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Science communication is the practice of informing, educating, raising awareness of science-related topics, and increasing the sense of wonder about scientific discoveries and arguments. Science communicators and audiences are ambiguously defined and the expertise and level of science knowledge varies with each group. Two types of science communication are outward-facing or science outreach (typically conducted by professional scientists to non-expert audiences) and inward-facing or science "inreach" (expert to expert communication from similar or different scientific backgrounds). Examples of outreach include
science journalism Science journalism conveys reporting about science to the public. The field typically involves interactions between scientists, journalists, and the public. Origins Modern science journalism dates back to '' Digdarshan'' (means showing the d ...
and science museums. Examples of inreach include
scholarly communication Scholarly communication involves the creation, publication, dissemination and discovery of academic research, primarily in peer-reviewed journals and books. It is “the system through which research and other scholarly writings are created, evalu ...
and
publication To publish is to make content available to the general public.Berne Con ...
in
scientific journal In academic publishing, a scientific journal is a periodical publication intended to further the progress of science, usually by reporting new research. Content Articles in scientific journals are mostly written by active scientists such as ...
s. But science communication is influenced by systemic inequalities that impact both inreach and outreach. Science communicators can use entertainment and persuasion including humour, storytelling and
metaphors A metaphor is a figure of speech that, for rhetorical effect, directly refers to one thing by mentioning another. It may provide (or obscure) clarity or identify hidden similarities between two different ideas. Metaphors are often compared with ...
. Scientists can be trained in some of the techniques used by
actors An actor or actress is a person who portrays a character in a performance. The actor performs "in the flesh" in the traditional medium of the theatre or in modern media such as film, radio, and television. The analogous Greek term is (), lit ...
to improve their communication. Continually evaluating science communication and engagement activities allows for designing engagement activities to be as resource efficient as possible while also avoiding well known pitfalls. Text was copied from this source, which is available under
Creative Commons Attribution 4.0 International License
There is a field of research on science communication that, for decades, had only limited influence on science communication practice, and vice versa, but evidence-based science communication aims to bridge research and practice in science communication. Science communication may generate support for scientific research or
science education Science education is the teaching and learning of science to school children, college students, or adults within the general public. The field of science education includes work in science content, science process (the scientific method), some ...
, and inform
decision making In psychology, decision-making (also spelled decision making and decisionmaking) is regarded as the cognitive process resulting in the selection of a belief or a course of action among several possible alternative options. It could be either ra ...
, including political and ethical thinking. Science communication can be an effective mediator between the different groups and individuals that have a stake in public policy, industry, and civil society. This may be especially critical in addressing scientific
misinformation Misinformation is incorrect or misleading information. It differs from disinformation, which is ''deliberately'' deceptive. Rumors are information not attributed to any particular source, and so are unreliable and often unverified, but can turn o ...
, which spreads easily because it is not subject to the constraints of scientific method. The requirement for scientists to publicise research findings and generate impact has increased in recent years. Research funders have also raised their expectations that researchers will go beyond publication in academic journals to communicate with the public. This has generated interest in using creative methods of science communication such as
blogs A blog (a truncation of "weblog") is a discussion or informational website published on the World Wide Web consisting of discrete, often informal diary-style text entries (posts). Posts are typically displayed in reverse chronological order s ...
, infographics, illustrations and
comics a medium used to express ideas with images, often combined with text or other visual information. It typically the form of a sequence of panels of images. Textual devices such as speech balloons, captions, and onomatopoeia can indicate ...
and board games.


