The Art of Science Communication Speaking of Physics... Stephanie Chasteen http://sciencegeekgirl.com Images: Tom Tomorrow, Amy Snyder
Speaking of Physics: The Art of Science Communication
Dec 12, 2014
This is from my invited talk at AAPT.
Why leave it up to the “experts” (i.e., the media) to portray physics accurately and positively? Speak for yourself, without the need for a translator who may – or may not – get it right. As a scientist, you can talk about what your work means and why it’s important with an authority that a science writer doesn’t bring to the table. While we can’t all be Brian Greene, you can have control over how your work – and physics in general – is presented to the public. In this talk, I’ll share some best practices of science communication – gleaned during my time as a science reporter at NPR and elsewhere. These simple tips can take a lifetime to master, but can help you get your message across – to the public, the media, and even Aunt Mabel.
Why leave it up to the “experts” (i.e., the media) to portray physics accurately and positively? Speak for yourself, without the need for a translator who may – or may not – get it right. As a scientist, you can talk about what your work means and why it’s important with an authority that a science writer doesn’t bring to the table. While we can’t all be Brian Greene, you can have control over how your work – and physics in general – is presented to the public. In this talk, I’ll share some best practices of science communication – gleaned during my time as a science reporter at NPR and elsewhere. These simple tips can take a lifetime to master, but can help you get your message across – to the public, the media, and even Aunt Mabel.
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Transcript
The Art of Science Communication
S p e a k i n g o f P h y s i c s . . .
Stephanie Chasteenhttp://sciencegeekgirl.com
Images: Tom Tomorrow, Amy Snyder
Audio: David Kestenbaum & Marvin Marshak: Neutrinos
My points for today
We can’t treat the public like they’re stupid
We can’t treat the public like they’re physicists, either
By being good communicators, we can reach the public and impact their views of
scientists!
Our image problem
J.J. on Wikimedia
Who are we communicating with?
• Our students
• Other academics (across disciplines)
• The public
• The media
Image from: shirray-langley.abbozzogallery.com/
the media is powerful
Image by Tomasz Sienicki
Science Communication Models
publicmedia & scientists
let’s educate that ignorant public
1. scientific literacy (1960-1980’s)
the deficit model
“The deficit model assumes that the public are empty vessels waiting to be filled with useful information upon which they will rationally act.”
Nerlich, Koteyko, and Brown, “Theory and language of climate change communication,” Wiley Interdisciplinary reviews, 1, 2010.
science
Science Communication Models
publicmedia & scientists
let’s educate that ignorant public
1. scientific literacy (1960-1980’s)
2. public understanding of science (1960-1980’s) let’s make them love science
Science Communication Models
publicmedia & scientists
let’s educate that ignorant public
1. scientific literacy (1960-1980’s)
2. public understanding of science (1960-1980’s) let’s make them love science
3. science & society (present)
we have the attitude problem
message
3 key
points
build from
familiar
no jargon
keep it simple
know your audience
metaphors, analogy,
examples
make it relevant
tell a story
People have prior knowledge & beliefs
Scaffold understanding
Motivation is important to learning
Don’t exceed cognitive load
Make it relevant / connect to everyday life
Respect learners
These should seem familiar to you as educators...
but communication is not education
create awareness
expose to new ideas
plant a seed
inspire “edutainment”
Don’t be so cerebral
stories are so important
Audio: Christopher Joyce and William Eberhard, A Spider’s WebImage: Luc Viatour, www.lucnix.be
How do you tell your story?
background
supporting details (data)
results & conclusions
scientist model
“the facts speak for themselves”
the deficit model does not work!
journalist model
bottom line
key details (data)
back-ground
What’s your elevator speech?
* it’s more complicated than that
“The reason you can't walk through a wall is that your atoms and the atoms in the wall interact with each other. They
speak the same language”*
There’s more to life than accuracy
accuracy understandability & interest
image from http://www.seniorsworldchronicle.com/2009/08/usa-professors-john-baldwin-68-and.html
there is a time for telling
So, it is important to communicate well.
But we don’t just need to repeat our
message louder
1. Our messages are often hard to understand
2. Our messages are often too boring
3. And we need more than a message
http://communicatingscience.aaas.org/
http://www.dontbesuchascientist.com/ http://www.ucsusa.org/publications/scientist-media-guide.html
more info...
23
More resources
Learning About Teaching Physics.
AAPT funded audio podcast communicating physics education research (PER) to teachers.
http://perusersguide.org/podcasts
Shameless Plug
Poster PST2B04 tonight 6:00 pm
How does this work? Maybe some physicist can tell
us, using simple language and familiar metaphors?
Yeah, by telling us a concise interesting and entertaining story full of
substance!
Thank you!Notes and presentation will be posted at http://blog.sciencegeekgirl.com
http://perusersguide.org/podcasts Poster PST2B04 tonight 6:00 pm
what goes wrong?
image from http://www.pandemiclabs.com/blog/viral-marketing/does-your-advertising-agency-get-it/
we need to know & communicate about the challenges of implementation
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