by Image Editor
Re-Defining Science Communication: Emerging Best Practices that Empower the Public
[Via Age of Engagement | Big Think]
Traditionally, delivery of scientific data has lacked context, making it difficult for the public to ascribe value to the importance of the data. Current science communication models operate on the premise that informed decisions must be based on solid science, to the exclusion of the public’s values and identities.
“The prevailing approach is still simply to flood the public with as much sound data as possible on the assumption that the truth is bound, eventually, to drown out its competitors,” writes Daniel Kahan of Yale University. “If, however, the truth carries implications that threaten peoples’ cultural values, then holding their heads under water is likely to harden their resistance and increase their willingness to support alternative arguments, no matter how lacking in evidence.”
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There will have to be many changes in how research is done and how the benefits are communicated to society. Much of what is being done is too complex with too many ramifications for just a group of researchers to deal with.
They can not just sit back and watch so much of society just ignore the data. Many researchers eschew ‘marketing’ because they feel the data and the truth will just speak for themselves.
Which they will … eventually. For example, it took the British Navy almost 250 years to mandate the use of citrus fruits on board all ships from the time they had the first data showing that limes saved sailors lives. A faster transition to the truth would have saved thousands of lives.
The purpose here is to shorten that period between ignorance and action. The current system now works to much to keep them apart for too long.
