The Science of Science Communication III Inspiring Novel Collaborations and Building Capacity: Proceedings of a Colloquium (2018) / Chapter Skim
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1 Communicating Science Effectively: A Research Agenda
1 Communicating Science Effectively: A Research Agenda
Pages 1-6
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The need to communicate the results of scientific research to the public has never been greater, but effective science communication is complex and must be learned, said Alan Leshner, chief executive officer emeritus of the American Association for the Advancement of Science, in the first session of the third Arthur M Sackler Colloquium on the Science of Science Communication.
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The key, said Leshner, is to establish goals and develop strategies to accomplish those goals. The second theme is the need to tailor messages to specific audiences, including the general public, scientists, media, advocacy groups, corporations, nonprofit research organizations, health professionals, government agencies, science enthusiasts, policy makers, political commentators, and individual activists.
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In the special case of policy-maker audiences, important research questions are • How is scientific information used by policy makers in formal policy processes? • How can science communication affect policy processes?
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"Let me end with a request," Leshner concluded. "Let's see if we can have science replace intuition and common sense about what works in science communication." BUILDING THE CAPACITY FOR RESEARCH ON SCIENCE COMMUNICATION According to Baruch Fischhoff, Howard Heinz University Professor in the Institute for Politics and Strategy and the Department of Engineering and Public Policy at Carnegie Mellon University, building the capacity to do the kind of research called for in Communicating Science Effectively requires five components: • Science, • Awareness, • Staffing, • Coordination, and • Incentives.
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briefly summarized the science, pointed out the implications of that science, and showed how to evaluate science communication for no money at all, for a little money, or for an amount of money commensurate with the personal, organizational, and political stakes riding on effective communication. The third necessity for research on science communication is proper staffing with people who have the full suite of requisite expertise.
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This entails both applied basic science, which evaluates accepted science in applied contexts, and basic applied science, which pursues fundamental topics arising in applied contexts. In either case, basic science and applied science "need one another," he said.
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