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Science interpretation 02

Simon Schneider
Simon Schneider

The document discusses various strategies and concepts for effective science communication to different audiences, noting that the public engages with scientific issues through both rational, fact-based thinking as well as emotional and intuitive thinking. It emphasizes using techniques like storytelling, framing concepts in a relatable way, and engaging audiences on social media to make science more accessible and memorable to broad public audiences.

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SCIENCE COMMUNICATION II
AUDIENCES
WHO IS MEANT BY THE PUBLIC
HEADS, HEARTS AND GUTS! Head: objective, fact driven, monotone, logic and analytic Heart: believe and conviction, emotional Guts: humor and instinct, inconsistent, intuition, spontaneous Even lower organs: chaos, illogical behavior, universal driving force
HEADS, HEARTS AND GUTS! Head: objective, fact driven, monotone, logic and analytic Heart: believe and conviction, emotional Guts: humor and instinct, inconsistent, intuition, spontaneous Even lower organs: chaos, illogical behavior, universal driving force Scientists, most Politicians + Interested audiences, + Critical audiences + Kids and young adults + almost everyone
ADDRESSING THE GUTS - SEXY SCIENCE What is needed? 臓 News values transferred to science communication 臓 Reach beyond the neutral scientific communication habit 臓 The need to become more emotional 臓 Do we have to become advocates? 臓 Do we need to provoke, too?
CONCEPTS IN COMMUNICATION 臓 The 3M-Concept: Meaning, Moving, Memorable 臓 Framing, Priming 臓 Storytelling 臓 Agenda Building, Agenda Setting 臓 Echo chamber and filter bubbles 臓 NEW JUST IN: Fake news and Debunking
CONCEPTS IN COMMUNICATION 臓 The 3M-Concept: Meaning, Moving, Memorable 臓 Framing, Priming 臓 Storytelling 臓 Agenda Building, Agenda Setting 臓 Echo chamber and filter bubbles 臓 NEW JUST IN: Fake news and Debunking
ENCODING / DECODING (STUART HALL, 1973) To communicate conten (irritations), coding has to be taken into account. 臓 Coding has to be adjusted to the media used 臓 Encoding has to anticipate decoding Problem: If encoding follows the operationalization of ones owe sub-system, this will lead to misinterpretation and mis-decoding due to diverging oberationalizaion within the other sub-system! Perceptual Context Academia Perceptual Context Interacting sub-system Non-medial code medial code encoding decoding
WORDS COUNT Wilems et al (2020)
WHAT WE SAY AND WHAT YOU HEAR
STORYTELLING People forget facts but they remember stories! Joseph Campbell
STORYTELLING AN EXAMPLE The Zombie -Preparedness Kit CDC Center for Disease Control thought, that a Zombie- disaster-preparedness -Kit is the same as a Natural Disaster preparedness Kit! 臓 One Post on a researchers blog: People thinking about Zombie Disaster preparedness Kit on May 18, 2011 臓 Evening of May 18th more than 30.000 views, server crashed, Fox News: Hack or Hoax? 臓 Friday: NYT and other major publications are on the story talking about preparedness kits!
STORYTELLING AN EXAMPLE FOR SEXY SCIENCE
THE NEXT LEVEL CDC took the Zombie Campaign onto another level: https://www.cdc.gov/cpr/docum ents/ zombie_gn_final.pdf
STORYTELLING I ELEVATOR PITCH APPROACH 1. Set your subject 2. give it a twist/ build up curiosity 3. explore and build up tension 4. release the tension/ give options R i ght t rough Tur key t he re i s a bounda r y bet we e n t wo c r usta l pl ate s - Eu rop e a n d A s i a . A l on g t h i s b ou n d a r y, m a ny Ea r t h q u a ke s oc c ur re d i n t he l a st de ca de s but not i n Ista nbul . S e i s m ol ogi st s fe a r, t h at t h e re m i ght be a gre at one r i ght be ne at h Ista nbul i n t he nex t coupl e of ye a rs , but t hey a re not a bl e to pre di c t exa c t l y whe n a nd whe re . To m i ni m i ze t he i m pa c t of a gre at S ha ke - up we deve l op new com m uni cat i on a nd e ducat i on m e a s ure s to ra i s e t h e awa re n e s s of t h e p e op l e of Ista n b u l to be re a dy for t he Q ua ke to com e .
