At the WPost, More Focus on the Miserly Public
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.
What can 3D printing do for medicine? The "sky is the limit," says Northwell Health researcher Dr. Todd Goldstein.
- Medical professionals are currently using 3D printers to create prosthetics and patient-specific organ models that doctors can use to prepare for surgery.
- Eventually, scientists hope to print patient-specific organs that can be transplanted safely into the human body.
- Northwell Health, New York State's largest health care provider, is pioneering 3D printing in medicine in three key ways.
It's a "canary in the coalmine," said one climate scientist.
- A team of researchers discovered that permafrost in Northern Canada is melting at unusually fast rates.
- This could causes dangerous and costly erosion, and it's likely speeding up climate change because thawing permafrost releases heat-trapping gasses into the atmosphere.
- This week, Canada's House of Commons declared a national climate emergency.
One of Stephen Hawking's predictions seems to have been borne out in a man-made "black hole".
- Stephen Hawking predicted virtual particles splitting in two from the gravitational pull of black holes.
- Black holes, he also said, would eventually evaporate due to the absorption of negatively charged virtual particles.
- A scientist has built a black hole analogue based on sound instead of light.
Not every part of a satellite burns up in reentry. Considering the growing number of satellites in orbital space, that's a big problem.
- Earth's orbital space is getting more crowded by the day.
- The more satellites and space junk we put into orbit, the greater a risk that there could be a collision.
- Not all materials burn up during reentry; that's why scientists need to stress test satellite parts to ensure that they won't become deadly falling objects.
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