Science Communication Kenya National Science Week 4/SCIENCE... · •Mthuthuzeli Zamxaka •Tel: +27 12 392 9376 • [email protected] 13 – 17 May 2013 Science Communication

• Mthuthuzeli Zamxaka

• Tel: +27 12 392 9376

• [email protected]

13 – 17 May 2013

Science Communication

Kenya National Science Week

WHAT IS SCIENCE

COMMUNICATION?

Building bridges between expert

and non-expert communities.

Encouraging Scientists to

Communicate Science

WHAT IS SCIENCE

COMMUNICATION?

• Break Barriers and “Intimidation” of science and scientists

• Bridge Scientists and Public

• Communicate the significance and relevance of science

• Communicate the amazing

• Communicate the “secrets” of the Earth.

• Encourage people to look at the world with critical, rational

evaluation

.

Encouraging Scientists to

Communicate Science

WHY COMMUNICATE

SCIENCE?

THE ROLE OF SCIENCE

COMMUNICATION: SCIENCE

AND SOCIETY

Encouraging Scientists to

Communicate Science

SCIENCE AND SOCIETY

In SA (Van Rooyen 2004)

Less than 2% editorial space given to science-related

topics such as technology, environmental affairs and

medicine/health.

A study of scientific papers from 1990 to 2001:

0.0001-0.005% had any coverage in media

Health/medicine: 0.013 – 0.34%

Encouraging Scientists to

Communicate Science

SCIENCE AND SOCIETY

Pouris, 2001

84% - science and technology makes lives easier

76% - scientists work on things that make life better

71%- S&T create more opportunities for future

generations

58% - we depend too much on science and too little on

faith.

Encouraging Scientists to

Communicate Science

ARGUMENTS FOR SCIENCE COMMUNICATION

Why is scientific understanding and participation

important for society?

1) Utilitarian reasons:

Scientific knowledge is of use for everyone

Society needs to know the potential consequences of

their actions /lifestyles

Encouraging Scientists to

Communicate Science

ARGUMENTS FOR SCIENCE COMMUNICATION

2) Economic reasons:

Science and technology advancements drive economic

competitiveness and strength.

Public acceptance of innovation is economically

important.

Encouraging Scientists to

Communicate Science

ARGUMENTS FOR SCIENCE COMMUNICATION

3) Socio-cultural reasons:

Science knowledge impacts our attitudes and beliefs,

and has implications for cultural beliefs and societal

dynamics.

Encouraging Scientists to

Communicate Science

ARGUMENTS FOR SCIENCE COMMUNICATION

4) Democratisation of science: Knowledge of science impacts on issues such as ownership, use,

legislation and regulation of science.

Society needs to be informed of science to be a part of the decisions on

issues of science that affect us all.

As citizens / voters the public need to make informed choices on science

based issues

Most research is publically-funded. Society have a right to know what

they are getting for their money

Encouraging Scientists to

Communicate Science

ARGUMENTS FOR SCIENCE COMMUNICATION

5) Advancement of science:

Science as a field is always changing, transforming

and developing. Information or misinformation can

aid or hinder this process. Understanding science

can lead to the advancement of science for the

better.

Scientific knowledge changes the world.

Encouraging Scientists to

Communicate Science

ARGUMENTS FOR SCIENCE COMMUNICATION

Why should scientists improve communication skills?

1) Work more effectively in interdisciplinary teams in which

not all members have the same expertise.

2) See your research in contexts you might not have

considered

3) Become better at writing applications for funding for your

research

Encouraging Scientists to

Communicate Science

ARGUMENTS FOR SCIENCE COMMUNICATION

4) Increase the effectiveness of your communication with the

private sector, and by doing so enhance the likelihood of

your research leading to innovations used by society

5) Feed the outcomes of your research to policy makers and

decision makers

.

Encouraging Scientists to

Communicate Science

Getting science into communities starts with

the point of origin of the science, the

scientists.

Scientists need to be mobilized and

encouraged to initiate the flow of science

information in an engaging manner to all

sectors of society.

Encouraging Scientists to

Communicate Science

“We need to have more conversations about public understanding of science and

science communication. Where is this public? Who are they? How will this public

understand the issues currently? I come from a village. I am one example from

my village that has gone to university and has studied science. It is not a

common thing to have someone from my village who has a Masters in science.

