http://blogs.discovermagazine.com/intersection/2010/12/06/for-those-about-to-rock-youll-need-these/ Tue, 27 Sep 2011 17:28:30 +0000 hourly 1 http://wordpress.org/?v=3.4.2 http://blogs.discovermagazine.com/intersection/2010/12/06/for-those-about-to-rock-youll-need-these/#comment-49828 Around the Web – November 6th, 2010 | Gene Expression | Discover Magazine Tue, 07 Dec 2010 03:41:24 +0000 http://blogs.discovermagazine.com/intersection/?p=14274#comment-49828 [...] For Those About to Rock…You’ll Need These. Chris Mooney has a round-up of ‘Rock Stars of Science’. I’ve been meaning to talk about this, as Chris gave me a heads up, but I’ve been kind of busy with other things. But better late than never. I have some of the same concerns as the nay-sayers. Is this really necessary? The campaign strikes me as kind of cheesy and ill-thought out. But the critical thing to focus on is that it isn’t about me, it’s about the efficacy of this sort of thing in furthering the ends of science. I’m not convinced that this will help, but I’m skeptical that this will hurt. Therefore though my personal gut response is consonant with the reaction of those who think this strikes a false note, I can acknowledge that I’m not the typical person on the street. Additionally, many marketing campaigns work through implicit associations, and this might get the job done on that level and shatter some old associations. The target audience is presumably the type of person who’ll never encounter PV = nRT or doesn’t know that acceleration is the derivative of velocity with respect to time. Both cool concepts, but total gibberish to the masses. Science is a cultural enterprise which needs institutional support, and I am not going to judge these sorts of campaigns on my personal reaction. Rather, I’ll be interested in whether these campaigns reduce or elevate the image of science as an enterprise in the eyes of the public. For that, there needs to be some social science! More marketing as science, and less as art, in the interests of science! [...] [...] For Those About to Rock…You’ll Need These. Chris Mooney has a round-up of ‘Rock Stars of Science’. I’ve been meaning to talk about this, as Chris gave me a heads up, but I’ve been kind of busy with other things. But better late than never. I have some of the same concerns as the nay-sayers. Is this really necessary? The campaign strikes me as kind of cheesy and ill-thought out. But the critical thing to focus on is that it isn’t about me, it’s about the efficacy of this sort of thing in furthering the ends of science. I’m not convinced that this will help, but I’m skeptical that this will hurt. Therefore though my personal gut response is consonant with the reaction of those who think this strikes a false note, I can acknowledge that I’m not the typical person on the street. Additionally, many marketing campaigns work through implicit associations, and this might get the job done on that level and shatter some old associations. The target audience is presumably the type of person who’ll never encounter PV = nRT or doesn’t know that acceleration is the derivative of velocity with respect to time. Both cool concepts, but total gibberish to the masses. Science is a cultural enterprise which needs institutional support, and I am not going to judge these sorts of campaigns on my personal reaction. Rather, I’ll be interested in whether these campaigns reduce or elevate the image of science as an enterprise in the eyes of the public. For that, there needs to be some social science! More marketing as science, and less as art, in the interests of science! [...]

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