Identifying and Talking with Science Stakeholders · 2013-07-18 · Identifying and Talking with...

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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

Transcript of Identifying and Talking with Science Stakeholders · 2013-07-18 · Identifying and Talking with...

Page 1: Identifying and Talking with Science Stakeholders · 2013-07-18 · Identifying and Talking with Science Stakeholders . Presented by Suzie Allard, Ph.D. Acting Director of Research

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

Page 2: Identifying and Talking with Science Stakeholders · 2013-07-18 · Identifying and Talking with Science Stakeholders . Presented by Suzie Allard, Ph.D. Acting Director of Research

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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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College of Communication & Information

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College of Communication & Information 5

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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College of Communication & Information

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

Page 9: Identifying and Talking with Science Stakeholders · 2013-07-18 · Identifying and Talking with Science Stakeholders . Presented by Suzie Allard, Ph.D. Acting Director of Research

College of Communication & Information

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

Page 10: Identifying and Talking with Science Stakeholders · 2013-07-18 · Identifying and Talking with Science Stakeholders . Presented by Suzie Allard, Ph.D. Acting Director of Research

College of Communication & Information

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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College of Communication & Information

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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Page 12: Identifying and Talking with Science Stakeholders · 2013-07-18 · Identifying and Talking with Science Stakeholders . Presented by Suzie Allard, Ph.D. Acting Director of Research

College of Communication & Information

Maximizing Understanding: Top Four Strategies

• Adapt to Your Audience • Have a Clear Purpose • Simplify • Plan

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College of Communication & Information

The Science You

The Target

Audience The “Sweet Spot”

Adapted from Bob Legg, UT JEM

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College of Communication & Information

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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College of Communication & Information

Have a Clear Purpose

Find the common ground Find the motivation Create a shared vision

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College of Communication & Information

Simplify Cut the jargon Explain the key terms Overview of the issues

– Provide access to the depth

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College of Communication & Information

Plan

Identify audience Identify key message Know what they know Identify the appropriate context Construct the content of your message

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Page 18: Identifying and Talking with Science Stakeholders · 2013-07-18 · Identifying and Talking with Science Stakeholders . Presented by Suzie Allard, Ph.D. Acting Director of Research

College of Communication & Information

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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College of Communication & Information

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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College of Communication & Information

Critical areas in the Earth’s system

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College of Communication & Information

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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College of Communication & Information

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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College of Communication & Information

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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College of Communication & Information

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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College of Communication & Information

Communicating Data Using Data to Tell a Story

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Page 26: Identifying and Talking with Science Stakeholders · 2013-07-18 · Identifying and Talking with Science Stakeholders . Presented by Suzie Allard, Ph.D. Acting Director of Research

College of Communication & Information

Critical areas in the Earth’s system

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College of Communication & Information

Plan

Collect

Assure

Describe

Preserve

Discover

Integrate

Analyze

DATA

Source: DataONE.org

Data Life Cycle

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College of Communication & Information

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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College of Communication & Information

Publishers & Data

Publishers beginning to link articles to datasets Data Journals emerging

Working towards data citation practices

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Page 30: Identifying and Talking with Science Stakeholders · 2013-07-18 · Identifying and Talking with Science Stakeholders . Presented by Suzie Allard, Ph.D. Acting Director of Research

College of Communication & Information

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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Page 31: Identifying and Talking with Science Stakeholders · 2013-07-18 · Identifying and Talking with Science Stakeholders . Presented by Suzie Allard, Ph.D. Acting Director of Research

College of Communication & Information

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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Page 32: Identifying and Talking with Science Stakeholders · 2013-07-18 · Identifying and Talking with Science Stakeholders . Presented by Suzie Allard, Ph.D. Acting Director of Research

College of Communication & Information

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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College of Communication & Information

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

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College of Communication & Information

Grazie!

[email protected]

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