Scientific and political aspects of the circulation of rumors about zika and microcephaly in social networks during the summer epidemic of 2015-2016

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Scientific and political aspects of the circulation of rumors about zika and microcephaly in social networks during the summer epidemic of 2015-2016

Author: Marcelo Garcia – Oswaldo Cruz Foundation, Brazil

Co-author: Janine Cardoso – Oswaldo Cruz Foundation

Considered one of the worst Brazilian health emergencies, zika strongly mobilized health authorities, scientific community, press and the general population during the summer of 2015/2016. A striking feature of the epidemic was the widespread circulation of rumors that accompanied it. In this work we analyse four alternative narratives (rumors) that circulated on that occasion (from Whatsapp) and 100 most engaged comments from posts related to the circulation of rumors about the disease on three Facebook pages. The pages chosen were from Oswaldo Cruz Foundation, brazilian institution that stood out in the production of knowledge about zika, Folha de S.Paulo, one of the largest newspapers in Brazil, and Diário de Pernambuco, most sold newspaper in Northeastern region, which was epicenter of the epidemic. The results evidenced the configuration of an environment of great uncertainty, related to three factors: scientific ignorance about the disease, characteristic association of science and risk on contemporary societies, and the environment of political crisis in Brazil. We observed that the rumors maintained ambiguous relation with scientific authority, sometimes contradicting it, sometimes seeking legitimation by mentioning institutions and specialists. Interdiscursive relationships were evidenced by citations of previous cases of scientific failures and arguments from antivaccine groups, besides memories of past epidemics, especially dengue outbreaks. Two main points fueled the circulation of rumors: the unexplained concentration of cases in the Northeast and the novelty of association with microcephaly, never registered before. The data collected also evidenced differences temporalities between science under construction, media hunger for news and population eager for pragmatic recommendations. Based on the results, our view is that virtual rumor emerges as characteristic element of an era of uncertainties, mediatization and elimination of hierarchy marks between ‘experts’ and ‘non-experts’, in which science loses its status and the ’truth’ itself becomes more fluid, ‘post-truth’.

The author has not yet submitted a copy of the full paper.

Presentation type: Individual paper
Theme: Stories
Area of interest: Investigating science communication practices

The communication of science and technology as a tool for social inclusion: Analysis of cases in indigenous communities in Mexico

Author: Carlos Garcia – UNAM, Mexico

Science and technology are public goods that can and should be used to increase the social well-being of people; and to resolve economic, social, cultural, environmental and resource-preservation problems in regional, national and global issues. This paper will describe the development and implementation of a model of intercultural communication of Science, Technology and Innovation (CTI), in culturally diverse contexts, specifically in indigenous communities of Oaxaca and Michoacán, Mexico, which aims to promote equal knowledge and multicultural learning by establishing more just social relations between the different communities of the country’s societies and the nation as a whole, especially the indigenous communities. The recognition and progressive development of these principles and, in general, of specific cultures depends on the ability to dialogue and learn from other cultures and knowledge (Velasco, 2006). It also proposes that knowledge is generated through social networks of innovation, which includes: a) mechanisms to ensure that knowledge is socially used to meet demands critically analyzed by the different groups involved and by means acceptable from the point of view of those who are will benefit; and b) mechanisms and procedures to ensure the participation of those with problems, from conceptualization and formulation to their solution (Olivé, 2008).

In this way, the paper is structured in three parts. In the first, an analysis of communication models of science and technology is carried out. The second part describes the epistemic and methodological approaches of the proposal of an intercultural communication model of science and technology. And finally in the third part, the case analyzes are presented in the indigenous communities in Mexico.

The author has not yet submitted a copy of the full paper.

