1. Introduction to Science Communication
- 1.1 Learning from past mistakes
- 1.2 Case study: Cumbrian sheep farmers
- 1.3 Where did it go wrong
- 1.4 Moving towards a dialogue model
- 1.5 Science communication scale
- 1.6 The spectrum of public participation
- 1.7 Identify the participation level
- 1.8 Why should we engage with the public with science?
- 1.9 Your science communication motivations
- 1.10 Bonus homework
- Introduction to science communication quiz
- 3.1 Science? Not my cup of tea!
- 3.2 Rate your ‘capital’
- 3.3 Science capital
- 3.4 Case Study: Mr Okello’s class
- 3.5 Who has science capital?
- 3.6 There is no general public
- 3.7 Audience segmentation
- 3.8 Case Study: A V&A museum exhibition
- 3.9 Tailoring to specific needs and interests
- 3.10 Tailoring activity
- 3.11 Bonus Homework
- Audiences quiz
4. Presentation Skills
6. Communications and Branding
7. Media and Journalism
- 7.1 The role of science media
- 7.2 Does the media harm science?
- 7.3 Journalism to ‘churnalism’
- 7.4 Fake news and alternative facts in a post-truth world
- 7.5 How do we tackle fake news and post-truth politics?
- 7.6 Misleading reports
- 7.7 Psychopathic gin drinkers
- 7.8 Bonus homework
- Media and journalism quiz
11. Evaluation and Planning
3.2 Rate your ‘capital’
As an interesting exercise, on a piece of paper, rate (honestly) how comfortable and accepted you would feel walking into any of these scenarios:
1 – I’m extremely uncomfortable and want to leave!
5 – It’s not my sort of place but I don’t mind staying if I have to
10 – This is exactly where I belong!
- At a book club discussing classical works with people who have degrees in literature
- In a club surrounded by confident dancers
- Completing a gruelling obstacle course alongside people who are very athletic
- Doing improvised acting with a group of thespians
- In a bar, surrounded by sports fans discussing the game
- In a wedding dress shop picking out outfits with the bridesmaids
Consider those that you rated very high and very low. What kind of capital do you have that made you comfortable in those situations? What kind might you be lacking to make you feel uncomfortable in others? Is there a pressure to fit in and ‘perform well’ in these scenarios?
For some, a ‘science’-based environment may feel just as uncomfortable. If they feel they don’t have the right capital, they will assume they will be surrounded by people who are unlike them and there is a pressure to perform. Often in science-based activities, this pressure is to ‘not feel stupid’. So how do we address this?