Science Communication. Frank Burnet The Science Communication Unit Bristol

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1 Science Communication Frank Burnet The Science Communication Unit Bristol

2 Who s he? Professor of Science Communication Director of Science Communication Unit [Graphic Science] Founding Director Cheltenham Science Festival Director of Masters in Science Communication [Bristol]

3 What s the SCU Ben Johnson Karen Bultitude Helen Featherstone Emma Weitkamp Clare Wilkinson Laura Streith Claire Rocks Emily Dawson Becky Williams Valerie Wicksey

4 Why communicate science to the public? To produce a science and technology literate workforce To enable citizens to play an informed role in their democracy To reclaim science s place as a part of main stream culture

5 Sponsors and their motives To produce a science and technology literate workforce Universities: to attract students [ recruitment into science degree courses is declining in many parts of the world, in the UK the number of Universities offering degrees in the Physical Sciences [data cf 1980 c 2005] is in long term decline, as is the number of applicants for them] Learned Societies and Institutions [eg Institute of Physics, Royal Society of Chemistry]: to maintain their membership base and promote the value of their disciplinary area Government Agencies: concern about ability to compete globally as a knowledge based economy Private sector: need for new ideas and talent

6 Sponsors and their motives To enable citizens to play an informed role in their democracy Research Funders: to assure support for expenditure on research from the general public Government Agencies : to assure the acceptance of innovatory technologies within society Private sector: to assure return on investment in new technology

7 Sponsors and their motives To ensure that science and technology are an integral part of everyday experience Educators [at all levels]: to ensure the general population is science literate Scientists: to be valued and trusted

8 Who are the Public? Many publics, can be categorised by amongst many other things: Age Gender Ethnicity Educational achievements Occupation Leisure interests Political views Marital status

9 Who are the Public? Many attitudes to science Fascination: seek out science in the media, enjoy gadgetry - I am amazed by science [75%] Tolerance: passive but generally supportive - Science and technology are making our lives healthier, easier and more comfortable [68%] Fear: distrust of motives of scientists and their funders - Rules will not stop researchers doing what they want behind closed doors [70%] Indifference: low priority concern, out of reach - Science and technology is too specialised for most people to understand it [66%] [data adapted from OST/Wellcome Trust. Survey of Public attitudes to Science and technology UK 2000]

10 Who are the Public? Many approaches to taking science to them, fall into two categories: Direct interaction Media coverage

11 Direct Interaction Pluses public meet a scientist control of content two way communication Minuses small audience low sustainability preaching to converted

12 Media coverage Pluses reach a large potential audience agenda setting [opinion formers/decision makers in audience] select an audience [Sun vs Guardian] Minuses lack of control [I never claimed that..] limited focus [Breakthrough in..treatment] one way communication easier [plus editorial line]

13 What types of direct interaction? Talks Displays Public Events Posters Performances Science Centres Festivals

14 TALKS Based on lecturing model; Predominantly a one way communication tool; although can be time for questions and answers, but not usually discussion. Focused on facts; can be problems with talking at right level for a particular audience Highly transferable; once devised a lecture can be delivered on many occasions

15 DISPLAYS / EXHIBITS Experienced by individuals or small groups rather than by audiences experience can be open-ended; allowing people to choose the level at which they wish to be addressed etc possibilities for two way communication; principally one to one encounters Require high levels of attention; Need to look good

16 Poster campaigns Reach audiences other than the converted Place science in everyday contexts; like buses Large potential audience; although can be hard to evaluate real numbers engaged Better suited to one way rather than two way communication; although can be used as tip of an information pyramid Graphics and textual styles are audience selective Can be reproduced in different formats Contagious because easily adapted for specific contexts and purposes

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21 Evaluation What is the message of this poster? Message Content Theme Other 40% 35% 34% 30% 28% 29% 25% 20% 25% 22% 18% 22% 21% 21% 22% 18% 20% 18% 20% 15% 13% 12% 15% 15% 13% 15% 11% 10% 8% 9% 8% 5% 0%

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24 Examples of SMS messages Personally I believe that better controlled food would be the first step into the right direction YES to local and appropriate farming technology. NO to global companies controlling our food and trade. Supposing my mother had chosen to abort me and my brother due to the fact we had Cystic Fibrosis. I think the world would have lost out especially my girlfriend. Perhaps science will rid the world of CF before birth and that would be great.

