• Mthuthuzeli Zamxaka
• Tel: +27 12 392 9376
13 – 17 May 2013
Science Communication
Kenya National Science Week
WHAT IS SCIENCE
COMMUNICATION?
Building bridges between expert
and non-expert communities.
Encouraging Scientists to
Communicate Science
WHAT IS SCIENCE
COMMUNICATION?
• Break Barriers and “Intimidation” of science and scientists
• Bridge Scientists and Public
• Communicate the significance and relevance of science
• Communicate the amazing
• Communicate the “secrets” of the Earth.
• Encourage people to look at the world with critical, rational
evaluation
.
Encouraging Scientists to
Communicate Science
WHY COMMUNICATE
SCIENCE?
THE ROLE OF SCIENCE
COMMUNICATION: SCIENCE
AND SOCIETY
Encouraging Scientists to
Communicate Science
SCIENCE AND SOCIETY
In SA (Van Rooyen 2004)
Less than 2% editorial space given to science-related
topics such as technology, environmental affairs and
medicine/health.
A study of scientific papers from 1990 to 2001:
0.0001-0.005% had any coverage in media
Health/medicine: 0.013 – 0.34%
Encouraging Scientists to
Communicate Science
SCIENCE AND SOCIETY
Pouris, 2001
84% - science and technology makes lives easier
76% - scientists work on things that make life better
71%- S&T create more opportunities for future
generations
58% - we depend too much on science and too little on
faith.
Encouraging Scientists to
Communicate Science
ARGUMENTS FOR SCIENCE COMMUNICATION
Why is scientific understanding and participation
important for society?
1) Utilitarian reasons:
Scientific knowledge is of use for everyone
Society needs to know the potential consequences of
their actions /lifestyles
Encouraging Scientists to
Communicate Science
ARGUMENTS FOR SCIENCE COMMUNICATION
2) Economic reasons:
Science and technology advancements drive economic
competitiveness and strength.
Public acceptance of innovation is economically
important.
Encouraging Scientists to
Communicate Science
ARGUMENTS FOR SCIENCE COMMUNICATION
3) Socio-cultural reasons:
Science knowledge impacts our attitudes and beliefs,
and has implications for cultural beliefs and societal
dynamics.
Encouraging Scientists to
Communicate Science
ARGUMENTS FOR SCIENCE COMMUNICATION
4) Democratisation of science: Knowledge of science impacts on issues such as ownership, use,
legislation and regulation of science.
Society needs to be informed of science to be a part of the decisions on
issues of science that affect us all.
As citizens / voters the public need to make informed choices on science
based issues
Most research is publically-funded. Society have a right to know what
they are getting for their money
Encouraging Scientists to
Communicate Science
ARGUMENTS FOR SCIENCE COMMUNICATION
5) Advancement of science:
Science as a field is always changing, transforming
and developing. Information or misinformation can
aid or hinder this process. Understanding science
can lead to the advancement of science for the
better.
Scientific knowledge changes the world.
Encouraging Scientists to
Communicate Science
ARGUMENTS FOR SCIENCE COMMUNICATION
Why should scientists improve communication skills?
1) Work more effectively in interdisciplinary teams in which
not all members have the same expertise.
2) See your research in contexts you might not have
considered
3) Become better at writing applications for funding for your
research
Encouraging Scientists to
Communicate Science
ARGUMENTS FOR SCIENCE COMMUNICATION
4) Increase the effectiveness of your communication with the
private sector, and by doing so enhance the likelihood of
your research leading to innovations used by society
5) Feed the outcomes of your research to policy makers and
decision makers
.
Encouraging Scientists to
Communicate Science
Getting science into communities starts with
the point of origin of the science, the
scientists.
Scientists need to be mobilized and
encouraged to initiate the flow of science
information in an engaging manner to all
sectors of society.
