We’ve been talking a lot on the show lately about problems in mistranslation or misrepresentation of science in communication to the general public. Throughout history ruling bodies have known that knowledge gives people power. Ruling classes or oppressive groups have always tried to restrict independent access to information through discouraging or forbidding literacy, outlawing certain forms of publications or writing, outlawing public forums or discussion of certain topics, etc. In short, political power has time and time again been protected through censorship. Of course, this goes on today as well. It’s sometimes most obvious in countries with overtly oppressive governments, but is a crucial consideration in democracies like our own True North Strong and Free. In fact, our votes determine who gets into office and this puts an enormous emphasis on our individual understanding of the issues and our abilities to make decisions based on them. As it global cooperation on scientific initiatives becomes more and more important to ensure the continuation of society as we know it, scientific issues are becoming more vital political issues. This means that we, as a general public, really need the ability to understand such issues. If we don’t, we are susceptible to being fed slanted information (or misinformation) and making bad political and social decisions. Fostering public scientific understanding and forthright, effective scientific communication strategies should be a topmost priority.
While members of the mainstream media bear some responsibility for science reporting, there is, of course, another major partner in the creation of scientific communications: scientists. A recent piece in Nature Chemistry by Matthew Hartings and Declan Fahy called “Communicating Chemistry for Public Engagement” looks at some of the challenges faced by scientists in holding up their part of the bargain, as well as some of the strategies available to them for effective communication.
According to these authors, one of the major problems that scientists face in communicating chemistry to the public is a state they call “chemophobia” This is pretty much exactly what it sounds like: people not wanting to talk, (or hear) about chemistry because they’re afraid of it. Often when people hear about scientific topics it is in the context of something very serious and dangerous. For example, we hear about radiation in the event of malfunctions or bombs, but not the fact that that’s what the sun does all day long. We here about BPA and the dangers of our water bottles, but not how plastics have enabled things in medicine and industry that are simply not possible with any other material. We pay attention to pollutants, drugs, chemical warfare, and other scary things. The problem is that without a firm intellectual grasp on the pertinent scientific principles, our minds connect the fear we feel with any science in that field, lumping them all together under the banner of “I don’t fully understand it but it scares me.” This “chemophobia” or more general “scienceophobia” creates a ready-made hostile audience that can make engaging science news a hard sell.
Communicating science to the public can be difficult, but this is not an excuse to not try. Just like for the journalists and papers trying to make a buck, motivation for scientists to effectively communicate their research might not be particularly strong. In fact, it may be non-existent. For most research scientists the central goal of their day-to-day career is to run the lab. This means securing research grants and that process doesn’t require presentation of the research outside of one’s own field, or at least not very far outside of it. Similarly, to be respected in one’s field, you really don’t need to leave it (academically speaking). Sharing current research with a general audience can also be discouraging because the inherent lack of absolute truths and neatly finished stories is unsatisfying to people outside the sciences. The public rarely gives really positive feedback upon being presented with baby steps in a slow progress, and few people get excited about boring others. Think of working on a project for a decade and making what you consider excellent progress and then having people scoff at you because you don’t have all the answers after a whole decade. The current barriers to general scientific literacy are the same, then, between scientists and the general press: inherent challenges in doing a good job and few motivations to try.
The overarching communication strategy put forward by the authors of the abovementioned Nature Chemistry article is engaging the audience through tailor-made rather than cookie-cutter techniques. Start with the target audience and the desired outcome of the communication and work backwards, without assumption, to design the most appropriate communication strategy. This seems very logical but, like many things that are very logical, is not often a doctrine that is followed. It’s a reminder to consider your audience as a part of the interaction, and to evaluate your own method and its effectiveness in reaching your goals. At every decision one can ask: is this the most effective way to get this specific point across to this specific audience in order to make them understand this subject matter?