STORYTELLING I 1. Set your subject 2. give it a twist/ build up curiosity 3. explore and build up tension 4. release the tension/ give options R i ght t rough Tur key t he re i s a bounda r y bet we e n t wo c r usta l pl ate s - Eu rop e a n d A s i a . A l on g t h i s b ou n d a r y, m a ny Ea r t h q u a ke s oc c ur re d i n t he l a st de ca de s but not i n Ista nbul . S e i s m ol ogi st s fe a r, t h at t h e re m i ght be a gre at one r i ght be ne at h Ista nbul i n t he nex t coupl e of ye a rs , but t hey a re not a bl e to pre di c t exa c t l y whe n a nd whe re . To m i ni m i ze t he i m pa c t of a gre at S ha ke - up we deve l op new com m uni cat i on a nd e ducat i on m e a s ure s to ra i s e t h e awa re n e s s of t h e p e op l e of Ista n b u l to be re a dy for t he Q ua ke to com e .
STORYTELLING I 1. Set your subject 2. give it a twist/ build up curiosity 3. explore and build up tension 4. release the tension/ give options R i ght t rough Tur key t he re i s a bounda r y bet we e n t wo c r usta l pl ate s - Eu rop e a n d A s i a . A l on g t h i s b ou n d a r y, m a ny Ea r t h q u a ke s oc c ur re d i n t he l a st de ca de s but not i n Ista nbul . S e i s m ol ogi st s fe a r, t hat t he re m i ght be a gre at one r i ght be ne at h Ista nbul i n t he nex t coupl e of ye a rs , but t hey a re not a bl e to pre di c t exa c t l y whe n a nd whe re . To m i ni m i ze t he i m pa c t of a gre at S ha ke - up we deve l op new com m uni cat i on a nd e ducat i on m e a s ure s to ra i s e t h e awa re n e s s of t h e p e op l e of Ista n b u l to be re a dy for t he Q ua ke to com e .
STORYTELLING I 1. Set your subject 2. give it a twist/ build up curiosity 3. explore and build up tension 4. release the tension/ give options R i ght t rough Tur key t he re i s a bounda r y bet we e n t wo c r usta l pl ate s - Eu rop e a n d A s i a . A l on g t h i s b ou n d a r y, m a ny Ea r t h q u a ke s oc c ur re d i n t he l a st de ca de s but not i n Ista nbul . S e i s m ol ogi st s fe a r, t hat t he re m i ght be a gre at one r i ght be ne at h Ista nbul i n t he nex t coupl e of ye a rs , but t hey a re not a bl e to pre di c t exa c t l y whe n a nd whe re . To m i ni m i ze t he i m pa c t of a gre at S ha ke - up we deve l op new com m uni cat i on a nd e ducat i on m e a s ure s to ra i s e t h e awa re n e s s of t h e p e op l e of Ista n b u l to be re a dy for t he Q ua ke to com e .
STORYTELLING: TRY THE LOGLINE Coming from a world where Earthquakes happen a Geologist is doing Educational programs for school kids but when the school collapses because of a fire following an EQ she is learning that there are ways of early warning in time to shut down gas lines and transportation lines so she is able to safe lives in case of future events.