Presentation type: Individual paper
Theme: Society
Area of interest: Applying science communication research to practice

Science in the Brazilian magazine piauí – Who writes the story also has a story

Author: Renata Fontanetto – Museu da Vida, Fundação Oswaldo Cruz, Brazil

Co-authors:
Luís Amorim – Museu da Vida/ Casa de Oswaldo Cruz/ Fundação Oswaldo Cruz
Marina Ramalho – Museu da Vida/ Casa de Oswaldo Cruz/ Fundação Oswaldo Cruz

Created in 2006, piauí (a monthly magazine) is the most important of the few representatives in Brazil of the literary journalism genre. Science is one of the topics that receives attention within the magazine. Studies on media coverage of science have raised recurrent criticisms, such as: a tendency of overreaction about the results of a research; overemphasis on a positive view of science; stereotyping of scientists’ image, lack of different sources and specialists, little attention given to the social construction of science, as well as other frames like controversy. By its turn, literary journalism is known for investing in long-form narratives, character detailing, contextualizing facts, describing scenes and several other resources (Wolfe, 2005; Pena, 2006). Therefore, by studying piauí’s case, we aimed to understand if literary journalism could somehow tackle some science journalism`s issues. Beyond a content analysis done with 43 science articles, we interviewed one of the founders of piauí, João Moreira Salles (who writes science stories for piauí and who won one of the most important brazilian prizes in journalism for a math article), and the science journalist of the magazine Bernardo Esteves. In the interview with Salles, we could notice that he is a really enthusiast of science, looking at it with curiosity but also with a cheer-leader approach. Esteves, by his turn, has a big background in science communication and science writing. In his words, he considers himself a Bruno Latour follower, questioning science and its truths. Our analysis of the published content and the interviews indicate that their own opinions as writers and journalists shape the way they will tell the story. During our presentation at PCST, we will present some fragments of the interviews, our considerations and some results from the content analysis.

Presentation type: Individual paper
Theme: Stories
Area of interest: Investigating science communication practices

The role of story in transitioning to low carbon travel

Author: Jean Fletcher – University of Otago, New Zealand

Co-authors:
James Higham – University of Otago
Nancy Longnecker – University of Otago

Mitigating climate will require systemwide behavioural change. Story may be a useful tool for engaging individuals in climate change mitigation as they can depict distant futures, inspire emotional reactions, create empathy, model ideal behaviour, reinforce social norms, teach moral values and persuade. This study explored how story may be used to change expectations of future travel amongst individuals with high levels of climate change concern. Future travel was selected as an avenue to explore climate change mitigation because daily commuting and international travel behaviours will need to change in order to meet the mitigation targets set by The Paris Agreement.

At the start of 2016, 350 participants were asked to read either a short story or a textbook-styled text set in the year 2050. Following the intervention participants in both groups were more likely to change the way they described travel in 2050 to be more consistent with the information presented in the texts. However, follow-up interviews 18 months later suggest the texts were unlikely to directly result in behaviour changes. Nonetheless, our findings suggest story may be useful as a tool for getting people to start thinking about the issue of transitioning to more sustainable travel. It is also a useful tool for inspiring self-reflection and acting as a starting point for discussion. Implications of this research will be discussed.

The author has not yet submitted a copy of the full paper.

Presentation type: Individual paper
Theme: Stories
Area of interest: Investigating science communication practices

Activism, Science, and the Infinite Game

Author: Siana Fitzjohn – University of Otago, New Zealand

The global cocktail of environmental crises has created plenty of work for environmental scientists and activists alike. Both groups are caught in a game to affect our relationship with ecosystems—how we know them, and how we live within them. Everyone plays the games differently. Environmental activists play games to affect policy, close mines and change minds. Environmental scientists play games to uncover shifting patterns of the biosphere. In socio-environmental conflicts, the games of activists and scientists overlap. My research explores the relationship between science and activism, and how each affects the games of the other. While scientific narratives remain the dominant way of framing and explaining issues like climate change, our environmental behaviour is driven by systemic inequality. ‘Systems’ of inequality can be hard to see, because they are how we see. They are buried in our ways of being and interacting with one another. Communications about environmental change can reinforce unjust systems, or resist them. Scientific narratives make elements of environmental conflicts visible, but they keep others invisible—this has implications for epistemic (in)justice. While science and activism each help and hinder the finite games of the other, they both affect our play in the infinite games. The games for social and environmental justice. The aim of the games is to keep the games going.

