Can the United States continue to lead the world in innovation? The answer may hinge in part on how well the public understands engineering, a key component of the 'innovation engine'. A related concern is how to encourage young people--particularly girls and under-represented minorities--to consider engineering as a career option.
Changing the Conversation provides actionable strategies and market-tested messages for presenting a richer, more positive image of engineering. This book presents and discusses in detail market research about what the public finds most appealing about engineering--as well as what turns the public off.
Changing the Conversation is a vital tool for improving the public image of engineering and outreach efforts related to engineering. It will be used by engineers in professional and academic settings including informal learning environments (such as museums and science centers), engineering schools, national engineering societies, technology-based corporations that support education and other outreach to schools and communities, and federal and state agencies and labs that do or promote engineering, technology, and science.
National Academy of Engineering. 2008. Changing the Conversation: Messages for Improving Public Understanding of Engineering. Washington, DC: The National Academies Press. https://doi.org/10.17226/12187.
Chapters | skim | |
---|---|---|
Front Matter | i-xiv | |
Executive Summary | 1-16 | |
1 Introduction | 17-38 | |
2 Development of a Positioning Statement, Themes, and Messages | 39-50 | |
3 Research Results | 51-96 | |
4 Conclusions and Recommendations | 97-106 | |
Appendix A: Biographies of Committee Members | 107-114 | |
Appendix B: In-Depth Interviews: Interviewer's Guide | 115-120 | |
Appendix C: Focus Groups: Moderator's Guide - Parents | 121-128 | |
Appendix D: Focus Groups: Moderator's Guide - Teens | 129-134 | |
Appendix E: Youth Triads: Moderator's Guide | 135-140 | |
Appendix F: Online Survey | 141-150 |
The Chapter Skim search tool presents what we've algorithmically identified as the most significant single chunk of text within every page in the chapter. You may select key terms to highlight them within pages of each chapter.
The National Academies Press (NAP) has partnered with Copyright Clearance Center's Rightslink service to offer you a variety of options for reusing NAP content. Through Rightslink, you may request permission to reprint NAP content in another publication, course pack, secure website, or other media. Rightslink allows you to instantly obtain permission, pay related fees, and print a license directly from the NAP website. The complete terms and conditions of your reuse license can be found in the license agreement that will be made available to you during the online order process. To request permission through Rightslink you are required to create an account by filling out a simple online form. The following list describes license reuses offered by the National Academies Press (NAP) through Rightslink:
Click here to obtain permission for the above reuses. If you have questions or comments concerning the Rightslink service, please contact:
Rightslink Customer Care
Tel (toll free): 877/622-5543
Tel: 978/777-9929
E-mail: customercare@copyright.com
Web: http://www.rightslink.com
To request permission to distribute a PDF, please contact our Customer Service Department at 800-624-6242 for pricing.
To request permission to translate a book published by the National Academies Press or its imprint, the Joseph Henry Press, pleaseclick here to view more information.