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SELLING SCIENCE Framing, and How Discovery is only Half the Battle By Justin Appler
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Framing, and How Discovery is only Half the Battle By Justin Appler.

Jan 20, 2016

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Page 1: Framing, and How Discovery is only Half the Battle By Justin Appler.

SELLING SCIENCE

Framing, and How Discovery is only Half the Battle

By Justin Appler

Page 2: Framing, and How Discovery is only Half the Battle By Justin Appler.

In This Presentation

What is Framing? Neurological Basis Framing in Science Framing in AI Using Framing

Page 3: Framing, and How Discovery is only Half the Battle By Justin Appler.

What is Framing?

A social perception of a social phenomena In other words, the frame through which we

look at things

Page 4: Framing, and How Discovery is only Half the Battle By Justin Appler.

Estate Tax Death Tax

59% of Americans support keeping the Estate Tax

58% of Americans called the Death Tax “completely unfair”

Page 5: Framing, and How Discovery is only Half the Battle By Justin Appler.

Drilling ANWRFor Oil

Exploring ANWRFor Energy

53% of Americans oppose drilling in ANWR

67% of Americans support exploring ANWR for Energy

Page 6: Framing, and How Discovery is only Half the Battle By Justin Appler.

What’s wrong with us?

Critical thinking is a process in the Prefrontal Cortex

Emotions tend to be focused in the Amygdala

What happens when given decisions?

Page 7: Framing, and How Discovery is only Half the Battle By Justin Appler.

Framing Effect Study

Participants asked a financial decision while undergoing Functional Magnetic Resonance Imaging (fMRI)

Simple Financial Decision2 Groups: “Gain” frame and “Loss” frameShown starting funds (50 GBP)Given 2 options on what to do with the funds

(Save/Lose or Gamble)

Page 8: Framing, and How Discovery is only Half the Battle By Justin Appler.
Page 9: Framing, and How Discovery is only Half the Battle By Justin Appler.

Results

When given the option to “Save ₤20”, 61% chose to “Save”

When given the option to “Lose ₤30”, 42% chose to “Lose”

ThusSignificant difference in choice based

merely on how the options are presented

Page 10: Framing, and How Discovery is only Half the Battle By Justin Appler.

Brain Scans

Page 11: Framing, and How Discovery is only Half the Battle By Justin Appler.

Framing and Science

Special Interest Groups can influence Policy, Funding, and Implementation

Presenting Science no longer simply a “Statement of Fact” but a “Negotiation of Meaning”

Page 12: Framing, and How Discovery is only Half the Battle By Justin Appler.

Where it could have helped… Genetically-modified Foods

In the US, 45% of the corn, 85% of soybeans, and 76% of cotton planted were GM

In the European Union, almost no GM crops and fewer GM foods in stores

Why? No consistent frame allowed one positive and one negative outcome

Page 13: Framing, and How Discovery is only Half the Battle By Justin Appler.

Why does AI need to be ‘Framed’?

Page 14: Framing, and How Discovery is only Half the Battle By Justin Appler.
Page 15: Framing, and How Discovery is only Half the Battle By Justin Appler.

Technophobia

Pre-existing Negative Perceptions Nanobots

Planet-consuming ‘grey goo’ Sentience

‘Playing God’ frame

Page 16: Framing, and How Discovery is only Half the Battle By Justin Appler.

Don’t Get Framed

Learn about Communication, Take ClassesCommunication is a Science, too

Don't Rely on Popular ScienceEvidence has shown that evidence is not

enoughFacts must be carefully presented

Page 17: Framing, and How Discovery is only Half the Battle By Justin Appler.

Don’t Get Framed

Try it out (Focus Groups)Try and determine how people understand

the topicWhich claims/points work best, which instill

FUD Be Aware

If research is controversial, employ expertsDon't get blindsided

Page 18: Framing, and How Discovery is only Half the Battle By Justin Appler.

Sources

http://www.msnbc.msn.com/id/14170927/

http://www.sciencemag.org/cgi/content/full/313/5787/684

http://www.neurosciencemarketing.com/blog/?p=83

http://search.ebscohost.com/login.aspx?

direct=true&db=ulh&AN=15529570&site=ehost-live

http://www.pewtrusts.org/uploadedFiles/wwwpewtrustsorg/Reports/

Food_and_Biotechnology/Biotech_USEU1205.pdf

http://en.wikipedia.org/wiki/Technophobia

http://www.soc.american.edu/docs/Scientist.pdf

http://www.soc.american.edu/docs/newagendas.pdf

http://www.nytimes.com/2005/07/17/magazine/17DEMOCRATS.html?

pagewanted=5&_r=1&ei=5070&en=e3e686efd4fa97c5&ex=1183608000