LOGLINE YOUR TURN Use the logline Take any issue, fact, concept from the Earth Sciences and turn it into a story. Dont be afraid, if your story sound like a Hollywood Blockbuster the logline is the most commonly used concept for screen writers. Take 30 Minutes to write your logline-story. Logline Coming from a world where a is doing but when he/she is learning from that in time to so he/she is able to
ENVIRONMENTAL CONCERN THREE DIMENSIONS Air Pollution can be seen as: 臓 Egoistic I dont want to breath polluted air 臓 Altruistic Air pollution is harmful for all humans 臓 Biospheric Polluted Air stresses plants and animals as well as the full biosphere Schulz, 2002
ETUAPTMUMK (TWO-EYED SEEING) 臓 taking (inter)cultural context into account 臓 taking different concepts of nature and of the position of man vs. nature into account (kincentric ecology) Contextual Model of Intercultural Communication (CMIC; Neuliep, 2006) Examples: 臓 Mtauranga (Mori, Aotearoa)
THE CLASH OF VALUE SYSTEMS CREATES TENSION In fact, many Hindus continue to bath in or even drink the Ganges regularly. Confident in the healing powers of the divine river, they believe nothing could compromise the purity of their goddess. For them, Mother Ganges exists to wash away the impurities and pollution of earth and thus can cleanse herself. Major cleanup efforts are thus a waste of money and effort. (Rhude & Moore, np)
CONTEXTUAL MODEL OF COMMUNICATION A and B are functional systems of society. Example: within Communication A could be Geo-Sciences, B can be every other functional system (even Science itself scholarly communication) Perceptual Context A Perceptual Context B Non-medial code medial code Cultural Context Micro-Cultural Context Environmental Context
CONTEXTUAL MODEL OF GEOETHICS Functional Systems are characterized by individua operationalization and contain individual ethical standards (values, beliefs, behaviors, incentives, etc.) Cultural Proxy Operationalization Science Operationalization Policy Codierung True - False Dominant - inferior Medium Truth Power (Hierarchy) Program Theory Ideology Funktion* Observation Leadership
TOOLS AND CHANNELS
Science interpretation 02
Science interpretation 02
Science interpretation 02
Science interpretation 02
Science interpretation 02
Science interpretation 02
SOCIAL MEDIA LANDSCAPE
BUT WHY? SOCIAL MEDIA ADHOR THE KNOWLEDGE VACUUM If Science Does Not Step In, Someone Else Will Talk About Science DEBUNKING FALSE FACTS AND PSEUDO- SCIENCE Point Out Misinterpretation And Misconduct MAKE SCIENCE A HUMAN INTEREST STORY Be Authentic And Show The People Behind The Science SET A SPARK CREATE CURIOSITY Address New And Surprising Issues Your Audience Might Never Heard About Before
BUT WHY? EDUCATE PROVIDE NEW INFORMATION AND DETAILS ABOUT A TOPIC EMPOWERMENT ENABLE YOUR AUDIENCE TO ACTIVELY PARTICIPATE IN DECISION MAKING CRITIQUE PRONOUNCE MISLEADING PROCESSES AND DECISIONS BECAUSE SCIENCE MATTERS!
KNOW WHO YOU ARE 臓 If you decide to use social media, think about your role and position. 臓 If you decide to be a professional, ask your employer, if there is a written code of conduct for social media. If you use social media as a professional (not as a private person), you have to follow your employers rules. If you use Social Media as a private person, make it clear to your audience.
HOW TO TWITTER 臓 Think before you tweet! 臓 Get started somehow 臓 Build your community 臓 Stay authentic 臓 Be aware of your responsibility 臓 Learn Self-care
HOW TO YOUTUBE 臓 Be aware of technical and legal matters (Light, Sound, Camera, Background, data storage, edit and after-effects software, copyright) 臓 Stay with your topic be aware of users expectations 臓 How to make a YouTube video about science by Greg Foot: https://youtu.be/UaQ6xWg7QUU
HOW TO INSTAGRAM Post Post constantly Use Use hashtags to get included into topical communities Make Make a plan stay within your key messages Learn Learn Instagram logics and concepts
HOW TO PODCAST Be Aware Of Technical And Legal Matters (Sound, Data Storage, Edit Software, Copyright) Prepare Well: Time, Content, Resources Create A Script And An Editorial Calendar (Redaktionsplan) Create Your / Use Soc. Media as Multiplicator Listen To Your Audience (Feedback)
No topic is inherently boring or interesting. There are only people who make them that way. Sam Ham, 1992
LMU SUPPORT FOR SOCIAL MEDIA 臓 https://lmustudentaffairs.wordpress.com/ 臓 https://studentaffairs.lmu.edu/media/studentaffairs/osccr/documents/2021-22-Technology-and-Social-Media- Policy.pdf
SCICOMM AN EXIT STRATEGY FROM ACADEMIA? 臓 no single solution no formal qualification as Science Communicator 臓 Basic skills: analytical thinking, project management, writing skills, affinity to digital media, enjoy communication 臓Communication training is kind of autodidactic with Blogs or semi-professional assistance of the press office, etc. 臓formal education via advanced training e.g. by Wissenschaftskommunikation.de or Wissenschaft im Dialog

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Science interpretation 02

  • 3. WHO IS MEANT BY THE PUBLIC
  • 4. HEADS, HEARTS AND GUTS! Head: objective, fact driven, monotone, logic and analytic Heart: believe and conviction, emotional Guts: humor and instinct, inconsistent, intuition, spontaneous Even lower organs: chaos, illogical behavior, universal driving force
  • 5. HEADS, HEARTS AND GUTS! Head: objective, fact driven, monotone, logic and analytic Heart: believe and conviction, emotional Guts: humor and instinct, inconsistent, intuition, spontaneous Even lower organs: chaos, illogical behavior, universal driving force Scientists, most Politicians + Interested audiences, + Critical audiences + Kids and young adults + almost everyone
  • 6. ADDRESSING THE GUTS - SEXY SCIENCE What is needed? 臓 News values transferred to science communication 臓 Reach beyond the neutral scientific communication habit 臓 The need to become more emotional 臓 Do we have to become advocates? 臓 Do we need to provoke, too?
