There were six key findings (Borchelt, 2001):
- There is no general audience for science communication.
- There is a difference between understanding and appreciation of science.
- Science communication should meet the needs and desires of the audience.
- Involving scientists and engineers in the communication process is critical.
- Public information officers should foster respect between scientists and the public.
- Media fragmentation will impact communication practices.
Over the next couple of weeks we'll explore each of these topics (which each merit multiple posts) and how we can use this information to be better science communicators and advocates. Any first thoughts?
Borchelt, R.E. (2001). Communicating the Future. Science Communication, 23, 2, 194-211. (subscription required for full text)
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