Science Communication

This study examined newspaper coverage, intensity of stories (how intensely the issue of global warming is presented), and the presence of frames, solutions, and conflicts surrounding the global warming issue in 144 articles appearing from 2004 through 2006 in the Mexico City—based newspaper, Reforma. The ecology/science frame and consequences frames were the most intensely reported frames. Scientific conflict and U.S. conflict are present, but in low frequencies and near the end of stories. International relations were the most frequently presented solution to global warming, and story frequencies peaked during international conferences. Consistent with previous findings, this study found that foreign media tend to emphasize international relations and de-emphasize conflicts and controversies.

In 2008, the Society of Environmental Journalists listed nearly 50 science or science immersion workshops for environmental journalists. Yet relatively little is known about the content of these workshops and their impact on participants. This ethnographic study, conducted at a science immersion workshop for environmental journalists, aims to fill this void in our knowledge. Relying on participant observation and depth interviews, the study suggests that such workshops are useful for participating journalists: Reporters feel they leave the workshop better understanding the scientific method and scientific uncertainty. But the findings also reveal that “metacommunication”—communication about communication—is equally as important as science immersion activities. Workshop scientists should be involved in metacommunication activities not just as scientific experts advising journalists on science but as fellow professionals seeking to improve communication between the two groups.

Public dissemination of research findings via the news media has become an important part of the scientific process. The dissemination of complex topics such as cancer has proven somewhat problematic in that news coverage is often judged as compounding, rather than alleviating, communication difficulties. This case study centers around one comprehensive cancer center (CCC) and examines communication stakeholders’ objectives in producing news coverage of cancer issues. The authors’ analysis adopts a constructionist perspective of news making, emphasizing actors’ power to shape news coverage rather than conceptualizing news as a public record of objectively newsworthy events. The authors’ data suggest widespread support for media communication of scientific findings but little articulation of definitive communication goals. It is concluded that without clear articulation of shared goals, communication efforts cannot effectively enhance public empowerment or effectively promote cancer prevention.

In the context of public introductions to emerging technologies, this study examined effects of priming and Web site interactivity on adolescents’ attitude development and information processing. In a four (priming) by three (interactivity levels) experiment, participants (N = 273) were required to search for and process Web-based information about ecogenomics. Results showed that priming ecogenomics as biotechnology, ecology, economy, or science in general did not affect attitude development. Interactivity levels, manipulated as low, medium, and high, were found to influence adolescents’ time invested in the information-processing task, perceived cognitive load, and Web site evaluations.

Drawing on the social-psychological theory about justice, the current study uses survey data collected during a public engagement process related to nuclear energy to test the relative impact of perceptions about the fairness of outcomes, decision procedures, and interpersonal treatment in predicting both perceived favorability of a decision and willingness to accept a decision. Media use, interpersonal discussion, competence, and risk perceptions (worry) are used as control variables alongside standard demographics in hierarchical ordinary least squares regression models. The study finds that believing one receives a fair outcome is associated with decision favorability, while all forms of fairness perceptions are associated with acceptance. The implication is that perceptions about both outcome and nonoutcome forms of fairness are important to consider when assessing public engagement.

FameLab has proven a successful model for developing young scientists as science communicators, as well as for engaging general audiences with science. Originally launched in the United Kingdom, it has transcended cultural and national barriers in nine southeast European countries where it was transferred, and is currently being tested in several more countries across Africa and Asia. It has created a multinational, cross-disciplinary, and multilingual network of young science communicators who, with the support of the Global Forum are developing science communication projects together or are simply exchanging ideas. It has demonstrated that science can generate excitement and interest in audiences of different cultural backgrounds, and that the keys toward achieving this goal are finding the right scientists, with the passion for communicating science, building their capacities, and helping them develop their communication skills further.