The Need for More Scientific Approaches to Science Communication

Abstract:

Two possible goals for public science communication are: a) improving the public’s in-depth understanding of the scientific subject; and b) fostering the public’s belief that scientific efforts make a better world. Although (a) is often a natural target when scientists try to communicate their subject, the importance of (b) is underscored by the NSF, who investigated the “cultural authority of science” to understand science’s role in policymaking. Surveys consistently find that there is a huge divergence between “knowledge” and “admiration” of science in society because science literacy has very little to do with public perception of science.

However, even if both goals could be achieved, it doesn’t necessarily mean that the general public will act on scientific advice. Different parts of society have different criteria for reaching judgments about how to act in their best interests. This makes the study of science communication important when controversies arise requiring public engagement. Climate change, sustainability, and water crises are only a few examples of such controversial subjects. Science communication can be designed carefully to sponsor dialogue and participation, to overcome perceptual obstacles, and to engage with stakeholders and the wider public.

This study reviews work in social science that tries to answer: When is science communication necessary? What is involved in science communication? What is the role of media in effective science communication? It also reviews common recommendations for improved public engagement by scientists and science organizations.

As part of this effort, I will present some portions of my science films. I will conclude with suggestions on what scientific institutions can focus on to build trust, relationships, and participation across segments of the public.

Keywords: informal learning, popular science, climate change, water crisis, science communication, science films, science policy.