25 Events in public spaces Reach audiences other than the converted Place science in everyday contexts; like pubs, shopping malls etc Potential for two way communication provide opportunities for the public to Meet a Scientist on neutral ground concept is contagious, events can be devised to fit in other generic venues a particular venue specific event can also be contagious in that it can be run by others [see Physics to Go;

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27 Supermarkets Where?

28 Motorways Where?

29 Festivals Types A conference to which the media and the public are invited [eg BA, AAAS]; major purpose is to get good press coverage for contemporary science but audiences are generally small. A public event that has chosen science as its theme [Cheltenham, Edinburgh, Daugavpils]; major purpose is direct engagement with the public

30 five days of science in one of the UK s premier Festival cities appearances by top popularisers of science like: Lord Winston, Richard Dawkins, Adam Hart Davis, Simon Singh, Colin Blakemore and Steve Jones.

31 d a programme of debates and discussions about human cloning, genetic modification and the future of the country-side a theme, pleasure, and events about music, chocolate and sex a robot arena and a free hands-on science space for families live shows for kids

32 Science Centres Hands-on experiences Informal learning Children and their families Mainly about how things work

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37 Yes [%] Would you like to have a robot living with you < 9 < 14 <24 <44 <64 >64 Age Range male female

38 Yes [%] Would you have a robo-dentist? male female 0 < 9 < 14 <24 <44 <64 >64 Age Range

39 Yes [%] Would you have a robo-cleaner? < 9 < 14 <24 <44 <64 >64 Age range male female

40 Yes [%] Would you like a robo-lover? Male Female Age Group

41 Science Communication Unit Robot Thought engagement projects Meet the Gene Machine Walking with Robots

42 Robot Thought: Partners Robotics Labs: University of Wales, Aberystwyth University of Edinburgh Open University UWE, Bristol Other: Science Communication Unit Laura Grant (external evaluator) Venues: At-Bristol Life Science Centre Techniquest Thinktank Science Museum Science Museum, London W5 Edinburgh Science Festival

43 Flexible, Transferable & Sustainable No requirement for specialist staging, e.g. sets, lights, etc All effects are deliverable through a laptop and a data projector No requirement for professional actors Adaptable to a range of audiences and venues

44 Profile Target audience: 5-11 year olds and their families Venue: Science Centres and Festivals Delivered by: Presenters/Explainers Issues: What is and is not a robot? What do we want to use robots for? What is the state of current research. Activity: Five interconnected scenes each of which involves intense audience involvement Funder: Engineering and Physical Sciences Research Council

45 Meet the Gene Machine Network Members At-Bristol Centre for Life, Newcastle Glasgow Science Centre Museum of Science and Industry, Manchester Science Oxford Techniquest, Cardiff Thinktank, Birmingham WhoWhatWhenWhereWhy, Belfast

46 Profile Target audience: year olds Venue: schools and colleges Delivered by: presenters/explainers Issue: social and personal impacts of genetic screening Activities: - mini-drama followed by facilitated discussion - training workshop for teachers Funder: The Wellcome Trust

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48 Network Members

49 Barbara Webb University of Edinburgh Gurvinder Virk University of Leeds Open University Robotics Outreach David Barnes University of Wales, Aberystwyth Noel Sharkey University of Sheffield Kerstin Dautenhahn University of Hertfordshire Owen Hollands University of Essex Graphic Science Unit Phil Husbands University of Sussex Catherine Aldridge At-Bristol Quentin Cooper Public Engagement Expert Alan Winfield University of West of England Melanie Quin Public Engagement Expert

50 SCU Dialogue projects Science Horizons

51 Profile Target audience: adults Venue: science centres and other community spaces Delivered by: anybody Issue: the implications of future science and technology Activities: - Discussion events that bring experts and the public together - Group discussions held by anyone willing to call a meeting Funder: Office of Science and Innovation