Communicating Science to NonScientists
Dr. Jennifer Mercieca
Department of Communication
Aggie Agora Director
Scientific Information is Difficult to Communicate
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Reporters misunderstand
“Balance” and partisanship
Technical language
Bias against new technology and/or ideas
Scientists aren’t good storytellers
• The public’s opinions about science differ
from scientists’ opinions about science.
Spheres of Argument
Public
Technical
Private
General Principles
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Audience Analysis
Message framing
Problem, Cause, Solution
Explain & justify disciplinary assumptions
Be a good storyteller
Audience Analysis
• With whom are you communicating?
• What do they already understand?
• What prohibits them from understanding
more?
• What is your goal?
• What do you have in common with your
audience?
• What everyday examples best relate to your
audience?
Message Framing
Jargon = Failure to Communicate
Problem, Cause, Solution
• What terrible problem will your research solve?
Why is it a problem? How big is the problem? How
many people are affected? What is the cost of not
resolving the problem?
• What has caused this terrible problem? Why
hasn’t it already been addressed? Why isn’t what
we’ve done already enough?
• How is your research going to solve this problem?
Is it feasible? Is it practical? What further problems
might arise?
• Value: what value should we use to judge?
Science Storytelling
• Which characters are in your story? Who
or what are the heroes? Who or what are
the villains?
• What is the plot of your story? Is it a
romance? Tragedy? Satire?
Communicating in the Private Sphere
• Also known as the “elevator speech” or the
“holiday supper speech.”
• Audience: interpersonal or small group
setting, friendly, non-expert.
• Goal: give them one story or example to
take away with them to understand what
your work is about.
Principles of Private Sphere Communication
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Keep it short
Show your enthusiasm for your work!
Avoid technical language
Focus on “why” and “what” and how it
relates to your audience’s lives.
• Argue by example: focus on the example
that explains your theory or research
puzzle.
Communicating in the Technical Sphere
• Used in research reports, conference
papers, journals, grants.
• Audience: readers and hearers, technical
experts, not necessarily friendly.
• Goal: persuade them of the veracity of
your arguments (to publish, grant, etc.)
Principles of Technical Sphere Communication
• What is your research puzzle? Knowing what
we know already, what unfortunate lacuna
exists in our understanding? (Problem)
• What has prevented scholars from answering
this puzzle? Previous models, paradigms,
research questions, methods, etc., neglect?
(Cause)
• How will your research contribute to scholars’
understanding? (Solution)
Communicating in the Public Sphere
• Used in interviews with reporters, public
lectures, deliberative bodies.
• Audience: readers and hearers, not
necessarily technical experts, decision
makers, opinion leaders.
• Goal: teach public, solve health problems.
Principles of Public Sphere Communication
• Message Framing: frame your message
for the public as a whole, not for other
scientists.
• Narrative: tell a story in which your
research solves problems and you’re the
hero!
• Take Aways: always have three points that
you want your audience to take away.
Example: Anti-Microbial Effects of
Ibuprofen and Silver
• Dr. Parth Shah, “Synthesis, Characterization, and
In Vivo Efficacy of Shell Cross-Linked
Nanoparticle Formulations Carrying Silver
Antimicrobials as Aerosolized Therapeutics.”
• USAToday, “Researchers Say This One Thing
That Everyone Has In Their Cupboard Can Save
Lives.”
• New York Times, “Researchers: Regular Ibuprofen
Use May Prevent Bacterial Deaths.”
Private Sphere: The Lunch
• Friend of Your Mom: “Your Mom said that
you are a science researcher. Is that right?
What kind of science do you do?”
• Notice: she isn’t a technical expert, she
doesn’t have confidence asking the
question, she wants to relate to you, she
hopes that she didn’t say something wrong
and that she’ll understand whatever you
say.
Private Sphere: The Lunch Answer
• “I’m a scientist, that’s right! I work in a lab
at Texas A&M. Right now we’re trying to
figure out how to use Advil and silver to
prevent infections. It seems to be working
so far!”
• Why this is good: affirming, enthusiastic,
simple, gives them a good idea of what
you do, relates to something they know.
Public Sphere: BBC World News
• BBC World News wants to interview at
11PM tonight about the controversy
surrounding your latest research. While
the silver and Advil partisans are thrilled,
the gold and Tylenol partisans are up in
arms!
• Notice the potentially tricky elements: late
night, world audience, framed as
controversy.
Public Sphere: BBC World News
Prep
• “Look, this isn’t a story about Advil versus
Tylenol, this is a story about a research
breakthrough that can save lives. Our
research points to a possible solution to a
growing problem without an answer: antimicrobial resistance.”
• Notice that this answer rejects the news
frame, offers research as transcendent and
apolitical, and points to the importance of the
research project.
Public Sphere: Testify Before
Deliberative Body
• Texas is considering a law that requires
municipalities to add silver to drinking
water. They have asked you to testify
about whether or not this policy should be
made into law.
• Notice: your role is as an advisor. You
need to use your expertise to help them to
know how to think about this policy.
Public Sphere: Testify Prep
• “Our evidence shows that adding silver to Texans’ drinking
water could potentially help keep Texans safe from microbes.
We’ve found very few side effects associated with silver in the
body, despite its use in multiple applications. I do not know of
another state that has implemented this policy, but it is similar
to the addition of fluoride into the water supply that occurred
in the 1940s. We must consider Texans’ health and safety
primarily when judging this policy. Failing to act to mitigate the
problem of microbial infections will kill thousands of Texans.
Therefore, based on the available data, I recommend that
Texas pass this legislation.”
• Notice: the answer gives relevant facts, parallel cases, how to
judge, potential consequences, and a recommendation.
What About Your Research?
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Audience Analysis
Message framing
Problem, Cause, Solution
Be a storyteller
Gig ‘Em!
Join the Aggie Agora:
AggieAgora.org