PBS: The Most Trusted Source in Science?
Along with scientific journals, Americans rate public broadcasting as one of the most credible sources for information about biotechnology.
Yesterday I noted data that reveals the PBS NOVA audience to be unique in its nature. Indeed, if a company or organization wants to reach a core audience of science enthusiasts and influentials, this might be the best outlet to be featured at or to sponsor.
What makes PBS an ideal outlet is not just the nature of its audience, but also the public's trust in public broadcasting as an information source about science.
Consider the findings from a 2005 survey highlighted in the recent 2008 NSF Science Indicators report (click on Figure 7-16). According to the survey:
When Americans were asked in 2005 about their views on the credibility of information sources about biotechnology, a clear hierarchy of trust emerged starting at the top with scientific journals (almost 60% of respondents said they trusted journals as credible information ), followed by university scientists who are funded by government (50%), public television (50%), government scientists (40%), the WHO (40%), university scientists funded by industry (35%), biotechnology company scientists (30%), religious leaders (20%), TV networks (18%), biotechnology executives (15%), print media (15%), and political leaders (10%)
Malcolm Gladwell teaches "Get over yourself and get to work" for Big Think Edge.
- Learn to recognize failure and know the big difference between panicking and choking.
- At Big Think Edge, Malcolm Gladwell teaches how to check your inner critic and get clear on what failure is.
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Can sensitive coral reefs survive another human generation?
- Coral reefs may not be able to survive another human decade because of the environmental stress we have placed on them, says author David Wallace-Wells. He posits that without meaningful changes to policies, the trend of them dying out, even in light of recent advances, will continue.
- The World Wildlife Fund says that 60 percent of all vertebrate mammals have died since just 1970. On top of this, recent studies suggest that insect populations may have fallen by as much as 75 percent over the last few decades.
- If it were not for our oceans, the planet would probably be already several degrees warmer than it is today due to the emissions we've expelled into the atmosphere.
They didn't know it, but the rituals of Iron Age Scandinavians turned their iron into steel.
- Iron Age Scandinavians only had access to poor quality iron, which put them at a tactical disadvantage against their neighbors.
- To strengthen their swords, smiths used the bones of their dead ancestors and animals, hoping to transfer the spirit into their blades.
- They couldn't have known that in so doing, they actually were forging a rudimentary form of steel.
Michael Dowling, Northwell Health's CEO, believes we're entering the age of smart medicine.
- The United States health care system has much room for improvement, and big tech may be laying the foundation for those improvements.
- Technological progress in medicine is coming from two fronts: medical technology and information technology.
- As information technology develops, patients will become active participants in their health care, and value-based care may become a reality.
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