Encouraging Scientists to
Communicate Science
“We need to have more conversations about public understanding of science and
science communication. Where is this public? Who are they? How will this public
understand the issues currently? I come from a village. I am one example from
my village that has gone to university and has studied science. It is not a
common thing to have someone from my village who has a Masters in science.
The question then, is how do I go back to my community in terms of talking to
them about science? My understanding is that science is everyday. When I am at
home, I teach ten-year-old boys about science. They make cows from the clay in
the river, and I tell them about the components of the clay. The process of
oxidation as the clay dries up: that is chemistry! When they are kneading dough
to prepare bread, they add yeast: that’s fermentation! So I start at the basis of
what they understand science to be. To me, the question of public understanding
of science has everything to do with how we understand what people are already
doing so that we don’t present science as this mysterious, big jargon thing. It
needs to talk to what people know and you build up from there.”
Encouraging Scientists to
Communicate Science
• Who is your audience?
• What do they already know?
• How is your science relevant to their lives?
• What is your message?
• How do you best engage with your
audience to deliver your message? What
tools do you use?
• Stay away from jargon
Encouraging Scientists to
Communicate Science
SCIENCE COMMUNICATION
WHO?
•Media
•Policy makers
•Youth
•Civil Society
•Industry
•(Peers)
Encouraging Scientists to
Communicate Science
METHODS AND MEANS:
• Personal/direct
• Photography
• Written Word
• Broadcast: Radio, TV
• Performance Art
• New Media
Encouraging Scientists to
Communicate Science
PHOTOGRAPHY
– Universal, no language barriers
– Expression of moment in time
– Evokes emotion
– Provokes interest through beauty, drama
– Tool for story-telling
– Opens a window to the world of science
Encouraging Scientists to
Communicate Science
WRITTEN WORD
– Wide Audience
– Clear, purposeful messages
– Engaging, expressive
– Gives an audience time to process information
Encouraging Scientists to
Communicate Science
TIPS
• Always keep the Reader in mind:
– Know our audience.
– What do you think your audience wants to
know?
– Primary audience vs secondary audience.
– Remember intelligence does not correlate
with education.
• Be specific, be clear of your topic
• Plan opening, body, closing
• Opening: clear, riveting, sets tone,
established rapport.
• Closing: last impression.
• Beware of alarm
• Scientific Terminology/Jargon:
– Caution!
– Build a picture before you announce
terminology.
– Always find a simple term to associate with a
complex word.
– Explain terminology only as needed.
– Don’t expect your reader to learn too many
new words.
BROADCAST:
RADIO
– Wide Audience
– Rural communities; community focus provokes
dialogue
– Conjures the “theatre of the mind”
– Social and cultural context allows for informal
learning
TELEVISION
Encouraging Scientists to
Communicate Science
PERFORMANCE ART
– Early form of cultural expression; tradition
– Engagement of communities
– Communication of socio-cultural impacts
NEW MEDIA
– Viral video
– Social networks
Encouraging Scientists to
Communicate Science
SAASTA AWARDS SCIENCE COMMUNICATION
• Southern African Science Lens Competition
• Young Science Communicator’s Competition
• SAASTA/NSTF Award Category K
– Awarding excellence in science communication.
– Targeted at experienced science communicators:
educators, researchers, journalists, policy makers etc,
science centres
Encouraging Scientists to
Communicate Science
SAASTA AWARDS SCIENCE COMMUNICATION
• Young Science Communicator’s Competition
Encouraging Scientists to
Communicate Science
Young Science Communicator’s Competition
ENTRIES CLOSE 5 JANUARY 2012
CATEGORIES:
WRITTEN NEWSPAPER ARTICLE
RADIO SCRIPT
VIRAL COMMUNICATION PIECE
Encouraging Scientists to
Communicate Science
EXERCISE:
Write a paragraph from the article given to you for the for
following target audiences:
1.High school Learners/Kids
2.Parents
3.General Public
4.Industry
5.Policy makers
6.Science community
Podcast
Encouraging Scientists to
Communicate Science