framing, and how discovery is only half the battle by justin appler
TRANSCRIPT
SELLING SCIENCE
Framing, and How Discovery is only Half the Battle
By Justin Appler
In This Presentation
What is Framing? Neurological Basis Framing in Science Framing in AI Using Framing
What is Framing?
A social perception of a social phenomena In other words, the frame through which we
look at things
Estate Tax Death Tax
59% of Americans support keeping the Estate Tax
58% of Americans called the Death Tax “completely unfair”
Drilling ANWRFor Oil
Exploring ANWRFor Energy
53% of Americans oppose drilling in ANWR
67% of Americans support exploring ANWR for Energy
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?
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)
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
Brain Scans
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”
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
Why does AI need to be ‘Framed’?
Technophobia
Pre-existing Negative Perceptions Nanobots
Planet-consuming ‘grey goo’ Sentience
‘Playing God’ frame
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
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
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