The author has not yet submitted a copy of the full paper.

Presentation type: Show, tell and talk
Theme: Stories
Area of interest: Investigating science communication practices

The science communication of whale watching – A marketing based people-focused science communication process and impact model

Author: Wiebke Finkler – University of Otago, New Zealand

High quality multimedia content and strategic planning processes lie at the heart of successful science communication. But what are the elements that make effective creative content and what are the strategic steps to implement a successful science communication initiative? The current paper focuses on the application of marketing communication to contribute towards more effective science communication, set in the context of uncontrolled explosive growth of the global whale watching industry and failure of widespread sustainable practices. The lack of sustainability in whale watching is, in part, due to poor uptake of science and ineffective public communication. The discipline, structure and focus on changing behaviour that characterize social marketing provide important lessons for making science communication in the whale watching setting more effective.

The paper presents the findings of an empirical video-based whale watching science communication study focusing on sustainable whale watching practices. It proposes a strategic marketing-based science communication format and process that can contribute towards the development of a visual rhetoric for science communication. The research demonstrates the effectiveness of well-developed science communication videos to influence people’s expectations regarding close encounters and influence responsible behavioural intentions. Marketing-based science communication videos present an educational management tool for the whale watching industry by advocating sustainable practices to stakeholders, increasing awareness about impacts and managing visitor’s expectations. Informed members of the public, as key whale watching stakeholders, form a significant potential compliance management opportunity that can contribute towards the sustainable development of the industry. More effective science communication focusing on communication and behavioural outcomes in the whale watching setting, and wider science communication research field, therefore, is a critical challenge.

The author has not yet submitted a copy of the full paper.

Presentation type: Individual paper
Theme: Society
Area of interest: Building a theoretical basis for science communication

The art and science of engagement – A global perspective on science communication through the arts

Author: Wiebke Finkler – University of Otago, New Zealand

Co-authors:
Bronwyn Bevan – University of Washington
Wolfgang Goede – International Science Journalist, WFSJ, TELI
Robert Inglis – Jive Media
Eric Jensen – University of Warwick

Despite society’s increasing dependence upon – and increasing need for – scientific solutions to global and local challenges, the diffusion, understanding, and use of science in society remains an area that is daunting and impenetrable. Use of the arts can be a powerful strategy to effectively communicate the understanding and use of scientific information to increase informed-decision making.

Research demonstrates that intellectual benefits of the arts include the development of general thinking skills and problem-solving abilities, and arts experiences help to develop a more complex network of connections in the brain. The arts engage audiences physically, intellectually, and emotionally. Increasingly, science communicators around the world are using an art-based approach to science communication through mediums such as theatre, music, parody, comics, filmmaking, photography, poetry, and storytelling to engage diverse audiences. Using the arts to effectively communicate science and advance society (not to mention the plethora of possible outcomes such as improved environments and health) is a multi-layered, innovative, culturally and linguistically appropriate approach to communicating science. This panel will include geographically and methodologically diverse examples of the use of the arts to successfully communicate science.

Further, no dedicated interest group for science engagement through the arts exists within the International Public Communication of Science and Technology network. This roundtable intends to create interest in such a group by addressing both theoretical and practical contributions of the arts to science communication, with the goal of establishing a new PCST interest group. This will be a new and unique development in the history of our organisation.

  • Wiebke Finkler (New Zealand) Filmmaking, soundscapes and visual rhetoric.
  • Wolfgang Goede (Germany) Fiction, drama, cabaret.
  • Robert Inglis (South Africa) Music (hip hop and rap), comics and film.
  • Eric Jensen (UK) Impact evaluation, performance, social media.
    Bronwyn Bevan (USA) Parody, cabaret, performance art.

Presentation type: Roundtable discussion
Theme: Society
Area of interest: Investigating science communication practices

Communicate science for everyday, knowing your audience

Author: Angel Figueroa Perea – UNAM, Mexico

Communicate science demands passion, creativity, and constant improvement. But above all, we urgently need to listen to our audiences and stop seeing them as a passive subject. It is necessary to understand their needs, motivations, their day-to-day lives, knowledge, beliefs and concerns to better serve them.