Motivations

Writing in 1987, Geoffery Thomas and John Durant advocated various reasons to increase public understanding of science, or
scientific literacy Scientific literacy or science literacy encompasses written, numerical, and digital literacy as they pertain to understanding science, its methodology, observations, and theories. Scientific literacy is chiefly concerned with an understanding o ...
. More trained engineers and scientists could allow a nation to be more competitive economically. Science can also benefit individuals. Science can simply have aesthetic appeal (e.g., popular science or
science fiction Science fiction (sometimes shortened to Sci-Fi or SF) is a genre of speculative fiction which typically deals with imaginative and futuristic concepts such as advanced science and technology, space exploration, time travel, parallel univers ...
). Living in an increasingly technological society, background scientific knowledge can help to negotiate it. The science of happiness is an example of a field whose research can have direct and obvious implications for individuals. Governments and societies might also benefit from more scientific literacy, since an informed electorate promotes a more democratic society. Moreover, science can inform moral
decision making In psychology, decision-making (also spelled decision making and decisionmaking) is regarded as the cognitive process resulting in the selection of a belief or a course of action among several possible alternative options. It could be either ra ...
(e.g., answering questions about whether animals can feel pain, how human activity influences climate, or even a
science of morality The science of morality may refer to various forms of ethical naturalism grounding morality in rational, empirical consideration of the natural world. It is sometimes framed as using the scientific approach to determine what is right and wrong, ...
). In 1990, Steven Hilgartner, a scholar in science and technology studies, criticized some academic research in public understanding of science. Hilgartner argued that what he called "the dominant view" of science popularization tends to imply a tight boundary around those who can articulate true, reliable knowledge. By defining a "deficient public" as recipients of knowledge, the scientists get to emphasize their own identity as experts, according to Hilgartner. Understood in this way, science communication may explicitly exist to connect scientists with the rest of society, but science communication may reinforce the boundary between the public and the experts (according to work by Brian Wynne in 1992 and
Massimiano Bucchi Massimiano Bucchi (born Arezzo, 15 May 1970) is an Italian sociologist, writer and a scholar of the relationships among science, technology and society. Biography After graduating in sociology at the University of Trento, Italy, he pursued his s ...
in 1998). In 2016, the scholarly journal '' Public Understanding of Science'' ran an essay competition on the "deficit model" or "deficit concept" of science communication and published a series of articles answering the question "In science communication, why does the idea of a public deficit always return?" in different ways; for example, Carina Cortassa's essay argued that the deficit model of science communication is just a special case of an omnipresent problem studied in
social epistemology Social epistemology refers to a broad set of approaches that can be taken in epistemology (the study of knowledge) that construes human knowledge as a collective achievement. Another way of characterizing social epistemology is as the evaluation o ...
of testimony, the problem of "epistemic asymmetry", which arises whenever some people know more about some things than other people. Science communication is just one kind of attempt to reduce epistemic asymmetry between people who may know more and people who may know less about a certain subject. Biologist Randy Olson said in 2009 that anti-science groups can often be so motivated, and so well funded, that the impartiality of science organizations in politics can lead to crises of public understanding of science. He cited examples of denialism (for instance,
climate change denial Climate change denial, or global warming denial, is denial, dismissal, or doubt that contradicts the scientific consensus on climate change, including the extent to which it is caused by humans, its effects on nature and human society, or the ...
) to support this worry.(23 October 2009.
"Randy Olson – Don't Be Such a Scientist."
(Includes podcast)
Pointofinquiry.org
Accessed May 2012.
Journalist
Robert Krulwich Robert Louis Krulwich (born August 5, 1947) is an American radio and television journalist who currently serves as a science correspondent for NPR and was a co-host of the program '' Radiolab''. He has worked as a full-time employee of ABC, C ...
likewise argued in 2008 that the stories scientists tell compete with the efforts of people such as Turkish creationist
Adnan Oktar Adnan Oktar (; born 2 February 1956), also known as Adnan Hoca or Harun Yahya, is a Turkish religious sex cult leader, creationist/ anti-evolutionist, conspiracy theorist, preacher and pamphleteer.Filiu, ''Apocalypse in Islam'', 2011: p.171 In ...
. Krulwich explained that attractive, easy to read, and cheap creationist textbooks were sold by the thousands to schools in Turkey (despite their strong secular tradition) due to the efforts of Oktar.Miller, Lulu (29 July 2008
"Tell Me a Story."
(Includes podcast)
Radiolab.org
Accessed May 2012.
Astrobiologist
David Morrison Lieutenant General David Lindsay Morrison (born 24 May 1956) is a retired senior officer of the Australian Army. He served as Chief of Army from June 2011 until his retirement in May 2015. He was named Australian of the Year for 2016. Early ...
has spoken of repeated disruption of his work by popular anti-scientific phenomena, having been called upon to assuage public fears of an impending
cataclysm Cataclysm is derived from the Greek (), 'down, against', and (), 'wash over, surge'. It may refer to: Common meanings *Generally, any large-scale disaster *Deluge (mythology) *Doomsday event, see hypothetical risks to civilization, humans, and ...
involving an unseen planetary object—first in 2008, and again in 2012 and 2017.


