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Science communicators often stress the need to make messages ‘relevant’, or engage with people on an ‘emotional level’, but what do these terms mean, and if communication has these qualities from publics’ perspectives, what effect does it have? Understanding this at the individual level underpins transforming science-society relationships.
We often ask what, but here we ask where is the future of science communication? One third of the world’s population is predicted to be living in Africa by 2050, however, with respect to science centres, as a whole Africa is being left behind.
As science communication becomes a global endeavour, organisations in affluent developed and poorer developing countries are establishing partnerships to build science communication capacity. It seems both apt and morally responsible that societies that place value on communicating science should share such practices with disadvantaged societies in which it is absent.
Emotions are a key aspect of effective science communication (Davies & Horst, 2016), but which emotions are critical and what is the underlying mechanism of eliciting them? This performance answers this question using the medium of ‘science shows’ – presentations combining live science demonstrations with dramatic delivery – as used in science centres globally.