3 Goals of scientific communication
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1. General support for scientific inquiry, without funding, science cant
continue in a lot domains
2. Educate the public, give them the knowledge to help them live their best
possible lives, need to know that science is relative to our lives, answers the
"so what" question
3. Inform decision making
-Politcal Behavior
-Public Opinion
-Ethical Thinking
Health Campaigns
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1. Planning and strategy development: health problem, need to get people
to engage in healthier behavior, we decide what they want them to know
2. Developing and pretesting concepts, messages, and materials: designing
a campaign "how do we get people to quit smoking" how do we distribute
this to who we want to see it
3. Implementing the program
4. Addressing effectiveness and making refinements: measuring the
campaign, is it having the right effect, or the opposite effect. Overtime we
have to refine, modify and adjust
-this is a cyclical process.
2018 Camp Fire and Woolsey Fire (California)
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2 of the deadliest fires in California history,
-Dr. Ken Laughlin and Uconn students studied how people gathered
information about the wildfires
-Majority of the people reported they used television to get most of their
information. (aka old media)
-If you had to make a critical live saving decision, where would you turn to
for answers and information
-Crisis communicators need to use all channels
Entertainment Education
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, How can we teach people about important education
topics while connecting it to mainstream
media/entertainment?
-Friends episode: Rachel gets pregnant, and says condoms
only work 97% of the time. Episode is a research study to
inform people about condom usage safe sex practices etc.
-The goal is to get you to remember the correct message
-60% watched it on their own 10% of the people who
watched it turned and talked to an adult after they watched
it
first form of mass media and mass comm
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writing something down and sending and receiving it
So, how are we really doing with science communication
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-A mixed bag of success and failure
-What we do know is Science is highly politicized, research has shown that
trust in science is monitored by political ideology
-Liberals have more trust in science than Conservatives, the gap has
widened over time
-Moderates have relatively lower trust than others
-We have to ask why? What in the educational system, the content we
consume, is allowing people to not trust science and the scientific method?
-We have to realize that it is not just about the complexity of the topic, also
about how the reader, listener or consumer of the topic perceives it. It is
not just enough for us to focus on a scientific message and making it
accessible and fair for all political beliefs, but we also have to look at what
it is about the members of the audience that make them more or less open
, to these ideas, it is a communication process. A receiver affects this just as
much as the sender does
Social Learning Theory
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We don't have a holistic view. There's so many nuances and layers, this
theory tries to explain this.
Albert Bandura: we learn by watching other people do things. We learn by
finding attractive models in a situation, and then we see how it goes for
them. Are they rewarded or punished for this? How you navigate foreign
and uncomfortable situations.
General Electric launches the
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-National Broadcasting Company (NBC) spreads information from a
centralized office.
-CBS is also launched: live music, sports, news, drama
mainstreaming
Give this one a try later!
television makes us all think the same way
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1. General support for scientific inquiry, without funding, science cant
continue in a lot domains
2. Educate the public, give them the knowledge to help them live their best
possible lives, need to know that science is relative to our lives, answers the
"so what" question
3. Inform decision making
-Politcal Behavior
-Public Opinion
-Ethical Thinking
Health Campaigns
,Give this one a try later!
1. Planning and strategy development: health problem, need to get people
to engage in healthier behavior, we decide what they want them to know
2. Developing and pretesting concepts, messages, and materials: designing
a campaign "how do we get people to quit smoking" how do we distribute
this to who we want to see it
3. Implementing the program
4. Addressing effectiveness and making refinements: measuring the
campaign, is it having the right effect, or the opposite effect. Overtime we
have to refine, modify and adjust
-this is a cyclical process.
2018 Camp Fire and Woolsey Fire (California)
Give this one a try later!
2 of the deadliest fires in California history,
-Dr. Ken Laughlin and Uconn students studied how people gathered
information about the wildfires
-Majority of the people reported they used television to get most of their
information. (aka old media)
-If you had to make a critical live saving decision, where would you turn to
for answers and information
-Crisis communicators need to use all channels
Entertainment Education
Give this one a try later!
, How can we teach people about important education
topics while connecting it to mainstream
media/entertainment?
-Friends episode: Rachel gets pregnant, and says condoms
only work 97% of the time. Episode is a research study to
inform people about condom usage safe sex practices etc.
-The goal is to get you to remember the correct message
-60% watched it on their own 10% of the people who
watched it turned and talked to an adult after they watched
it
first form of mass media and mass comm
Give this one a try later!
writing something down and sending and receiving it
So, how are we really doing with science communication
Give this one a try later!
-A mixed bag of success and failure
-What we do know is Science is highly politicized, research has shown that
trust in science is monitored by political ideology
-Liberals have more trust in science than Conservatives, the gap has
widened over time
-Moderates have relatively lower trust than others
-We have to ask why? What in the educational system, the content we
consume, is allowing people to not trust science and the scientific method?
-We have to realize that it is not just about the complexity of the topic, also
about how the reader, listener or consumer of the topic perceives it. It is
not just enough for us to focus on a scientific message and making it
accessible and fair for all political beliefs, but we also have to look at what
it is about the members of the audience that make them more or less open
, to these ideas, it is a communication process. A receiver affects this just as
much as the sender does
Social Learning Theory
Give this one a try later!
We don't have a holistic view. There's so many nuances and layers, this
theory tries to explain this.
Albert Bandura: we learn by watching other people do things. We learn by
finding attractive models in a situation, and then we see how it goes for
them. Are they rewarded or punished for this? How you navigate foreign
and uncomfortable situations.
General Electric launches the
Give this one a try later!
-National Broadcasting Company (NBC) spreads information from a
centralized office.
-CBS is also launched: live music, sports, news, drama
mainstreaming
Give this one a try later!
television makes us all think the same way