Methods

Science popularization figures such as
Carl Sagan Carl Edward Sagan (; ; November 9, 1934December 20, 1996) was an American astronomer, planetary scientist, cosmologist, astrophysicist, astrobiologist, author, and science communicator. His best known scientific contribution is research on e ...
and
Neil deGrasse Tyson Neil deGrasse Tyson ( or ; born October 5, 1958) is an American astrophysicist, author, and science communicator. Tyson studied at Harvard University, the University of Texas at Austin, and Columbia University. From 1991 to 1994, he was a ...
are partly responsible for the view of science or a specific science discipline within the general public. However, the degree of knowledge and experience a science popularizer has can vary greatly. Because of this, some science communication can depend on sensationalism. As a Forbes contributor put it, "The main job of physics popularizers is the same as it is for any celebrity: get more famous." Another point in the controversy of popular science is the idea of how public debate can affect public opinion. A relevant and highly public example of this is climate change. A science communication study appearing in '' The New York Times'' proves that "even a fractious minority wields enough power to skew a reader's perception of a cience newsstory" and that even "firmly worded (but not uncivil) disagreements between commenters affected readers' perception of science." This causes some to worry about the popularizing of science in the public, questioning whether the further popularization of science will cause pressure towards generalization or sensationalism. Marine biologist and film-maker Randy Olson published ''Don't Be Such a Scientist: Talking Substance in an Age of Style''. In the book he describes how there has been an unproductive negligence when it comes to teaching scientists to communicate. ''Don't be Such a Scientist'' is written to his fellow scientists, and he says they need to "lighten up". He adds that scientists are ultimately the most responsible for promoting and explaining science to the public and media. This, Olson says, should be done according to a good grasp of social science; scientists must use persuasive and effective means like
story telling Storytelling is the social and cultural activity of sharing stories, sometimes with improvisation, theatrics or embellishment. Every culture has its own stories or narratives, which are shared as a means of entertainment, education, cultural p ...
. Olson acknowledges that the stories told by scientists need not only be compelling but also accurate to modern science—and says this added challenge must simply be confronted. He points to figures like
Carl Sagan Carl Edward Sagan (; ; November 9, 1934December 20, 1996) was an American astronomer, planetary scientist, cosmologist, astrophysicist, astrobiologist, author, and science communicator. His best known scientific contribution is research on e ...
as effective popularizers, partly because such figures actively cultivate a likeable image. At his commencement address to
Caltech The California Institute of Technology (branded as Caltech or CIT)The university itself only spells its short form as "Caltech"; the institution considers other spellings such a"Cal Tech" and "CalTech" incorrect. The institute is also occasional ...
students, journalist
Robert Krulwich Robert Louis Krulwich (born August 5, 1947) is an American radio and television journalist who currently serves as a science correspondent for NPR and was a co-host of the program '' Radiolab''. He has worked as a full-time employee of ABC, C ...
delivered a speech entitled "Tell me a story". Krulwich says that scientists are actually given many opportunities to explain something interesting about science or their work, and that they must seize such opportunities. He says scientists must resist shunning the public, as
Sir Isaac Newton Sir Isaac Newton (25 December 1642 – 20 March 1726/27) was an English mathematician, physicist, astronomer, alchemist, theologian, and author (described in his time as a "natural philosopher"), widely recognised as one of the gre ...
did in his writing, and instead embrace metaphors the way Galileo did; Krulwich suggests that metaphors only become more important as the science gets more difficult to understand. He adds that telling stories of science in practice, of scientists' success stories and struggles, helps convey that scientists are real people. Finally, Krulwich advocates for the importance of scientific values in general, and helping the public to understand that scientific views are not mere opinions, but hard-won knowledge. Actor
Alan Alda Alan Alda (; born Alphonso Joseph D'Abruzzo; January 28, 1936) is an American actor, screenwriter, and director. A six-time Emmy Award and Golden Globe Award winner, he is best known for playing Captain Benjamin "Hawkeye" Pierce in the war come ...
helped scientists and PhD students get more comfortable with communication with the help of drama coaches (they use the acting techniques of Viola Spolin).Grushkin, Daniel (5 August 2010)
"Try acting like a scientist"The Scientist Magazine
Accessed May 2012 (archive accessed Jan 2022).
Matthew Nisbet Matthew C. Nisbet is a professor of Communications and Public Policy at Northeastern University. He is the former Editor-in-Chief of ''Environmental Communication'' and Senior Editor of the ''Oxford Encyclopedia of Climate Change Communication''. ...
described the use of opinion leaders as intermediaries between scientists and the public as a way to reach the public via trained individuals who are more closely engaged with their communities, such as "teachers, business leaders, attorneys, policymakers, neighborhood leaders, students, and media professionals". Examples of initiatives that have taken this approach include Science & Engineering Ambassadors, sponsored by the National Academy of Sciences, and Science Booster Clubs, coordinated by the National Center for Science Education.


Evidence based practices

Similar to how
evidence-based medicine Evidence-based medicine (EBM) is "the conscientious, explicit and judicious use of current best evidence in making decisions about the care of individual patients". The aim of EBM is to integrate the experience of the clinician, the values of t ...
gained a foothold in medical communication decades ago, researchers Eric Jensen and Alexander Gerber have argued that science communication would benefit from evidence-based prescriptions since the field faces related challenges. In particular, they argued that the lack of collaboration between researchers and practitioners is a problem: "Ironically, the challenges begin with communication about science communication evidence." The overall effectiveness of the science communication field is limited by the lack of effective transfer mechanisms for practitioners to apply research in their work and perhaps even investigate, together with researchers, communication strategies, Jensen and Gerber said. Closer collaboration could enrich the spectrum of science communication research and increase the existing methodological toolbox, including more longitudinal and experimental studies. Evidence-based science communication would combine the best available evidence from systematic research, underpinned by established theory, as well as practitioners' acquired skills and expertise, reducing the double-disconnect between scholarship and practice. Neither adequately take into account the other side's priorities, needs and possible solutions, Jensen and Gerber argued; bridging the gap and fostering closer collaboration could allow for mutual learning, enhancing the overall advancements of science communication as a young field.