To address this, the General Council of Science Outreach from Mexico National University, has made a particular effort to reveal the broad “picture” of Mexicans and has tried to develop different tools to produce interesting content covering science topics.

To support this, for the last three years the Council has led research called “El perfil del mexicano”, which gathers surveys, benchmarks and statistics, as well as different POVs from authors that provide a broad perspective of the audiences social, economic and cultural reality, among other aspects.

This information also allows us to analyze why Mexicans have certain preferences/consumption patterns, religious practices, places of interest, why someone may or may not be interested in science.

Based on these results, our materials were given a boost by providing them with new elements in language and design, allowing them to be closer to realities of daily life from target audiences.

To exemplify, we publish weekly “UNAMirada a la Ciencia” which is a publication targeting lower income audiences with an average of a high school education. The distribution of this popular publication is national and it’s coverage by nature includes variety of topics simply explained. Different versions of the materials also live in print such as posters and are distributed in the whole country.

If we want a country that is more involved in science, it is important to challenge the current dialogue, it is important to know in depth the target audience and see them not only from what we want to cover but what they want to hear.

The author has not yet submitted a copy of the full paper.

Presentation type: Individual paper
Theme: Science
Area of interest: Investigating science communication practices

ICATE – A strategy for infection control awareness

Author: Sónia Ferreira – Association for World Innovation in Science and Health Education (AWISHE), Brazil

Co-authors:
Susana Alarico – Association for World Innovation in Science and Health Education (AWISHE)
Inês Cravo Roxo – Association for World Innovation in Science and Health Education (AWISHE)
Richard Marques – Association for World Innovation in Science and Health Education (AWISHE)
Ana Santos-Carvalho – Association for World Innovation in Science and Health Education (AWISHE)
Rui Soares – Association for World Innovation in Science and Health Education (AWISHE)

Infection Control Awareness Through Education (ICATE) is an educational project for children, teachers and health professionals that directly tackles both: three of the eight Millennium Development Goals: (i) to help achieve universal primary education, (ii) combating HIV/AIDS, malaria, and other diseases, and (iii) to create a global partnership for development; and two of the seventeen Sustainable Development Goals: (i) ensure healthy lives and promote well-being for all at all ages, and (ii) ensure inclusive and equitable quality education and promote lifelong learning opportunities for all. Education should be understood and used as a tool for social transformation, and as a resource to achieve social, cultural and economic equality. Therefore, ICATE is a project addressed to lower-income countries and/or rural communities that brings together universities, hospitals, schools and the local communities creating collaborative learning communities (CLC). ICATE takes advantage of these CLC to facilitate the transfer of knowledge and educational expertise from the academic media to schools, hospitals and general community, empowering the population with a set of tools, which will allow them to deal and/or participate in the infection control more pro-actively. Across African and South American countries, three major issues raise the need for awareness: HIV/AIDS, Malaria and Tuberculosis. ICATE tackled these issues through a multidisciplinary team of clinicians, biologists, microbiologists and anthropologists that provided the scientific knowledge to elaborate resources, namely books, eBooks, informative flyers, and to organize courses, workshops for children, educators and general population. ICATE was already implemented in Brazil and after its implementation a partnership was created to exponentiate the impact of this project.

Presentation type: Show, tell and talk
Theme: Society
Area of interest: Influencing policies through science communication

Formation of mediators of Science Square of Vitoria, ES, Brazil – A proposal for a conceptual approach to the hand lift equipment

Author: Laercio Ferracioli – Department of Innovation and Science Outreach/Federal University of Espirito Santo, Brazil

Co-authors:
Laercio Ferracioli – ModeLab/Federal University of Espirito Santo
Marcely Rodrigues – ModeLab/Federal University of Espirito Santo

Science Square, located in Vitória, Brazil facing the sea was opened in 1999 and is one of the four Centres of Science, Education and Culture linked to the Municipal Department of Education. The collection is exposed in an open area of approximately 7,500 m2 with gardens and free circulation for visitors and accessibility for wheelchair users. The collection consists of equipment such as Solar Scale System, Sundial, Sound Mirror, Swings, Levers, Inclined Plane and Hand Lift.

