DC 206A - Science Communication

UNIT 1 - Introduction to Science Science communication challenges:

Communication - Controversial topics (e.g., climate change,
GMOs, vaccines) attract skepticism.
A. What Makes Good Science - Bad communication leads to
Communication misinformation, biases, and poor policy
Key principles: Know your audience, tell a decisions.
story, and recognize the complexities of - Science faces opposition from denialism,
science communication. political interests, and misinformation.
Science communication is like a jigsaw
puzzle—you work with available pieces to C. What Does the Public Really Think
form an understandable picture. About Science?
Challenges: Many say science is important but do not
1.​ Science is intrinsically actively engage with it.
complex—simplifying it without Science-public divide:
misrepresentation is difficult. - Some feel science advances too quickly to
2.​ Institutional blockers: Science keep up.
communication is often undervalued - Many question whether benefits are
or placed too low in decision-making shared equitably.
hierarchies. Scientific literacy:
3.​ Common issues: - Not just about understanding science but
Misunderstandings, PR stigma, and evaluating its risks, ethics, and societal
lack of impact within institutions. impacts.
Empathy is crucial: Alan Alda emphasizes - Essential for policymakers and the public
that understanding what the audience is to make informed decisions.
thinking is key to effective communication. Social literacy:
Future of Science Communication: - Scientists need to understand public
a. Based on research, not intuition. expectations and engage in
b. Matthew Nisbert & Dietram Scheufele: decision-making.
Science communication must be
data-driven. D. There is No "One Public": Audience
c. Common failures: Segmentation
-​ Not recognizing changes in the field. Audience segmentation:
-​ Lack of storytelling and audience - The public is not a single group but
understanding. multiple smaller publics with different
-​ Informing without investigating; interests.
educating without engaging. - Demographics: Gender, age, education,
income.
B. Why We Need to Communicate - Psychographics: Values, attitudes,
Science Better behaviors.
Science communication is influenced by - Personality-based segmentation (DISC,
history, complexity, power dynamics, and MBTI).
public perception. James Grunig’s public types:
Different perspectives on science: - Active publics: Engage with issues and
- Professor X: Believes public should fund seek information.
research but not interfere. - Passive publics: Low involvement,
- Professor Y: Assumes people will love indifferent to issues.
science if they understand it. - Hot-issue publics: Mobilized by media
- Professor Z: Thinks enthusiasm for attention (e.g., vaccine debates).
science should be universal. Challenges of segmentation:
- Professor A: Works in contentious fields - Only targeting interested audiences risks
(e.g., synthetic biology) and needs public preaching to the converted.
approval for funding. - Effective science communication must
Public diversity: reach skeptics and those uninformed.
- Miss B: Loves science.
- Mr. C: Feels isolated from science.
- Miss D: Thinks science is controlled by the
rich.
- Mr. E: Distrusts science.
- Mrs. F: Too busy to engage with science.
DC 206A - Science Communication