Imagining science's publics

In the preface of '' The Selfish Gene'',
Richard Dawkins Richard Dawkins (born 26 March 1941) is a British evolutionary biologist and author. He is an emeritus fellow of New College, Oxford and was Professor for Public Understanding of Science in the University of Oxford from 1995 to 2008. An ath ...
wrote: "Three imaginary readers looked over my shoulder while I was writing, and I now dedicate the book to them. ..First the general reader, the layman ..second the expert ndthird the student". Many criticisms of the public understanding of science movement have emphasized that this thing they were calling the public was somewhat of an (unhelpful) black box. Approaches to the public changed with the move away from the public understanding of science. Science communication researchers and practitioners now often showcase their desire to listen to non-scientists as well as acknowledging an awareness of the fluid and complex nature of (post/late) modern social identities. At the very least, people will use plurals: publics or audiences. As the editor of the scholarly journal '' Public Understanding of Science'' put it in a special issue on publics:
We have clearly moved from the old days of the deficit frame and thinking of publics as monolithic to viewing publics as active, knowledgeable, playing multiple roles, receiving as well as shaping science. (Einsiedel, 2007: 5)
However, Einsiedel goes on to suggest both views of the public are "monolithic" in their own way; they both choose to declare what something called the public is. Some promoters of public understanding of science might have ridiculed publics for their ignorance, but an alternative "public engagement with science and technology" romanticizes its publics for their participatory instincts, intrinsic morality or simple collective wisdom. As Susanna Hornig Priest concluded in her 2009 introduction essay on science's contemporary audiences, the job of science communication might be to help non-scientists feel they are not excluded as opposed to always included; that they can join in if they want, rather than that there is a necessity to spend their lives engaging. The process of quantifiably surveying public opinion of science is now largely associated with the public understanding of science movement (some would say unfairly). In the US, Jon Miller is the name most associated with such work and well known for differentiating between identifiable "attentive" or "interested" publics (that is to say science fans) and those who do not care much about science and technology. Miller's work questioned whether the American public had the following four attributes of scientific literacy: * knowledge of basic textbook scientific factual knowledge * an understanding of scientific method * appreciated the positive outcomes of science and technology * rejected superstitious beliefs, such as astrology or numerology In some respects, John Durant's work surveying British public applied similar ideas to Miller. However, they were slightly more concerned with attitudes to science and technology, rather than just how much knowledge people had. They also looked at public confidence in their knowledge, considering issues such as the gender of those ticking "don't know" boxes. We can see aspects of this approach, as well as a more "public engagement with science and technology" influenced one, reflected within the Eurobarometer studies of public opinion. These have been running since 1973 to monitor public opinion in the member states, with the aim of helping the preparation of policy (and evaluation of policy). They look at a host of topics, not just science and technology but also defense, the euro, enlargement of the European Union, and culture. Eurobarometer's 2008 study of Europeans' Attitudes to Climate Change is a good example. It focuses on respondents' "subjective level of information"; asking "personally, do you think that you are well informed or not about...?" rather than checking what people knew.


Frame analysis

Science communication can be analyzed through
frame analysis Frame analysis (also called framing analysis) is a multi-disciplinary social science research method used to analyze how people understand situations and activities. Frame analysis looks at images, stereotypes, metaphors, actors, messages, and mor ...
, a research method used to analyze how people understand situations and activities. Some features of this analysis are listed below. * Public accountability: placing a blame on public actions for value, e.g. political gain in the climate change debate * Runaway technology: creating a certain view of technological advancements, e.g. photos of an exploded nuclear power plant * Scientific uncertainty: questioning the reliability of a scientific theory, e.g. arguing how bad global climate change can be if humans are still alive


Heuristics

People make an enormous number of decisions every day, and to approach all of them in a careful, methodical manner is impractical. They therefore often use mental shortcuts known as " heuristics" to quickly arrive at acceptable inferences.Fiske, S. T., & Taylor, S. E. (1991). ''Social Cognition'' (2nd ed.). New York: McGraw-Hill. Tversky and Kahneman originally proposed three heuristics, listed below, although there are many others that have been discussed in later research. *
Representativeness The representativeness heuristic is used when making judgments about the probability of an event under uncertainty. It is one of a group of heuristics (simple rules governing judgment or decision-making) proposed by psychologists Amos Tversky and D ...
: used to make assumptions about probability based on relevancy, e.g. how likely item A is to be a member of category B (is Kim a chef?), or that event C resulted from process D (could the sequence of coin tosses H-H-T-T have occurred randomly?). *
Availability In reliability engineering, the term availability has the following meanings: * The degree to which a system, subsystem or equipment is in a specified operable and committable state at the start of a mission, when the mission is called for at a ...
: used to estimate how frequent or likely an event is based on how quickly one can conjure examples of the event. For example, if one were asked to approximate the number of people in your age group that are currently in college, your judgment would be affected by how many of your own acquaintances are in college. *
Anchoring and adjustment The anchoring effect is a cognitive bias whereby an individual's decisions are influenced by a particular reference point or 'anchor'. Both numeric and non-numeric anchoring have been reported in research. In numeric anchoring, once the value of ...
: used when making judgments with uncertainties. One will start with an anchoring point, then adjust it to reach an assumption. For example, if you are asked to estimate how many people will take Dr. Smith's biology class this spring, you may recall that 38 students took the class in the fall, and adjust your estimation based on whether the class is more popular in the spring or in the fall. The most effective science communication efforts take into account the role that heuristics play in everyday decision-making. Many outreach initiatives focus solely on increasing the public's knowledge, but studies have found little, if any, correlation between knowledge levels and attitudes towards scientific issues.


