Wednesday, 28 July 2010

From findings to instructions

Why is science failing to convince the public?  The American thinks it has found the answer.  When a PR person was asked they came up with the unsurprising answer that they needed better PR:

"says researchers need a campaign that inundates the public with the message of science: Assemble two groups of spokespeople, one made up of scientists and the other of celebrity ambassadors. Then deploy them to reach the public wherever they are, from online social networks to “The Today Show.” Researchers need to tell personal stories, tug at the heartstrings of people who don’t have PhD’s. And the celebrities can go on “Oprah” to describe how climate change is affecting them—and by extension, Oprah’s legions of viewers."

This PR looks remarkably like the approach followed on climate change which has not convinced.  Instead it could be the way science has changed how it talks to people.  It has become more authoritarian in its tone and the public don't like it:

" is not losing its credibility because people no longer like or believe in the idea of scientific discovery, but because science has taken on an authoritarian tone, and has let itself be co-opted by pressure groups who want the government to force people to change their behavior.

In the past, scientists were generally neutral on questions of what to do. Instead, they just told people what they found, such as “we have discovered that smoking vastly increases your risk of lung cancer” or “we have discovered that some people will have adverse health effects from consuming high levels of salt.” Or “we have found that obesity increases your risk of coronary heart disease.” Those were simply neutral observations that people could find empowering, useful, interesting, etc., but did not place demands on them. In fact, this kind of objectivity was the entire basis for trusting scientific claims.

But along the way, an assortment of publicity-seeking, and often socially activist, scientists stopped saying, “Here are our findings. Read it and believe.” Instead, activist scientists such as NASA’s James Hansen, heads of quasi-scientific governmental organizations such as the UN Intergovernmental Panel on Climate Change, editors of major scientific journals, and heads of the various national scientific academies are more inclined to say, “Here are our findings, and those findings say that you must change your life in this way, that way, or the other way.”

1 comment:

Anonymous said...

There needs to be a differentiation between popular knowledge or science to use the Greek word and that which is generally less well known. The scrutiny of science and reasoning of the weight of evidence needs to be given to the dialectics of such science.