The question then, is how do I go back to my community in terms of talking to

them about science? My understanding is that science is everyday. When I am at

home, I teach ten-year-old boys about science. They make cows from the clay in

the river, and I tell them about the components of the clay. The process of

oxidation as the clay dries up: that is chemistry! When they are kneading dough

to prepare bread, they add yeast: that’s fermentation! So I start at the basis of

what they understand science to be. To me, the question of public understanding

of science has everything to do with how we understand what people are already

doing so that we don’t present science as this mysterious, big jargon thing. It

needs to talk to what people know and you build up from there.”

Encouraging Scientists to

Communicate Science

• Who is your audience?

• What do they already know?

• How is your science relevant to their lives?

• What is your message?

• How do you best engage with your

audience to deliver your message? What

tools do you use?

• Stay away from jargon

Encouraging Scientists to

Communicate Science

SCIENCE COMMUNICATION

WHO?

•Media

•Policy makers

•Youth

•Civil Society

•Industry

•(Peers)

Encouraging Scientists to

Communicate Science

METHODS AND MEANS:

• Personal/direct

• Photography

• Written Word

• Broadcast: Radio, TV

• Performance Art

• New Media

Encouraging Scientists to

Communicate Science

PHOTOGRAPHY

– Universal, no language barriers

– Expression of moment in time

– Evokes emotion

– Provokes interest through beauty, drama

– Tool for story-telling

– Opens a window to the world of science

Encouraging Scientists to

Communicate Science

Encouraging Scientists to Communicate

Science – SAASTA’s Strategy

Encouraging Scientists to Communicate

Science – SAASTA’s Strategy

Encouraging Scientists to Communicate

Science – SAASTA’s Strategy

Science In Action

Encouraging Scientists to Communicate

Science – SAASTA’s Strategy

Science In Action

Encouraging Scientists to Communicate

Science – SAASTA’s Strategy

WRITTEN WORD

– Wide Audience

– Clear, purposeful messages

– Engaging, expressive

– Gives an audience time to process information

Encouraging Scientists to

Communicate Science

TIPS

• Always keep the Reader in mind:

– Know our audience.

– What do you think your audience wants to

know?

– Primary audience vs secondary audience.

– Remember intelligence does not correlate

with education.

• Be specific, be clear of your topic

• Plan opening, body, closing

• Opening: clear, riveting, sets tone,

established rapport.

• Closing: last impression.

• Beware of alarm

• Scientific Terminology/Jargon:

– Caution!

– Build a picture before you announce

terminology.

– Always find a simple term to associate with a

complex word.

– Explain terminology only as needed.

– Don’t expect your reader to learn too many

new words.

BROADCAST:

RADIO

– Wide Audience

– Rural communities; community focus provokes

dialogue

– Conjures the “theatre of the mind”

– Social and cultural context allows for informal

learning

TELEVISION

Encouraging Scientists to

Communicate Science

PERFORMANCE ART

– Early form of cultural expression; tradition

– Engagement of communities

– Communication of socio-cultural impacts

NEW MEDIA

– Viral video

– Social networks

Encouraging Scientists to

Communicate Science

SAASTA AWARDS SCIENCE COMMUNICATION

• Southern African Science Lens Competition

• Young Science Communicator’s Competition

• SAASTA/NSTF Award Category K

– Awarding excellence in science communication.

– Targeted at experienced science communicators:

educators, researchers, journalists, policy makers etc,

science centres

Encouraging Scientists to

Communicate Science

SAASTA AWARDS SCIENCE COMMUNICATION

• Young Science Communicator’s Competition

Encouraging Scientists to

Communicate Science

Encouraging Scientists to

Communicate Science

Young Science Communicator’s Competition

ENTRIES CLOSE 5 JANUARY 2012

CATEGORIES:

WRITTEN NEWSPAPER ARTICLE

RADIO SCRIPT

VIRAL COMMUNICATION PIECE

Encouraging Scientists to

Communicate Science

EXERCISE:

Write a paragraph from the article given to you for the for

following target audiences:

1.High school Learners/Kids

2.Parents

3.General Public

4.Industry

5.Policy makers

6.Science community

Podcast

Encouraging Scientists to

Communicate Science

THANK YOU

[email protected]

YOU ARE BLESSED

Encouraging Scientists to

Communicate Science