Inclusive communication and cultural differences

Science communication is often influenced by the implicit inequities embedded in the production of scientific knowledge itself. Māori researcher Linda Tuhiwai Smith details how scientific research is "inextricably linked to European imperialism and colonialism," and Collin Bjork notes that this oppressive framework is linked to science communication in part because European colonizers "employed both the English language and western science as tools for subjugating others." The inequalities in the systems that produce science and science communication persist to today and were recently amplified during the initial waves of the Covid-19 pandemic when studies found that women researchers "submitted proportionally fewer manuscripts than men" to peer-reviewed journals, which is likely due to the unequal professional and sociocultural burdens faced by women scientists. There is a cultural side to science communication. There is a necessity to consider
cultural differences Cultural diversity is the quality of diverse or different cultures, as opposed to monoculture, the global monoculture, or a homogenization of cultures, akin to cultural evolution. The term "cultural diversity" can also refer to having different cu ...
, such as how individuals feel about the distance between humans and nature. A code of ethics for communicators of science would have to transcend cultural boundaries. seeks to build further methods for reaching
marginalized group Social exclusion or social marginalisation is the social disadvantage and relegation to the fringe of society. It is a term that has been used widely in Europe and was first used in France in the late 20th century. It is used across discipli ...
s that are often left out by typical top-down science communication. The Metcalf Institute for Marine & Environmental Reporting at the
University of Rhode Island The University of Rhode Island (URI) is a public land-grant research university with its main campus in Kingston, Rhode Island, United States. It is the flagship public research as well as the land-grant university of the state of Rhode Isla ...
produced a survey of these practices in 2020. Complementary methods for including diverse voices include the use of poetry, participatory arts, film, and games, all of which have been used to engage various publics by monitoring, deliberating, and responding to their attitudes toward science and scientific discourse.


Science in popular culture and the media


Birth of public science

While scientific study began to emerge as a popular discourse following the Renaissance and the Enlightenment, science was not widely funded or exposed to the public until the nineteenth century. Most science prior to this was funded by individuals under private patronage and was studied in exclusive groups, like the Royal Society.
Public science Public science is a term for research that is conducted amongst, or includes, the public. Two traditions of public science have emerged, one based on participatory action research and another based on science outreach. Participatory action researc ...
emerged due to a gradual
social change Social change is the alteration of the social order of a society which may include changes in social institutions, social behaviours or social relations. Definition Social change may not refer to the notion of social progress or sociocult ...
, resulting from the rise of the middle class in the nineteenth century. As scientific inventions, like the
conveyor belt A conveyor belt is the carrying medium of a belt conveyor system (often shortened to belt conveyor). A belt conveyor system is one of many types of conveyor systems. A belt conveyor system consists of two or more pulleys (sometimes referred to ...
and the steam locomotive entered and enhanced the lifestyle of people in the nineteenth century, scientific inventions began to be widely funded by universities and other public institutions in an effort to increase scientific research. Since scientific achievements were beneficial to society, the pursuit of scientific knowledge resulted in science as a
profession A profession is a field of work that has been successfully '' professionalized''. It can be defined as a disciplined group of individuals, ''professionals'', who adhere to ethical standards and who hold themselves out as, and are accepted by ...
. Scientific institutions, like the National Academy of Sciences or the
British Association for the Advancement of Science The British Science Association (BSA) is a charity and learned society founded in 1831 to aid in the promotion and development of science. Until 2009 it was known as the British Association for the Advancement of Science (BA). The current Chie ...
are examples of leading platforms for the public discussion of science.
David Brewster Sir David Brewster KH PRSE FRS FSA Scot FSSA MICE (11 December 178110 February 1868) was a British scientist, inventor, author, and academic administrator. In science he is principally remembered for his experimental work in physical optics ...
, founder of the British Association for the Advancement of Science, believed in regulated publications in order to effectively communicate their discoveries, "so that scientific students may know where to begin their labours." As the communication of science reached a wider audience, due to the
professionalization Professionalization is a social process by which any trade or occupation transforms itself into a true "profession of the highest integrity and competence." The definition of what constitutes a profession is often contested. Professionalization ten ...
of science and its introduction to the
public sphere The public sphere (german: Öffentlichkeit) is an area in social life where individuals can come together to freely discuss and identify societal problems, and through that discussion influence political action. A "Public" is "of or concerning th ...
, the interest in the subject increased.


