The Basics of Science Communication - in a formula

Science Communication in a formula

O4Fb3S4

The first element is for

Obstacles

What people think of scientists

What people know about science

What scientists think about the public

What language scientists use

The 4 Obstacles

to Science Communication

Obstacle #1The Draw-a-Scientist TestUnvails a not too positive

Stereotype of Scientist

Eccentric

Bordering with

madness

Evil intent

Middle-up class

Masculine

Socially inept

Caucasian

Scientist is either a monster or a hero.

The stereotype of scientistNeeds to change.

Scientists are professionals,normal people doing their job

Obstacle #2The general level of scientific literacy

Is quite lowLook at what sort of questions

Specialists make to get a sense ofScientific literacy

http://www.smithsonianmag.com/innovation/how-much-do-americans-know-about-science-27747364/?no-ist=

Elctrons smaller than atoms: true 47%

Laser formed by sound waves: false 48%

Continents drift: true 77%

All radioactivity is human made: false 66%

17% refers to theory and experimentation

Obstacle #3Scientists too represent an

ObstacleTo science communication

Scientists worry: public communication may badly affect career

Scientists feel unable to communicate3/4 scientists regard a lack of public

knowledge, education or interest in science as a barrier

1/3 scientists see the media as a barrier, not a mean to reach out

Few scientists participated to communication activities (public talks, speaking to media, open days, writing)

Scientists fear speaking as death and voidScientists do not feel free to talk (pressures

from leaders)

Obstacle #4The language of science is obscure

Scientific concepts are obscureTo the public

Public finds scientific debate, uncertainty,

risk confusing

Risk

statistically contructed

R = H x V

Vs.

socially contructed

What people think of scientists

What people know about science

What scientists think about the public

Questions about language

The 4 Obstacles

to Science Communication

The second element is for

Facebook

Facebook has three good rules forpublic engagement.

See them as a metaphore for science communication

Fb on engagement:1- Post video and pictures [in science communication: show people objects, people]2- Ask questions [question their knowledge, their beliefs, challenge them]3- Make offers [in science communication: invite them, visit them, prepare take home objects, let them understand you are offering something special]

The third element is for

Speak

I generally refer to speak as speak out, reach out.

Here, I focus on the act ofspeaking

My4

Tips for Speaking

out

Be Inspired

Watch other speakers and analyse their speach.

What was strong in their delivery? What was weak or unconvincing? What

could you try on yourself?Watch, for example, TED

speeches

Be Respectful

Of your audience

Respect time - Be short

Adults – some 30 minutesKids – some 15 minutes

Be physical

Eyeballing Move Voice Stance

Be Organized

Prepare an outline

BeginningClarity

Body Informative

Interesting

End Shortness

The safe way:

Stand upTell them what you are going to tellTell themTell them what you have told

Sit down

Design the right pitchYou may

Tell a storyGo personalMake a question„Rise a hand who…“A dramatic data/statistic…summarize the talk

We retain 25% of a speech…

Repeat Repeat

Repeat…key messages

This is not a conclusion

This is a bankrupt

Science Communication in a formula

O4Fb3S4

Slides of a speach given at Dynamol meeting in Lion

(2014)

Jacopo Pasotti

Website Jacopopasotti.com

Follow me @medjaco