  • 7. CONCEPTS IN COMMUNICATION 臓 The 3M-Concept: Meaning, Moving, Memorable 臓 Framing, Priming 臓 Storytelling 臓 Agenda Building, Agenda Setting 臓 Echo chamber and filter bubbles 臓 NEW JUST IN: Fake news and Debunking
  • 8. CONCEPTS IN COMMUNICATION 臓 The 3M-Concept: Meaning, Moving, Memorable 臓 Framing, Priming 臓 Storytelling 臓 Agenda Building, Agenda Setting 臓 Echo chamber and filter bubbles 臓 NEW JUST IN: Fake news and Debunking
  • 9. ENCODING / DECODING (STUART HALL, 1973) To communicate conten (irritations), coding has to be taken into account. 臓 Coding has to be adjusted to the media used 臓 Encoding has to anticipate decoding Problem: If encoding follows the operationalization of ones owe sub-system, this will lead to misinterpretation and mis-decoding due to diverging oberationalizaion within the other sub-system! Perceptual Context Academia Perceptual Context Interacting sub-system Non-medial code medial code encoding decoding
  • 11. WHAT WE SAY AND WHAT YOU HEAR
  • 12. STORYTELLING People forget facts but they remember stories! Joseph Campbell
  • 13. STORYTELLING AN EXAMPLE The Zombie -Preparedness Kit CDC Center for Disease Control thought, that a Zombie- disaster-preparedness -Kit is the same as a Natural Disaster preparedness Kit! 臓 One Post on a researchers blog: People thinking about Zombie Disaster preparedness Kit on May 18, 2011 臓 Evening of May 18th more than 30.000 views, server crashed, Fox News: Hack or Hoax? 臓 Friday: NYT and other major publications are on the story talking about preparedness kits!
  • 14. STORYTELLING AN EXAMPLE FOR SEXY SCIENCE
  • 15. THE NEXT LEVEL CDC took the Zombie Campaign onto another level: https://www.cdc.gov/cpr/docum ents/ zombie_gn_final.pdf
  • 16. STORYTELLING I ELEVATOR PITCH APPROACH 1. Set your subject 2. give it a twist/ build up curiosity 3. explore and build up tension 4. release the tension/ give options R i ght t rough Tur key t he re i s a bounda r y bet we e n t wo c r usta l pl ate s - Eu rop e a n d A s i a . A l on g t h i s b ou n d a r y, m a ny Ea r t h q u a ke s oc c ur re d i n t he l a st de ca de s but not i n Ista nbul . S e i s m ol ogi st s fe a r, t h at t h e re m i ght be a gre at one r i ght be ne at h Ista nbul i n t he nex t coupl e of ye a rs , but t hey a re not a bl e to pre di c t exa c t l y whe n a nd whe re . To m i ni m i ze t he i m pa c t of a gre at S ha ke - up we deve l op new com m uni cat i on a nd e ducat i on m e a s ure s to ra i s e t h e awa re n e s s of t h e p e op l e of Ista n b u l to be re a dy for t he Q ua ke to com e .