Scientific media in the 19th century

There was a change in media production in the nineteenth century. The invention of the
steam-powered A steam engine is a heat engine that performs mechanical work using steam as its working fluid. The steam engine uses the force produced by steam pressure to push a piston back and forth inside a Cylinder (locomotive), cylinder. This pus ...
printing press enabled more pages to be printed per hour, which resulted in cheaper texts. Book prices gradually dropped, which gave the working classes the ability to purchase them. No longer reserved for the elite, affordable and informative texts were made available to a mass audience. Historian Aileen Fyfe noted that, as the nineteenth century experienced a set of social reforms that sought to improve the lives of those in the working classes, the availability of public knowledge was valuable for intellectual growth. As a result, there were reform efforts to further the knowledge of the less educated. The
Society for the Diffusion of Useful Knowledge The Society for the Diffusion of Useful Knowledge (SDUK) was founded in London in 1826, mainly at the instigation of Whig MP Henry Brougham, with the object of publishing information to people who were unable to obtain formal teaching or who pr ...
, led by Henry Brougham, attempted to organize a system for widespread literacy for all classes. Additionally, weekly periodicals, like the ''
Penny Magazine ''The Penny Magazine'' was an illustrated British magazine aimed at the working class, published every Saturday from 31 March 1832 to 31 October 1845. Charles Knight created it for the Society for the Diffusion of Useful Knowledge in response t ...
'', were aimed to educate the general public on scientific achievements in a comprehensive manner. As the audience for scientific texts expanded, the interest in public science did as well. "Extension lectures" were installed in some universities, like Oxford and
Cambridge Cambridge ( ) is a university city and the county town in Cambridgeshire, England. It is located on the River Cam approximately north of London. As of the 2021 United Kingdom census, the population of Cambridge was 145,700. Cambridge becam ...
, which encouraged members of the public to attend lectures. In America, traveling lectures were a common occurrence in the nineteenth century and attracted hundreds of viewers. These public lectures were a part of the lyceum movement and demonstrated basic scientific experiments, which advanced scientific knowledge for both the educated and uneducated viewers. Not only did the popularization of
public science Public science is a term for research that is conducted amongst, or includes, the public. Two traditions of public science have emerged, one based on participatory action research and another based on science outreach. Participatory action researc ...
enlighten the general public through mass media, but it also enhanced communication within the scientific community. Although scientists had been communicating their discoveries and achievements through print for centuries, publications with a variety of subjects decreased in popularity. Alternatively, publications in discipline-specific journals were crucial for a successful career in the sciences in the nineteenth century. As a result,
scientific journal In academic publishing, a scientific journal is a periodical publication intended to further the progress of science, usually by reporting new research. Content Articles in scientific journals are mostly written by active scientists such as ...
s such as ''Nature'' or ''National Geographic'' possessed a large readership and received substantial funding by the end of the nineteenth century as the popularization of science continued.


Science communication in contemporary media

Science can be communicated to the public in many different ways. According to Karen Bultitude, a science communication lecturer at
University College London , mottoeng = Let all come who by merit deserve the most reward , established = , type = Public research university , endowment = £143 million (2020) , budget = � ...
, these can be broadly categorized into three groups: traditional journalism, live or face-to-face events, and online interaction.


Traditional journalism

Traditional journalism (for example, newspapers, magazines, television and radio) has the advantage of reaching large audiences; in the past, this is way most people regularly accessed information about science. Traditional media is also more likely to produce information that is high quality (well written or presented), as it will have been produced by professional journalists. Traditional journalism is often also responsible for setting agendas and having an impact on government
policy Policy is a deliberate system of guidelines to guide decisions and achieve rational outcomes. A policy is a statement of intent and is implemented as a procedure or protocol. Policies are generally adopted by a governance body within an organ ...
. The traditional journalistic method of communication is one-way, so there can be no dialogue with the public, and science stories can often be reduced in scope so that there is a limited focus for a mainstream audience, who may not be able to comprehend the bigger picture from a scientific perspective. However, there is new research now available on the role of newspapers and television channels in constituting "scientific public spheres" which enable participation of a wide range of actors in public deliberations. Another disadvantage of traditional journalism is that, once a science story is taken up by mainstream media, the scientist(s) involved no longer has any direct control over how his or her work is communicated, which may lead to misunderstanding or misinformation. Research in this area demonstrates how the relationship between journalists and scientists has been strained in some instances. On one hand scientists have reported being frustrated with things like journalists oversimplifying or dramatizing of their work, while on the other hand journalists find scientists difficult to work with and ill-equipped to communicate their work to a general audience. Despite this potential tension, a comparison of scientists from several countries has shown that many scientists are pleased with their media interactions and engage often. However, the use of traditional media sources, like newspapers and television, has steadily declined as primary sources for science information, while the internet has rapidly increased in prominence. In 2016, 55% of Americans reported using the internet as their primary source to learn about science and technology, compared to 24% reporting TV and 4% reporting newspapers were their primary sources. Additionally, traditional media outlets have dramatically decreased the number of, or in some cases eliminated, science journalists and the amount of science-related content they publish.


Live or face-to-face events

The second category is live or face-to-face events, such as public lectures in museums or universities,
debate Debate is a process that involves formal discourse on a particular topic, often including a moderator and audience. In a debate, arguments are put forward for often opposing viewpoints. Debates have historically occurred in public meetings, a ...
s, science busking, "sci-art" exhibits,
Science Café Science is a systematic endeavor that builds and organizes knowledge in the form of testable explanations and predictions about the universe. Science may be as old as the human species, and some of the earliest archeological evidence for ...
s and science festivals.
Citizen science Citizen science (CS) (similar to community science, crowd science, crowd-sourced science, civic science, participatory monitoring, or volunteer monitoring) is scientific research conducted with participation from the public (who are sometimes re ...
or crowd-sourced science (scientific research conducted, in whole or in part, by amateur or nonprofessional scientists) can be done with a face-to-face approach, online, or as a combination of the two to engage in science communication. Research has shown that members of the public seek out science information that is entertaining, but also helping citizens to critically participate in risk regulation and S&T governance. Therefore, it is important to bear this aspect in mind when communicating scientific information to the public (for example, through events combining science communication and comedy, such as Festival of the Spoken Nerd, or during scientific controversies). The advantages of this approach are that it is more personal and allows scientists to interact with the public, allowing for two-way dialogue. Scientists are also better able to control content using this method. Disadvantages of this method include the limited reach, it can also be resource-intensive and costly and also, it may be that only audiences with an existing interest in science will be attracted.


