Identifying and Talking with Science Stakeholders · 2013-07-18 · Identifying and Talking with...
Transcript of Identifying and Talking with Science Stakeholders · 2013-07-18 · Identifying and Talking with...
College of Communication & Information
Identifying and Talking with Science Stakeholders
Presented by Suzie Allard, Ph.D.
Acting Director of Research
for INSPIRE 2013
22-23 June 2013
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providing universal access
to data about life on earth and the environment that
sustains it
building community
developing sustainable data
discovery and interoperability
solutions
enabling science via
user-focused tools and services
Leadership Team Member SocioCultural WG Co-Lead
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“The most exciting thing in the twentieth century is science.”
-- John Charles Polanyi Chemist, Nobel Laureate
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Disciplinary Scientists
Domain Scientists
Focused Popular Science
Mass Media Popular Science
The Public Other stakeholders
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Domain Scientists
Domain Scientists
Focused Popular Science
Mass Media Popular Science
The Public Other stakeholders
Disciplinary Scientists
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Domain Scientists
Domain Scientists
Focused Popular Science
Mass Media Popular Science
The Public Other stakeholders Results
Data New questions Controversies
Citizen Science Data Opinions Questions Policy Funding
Disciplinary Scientists
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Scientists
Academia
Non-profit
Govern-ment
Community
Private Industry
Federal Local
Citizen-scientists
Citizen-activists
Policymakers Administrators Advisory
Committee Decision Makers
Judiciary
Teachers
Informal Educators
Curriculum Builders
Libraries
Librarians
Professional Societies
Foundations
Think Tanks
Libraries
Librarians
Publishers
Administration Researchers
Students
Teaching Faculty
Libraries
Librarians
State
Libraries
Librarians
Institutions
Stakeholder Ecosystem: Who to Target?
Courtesy of DataONE
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Stakeholder Ecosystem…
–Understand the dynamics of the stakeholder landscape
–Identify the important players for current and future engagement
–Create a framework to organize communication activities
–Monitor the pulse for targeted, timely communication
Whale photo: By NOAA Photo Library (post0006) [CC-BY-2.0 (http://creativecommons.org/licenses/by/2.0) or Public domain], via Wikimedia Commons
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Information Centers
• Professional societies • Academic sector • Government sector • Corporate sector • Public sector
Key challenge: Provision of information and
growing movement towards analysis of information
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Others Trust Us..
To be experts with science information To assess information before we
publish it. (maximize the understanding)
To provide credible information for them to use.
To help them understand how to evaluate whether information is good. (from knowing the audience)
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Maximizing Understanding: Top Four Strategies
• Adapt to Your Audience • Have a Clear Purpose • Simplify • Plan
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The Science You
The Target
Audience The “Sweet Spot”
Adapted from Bob Legg, UT JEM
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Adapt to Your Audience Why do they care? Why should they care? What do they know? What do they need to better understand? What are they telling you?
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Have a Clear Purpose
Find the common ground Find the motivation Create a shared vision
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Simplify Cut the jargon Explain the key terms Overview of the issues
– Provide access to the depth
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Plan
Identify audience Identify key message Know what they know Identify the appropriate context Construct the content of your message
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The Strength of Narrative A story that is based on an event or series
of events with a shared theme that lead to an outcome
Most-common form of story-telling A story that is based on an event or series
of events with a shared theme that lead to an outcome.
Narrative can enhance the understanding of science for non-scientific audiences.
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Effective Narratives…
• Involve a process with a clear beginning and ending
• Has natural suspense and tension (conflict, unknown outcome, unlikely odds of success)
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Critical areas in the Earth’s system
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Scientific Controversy
Disagreement among scientists regarding the validity of a theory Usually engages a significant number of
scientists Can be healthy since it drives research Can be unhealthy if it disrupts research &
discovery
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The Dark Side of Science Communication
Misinformation: – Inaccurate or incorrect information – Usually unintentional error, or sincere mistake
Disinformation: – Intentionally disseminated misinformation, to mislead
or confuse a rival (business, enemy country) or to influence public opinion
Propaganda – Systematic dissemination of biased information, often
appealing to emotions rather than reason, designed to advocate a particular view or interest, in order to persuade, or change opinion or behavior of another.
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More of the Dark Side…
Rumor-mongering for fun and profit…
– Hoaxes: “Disseminating a knowingly fake story or claim, as a joke, or to ridicule or cause harm to others, or for financial gain.” • www.hoaxbusters.org
– Urban myths/legends: “More elaborate false stories of supposedly true incidents that happened to an unidentified person, usually told as cautionary tales. Through repetition, story takes on the aura of truth.” • www.snopes.com
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Conflicts & Readers
Reaction to contradictions – Confusion & stress – Anxiety & hyper-vigilance – Media skepticism – Ignoring science messages, cognitive
dissonance – Engaging in info seeking
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Communicating Data Using Data to Tell a Story
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Critical areas in the Earth’s system
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Plan
Collect
Assure
Describe
Preserve
Discover
Integrate
Analyze
DATA
Source: DataONE.org
Data Life Cycle
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Scientists & Data
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• “More than half of the respondents (56%) reported that they did not use any metadata standard and about 22% of respondents indicated they used their own lab metadata standard.”
• Less than 6% of scientists are making “All” of their data available via some mechanism.
• 2/3rd report that organizational help and support is lacking
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Publishers & Data
Publishers beginning to link articles to datasets Data Journals emerging
Working towards data citation practices
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Governments & Data
Considering how open data may protect data from being politicized Exploring how to demonstrate value of
data collection and collected Developing tools for responsible
analysis of data
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The Public & Data
Data Journalism for popular audiences Using data to create visuals that help
tell a complex story Providing readers with the means to
manipulate data to create visuals to better understand an issue
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Data Journalism is Important…
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Filters the flow of information Provides new approaches to storytelling Provides “next-generation”
communication tools Allows number crunching to augment
word-smithing Remedies “information asymmetry” Deals with the data deluge examples
From http://datajournalismhandbook.org/1.0/en/introduction_2.html
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21st Century Science Communication
• Topics changing (genome, stem cells, Global Warming…)
• Products changing - convergence to singular device etc
• Tools for communication changing • Information products changing