116

Pcst International Conference (Florence – Italy, 2012)27. Science Communication in Serbia

Ljubica Urosevic, SerbiaThe current situation in Serbia could be described as a wide, rich landscape picture in a very narrow frame. There have been plenty of different activities on S&T communication initiated in recent years but they have not been followed by media at an appropriate level.

Why? Despite the strategic orientation to the development based on knowledge and ad-vanced S&T, the reality is still far from proclaimed goals. Serbia is on its crucial crossroad, passing through a dramatic social transition to democratic society. The strongest public focus is on “hot” political questions: how to develop mechanisms of democracy and ensure their implementation, how to deal with the Kosovo problem. There is a list of serious economic problems: growing debts, undeveloped industry and economy, high corruption. It seems un-derstandable that science and technology are not topics that could draw high media’s atten-tion.

The efforts on building democratic society can also raise the question: does lack of knowl-edge about S&T lead to a democratic deficit? Is it possible to solve existing problems with-out the application of scientific knowledge? Is it possible for citizens to participate in the decision-making process in S&T area without basic scientific literacy?

The EU has redoubled efforts to promote S&T’s development, building closer links with so-’s development, building closer links with so- development, building closer links with so-ciety. But in Serbia, after long years of crisis, science has become apart from the public. It was necessary to encourage bridging that gap to increase not only S&T capacities, but sig-nificantly improve its communication. Many specific actions were implemented to increase general “science culture” and to awake interest in science, involving scientists, educational system, informal education.

UNESCO and the National Commission for UNESCO in Serbia have an active role in those efforts, significantly contributing in science activities and their promotion, linking Serbian researchers with international scientific community, disseminating information on science, providing possibilities for contribution in international research projects and activities under UNESCO patronage, supporting Serbian science to play a more active role on the international scene. UNESCO is not only a transmitter of scientific information in two-way direction Serbia-world, but also undertakes a number of initiatives in PCST. From the broad field of those activities, only those recently undertaken will be mentioned.

Under UNESCO patronage were organized: 30th Anniversary of Youth Research Centre Petnica, 100th Anniversary of Serbian film, Day of mother language etc. The UNESCO and L’Oréal joint programme ‘For Women in Science’ was established in 1998 to promote young women researchers, opening the door of science to them and Serbia is among 50 countries providing national fellowships and participating in international contests. Ivana Pešić, doctor of medical sciences, received a prestigious International Fellowship among 140 candidates, inspiring young women in Serbia to follow her example.

On the proposal of the Serbian National Commission for UNESCO, at the Jaroslav Černi

12th International Conference on Public Communication of Science and Technology (PCST),Florence,Italy,18-20 April 2012.Published as book chapter in:Bucchi, M.,&Trench,B.(Eds.)(2012).Quality,Honesty and Beauty in Science and Technology Communication: PCST 2012 Book of Papers (Proceedings of the 12th International Conference"Public Communication of Science and Technology", Florence, Italy, 18-20 April 2012).Vicenza: Observa Science in Society,pp.116-119.

117

Pcst-12 Proceedings

Institute for the Development of Water Resources, in Belgrade was established the regional centre, Water for Sustainable Development and Adaptation to Climate Change, focused on applied research, knowledge transfer, education and strong promotional campaign.

Petnica Science Centre is the oldest and the biggest independent organisation for informal science education and UNESCO has recognised that it is “of huge ineterest in science education of youth, science networking and strengthening links between science and society”. Petnica organised more than 2,500 programmes for narly 50,000 students in 15 disciplines. It is also a training centre for teachers promoting new methods in teaching science. Students are coming from all countries of former Yugoslavia. Once a year Petnica welcomes international participants. Fully equipped facilities have been recently completely reconstructed in a €7.6 million investment.

Science is ‘Inn’

The most important step towards better science communication in Serbian society was the founding of Center for Science Promotion (CPN) in 2010. This governmental institution is part of the strategy for the knowledge economy and today is the most significant player in Serbian PCST. Its task is to link and support numerous individual initiatives launched across Serbia and to form a broad platform to spread the culture of science. Its mission is to popularise science, to raise scientific literacy, to encourage young people to choose the path of science, to help scientists to promote their work and to educate media professionals. This has been realised through many successful events (Day of Science, ‘Science is not a Bogeyman’ Festival, Month of Physics, Month of Mathematics), exhibitions (Imaginary, The Big Math, etc.), lectures, workshops, panels (Science and Euro Integrations), publication, web portal Elementarium. CPN’s web site is in the top 50 in Serbia.

