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Communicating your science: What’s it really about?

National Institute for Animal AgricultureAntibiotic Symposium

Nov. 13, 2018Michael F. Dahlstrom

Science Communication• Interdisciplinary social scientific

field that explores:• How scientific information is

communicated to various audiences

• How audiences interpret scientific information

• Effects of communication practices upon scientific understanding, acceptance and support

Science Communication• What language should I use when

communicating with non-expert audiences?

Science Communication

1. Avoid Jargon• Science uses words that often

mean nothing to a non-expert• Parts per million,

unmetabolized, prophylaxis, etc.

• Describe your science only using words your audience uses frequently

Science Communication

2. Analogies and Metaphors• Offers a comparison to

allow a complex topic to be understood through a familiar idea.

• Antibiotics are like a military boot camp, training germs to get stronger

Science Communication

3. Narrative examples• Place abstract ideas into

everyday contexts through specific stories

• Increases relevance • Antimicrobial resistance is a

serious threat to public health…• Robert should have recovered

quickly from his surgery, but MRSA had other plans…

So, how can we use these tips?

So, how can we use these tips?

• Give scientific presentations to the broader community.• Make data available through databases or digital libraries• Publish in diverse media (e.g., non-technical literature, websites,

press kits) to reach broad audiences. • Present research in formats useful to policy-makers, members of

Congress, industry, and broad audiences. • Participate in multi- and interdisciplinary conferences, workshops,

and research activities. • Integrate research with education activities in order to communicate

in a broader context. • Involve the public or industry in research and education activities.

So, how can we use these tips?

• Give scientific presentations to the broader community.• Make data available through databases or digital libraries• Publish in diverse media (e.g., non-technical literature, websites,

press kits) to reach broad audiences. • Present research in formats useful to policy-makers, members of

Congress, industry, and broad audiences. • Participate in multi- and interdisciplinary conferences, workshops,

and research activities. • Integrate research with education activities in order to communicate

in a broader context. • Involve the public or industry in research and education activities.

Transmission Model

• Transmission Model of Communication• Focus on transmission of facts

• I'm tired of reading unfactual, liberal hipocrisy that is the ISU Daily.

• I'm signing because how are we as agriculture advocates suppose to educate our consumers when our own ISU Daily won't publish correct information.

• Non-factually biased fear mongering articles, that lead to incorrect knowledge being provided to those that don't have prior knowledge of animal agriculture, is not something I want my tuition being spent on.

• The lack of knowledge and factual information presented in these articles is an outrage to the agricultural industry.

• Factually accuracy is the most important part of an article for me, and if this will help them shape up and check their facts then I am all for it. Either way, I don't feel like I should pay for an inaccurate paper.

Deficit Model of Science Communication

• Under this model, controversies about science are caused by a deficit of science knowledge

• The role of science communication is to educate the audience thereby reducing the controversy

• One way transmission of science from expert to non-expert

• The facts will speak for themselves

Deficit Model of Science Communication

• Under this model, controversies about science are caused by a deficit of science knowledge

• The role of science communication is to educate the audience thereby reducing the controversy

• One way transmission of science from expert to non-expert

• The facts will speak for themselves

Deficit Model of Science Communication

• Knowledge and attitudes about science are generally not correlated• More knowledge can actually lead to less favorable attitudes

toward science and greater polarization

Underlying Values

• Knowledge is important, but uninterpretable until applied to an underlying value system

• It is this application that drives attitudes, behaviors and acceptance of scientific technologies.

• Many competing values across audiences.– Science describes and explains the world but can never tell

society what should be done

Underlying Values

• Should raw milk be legalized?

• Science: Drinking raw milk significantly increases the risk of food-borne illness.

Underlying Values

• Should raw milk be legalized?

• Science: Drinking raw milk significantly increases the risk of food-borne illness.• Value 1: Keeping people safe

Underlying Values

• Should raw milk be legalized?

• Science: Drinking raw milk significantly increases the risk of food-borne illness.• Value 1: Keeping people safe• Value 2: Freedom of choice

Underlying Values

• Audiences are not passive and will seek out and interpret science according to their values

• When values remain hidden or unspoken, science issues become infused with antagonistic cultural meanings that inhibit discussion or consideration.

• The only way to resolve socially contentious science issues is to articulate and discuss competing values and then see how the science can be applied in their service.

• It's inspiring to see Katlyn stand up for she believes in. I support her, this petition, and the message behind it. This is for the future of strong bonds between the American consumer and the American farmer.

• I won't have my money promoting things that go against my beliefs or against what my entire education is based on.

• I grew up a a rural community full of family farms. Those who didn't grow up on farms looked down on those of us who did. I thought coming to college people would be smarter and more interested in the true facts, but apparently not. This disconnection needs to be fixed.

• I'm signing because I believe in the proper representation of agriculture.

Public Engagement of Science Model

• Under this model, controversies about science represent a necessary function of the democratic process

• The role of communication is to facilitate discussion toward decisions informed by societal values and accurate science

• Two way engagement between expert and public

Public Engagement of Science Model

• “In other words, we may be wasting valuable time and resources by focusing our efforts on putting more and more information in front of an unaware public, without first developing a better understanding of how different groups will filter or reinterpret this information when it reaches them, given their personal value systems and beliefs.”

• Nisbet & Scheufele, 2009

Science Communication• Cultural Theory of Risk

• Many conflicts around science are not really disagreements about science, but are rather differences in aligning the desired solution to what an individual views as a "good" societal structure

• Individuals selectively attend to and interpret information in a manner that expresses and reinforces their preferred way of life

???

???

???

Sustainability?

???

???

???

???

Greed has destroyed shared resources: Return to smaller

institutions, simpler lifestyle – everyone

should do a little

Sustainability?

???

???

Lack of order has destroyed shared

resources: Need new organizations with

rules and enforcement – authoritative truth needs to be accepted

Greed has destroyed shared resources: Return to smaller

institutions, simpler lifestyle – everyone

should do a little

Sustainability?

???

Unnecessary social burdens have destroyed resources: Need more

freedom to allow solutions to arise from

competition – other groups are

scaremongers

Lack of order has destroyed shared

resources: Need new organizations with

rules and enforcement – authoritative truth needs to be accepted

Greed has destroyed shared resources: Return to smaller

institutions, simpler lifestyle – everyone

should do a little

Sustainability?

Destroyed resources are inevitable: All other groups have failed

sometime in the past –stop wasting time and

energy trying

Unnecessary social burdens have destroyed resources: Need more

freedom to allow solutions to arise from

competition – other groups are

scaremongers

Lack of order has destroyed shared

resources: Need new organizations with

rules and enforcement – authoritative truth needs to be accepted

Greed has destroyed shared resources: Return to smaller

institutions, simpler lifestyle – everyone

should do a little

Sustainability?

Science Communication• So how to communicate?

• The audience will seek out information that aligns with their existing needs and values

• They will also interpret science information through the filter of those values

• Messages must be interpretable according to their values.

• It doesn’t make science communication easier, but it will make it more effective.

Reflect on your own values

1. What values do you use to interpret issues surrounding antibiotic use and resistance?

• Think of a fact that has meaning to you.• Why is it important? What value does it support?

2. What values are driving social misunderstanding or controversy about antibiotic use and resistance?

• Consider the arguments for or against the issue in the media or made by the general public.

• What values are those arguments being used to support?

Moral of the Story

• For more effective science communication, you need to analyze:

• What is my goal?• Who is my audience?• Why would they care?• How best to reach them?• What values might guide their

interpretation of my message?• How can I earn their trust?

Thank you

mfd@iastate.edu