The second class session at Scripps contained two lectures, one by Sheril and one by Tom Bowman of Bowman Global Change–both focused on communicating about science.
Sheril told the inspiring (and funny) story of how she went from being an expert on the sea cucumber, to a pop radio DJ, to a Capitol Hill staffer and Knauss Fellow, to a blogger and author on science with a specialty in the subject of kissing. Inevitably, Sheril related, her trajectory away from academia and towards the worlds of media and policy forced her to communicate with people–fisherman, congressional aides, her senator–who tended to treat scientists as though they were “from another planet.” Traditional scientific language wasn’t the way to reach these folks; a new way had to be found. In particular, Sheril learned that talking about the economic aspects of marine science and fisheries issues helped spark much more interest from the senator she was working for–Bill Nelson of Florida–than a presentation full of p values and statistics.
Throughout her talk, the point Sheril wanted to drive home to the class–comprised of science grad students at Scripps–was to dare to take a nontraditional career path. The solution to the problems we face are necessarily going to come from many different kinds of people–and scientist-policy wonk-communicator hybrid personalities have a unique leg up not only when it comes to succeeding in communication, but also in the job market at a time when not all young scientists can count on landing academic careers.
Next we heard from Tom Bowman, a professional communicator and designer whose background originally was in informal science learning (creating content for museums, aquariums) but has increasingly shifted to communicating about issues at the intersection of science and policy, like climate change. In his talk, Bowman started out by asking a critical question: Sure, we all say science communication is important, but “Why are we communicating?”
Scientific organizations often act as though they don’t have a clear answer to this question. Take the subject of ocean health, for instance; or climate change and the reports of the IPCC; or any scientific topic where many, many blue ribbon committees have sounded off. It turns out, Bowman said, that big science assessment reports are never written “with the objective of helping you figure out what the most important issues are”–what to care about as a citizen. What really matters. Rather, they are data dumps, attempts to assess the state of knowledge, but hardly made usable or accessible to nonscientists.
We certainly need to make these products more accessible, but as Bowman asked, what are our goals in doing so? Are they: Changing civic behavior? Changing consumer behavior? Improving scientific literacy? Fulfilling some institutional mission?
If we’re not clear about this, scientific communication won’t “succeed.”
Bowman also addressed another issue–how to convey a complex body of data. “People simplify,” he observed. “It is an inherent aspect of human cognition.” The problem is, scientists often want to tell you everything they know. And indeed, scientific communication in journals actually requires being comprehensive. But this makes such science content almost entirely incommunicable to anyone other than scientists. The trick is that we have to speak to people in the language they understand, not in the language we do.
There was a lot more other valuable stuff from Bowman’s talk (it was very popular), but I’ll just put up this post–it is more than enough food for thought, and for reactions.