Matthew C. Nisbet, Ph.D. School of Communication American University Washington DC October 17, 2007...

Matthew C. Nisbet, Ph.D.

School of Communication American University Washington DC

October 17, 2007

NSF BIO Division

Framing Science: The Future of Public Engagement

scienceblogs.com/framing-science

Communicating Science Across Contexts:Struggle to Control Attention and Definition of an Issue

UPSTREAM DOWNSTREAM

Specialized communication and audience; Technical interpretations favored,

administrative policy arenas

Popular communication and wider audience; Drama and

conflict favored, overtly political policy arenas

NISBET, M.C. & Huge, M (2006). Attention cycles and frames in the plant biotechnology debate: Managing power and participation through the press/policy connection. Harvard International Journal of Press/Politics, 11, 2, 3-40.


Discovery Institute and Framing:Re-Defining Evolution as a Social Problem

Science curriculum Science

curriculum

Pres. Bush

Bill Frist

Op-eds, books, mags

teachers

school boards

scientists

courts

creationists

Political reporters

Daily Show / South Park

Wider public

Challenging the status-quo by widening the scope of participation and shifting policy venues.

State legislatures

Governors

Txtbook publishers


Basic Research


Public Scholarship



Popular Science vs. Reality


The Popular Science Model

• Assumption: If the public knew more about the technical side of science, then the public would view issues as scientists do, and there would be fewer controversies

• Emphasis is on science education and mass mediated popular science.


Fully Informed Public vs. Miserly Public?

If he doesn’t live your life, share your values, or is someone you would want to have a beer with, then he shouldn’t be your President.


1985

Too Many Choices?Availability Doesn’t Equal Use


2007

Too Many Choices?Availability Doesn’t Equal Use


Citizens and Media: The Problem of Choice

High Information

Low Information

High Engagement

Low Engagement


Framing as a Third Way:Engaging Adults Via the Media

• Frames organize central ideas on an issue. They endow certain dimensions of a complex topic with greater apparent relevance than the same dimensions might appear to have under an alternative frame.

• Frames communicate why an issue might be a problem, who or what might be responsible, and what should be done.

• Communicated in short hand by catch-phrases, slogans, historical references, cartoons, and images.

Scheufele & Nisbet (in press). Encyclopedia of Political Communication


• Journalists use frames to organize stories and appeal to intended audiences.

• Citizens use frames to make sense of complex topics, and to articulate their opinions. Accept media frames that fit existing interpretative schema.

• Scientists use frames to communicate to non-specialists in other fields, craft grant proposals, write popular books, make powerpoint slides, and talk to journalists.

Scheufele & Nisbet (in press). Encyclopedia of Political Communication

Framing as a Third Way:Engaging Adults Via the Media


Where to Start? A Generalizable Frame Typology for Science

Frame Science Issue Defined As….

Social progress Improving life, solving problems, master/harmony nature.

Economic develop. Market benefits/competitiveness.

Pandora’s box / Runaway science & fatalism

Call for precaution in face of possible impacts/catastrophe; Out-of-control monster; or action is futile, path is chosen.

Morality/ethics Right or wrong, crossing/respecting boundaries.

Scientific uncertainty What is known or unknown; evoking or undermining consensus, “sound science,” peer-review.

Public accountability Responsible use or abuse of power; “politicization,” citizen responsiveness.

Third way/alternative path Compromise solution, middle way between opposing sides.

Conflict/Strategy Game among elites, battle of groups/personalities.


Remaining True to the Science……But Making Complex Issues Personally Meaningful

• Motivate interest and attention to science.• Create messages that go beyond polarization.• Shape preferences for policies informed by science.• Enhance trust and respect for scientific expertise.• Shape personal or political behavior.


Stem Cell Research


NISBET APRIL 2005: Knowledge of Politics and Science of Stem Cell Research

0

5

10

15

20

25

30

0 1 2 3 4 5

Number Correct

% o

f R

esp

on

den

ts

Mean= 1.8 SD= 1.3

1. Bush decision.

2. California proposition.

3. Why scientists think ESC is important.

4. Regulation of cloning.

5. N-I-H stands for?Source: National RDD Telephone Survey, March 19 to April 29, 2005 N=774, adults 18 and older. OSU and SRI @ Cornell University.


The Social Progress Frame

JDRF 2001 As you may already know, a stem cell is the basic cell in the body from which all other cells arise. Medical researchers have been able to isolate stem cells from excess human embryos developed through in vitro fertilization and fetal tissue that has been donated to research. The medical researchers believe that human stem cells can be developed as replacement cells to cure diseases such as diabetes, Parkinson's, Alzheimer's, cancer, heart disease, arthritis, burns, or spinal cord problems. Do you favor the funding of stem cell research by the National Institutes of Health?"

0

10

20

30

40

50

60

70

Should Fund Should Not Fund Don't Know

% o

f R

esp

on

de

nts

Nisbet (2004). Public Opinion Quarterly.


The Morality Frame

0

10

20

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40

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70

80

Should Fund Should Not Fund Don't Know

% o

f R

esp

on

den

ts

NCCB 2001 Stem cells are the basic cells from which all of a person’s tissues and organs develop. Congress is considering whether to provide funding for experiments using stem cells from human embryos. The live embryos would be destroyed in their first week of development to obtain these cells. Do you support or oppose using your federal tax dollars for such experiments?