To truly engage an audience, you have to include them in the discussion, and to recognize them for what they are. This includes thinking of the general public not as one big homogeneous group, but as a highly segmented population made up of countless groups with distinct aptitudes, motivations, lifestyles, and beliefs. For scientists it can be tempting to see people as “scientists” and “non-scientists” because a lot of them feel this distinction runs deeper than just career choice. For many people in the sciences, being a “scientist” is more of a personality trait than a profession. This kind of broad categorization, however, is lethal to effective communication. Communication to any audience can only be effective when people doling out the information take the time to understand to whom they are speaking.
The model of engaging communication also includes establishing multidimensional communication channels, and not a one-way flow of information into science-empty heads. The idea of filling a knowledge deficit by providing knowledge is intuitive, but continuing experience and research is revealing that this model simply doesn’t work. By providing only facts, however well presented, scientists encourage a culture of intellectual elitism, essentially making themselves the gatekeepers to scientific truths. The problem with this strategy isn’t the information; it’s the relationship with the audience. We want people to feel that knowledge makes them powerful, not powerless, and giving people information alone does not give intellectual power. I think of this as the facts being like raw pasta and a grasp of the underlying fundamentals like a boiling pot of water. You can eat the raw pasta, but its not very palatable and you might not go back for more. Understanding needs to be an active process such that the teacher and teachee work together to build those fundamentals and cook dinner.
What this boils down to is creating a trust and an appreciation on both sides of the communication. This means the “please hold your questions until the end” model for presenting science cannot be used to engage a general audience. The public is not a vessel to be filled, but a body to collaborate with. Integral to this strategy is complete scientific honesty. Given the mistrust for the dangerous outcomes of some science, it might seem intuitive to avoid talking about such topics. For example, information sessions on nuclear power rarely talk about nuclear warfare (maybe never talk about nuclear warfare). According to people dedicated to building an effective public communication relationship for the sciences, this is a mistake. Nobel Laureate Roald Hoffman said in his address that it is a major mistake to avoid talking about detrimental aspects of chemistry along side beneficial ones. Open honesty about the consequences of research is what will build public trust in the scientific body. People need to know that they have access to all of the information, openly and honestly, and not just the bits and pieces cherry picked for their consumption.
Luckily, we now live in an age where we have more tools at our disposal than ever before. We still, of course, have many of the traditional medias which cannot and should not be ignored, but new models for using them to foster scientific literacy are being worked on. For example, there has been an explosion of popular and best-seller books on scientific topics. The Brain that Changes Itself, the Poisoner’s Handbook, A Brief History of Time, all of these books are on profoundly scientific topics but it has nonetheless become “cool” to read them. This kind of enthusiasm for consuming science is gold. These works are also actually written BY scientists who were willing to alter their normal communication styles to produce an effective work for their target audiences. Scientists can and should be communicating in their own field, but not necessarily by their own rules.
Of course a major new venue for interactive scientific communication is, you guessed it, the Internet. Science blogs other online tools make front-line science available to a broad audience from a number of different sources. The beauty of this model is that the same science can be communicated through many different voices. This means that people in that fractured, multi-faceted “public” can find a voice that speaks to them, increasing the effectiveness and pervasiveness of the message. Another major benefit is that two-way communication is encouraged in a way that traditional print-media doesn’t allow. Public two-way discussions can happen on the internet, allowing us to build that intrinsic trust in the communicators. It is crucial in this model for scientists and science communicators to welcome question and critique, rather than dismissing or ignoring it.
When it comes to scientists communicating science, the most important thing seems to be not only to get out of the ivory tower but to burn it down. In my science-communication utopia people are standing around the water cooler discussing what would not be considered mundane science, and kids would be shunned for being uncool if they didn’t understand the difference between correlation and causation. For this level of public engagement scientists, journalists, and the consuming public need to stop being adversaries and start being on the same team. Scientists shouldn’t fancy themselves as preachers, but as the best kind of teachers, those that reach their students personally, and learn from them as well. Everything in the “real world” involves science, maybe someday everyone will believe it.