Science Square mediators are mostly undergraduate students in Physics and develop centre activities. There is a continuous training process of new mediators for promoting the adequate attendance to visitors: besides interactivity based on a exploratory attitude focusing on discussion and dialogue with the visitor, activities include exploration of the scientific concepts involved in each equipment focusing on “opening the black box” strategy for each device and avoiding the classic division between theory-practice.

This presentation reports results of a conceptual approach for training mediators on the Hand Lift equipment. An Explanatory Guide was produced in the form of a plasticised insert using front and back and previously submitted to the evaluation of three judges to verify the existence of conceptual, diagram and grammatical errors.

Results revealed that the Hand Lift Explanatory Guide was positively evaluated by the new mediators, being better accepted than the current hand-out in use. Even non-physicists mediators reported that it was possible to understand the Explanatory Guide approach covering their conceptual doubts about the equipment. The analysis of mediators’ performance in presentations after the training activity corroborated these results.

These results reaffirm the classic responsibility of training mediators of science centres and museums that must be a built-in and continued action on daily basis of these loci so that they can operate in resonance with their mission.

Presentation type: Visual talk
Theme: Science
Area of interest: Applying science communication research to practice

A case study in supporting video and narrative based science communication to engage non-expert national audiences

Author: Claire Farrugia, Australia

Co-author: Lisa Bailey – Australia’s Science Channel

This poster presents a case study on how science communicators can use video and narrative-based science communication to effectively reach and engage non-expert national audiences with support of events such as SCINEMA International Science Festival.

Research suggests that narratives are easier to comprehend and audiences find them more engaging than traditional logical-scientific communication as narratives offer increased comprehension, interest and engagement (Dahlstrom, 2013). Science communicators can utilise a storytelling approach to communicate scientific ideas with great effect.

Living Close – Parasitism is a short film that was selected for official inclusion in the 2016 SCINEMA International Science Film Festival. Parasitism is part of a web series which uses scripted humour-based narrative videos to examine relationships in the animal world. In the case of Parasitism, a parasitic wasp is in a dysfunctional relationship with a cockroach, who she seduces, zombifies, and eventually kills through the birth of her offspring. The story is presented humorously through a pastiche of classic sitcom relationship tropes. Living Close was produced through a micro-grant by science communicators aiming to engage non expert audiences aged 18-35.

SCINEMA International Science Film Festival is the largest Science Film Festival in the Southern Hemisphere. Coordinated by the Australia’s Science Channel, SCINEMA film festival has public screenings in Australian capital cities and also provides a grassroots program for community groups to run events for National Science Week in Australia. In 2017 there were over 300 SCINEMA screenings across Australia to an audience of approximately 37,000 people.

After the film festival, selected films are collected on Australia’s Science Channel and through a partnership with the Australian Broadcasting Corporation through their online platform iView. Initiatives such as SCINEMA provide an opportunity for scripted science video content to find a larger non-expert audience.

The author has not yet submitted a copy of the full paper.

Presentation type: Visual talk
Theme: Stories
Area of interest: Applying science communication research to practice

Institutional science communication – Cross-national comparative study

Author: Marta Entradas – LSE, United Kingdom

Co-authors:
Martin Bauer – LSE
John Besley – Michigan University
Giuseppe Pellegrini Pellegrini – Observa
Pedro Russo – Leiden University

Science communication has become a crucial issue for academic and scientific institutions. Many have incorporated it into their missions, adopted policies for communication, while enhancing their communication structures to support relationships with the media, policy makers and the wider public. Still, our understanding of what institutions are doing and under what conditions is limited. Institutional commitment to science communication has, at least in some countries including Portugal or the UK, been spurred by national science and policy contexts and strongly encouraged by governments and renowned scientific institutions.