Nisbet (2004). Public Opinion Quarterly.


Stem Cell Debate: Who’s Winning the Frame Contest?


VCU 2001 & 2002:Religion as a Perceptual Screen

0

10

20

30

40

50

60

70

80

90

Nothing Not Much A Little A Lot

How much have you seen, read, or heard...?

% F

avo

r E

SC

Res

earc

h

Non-ReligiousModerately ReligiousStrongly Religious

62%

Yuck Factor

Nisbet (2005). International Journal of Public Opinion Research.


PEW: Differential Support Among Religious Americans

0

10

20

30

40

50

60

70

80

90

100

Mar-02 Aug-04 Dec-04 Jul-05 Jul-06

% R

esea

rch

Mor

e Im

port

ant

% Secular % Mainline % Catholic % Evangelicala) All in all, which is

more important: Conducting stem cell research that might result in new medical cures OR Not destroying the potential life of human embryos involved in this research?

b) As you may know the Fed. Govt. has debated whether to fund certain kinds of medical research know as ‘sc research’, have much have you heard about this?


PROP 71: How the West Was Won?


“One is the extraordinary opportunity we have here to eradicate these diseases that are plaguing our friends and families, diseases like Alzheimer's, MS, diabetes. (SOCIAL PROGRESS)

Our scientists are not going into this field because there's not adequate funding, there's not adequate resources. Or if they are, we're losing them to other countries like Singapore. (ECONOMIC DEVELOPMENT.)

“I think the mistake is looking at this as just a cost. We should be looking at this as an investment for our economy. …As new treatments were found health care costs would go down. What history has shown us is that it's cheaper to--to cure a disease than it is to continue to treat a disease.” (ECONOMIC DEVELOPMENT)

– Actor Brad Pitt on NBC Today Show, Oct. 26, 2004

STAYING ON MESSAGE:Brad, Why Do You Support Prop. 71?


How the West Was Won:Ad Blitz, One-Sided Framing Shifted Support

0

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40

50

60

70

80

90

Aug. Field Poll Sept. Field Poll Oct. Field Poll

% o

f R

esp

on

den

ts

SupportProp. 71

Seen orHeard aboutProp. 71

October Field Survey

010203040506070

HeardNothing

HeardSomething

% S

up

po

rt


Framing: Truth and Messengers

“ If we do the work that we can do in this country, the work that we will do when John Kerry is president, people like Christopher Reeve are going to walk, get up out of that wheelchair and walk again.”

— Oct. 2004 “Science is a gift of God to all of us and science has taken us to a place that is biblical in its power to cure and that is the embryonic stem cell research.”

— June 2007


GALLUP: Moral Acceptability of ESC

63

50

52

53 514951

7768

54

57 58

72

526261

0

10

20

30

40

50

60

70

80

90

100

May2002

May2003

May2004

May2005

May2006

May2007

% M

ora

lly A

ccep

tab

le

GOP Dems Independents

2004 Election


MISSOURI: Pro-Life Goes Public Accountability


Other Cell Sources as a Middle Way

Scientists See Potential In Amniotic Stem Cells

They Are Highly Versatile And Readily Available

By Rick WeissWashington Post Staff WriterMonday, January 8, 2007; A01

Scientists Use Skin To Create Stem Cells

Discovery Could Recast Debate

By Rick WeissWashington Post Staff WriterThursday, June 7, 2007; Page A01

“Moving forward with Social Consensus…”

--William Hurlburt


New Directions in Science Communication


New Directions in Science Communication:1. Broader Public Engagement

• Framing as a Third Way• Message discipline• Local news and community connections• Facilitate incidental exposure


Where to Start? A Generalizable Set of Frames

Frame Science Issue Defined As….

Social progress Improving life, solving problems, master/harmony nature.

Economic develop. Market benefits/competitiveness.

Pandora’s box / Runaway science & fatalism

Call for precaution in face of possible impacts/catastrophe; Out-of-control monster; or action is futile, path is chosen.

Morality/ethics Right or wrong, crossing/respecting boundaries.

Scientific uncertainty What is known or unknown; evoking or undermining consensus, “sound science,” peer-review.

Public accountability Responsible use or abuse of power; “politicization,” citizen responsiveness.

Third way/alternative path Compromise solution, middle way between opposing sides.

Conflict/Strategy Game among elites, battle of groups/personalities.


New Directions in Science Communication:1. Broader Public Engagement

• Framing as a Third Way• Message discipline• Local news and community connections• Facilitate incidental exposure to science


New Directions in Science Communication:2. Working with the Media

• Science writers are not the problem!• Engage editors


New Directions in Science Communication:3. Change Culture and Incentives

• NSF and Other Agency Funding• Doctoral training in science communication


For Further Information

Matthew Nisbet, Ph.D. is assistant professor in the School of Communication at American University, Washington DC.

Blog: http://www.scienceblogs.com/framing-science/

E-mail: [email protected]

Matthew C. Nisbet, Ph.D. School of Communication American University Washington DC October 17, 2007...

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