building buzz: (Scientists) communicating science in new media environments. Journalism & Mass Communication
Quarterly, 91(4), 772–791. doi: 10.1177/1077699014550092
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THIS TALK
Setting the stage…
science, scientists, and media
Impacts of communication on attitudes and perceptions
the rise of a new type of scientist…
and citizen scientists
Key considerations for communication and engagement
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SOCIAL AMPLIFICATION OF RISKSKasperson, R. E., Renn, O., Slovic, P., Brown, H. S., Emel, J., Goble, R., Kasperson, J. X., & Ratick, S. (1988).
The social amplification of risk: A conceptual framework. Risk Analysis, 8, 177-187.
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AMPLIFICATION / ATTENUATIONOF RISKS: AN EXAMPLE
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Yeo, S. K., Cacciatore, M. A., Brossard, D., Scheufele, D. A., Runge, K., Su, L. Y., Kim, J., Xenos, M., & Corley, E. A. (2014). Partisan
amplification of risk: American perceptions of nuclear energy risk in the wake of the Fukushima Daiichi disaster. Energy Policy, 67, 727-736.
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MEDIA ATTENUATED RISKSAMONG SOME GROUPS…
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… BUT AMPLIFIED RISKSAMONG OTHER GROUPS
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ONLINE CUES ANDSCIENCE COMMUNICATION
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Spartz, J. T., Su, L. Y.-F., Griffin, R., Brossard, D., & Dunwoody, S. (2015). YouTube, social norms and perceived salience
of climate change in the American mind. Environmental Communication, 0(0), 1–16. doi: 10.1080/17524032.2015.1047887
Anderson, A. A., Yeo, S. K., Brossard, D., Scheufele, D. A., & Xenos, M. A. (2016). Toxic talk: How online incivility can
undermine perceptions of media. International Journal of Public Opinion Research, edw022. doi: 10.1093/ijpor/edw022
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THE RISE OF A NEWTYPE OF SCIENTIST…
Scientists are increasingly taking to social media
interested audiences
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… AND CITIZEN SCIENTISTS
19http://aircasting.org/
https://mylapka.com/
http://blog.safecast.org/
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http://safecast.org/
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THE LURE OF RATIONALITY
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Knowledge deficit model
“to know science is to love it”
science literacy
persistent
Some reasons…
1. Trained to be objective
2. Current institutional structures
3. Conceptualizations of “the public”
4. Works well for policy design
Simis, M. J., Madden, H., Cacciatore, M. A., & Yeo, S. K. The lure of rationality: Why does the deficit model
persist in science communication? Public Understanding of Science.
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KEY CONSIDERATIONS FORCOMMUNICATING SCIENCE
Where?
multiple platforms
best fit?
1. Keeping it simple
2. Attracting and retaining attention
3. Using concrete ideas
4. Leveraging credibility
5. The power of narratives
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Heath, C., & Heath, D. (2007). Made to stick: Why some ideas survive and others die. New York, NY: Random House.
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1. KEEPING IT SIMPLE= CORE + COMPACT
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Isolating the core
“Curse of knowledge”
unknowing what you know
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THE CURSE OF KNOWLEDGE?
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Somerville, R. C. J., & Hassol, S. J. (2011). Communicating the science of climate change.
Physics Today, 64(10), 48-53
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1. KEEPING IT SIMPLE= CORE + COMPACT
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Isolating the core
“Curse of knowledge”
unknowing what you know
Schema
help non-experts make sense of new information
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2. AUDIENCE ATTENTION
Capturing and retaining attention
surprise
curiosity
“Information gaps”
what people know what they want to know
curiosity as a motivator
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Loewenstein, G. F. (1994). The psychology of curiosity: A review and reinterpretation. Psychological Bulletin,
116(1), 75–98. https://doi.org/10.1037/0033-2909.116.1.75
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3. CONCRETE & 4. CREDIBLE
Concrete
opinions as “pictures inside our heads”
Credibility
affiliations, institutions
conveying scientific process
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5. USING NARRATIVES
The power of stories…
capture and retain attention
concrete
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5. NARRATIVESLeiserowitz, A. A. (2004). Surveying the impact: The day after tomorrow. Environment, 46(9), 22-44.
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Lowe, T., Brown, K., Dessai, S., de França Doria, M., Haynes, K., & Vincent, K. (2006). Does tomorrow ever come?
Disaster narrative and public perceptions of climate change. Public Understanding of Science, 15(4), 435–457.
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THE TAKE-AWAYS…
Data-driven communication
goals
audience
1. Simple = core + compact
2. Attention
3. Concrete
4. Credibility
5. Using narratives
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WHAT SCIENCE SAYS ABOUT KEY CONSIDERATIONS FOR COMMUNICATION
Sara K. Yeo
Department of Communication
University of Utah
Personal Environmental Exposure Measurements:
Making Sense and Making Use of Emerging Capabilities
The National Academies of Sciences, Engineering, and Medicine
November 16, 2016