In this grouped paper, a panel of science communication researchers will present preliminary results of an international study ‘MORE-PE- Mobilisation of REsources for Public Engagement’ aimed at mapping science communication at the level of research institutes (RIs) in Portugal, Germany, the UK, the Netherlands, Italy, the USA, Brazil, Japan, Taiwan and China. Representative samples of RIs by areas of research were drawn using stratified random probability sampling procedures (N=1200 per country). Data collection will be complete in October 2017. This will be the first presentation of the results on the country level.

Panellists will provide an account of national institutional practices in their countries, and discuss it in light of national science and policy contexts for science communication. Each country will cover: (1) generic national policy/encouragement for PE (2) national research system and description of populations and national samples, and (3) key findings of interest, including but not limited to ‘what’, ‘to whom’, ‘why’ and ‘under conditions’ are RIs addressing non-specialists.

The panellists are:
Marta Entradas – PT, LSE
Martin Bauer – UK, LSE
Giuseppe Pellegrini – Italy, OBSERVA Science in Society
Pedro Russo – The Netherlands, Leiden University
John Besley – USA, Michigan University

The author has not yet submitted a copy of the full paper.

Presentation type: Grouped paper
Theme: Science
Area of interest: Investigating science communication practices

Reducing motivated reasoning on controversial science – Testing which factors best promote open-minded processing of information

Author: April Eichmeier – University of Wisconsin-Madison, USA

Co-author: Neil Stenhouse – University of Wisconsin-Madison

In this study, we investigate ways to counter a phenomenon known as motivated reasoning. Motivated reasoning happens when people think rationally about a topic, but do so in a biased way to reinforce their pre-existing views about the subject. In many areas of controversial science such as GMO crops and biofuels, motivated reasoning will often make people less likely to use the best available science in making decisions, leading to damaging outcomes for society.

Scholars have begun to investigate how dispositions such as open-minded thinking and scientific curiosity may reduce motivated reasoning about science. Previous work has generally only considered one or two factors influencing open-minded processing at a time. By considering several different factors, we make it possible to see which has the largest effect in reducing motivated reasoning. In an online experiment on a nationally representative sample of US adults, participants are presented with information on controversial scientific topics that are either aligned with or contrary to their own viewpoint. We discuss which dispositions make it more likely that individuals seriously consider the information that goes against their own views, as opposed to rejecting the message.

This work aids in the development of science communication theory by helping better understand the theoretical nature of dispositions that promote open-minded processing of scientific information. In addition, assuming that dispositions that decrease motivated reasoning can be deliberately cultivated, this work offers clues for helping increase citizens’ ability to put the best available science to use, while minimizing the distorting influence of political ideology and other biasing factors.

The author has not yet submitted a copy of the full paper.

Presentation type: Individual paper
Theme: Society
Area of interest: Building a theoretical basis for science communication

Using videos of live surgeries to communicate medical knowledge to the public

Author: Marie Eggeling – Leibniz-Institut für Wissensmedien, Germany

Co-authors:
Martina Bientzle – Co-author
Joachim Kimmerle – Co-author

Educational online videos are frequently used in science communication, as they provide opportunity for inventive and purposeful transfer of scientific knowledge. In video format, content can be presented in a realistic and lively manner, or in a more schematic and explanatory way. Medical treatments like surgical operations are hard for laypeople to grasp, since they often lack the basic anatomical knowledge that is necessary to process such complex information adequately. This is particularly challenging when patients are supposed to make an informed decision about whether to undergo a certain medical treatment.

For dealing with this challenge, we used videos of online surgical operations taken from the internet platform www.sectio-chirurgica.de. These videos present complex anatomical content by illustrating and telling stories of actual medical cases in the applied setting of a surgical operation. In an experimental study with N = 151 participants we aimed to examine under which circumstances laypeople may benefit from particular representations of complex medical information. In a 2×2 between-group design we examined the impact of the representation format (realistic vs. schematic representations), and also studied the role of the opportunity for participants to use a navigation bar (navigation option vs. no navigation option).