In Arguslab, a floating laboratory fully equipped for environmental research, CPN integrated new creativity with old resources, launching a programme for international expeditions, envi-ronmental monitoring, education. Another interactive education space is the Scientific Truck, a travelling Centre for Science Promotion. Under a financial agreement with the European Investment Bank, an impressive new building for CPN (10,000 square metres and including a planetarium, interactive exhibitions, laboratories, congress halls etc.) will be constructed soon.

An important activity of the CPN is education of journalists (Colloquium of Scientific Journal-ism). This is the only case in Serbia providing that kind of training. The Centre also provides financial support to projects on science communication.

In last years, Science festivals have simply “exploded”, attracting thousands of young people. The most popular, Belgrade Science Festival (more than 20 000 visitors every year), initiated from NGO sector (with contribution of CPN) takes place in five locations in the Serbian capi-tal. 300 scientists from seven countries were included in the last festival. Many cities have their own festivals (Eureka Days, GIMFest, Science is not a Bogeyman). The International Researchers’ Night is the most popular event in several Serbian cities.

118

Pcst International Conference (Florence – Italy, 2012)

Serbia participates in FameLab International, a competition taking place in 20 countries for the best new talent in science communication. The idea is to take science out of the class-room and make it fun, and to encourage young people (18-35 years old) studying science or working in science, to share their passion with the general public (every candidate is given three minutes to impress the judges with exciting talks that can be understood by the audi-ence). Organised by the British Council and local partner Serbian Broadcasting Corporation RTS, the final competition is broadcast live.

Belgrade’s Museum of Science and Technology has permanent and thematic exhibitions and the Nikola Tesla Museum (unique museum in the world which preserves the original and personal inheritance of Nikola Tesla) is the most visited Serbian museum. In 2003 UNE-n 2003 UNE-SCO included Tesla’s archive in the “Memory of the World Register” as a movable documen- included Tesla’s archive in the “Memory of the World Register” as a movable documen-tary heritage (exceptionally valuable collection: 160,000 original documents, 1,200 historical technical exhibits, 1,000 of Tesla’s plans and drawings,1,500 photographs and photographic plates of original technical objects and instruments etc.) Beside the significant role in provid-ing abundant information to the researchers, the museum has a particular role in promoting Tesla’s investigations and his contribution to the development of science and engineering. Since 2006 the museum has published 40 publications and organised over 100 exhibitions in more than 20 countries on four continents, with more then 1.000,000 visitors.

Judging by mentioned activities and numerous other initiatives, the key question for Serbia is not how to inspire PCST activities but how to motivate media to support it.

The silent media

The first victims of sudden media commercialisation in Serbia were culture and science. The most used excuses are: “It is not what audience wants” (without any valuable public opinion research on that issue) or “Expensive production”.

TV programmes on S&T are seriously deficient, representing only 4% of total programming of 134 TV stations (6 national, 30 regional, 98 local). The largest percentage of the scientific content (16%) is provided by the second channel of the National Broadcasting Corporation RTS and the lowest (below 1%) by the most popular commercial TV “Pink” (there is no legal obligation concerning content for commercial stations).

The science department of RTS, which exists 45 years and has produced many internation-ally awarded programmes has reduced its output from 764 titles in 2003 to 310 in 2006. The current situation, with three half-hour formats weekly plus occasional special programmes is better, but far from the old glory.

However, despite the low representation of science in the RTS programme schedule (3,9%), these programmes are the most watched (rating 1.3) of related programmes (Culture: 5,9% of programming, rating 0.7; Documentary: 9.1% of programming, rating 0.7). More watched are only sport (19.8% of programming, rating 1.9) and news (16% of programming, rating 1.6). It clearly denies the thesis of a low audience interest on Science.

119

Pcst-12 Proceedings

The situation in print media is equally problematic. Among 517 registered print publications, only three have special S&T issues!

How to deal with paradox of strong efforts on science popularization and indifference of the media?

The possible ways are: to provide an adequate research on public interest on science and technology in media, to re-establish the Serbian association of journalsits specialising in S&T which has not been active for years; to strengthen endeavours in journalism education and the most important, to enhance networking between professionals, with special emphasis on exchanging methodologies, experiences and best practices on regional and international scale.