Online interaction

The third category is online interaction; for example, websites, blogs, wikis and
podcast A podcast is a program made available in digital format for download over the Internet. For example, an episodic series of digital audio or video files that a user can download to a personal device to listen to at a time of their choosin ...
s can be used for science communication, as can other social media. Online methods of communicating science have the potential to reach huge audiences, can allow direct interaction between scientists and the public, and the content is always accessible and can be somewhat controlled by the scientist. Additionally, online communication of science can help boost scientists' reputation through increased citations, better circulation of articles, and establishing new collaborations. Online communication also allows for both one-way and two-way communication, depending on the audience's and the author's preferences. However, there are disadvantages in that it is difficult to control how content is picked up by others, and regular attention and updating is needed. When considering whether or not to engage in science communication online, scientists should review what science communication research has shown to be the potential positive and negative outcomes. Online communication has given rise to movements like open science, which advocates for making science more accessible. However, when engaging in communication about science online, scientists should consider not publicizing or reporting findings from their research until it has been peer-reviewed and published, as journals may not accept the work after it has been circulated under the " Ingelfinger rule". Other considerations revolve around how scientists will be perceived by other scientists for engaging in communication. For example, some scholars have criticized engaged, popular scholars using concepts like the
Sagan effect Logology is the study of all things related to science and its practitioners—philosophical, biological, psychological, societal, historical, political, institutional, financial. The term "logology" is back-formed from the suffix "-logy", as in ...
or Kardashian Index. Despite these criticisms, many scientists are taking to communicating their work on online platforms, a sign of potentially changing norms in the field. Art According to Lesen et all (2016), art has been an increasingly used tool to attract the public to science. Either formally or in an informal context, an integration between artists and scientists could potentially raise awareness of the general public about current topics in the Science Technology Engineering and Mathematics ( STEM). The arts have the power of creating emotional links between the public and a research topic and create a collaborative atmosphere that can "activate science" in a different way. Learning through the affection domain, in contrast to the cognitive domain, increases motivation and using the arts to communicate scientific knowledge this way could increase dramatically engagement.


Social media science communication

By using Twitter, scientists and science communicators can discuss scientific topics with many types of audiences with various points of view. Studies published in 2012 by Gunther Eysenbach shed light on how Twitter not only communicates science to the public but also affects advances in the science community. Alison Burt, editor in chief of '' Elsevier Connect'', wrote a 2014 news article titled "How to use social media for science" that reported on a panel about social media at that year's AAAS meeting, in which panelists
Maggie Koerth-Baker Maggie Koerth (born 1981), formerly known as Maggie Koerth-Baker, is an American science journalist. She is a senior science editor at ''FiveThirtyEight'' and was previously a science editor at ''Boing Boing'' and a monthly columnist for ''The Ne ...
, Kim Cobb, and
Danielle N. Lee Danielle N. Lee is an American assistant professor of biology at Southern Illinois University Edwardsville, best known for her science blogging and outreach efforts focused on increasing minority participation in STEM fields. Her research intere ...
noted some potential benefits and drawbacks to scientists of sharing their research on Twitter. Koerth-Baker, for example, commented on the importance of keeping public and private personas on social media separate in order to maintain professionalism online. Interviewed in 2014, Karen Peterson, director of Scientific Career Development at Fred Hutchinson Cancer Research Center stressed the importance for scientists of using social networks such as Facebook and Twitter to establish an online presence. Kimberly Collins et al., writing in '' PLOS One'' in 2016, explained reasons why some scientists were hesitant to join Twitter. Some scientists were hesitant to use social media outlets such as Twitter due to lack of knowledge of the platform, and inexperience with how to make meaningful posts. Some scientists did not see the meaning in using Twitter as a platform to share their research or have the time to add the information into the accounts themselves. In 2016, Elena Milani created the SciHashtag Project, which is a condensed collection of Twitter hashtags about science communication. In 2017, a study done by the Pew Research Center found that about "a quarter of social media users (26%) follow science accounts" on social media. This group of users "places both more importance and comparatively more trust on science news that comes to them through social media". Scientists have also used other social media platforms, including Instagram and Reddit, to establish a connection with the public and discuss science.