  • 17. STORYTELLING I 1. Set your subject 2. give it a twist/ build up curiosity 3. explore and build up tension 4. release the tension/ give options R i ght t rough Tur key t he re i s a bounda r y bet we e n t wo c r usta l pl ate s - Eu rop e a n d A s i a . A l on g t h i s b ou n d a r y, m a ny Ea r t h q u a ke s oc c ur re d i n t he l a st de ca de s but not i n Ista nbul . S e i s m ol ogi st s fe a r, t h at t h e re m i ght be a gre at one r i ght be ne at h Ista nbul i n t he nex t coupl e of ye a rs , but t hey a re not a bl e to pre di c t exa c t l y whe n a nd whe re . To m i ni m i ze t he i m pa c t of a gre at S ha ke - up we deve l op new com m uni cat i on a nd e ducat i on m e a s ure s to ra i s e t h e awa re n e s s of t h e p e op l e of Ista n b u l to be re a dy for t he Q ua ke to com e .
  • 18. STORYTELLING I 1. Set your subject 2. give it a twist/ build up curiosity 3. explore and build up tension 4. release the tension/ give options R i ght t rough Tur key t he re i s a bounda r y bet we e n t wo c r usta l pl ate s - Eu rop e a n d A s i a . A l on g t h i s b ou n d a r y, m a ny Ea r t h q u a ke s oc c ur re d i n t he l a st de ca de s but not i n Ista nbul . S e i s m ol ogi st s fe a r, t hat t he re m i ght be a gre at one r i ght be ne at h Ista nbul i n t he nex t coupl e of ye a rs , but t hey a re not a bl e to pre di c t exa c t l y whe n a nd whe re . To m i ni m i ze t he i m pa c t of a gre at S ha ke - up we deve l op new com m uni cat i on a nd e ducat i on m e a s ure s to ra i s e t h e awa re n e s s of t h e p e op l e of Ista n b u l to be re a dy for t he Q ua ke to com e .
  • 19. STORYTELLING I 1. Set your subject 2. give it a twist/ build up curiosity 3. explore and build up tension 4. release the tension/ give options R i ght t rough Tur key t he re i s a bounda r y bet we e n t wo c r usta l pl ate s - Eu rop e a n d A s i a . A l on g t h i s b ou n d a r y, m a ny Ea r t h q u a ke s oc c ur re d i n t he l a st de ca de s but not i n Ista nbul . S e i s m ol ogi st s fe a r, t hat t he re m i ght be a gre at one r i ght be ne at h Ista nbul i n t he nex t coupl e of ye a rs , but t hey a re not a bl e to pre di c t exa c t l y whe n a nd whe re . To m i ni m i ze t he i m pa c t of a gre at S ha ke - up we deve l op new com m uni cat i on a nd e ducat i on m e a s ure s to ra i s e t h e awa re n e s s of t h e p e op l e of Ista n b u l to be re a dy for t he Q ua ke to com e .
  • 20. STORYTELLING: TRY THE LOGLINE Coming from a world where Earthquakes happen a Geologist is doing Educational programs for school kids but when the school collapses because of a fire following an EQ she is learning that there are ways of early warning in time to shut down gas lines and transportation lines so she is able to safe lives in case of future events.
