At the WPost, More Focus on the Miserly Public
Matthew C. Nisbet, Ph.D. is Associate Professor of Communication Studies, Public Policy, and Urban Affairs at Northeastern University. Nisbet studies the role of communication and advocacy in policymaking and public affairs, focusing on debates over over climate change, energy, and sustainability. Among awards and recognition, Nisbet has been a Visiting Shorenstein Fellow on Press, Politics, and Public Policy at Harvard University's Kennedy School of Government, a Health Policy Investigator at the Robert Wood Johnson Foundation, and a Google Science Communication Fellow. In 2011, the editors at the journal Nature recommended Nisbet's research as “essential reading for anyone with a passing interest in the climate change debate,” and the New Republic highlighted his work as a “fascinating dissection of the shortcomings of climate activism."
As I have written in various articles, when it comes to science debates, the public is far more likely to be miserly in reaching a judgment than fully informed. Most citizens are cognitive misers relying heavily on information short cuts and heuristics to make up their minds about a science controversy, often in the absence of knowledge.
As a result, in order to effectively engage the public, scientists and their organizations need to adapt their communication efforts to the realities of human nature and the media system. This means recasting, or "framing," their communication efforts in a way that remain consistent with the science, but that connects a complex science issue to something that the intended audience already understands or values. (For more, see this recently completed book chapter, The Scientist cover article, the essay at Science, and this journal study.)
I didn't invent these principles, I adapted them from more than sixty years of research in political communication and public opinion, applying them to science debates. In this context, when it comes to understanding what makes for effective communication strategy, there is nothing essentially unique about science from election campaigns or other political skirmishes.
A few weeks back, the Washington Post spotlighted this previous research in a lengthy feature. Today the newspaper revisits the topic in a shorter article titled "Five Myths About Those Civic Minded, Deeply Informed Voters."
Of note to science enthusiasts is the myth: "If you just give Americans the facts, they'll be able to draw the right conclusions." Also probably of interest to Science Blog readers is the finding that Daily Show viewers are no likely to be more informed than regular viewers of Fox News' OReilly Factor.
2. Bill O'Reilly's viewers are dumber than Jon Stewart's.
Liberals wish. Democrats like to think that voters who sympathize with their views are smarter than those who vote Republican. But a 2007 Pew survey found that the knowledge level of viewers of the right-wing, blustery "The O'Reilly Factor" and the left-wing, snarky "The Daily Show" is comparable, with about 54 percent of the shows' politicized viewers scoring in the "high knowledge" category.
So what about conservative talk-radio titan Rush Limbaugh's audience? Surely the ditto-heads are dumb, right? Actually, according to a survey by the Annenberg Public Policy Center, Rush's listeners are better educated and "more knowledgeable about politics and social issues" than the average voter.
Science and the squishiness of the human mind. The joys of wearing whatever the hell you want, and so much more.
- Why can't we have a human-sized cat tree?
- What would happen if you got a spoonful of a neutron star?
- Why do we insist on dividing our wonderfully complex selves into boring little boxes
Progressive America would be half as big, but twice as populated as its conservative twin.
- America's two political tribes have consolidated into 'red' and 'blue' nations, with seemingly irreconcilable differences.
- Perhaps the best way to stop the infighting is to go for a divorce and give the two nations a country each
- Based on the UN's partition plan for Israel/Palestine, this proposal provides territorial contiguity and sea access to both 'red' and 'blue' America
A guide to making difficult conversations possible—and peaceful—in an increasingly polarized nation.
- How can we reach out to people on the other side of the divide? Get to know the other person as a human being before you get to know them as a set of tribal political beliefs, says Sarah Ruger. Don't launch straight into the difficult topics—connect on a more basic level first.
- To bond, use icebreakers backed by neuroscience and psychology: Share a meal, watch some comedy, see awe-inspiring art, go on a tough hike together—sharing tribulation helps break down some of the mental barriers we have between us. Then, get down to talking, putting your humanity before your ideology.
- The Charles Koch Foundation is committed to understanding what drives intolerance and the best ways to cure it. The foundation supports interdisciplinary research to overcome intolerance, new models for peaceful interactions, and experiments that can heal fractured communities. For more information, visit charleskochfoundation.org/courageous-collaborations.
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