The public understanding of science movement

" Public understanding of science", "public awareness of science" and "public engagement with science and technology" are all terms coined with a movement involving governments and societies in the late 20th century. During the late 19th century, science became a professional subject and influenced by governmental suggestions. Prior to this, public understanding of science was very low on the agenda. However, some well-known figures such as Michael Faraday ran lectures aimed at the non-expert public, his being the famous
Christmas Lectures The Royal Institution Christmas Lectures are a series of lectures on a single topic each, which have been held at the Royal Institution in London each year since 1825, missing 1939–1942 because of the Second World War. The lectures present sci ...
which began in 1825. The 20th century saw groups founded on the basis they could position science in a broader cultural context and allow scientists to communicate their knowledge in a way that could reach and be understood by the general public. In the UK, ''The Bodmer Report'' (or ''The Public Understanding of Science'' as it is more formally known) published in 1985 by The Royal Society changed the way scientists communicated their work to the public. The report was designed to "review the nature and extent of the public understanding of science in the United Kingdom and its adequacy for an advanced democracy". Chaired by the geneticist Sir Walter Bodmer alongside famous scientists as well as broadcaster
Sir David Attenborough Sir David Frederick Attenborough (; born 8 May 1926) is an English broadcaster, biologist, natural historian and author. He is best known for writing and presenting, in conjunction with the BBC Natural History Unit, the nine natural histor ...
, the report was evidenced by all of the major sectors concerned; scientists,
politicians A politician is a person active in party politics, or a person holding or seeking an elected office in government. Politicians propose, support, reject and create laws that govern the land and by an extension of its people. Broadly speaking, a ...
, journalists and
industrialists A business magnate, also known as a tycoon, is a person who has achieved immense wealth through the ownership of multiple lines of enterprise. The term characteristically refers to a powerful entrepreneur or investor who controls, through pers ...
but not the
general public In public relations and communication science, publics are groups of individual people, and the public (a.k.a. the general public) is the totality of such groupings. This is a different concept to the sociological concept of the ''Öffentlichkei ...
. One of the main assumptions drawn from the report was everybody should have some grasp of science and this should be introduced from a young age by teachers who are suitably qualified in the subject area. The report also asked for further
media coverage Media may refer to: Communication * Media (communication), tools used to deliver information or data ** Advertising media, various media, content, buying and placement for advertising ** Broadcast media, communications delivered over mass el ...
of science including via newspapers and television which has ultimately led to the establishment of platforms such as the
Vega Science Trust The Vega Science Trust was a not-for-profit organisation which provided a platform from which scientists can communicate directly with the public on science by using moving image, sound and other related means. The Trust closed in 2012 but the web ...
. In both the UK and the United States following the second world war, public views of scientists swayed from great praise to resentment. Therefore, the Bodmer Report highlighted concerns from the scientific community that their withdrawal from society was causing scientific research funding to be weak. Bodmer promoted the communication of science to a wider more general public by expressing to British scientists that it was their responsibility to publicize their research. An upshot of the publication of the report was the creation of the
Committee on the Public Understanding of Science The Committee on the Public Understanding of Science or Copus was founded in 1985 by the British Association for the Advancement of Science (BAAS), the Royal Institution and the Royal Society. Its aim was to interpret scientific advances and make t ...
(COPUS), a collaboration between the
British Association for the Advancement of Science The British Science Association (BSA) is a charity and learned society founded in 1831 to aid in the promotion and development of science. Until 2009 it was known as the British Association for the Advancement of Science (BA). The current Chie ...
, the Royal Society and the Royal Institution. The engagement between these individual societies caused the necessity for a public understanding of science movement to be taken seriously. COPUS also awarded grants for specific outreach activities allowing the public understanding to come to the fore. Ultimately leading to a cultural shift in the way scientists publicized their work to the wider non-expert community. Although COPUS no longer exists within the UK the name has been adopted in the US by the Coalition on the Public Understanding of Science. An organization which is funded by the US National Academy of Sciences and the National Science Foundation and focuses on popular science projects such as science cafes, festivals, magazines and
citizen science Citizen science (CS) (similar to community science, crowd science, crowd-sourced science, civic science, participatory monitoring, or volunteer monitoring) is scientific research conducted with participation from the public (who are sometimes re ...
schemes. In the European Union, public views on public-funded research and the role of governmental institutions in funding scientific activities were being questioned as the budget allocated was increasing. Therefore, the European Commission encouraged strongly and later obligated research organizations to communicate about their research activities and results widely and to the general public. This is being done by integrating a communication plan into their research project that increases the public visibility of the project using an accessible language and adapted channels and materials.


See also

* ''
Conversazione A ''conversazione'' is a "social gathering redominantlyheld by learned or art society" for conversation and discussion, especially about the arts, literature, medicine, and science. ::It would not be easy to devise a happier way han the ''con ...
'' * Hype in science * List of popularizers of science * Science-to-business marketing


Notes and references


Further reading

* Bauer, M & Bucchi, M (eds) (2007). ''Journalism, Science and Society'' (London & New York: Routledge). * Bucchi, M & Trench, B (eds) (2014). ''Handbook of Public Communication of Science and Technology'' (2nd ed.) (London & New York: Routledge). * Cartwright, JH & Baker, B (2005). ''Literature and Science: Social Impact and Interaction'' (Santa Barbara: ABC-CLIO). * Drake, JL et al. (eds) (2013). ''New Trends in Earth-Science Outreach and Engagement: The Nature of Communication'' (Cham, Switzerland: Springer). * Fortenberry, RC (2018). ''Complete Science Communication: A Guide to Connecting with Scientists, Journalists and the Public'' (London: Royal Society of Chemistry). * Gregory, J & Miller, S (1998). ''Science in Public: Communication, Culture and Credibility'' (New York: Plenum). * Holliman, R et al. (eds) (2009). ''Investigating Science Communication in the Information Age: Implications for Public Engagement and Popular Media'' (Oxford: Oxford University Press). * National Academies of Sciences, Engineering, and Medicine (2016).
Communicating Science Effectively: A Research Agenda
' (Washington, DC: The National Academies Press). * Nelkin, D (1995). ''Selling Science: How the Press Covers Science & Technology'', 2nd edition (New York: WH Freeman). * Wilson, A et al. (eds.) (1998). ''Handbook of Science Communication'' (Bristol; Philadelphia: Institute of Physics). {{Portal bar, Science Science education Information science Communication studies Articles containing video clips