Sustainable Infrastructures for Life Science Communication Workshop Summary (2014) / Chapter Skim
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4 Models for a Sustainable Infrastructure
4 Models for a Sustainable Infrastructure
Pages 21-30
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From page 21... ...
Matthew Nisbet What would an infrastructure for life science communication look like? Studies on the effectiveness of public engagement -- as well as examples of existing public engagement infrastructures from academic, government, and private institutions -- provided a framework for discussing future communication infrastructures for the life sciences.
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From page 22... ...
The popula arization and di issemination model engages a core audience of science e enthuusiasts -- 10 perc cent to 20 perce of American according to some surveys -- ent ns o -- who comm ment on and rep purpose science news and info e ormation and sh hare it with a b broader audieence. The popularization and dissemination approach can sh d a hape the decisi ions and thinki of policy makers, journalis and funders Using this app ing sts, s.
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From page 23... ...
Sometimes more scientific knowledge, argued Nisbet, can actually lead to more disagreement as each side in a highly polarized debate uses scientific evidence to camouflage differences in opinion or political goals. The strategic communication model, continued Nisbet, draws on research to better understand audiences, to test messages, and to identify and work with opinion leaders who are trusted within the target audience.
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The emp s phasis is on app plied research t that aims to solve a particular prooblem in a sociially acceptable way, aligning research effort with e ts nation state, or loc needs. By in nal, cal nvolving the puublic and stakehholders early on and then n using the research process as a con ntext for commu unication and participation, th approach p his promo trust, appre otes eciation, and su upport for resea arch institutions among citizen and policy s ns makers.
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EXTENDING COOPERATIVE EXTENSION Whereas Boesch must fight against the current to establish an infrastructure for public communication in a publish-or-perish culture, the Cooperative Extension System provides an example of an existing large-scale infrastructure supporting public engagement. The Cooperative Extension System, explained Sonny Ramaswamy of the U.S.
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From page 26... ...
Now Cooperative Ext C tension commu unicates using e-mail, the Inter e rnet, distance diagnostics, distance education, po e odcasts, apps for smart phones and tablets, an nd comm munities of pracctice. In particular, Ramaswam noted, Coop my perative Extensio specialists on are ve familiar with social media, in part becaus agricultural producers have Twitter ery h , se p accouunts and receive tweets related to, for example, agricultural pest abundanc and e d ce weath events.
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From page 27... ...
In one project, the center collaborates with the university's journalism school, pairing undergraduate science students with journalism students in such a way that the journalism students learn about science, and the science students improve their communication skills. In another collaborative project, the university's news bureau provides media training for the center's faculty and graduate students, who then write news releases and other content about scientific findings for dissemination by the news bureau.
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From page 28... ...
In addition, she cited a 2010 survey done by the American Institute of Biological Sciences,9 which found that most members of professional organizations in the life sciences are members of two to three societies; a society's reach is larger than just its direct membership through extended national and international networks. The American Society for Microbiology, she continued, addresses public engagement and science communication in three basic ways: Professional development, opportunities and resources for scientists to interact with the public (e.g., podcasts, videos, and science cafés)
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From page 29... ...
Kei Koizumi of the White House Office of Science and Technology Policy argued that a sustainable science communication infrastructure will have to develop while some gaps in knowledge remain. If we collected information to fill the knowledge gaps, Schatz asked, at what point can we make a decision?
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