Checklist for Effective Science 2. American Colonial Period

Communication (1900s-1940s)
1.​ Audience Analysis: Bureau of Science (1905) established;
○​ Who are they? evolved into DOST (1987).
○​ How and where will they
receive the message? C. Science Communication Throughout
○​ What do they already know? the Modern Period
2.​ Purpose: 1940s: Science communication collapsed
○​ What problem does this due to World War II.
communication address? 1950s:
○​ What outcome is desired? - Philippine National Science Week (1951).
3.​ Format Selection: - Science clubs promoted by Science
○​ Oral, written, visual, or a Foundation of the Philippines (1952).
combination? - First Filipino sci-fi film "Exzur" (1956).
○​ What are the constraints? 1960s:
4.​ Significance: - Rise of science fairs (1960, nationalized in
○​ Why does the research 1965) and science quizzes (1961,
matter to this audience? nationalized in 1969).
5.​ Feedback & Revision: - Vernacular science translation initiative by
○​ Is the message clear and Akademya ng Wikang Pilipino.
appropriate? - Development journalism emerged as a
○​ Does it achieve its goals? response to Third World issues.
- Educational TV initiatives started.
UNIT 2: Evolution of Science 1970s-1990s:
Communication - Mass media became a tool for science
A. Science Communication and Society education.
- Science information is everywhere (e.g., - Edutainment programs like Batibot (1980s)
Typhoon Yolanda, Taal Volcano Eruption, and Sineskwela (1990s) popularized
COVID-19). science.
- Science stories become "commonplace" - Science journalism gained momentum
when widely known, per Kearns (2021). (first campus science journalism event in
- Science communicators handle emotional 1971).
and contentious topics influenced by power
struggles and uncertainty. D. Current State of Science
Communication
B. Evolution of Science Communication - Public perception remains low: Science
in the Philippines seen as complex or elitist.
Colonial Influence (Pre-1946): - Biotechnology boom led to hiring of
- Science communication was shaped by science communicators.
colonization (Spain, U.S., Japan). - Innovative science communication
- Research focused on natural resources, methods:
taxonomy, and trade rather than frontier 1. Mind Museum (2011) – interactive
science. science exhibits.
1. Pre-modern Science Communication 2. Indie-Siyensya (2016) – science
Pre-colonial period: filmmaking competition.
- Indigenous knowledge passed through - Mass & social media initiatives:
oral tradition and perishable materials. 1. DOSTv (2017) – televised science
- Examples: Local astronomy concepts, program.
Ifugao Rice Terraces. 2. FlipScience (2017) – first Filipino-made
Early Spanish rule: science website.
- Science controlled by religious orders. 3. Siyensikat (2019) – TV series
Late Spanish rule (1780s-1890s): showcasing DOST technologies.
- Science institutions founded: Manila 4. Social media outreach (PAGASA,
Observatory (1865), UST Museum (1871). PHIVOLCS) for quick information
- First science-related news appeared in dissemination.
vernacular newspapers.
DC 206A - Science Communication

E. Challenges & Public Attitudes C. Key Theories in Science

- Filipinos have a negative view of "science" Communication
but a positive view of "technology". 1. Diffusion of Innovation Theory (Everett
- Science communication still faces Rogers):​
struggles despite recent progress. - Explains how scientific ideas and
technologies spread through society.
UNIT 3 - Theories and Models of Science - Categories of adopters:
Communication a.​ Innovators: Risk-takers who adopt
first.
A. Importance of Theories and Models in b.​ Early adopters: Opinion leaders who
Science Communication influence others.
- Theories and models help structure c.​ Early majority & Late majority: Adopt
communication strategies. once proven effective.
- They provide a framework for d.​ Laggards: Resist change.
understanding audience behavior and - Used in science policy, health campaigns,
response. and tech adoption.
- Different models address different 2. Reception Theory:​
challenges in science engagement, literacy, - Audience interpretation of science
and trust communication varies based on personal
experiences, culture, and beliefs.
B. Key Models of Science - Not everyone understands or reacts to the
Communication same message in the same way.
1. Deficit Model: - Suggests communicators must tailor
- Assumes the public lacks scientific messages for different audiences.
knowledge and needs education. 3. Framing Theory:
- Often one-way communication from - How scientific issues are presented
experts to the public. influences public perception.
- Criticism: Fails to consider attitudes, - Example: Climate change framed as an
values, and beliefs influencing public economic threat vs. environmental crisis
perception. may impact public response differently.
2. Contextual Model:​ - Journalists and scientists must be mindful
- Recognizes that public understanding is of word choice, images, and emphasis.
shaped by context (e.g., culture, 4. Agenda-Setting Theory
experiences). - Media influences what the public considers
- Suggests that effective science important.
communication must be adapted to - Science topics covered frequently in the
audience backgrounds. news become public priorities.
- Encourages dialogue rather than just - Example: Increased media coverage of
information transfer. pandemics can shape government
3. Lay Expertise Model:​ responses and public concern.
- Acknowledges non-scientists can have
valuable knowledge (e.g., indigenous
knowledge, personal experiences).
- Promotes collaboration between experts
and the public.
- Example: Farmers’ knowledge about
climate change effects on crops.
4. Participation Model:​
- Encourages active public engagement in
scientific discussions and decision-making.
- Moves beyond just informing the public to
involving them in scientific processes.
- Used in citizen science projects, policy
consultations, and technology development.