We found a significant increase in people’s certainty regarding their hypothetical decision whether or not to undergo surgery after watching the video, indicating that such videos may support the decision-making process. In addition, the availability of a navigation bar led to a higher knowledge gain. Finally, we found that those participants who watched a realistic video experienced more negative emotions (disgust and fear) and rendered a less favorable judgment regarding the video than those who watched a schematic video. In this talk we will discuss the implications of our study for future research and practical application in science communication.

The author has not yet submitted a copy of the full paper.

Presentation type: Individual paper
Theme: Stories
Area of interest: Investigating science communication practices

Do you speak politician? Lessons from PRIME

Author: Maggie Marx – University of Cape Town, South Africa

The Programme for Improving Mental Healthcare (PRIME) has had great success, but also many failures, in influencing healthcare policy in its five low- and middle-income study countries. Its evidence-based research has shown on many occasions that integrating mental healthcare into primary care is both effective and economical, yet many decision makers resist applying our findings.

As research uptake officer for this research consortium, I’ve been researching the best way to effectively communicate our research to policymakers, and am busy developing what we call a policy pack. Rather than just disseminating an 8-page policy brief, the policy pack offers the same information in a variety of mediums in order to cater to the great variety of decision makers within every government and organisation.

The Building Capacity to Use Research Evidence Programme (BCURE) recently stated that “policymakers in low- and middle-income countries often lack the capacity to effectively access, appraise and apply research when making decisions” and that “capacity is just one element of a tapestry of factors that block or disincentivise evidence-informed policymaking.”

PRIME has also found, through interviews with its government partners in its study countries, that time and capacity prevent high-level policymakers from successfully consuming our academically published research through equally jargon-heavy and lengthy policy briefs. By relooking our approach to the policy brief, often the only opportunity to drive a specific message home, and making its contents more accessible, we hope to increase the uptake of valuable research into policy and practice.

Presentation type: Show, tell and talk
Theme: Society
Area of interest: Influencing policies through science communication

How can we engage more diverse audiences in large-scale citizen science projects for broader societal impact?

Author: Victoria Martin – Cornell University, United States

Co-authors:
Rick Bonney – Cornell University
David Bonter – Cornell University
Emma Greig – Cornell University
Bruce Lewenstein – Cornell University
Drew Margolin – Cornell University
Tina Phillips – Cornell University

Citizen science programs operating at large scales typically attract thousands of participants, across sizeable geographic areas (regional, national and global). Many people make well-intentioned yet lofty claims about the societal impacts these programs can achieve as a tool for engaging and communicating science with the public. However, it has become apparent that the potential reach of large-scale citizen science may be stifled by the types of adult audiences that typically participate (who often share characteristics with others in the same project, such as age, gender, education, and/or interest in science).

There are many reasons why particular types of people are more likely to participate in large-scale citizen science. To achieve the societal-level impacts many projects (and the field at large) aspire to, a concerted effort is needed to ensure greater diversity of participants and audiences. Yet, for many citizen science projects, incorporating diversity into their engagement and communication strategies is no simple task given the practical constraints on time, resources and within-project expertise. This paper presents work-in-progress exploring how we can better understand and engage audiences who are under-represented in large-scale citizen science, and how important participants’ social networks are for diffusing new scientific knowledge arising from citizen science.

Using a case study from the Cornell Lab of Ornithology, this research explores one of the Lab’s large-scale citizen science projects, Project FeederWatch (feederwatch.org), which currently attracts more than 20,000 participants in the U.S. and Canada annually. A mixed-method approach is being used to examine: (i) how to engage younger participants than the typical “FeederWatcher” (i.e. usually over 50 years old), and (ii) how potential participants’ social networks might be useful to communicate new scientific knowledge with audiences beyond those directly involved. This research addresses several questions in the U.S. National Academy of Sciences’ 2017 research agenda for science communication.

The author has not yet submitted a copy of the full paper.

Presentation type: Individual paper
Theme: Society
Area of interest: Applying science communication research to practice

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