  • 21. LOGLINE YOUR TURN Use the logline Take any issue, fact, concept from the Earth Sciences and turn it into a story. Dont be afraid, if your story sound like a Hollywood Blockbuster the logline is the most commonly used concept for screen writers. Take 30 Minutes to write your logline-story. Logline Coming from a world where a is doing but when he/she is learning from that in time to so he/she is able to
  • 22. ENVIRONMENTAL CONCERN THREE DIMENSIONS Air Pollution can be seen as: 臓 Egoistic I dont want to breath polluted air 臓 Altruistic Air pollution is harmful for all humans 臓 Biospheric Polluted Air stresses plants and animals as well as the full biosphere Schulz, 2002
  • 23. ETUAPTMUMK (TWO-EYED SEEING) 臓 taking (inter)cultural context into account 臓 taking different concepts of nature and of the position of man vs. nature into account (kincentric ecology) Contextual Model of Intercultural Communication (CMIC; Neuliep, 2006) Examples: 臓 Mtauranga (Mori, Aotearoa)
  • 24. THE CLASH OF VALUE SYSTEMS CREATES TENSION In fact, many Hindus continue to bath in or even drink the Ganges regularly. Confident in the healing powers of the divine river, they believe nothing could compromise the purity of their goddess. For them, Mother Ganges exists to wash away the impurities and pollution of earth and thus can cleanse herself. Major cleanup efforts are thus a waste of money and effort. (Rhude & Moore, np)
  • 25. CONTEXTUAL MODEL OF COMMUNICATION A and B are functional systems of society. Example: within Communication A could be Geo-Sciences, B can be every other functional system (even Science itself scholarly communication) Perceptual Context A Perceptual Context B Non-medial code medial code Cultural Context Micro-Cultural Context Environmental Context
  • 26. CONTEXTUAL MODEL OF GEOETHICS Functional Systems are characterized by individua operationalization and contain individual ethical standards (values, beliefs, behaviors, incentives, etc.) Cultural Proxy Operationalization Science Operationalization Policy Codierung True - False Dominant - inferior Medium Truth Power (Hierarchy) Program Theory Ideology Funktion* Observation Leadership
  • 35. BUT WHY? SOCIAL MEDIA ADHOR THE KNOWLEDGE VACUUM If Science Does Not Step In, Someone Else Will Talk About Science DEBUNKING FALSE FACTS AND PSEUDO- SCIENCE Point Out Misinterpretation And Misconduct MAKE SCIENCE A HUMAN INTEREST STORY Be Authentic And Show The People Behind The Science SET A SPARK CREATE CURIOSITY Address New And Surprising Issues Your Audience Might Never Heard About Before
  • 36. BUT WHY? EDUCATE PROVIDE NEW INFORMATION AND DETAILS ABOUT A TOPIC EMPOWERMENT ENABLE YOUR AUDIENCE TO ACTIVELY PARTICIPATE IN DECISION MAKING CRITIQUE PRONOUNCE MISLEADING PROCESSES AND DECISIONS BECAUSE SCIENCE MATTERS!
  • 37. KNOW WHO YOU ARE 臓 If you decide to use social media, think about your role and position. 臓 If you decide to be a professional, ask your employer, if there is a written code of conduct for social media. If you use social media as a professional (not as a private person), you have to follow your employers rules. If you use Social Media as a private person, make it clear to your audience.
  • 38. HOW TO TWITTER 臓 Think before you tweet! 臓 Get started somehow 臓 Build your community 臓 Stay authentic 臓 Be aware of your responsibility 臓 Learn Self-care
  • 39. HOW TO YOUTUBE 臓 Be aware of technical and legal matters (Light, Sound, Camera, Background, data storage, edit and after-effects software, copyright) 臓 Stay with your topic be aware of users expectations 臓 How to make a YouTube video about science by Greg Foot: https://youtu.be/UaQ6xWg7QUU
  • 40. HOW TO INSTAGRAM Post Post constantly Use Use hashtags to get included into topical communities Make Make a plan stay within your key messages Learn Learn Instagram logics and concepts
  • 41. HOW TO PODCAST Be Aware Of Technical And Legal Matters (Sound, Data Storage, Edit Software, Copyright) Prepare Well: Time, Content, Resources Create A Script And An Editorial Calendar (Redaktionsplan) Create Your / Use Soc. Media as Multiplicator Listen To Your Audience (Feedback)
  • 42. No topic is inherently boring or interesting. There are only people who make them that way. Sam Ham, 1992
  • 43. LMU SUPPORT FOR SOCIAL MEDIA 臓 https://lmustudentaffairs.wordpress.com/ 臓 https://studentaffairs.lmu.edu/media/studentaffairs/osccr/documents/2021-22-Technology-and-Social-Media- Policy.pdf
  • 44. SCICOMM AN EXIT STRATEGY FROM ACADEMIA? 臓 no single solution no formal qualification as Science Communicator 臓 Basic skills: analytical thinking, project management, writing skills, affinity to digital media, enjoy communication 臓Communication training is kind of autodidactic with Blogs or semi-professional assistance of the press office, etc. 臓formal education via advanced training e.g. by Wissenschaftskommunikation.de or Wissenschaft im Dialog