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SELLING SCIENCE
Framing, and How Discovery is only Half the Battle
By Justin Appler
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In This Presentation
What is Framing? Neurological Basis Framing in Science Framing in AI Using Framing
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What is Framing?
A social perception of a social phenomena In other words, the frame through which we
look at things
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Estate Tax Death Tax
59% of Americans support keeping the Estate Tax
58% of Americans called the Death Tax “completely unfair”
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Drilling ANWRFor Oil
Exploring ANWRFor Energy
53% of Americans oppose drilling in ANWR
67% of Americans support exploring ANWR for Energy
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What’s wrong with us?
Critical thinking is a process in the Prefrontal Cortex
Emotions tend to be focused in the Amygdala
What happens when given decisions?
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Framing Effect Study
Participants asked a financial decision while undergoing Functional Magnetic Resonance Imaging (fMRI)
Simple Financial Decision2 Groups: “Gain” frame and “Loss” frameShown starting funds (50 GBP)Given 2 options on what to do with the funds
(Save/Lose or Gamble)
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Results
When given the option to “Save ₤20”, 61% chose to “Save”
When given the option to “Lose ₤30”, 42% chose to “Lose”
ThusSignificant difference in choice based
merely on how the options are presented
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Brain Scans
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Framing and Science
Special Interest Groups can influence Policy, Funding, and Implementation
Presenting Science no longer simply a “Statement of Fact” but a “Negotiation of Meaning”
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Where it could have helped… Genetically-modified Foods
In the US, 45% of the corn, 85% of soybeans, and 76% of cotton planted were GM
In the European Union, almost no GM crops and fewer GM foods in stores
Why? No consistent frame allowed one positive and one negative outcome
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Why does AI need to be ‘Framed’?
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Technophobia
Pre-existing Negative Perceptions Nanobots
Planet-consuming ‘grey goo’ Sentience
‘Playing God’ frame
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Don’t Get Framed
Learn about Communication, Take ClassesCommunication is a Science, too
Don't Rely on Popular ScienceEvidence has shown that evidence is not
enoughFacts must be carefully presented
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Don’t Get Framed
Try it out (Focus Groups)Try and determine how people understand
the topicWhich claims/points work best, which instill
FUD Be Aware
If research is controversial, employ expertsDon't get blindsided
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Sources
http://www.msnbc.msn.com/id/14170927/
http://www.sciencemag.org/cgi/content/full/313/5787/684
http://www.neurosciencemarketing.com/blog/?p=83
http://search.ebscohost.com/login.aspx?
direct=true&db=ulh&AN=15529570&site=ehost-live
http://www.pewtrusts.org/uploadedFiles/wwwpewtrustsorg/Reports/
Food_and_Biotechnology/Biotech_USEU1205.pdf
http://en.wikipedia.org/wiki/Technophobia
http://www.soc.american.edu/docs/Scientist.pdf
http://www.soc.american.edu/docs/newagendas.pdf
http://www.nytimes.com/2005/07/17/magazine/17DEMOCRATS.html?
pagewanted=5&_r=1&ei=5070&en=e3e686efd4fa97c5&ex=1183608000