Science communication

SCIENCE COMMUNICATION

Dr. Anamika RayAsstt. Professor in Mass Communication

Gauhati University, Guwahati, India

Introduction

"[What is needed] is the scientific approach, the adventurous and yet critical

temper of science, the search for truth and new knowledge, the refusal to

accept anything without testing and trial, the capacity to change previous

conclusions in the face of new evidence, the reliance on observed fact and

not on pre-conceived theory, the hard discipline of the mind—all this is

necessary, not merely for the application of science but for life itself and the

solution of its many problems." —Jawaharlal Nehru (1946) The Discovery of

India, p. 512

Source: http://en.wikipedia.org/wiki/Scientific_temper

Concept

Scientific temper is a way of life - an individual and social process of

thinking and acting - which uses a scientific method, which may include

questioning, observing physical reality, testing, hypothesizing, analysing,

and communicating (not necessarily in that order). Scientific temper

describes an attitude which involves the application of logic. Discussion,

argument and analysis are vital parts of scientific temper. Elements of

fairness, equality and democracy are built into it. Jawaharlal Nehru was the

first to use the phrase in 1946.


The word science originates from scientia (a Latin word). It

denotes “especial& systematic knowledge". It only allows the

predictable and reliable outcome emphasizing skill, proper

method and technique (Source: www.kosmix.com ) based on

observation and experiments.

Source: www.scientificamerican.com

Classification of Science

Basic science: It depicts civic scientific knowledge and focuses on the

study of the natural world.

Applied Science/ Engineering Science: This is purely technical in nature.

Scientific application and many engineering related matter get focused.

Social sciences: This focuses on the society behaviour. It is a methodical

lessons of human behaviour and social dynamics.

Sense and Science……….

India has launched seventy seven Indian satellites (as of 28 March 2015).

First step was taken in 1975. The very recent satellite is IRNSS-1D

experimented on 28 March 2015. It is the fourth satellite in the Indian

Regional Navigation Satellite System (IRNSS).

Source: http://en.wikipedia.org/wiki/List_of_Indian_satellites

It is a big irony we are not still been able to get out of the

clutches of believing in the powers of the stones on fingers

and blindly to support all kinds of superstition.

We usually stop the car whenever a cat crosses the road.

The society mirrors the fact that these blind faiths cannot

bring growth and development in society in terms of politics,

economic, culture. The civilization is obeying the slavery.

Defining Science Communication

Science communication is to communicate and to acquaint the common masses with scientific knowledge aiming to inculcate scientific temper among the common level.

Basically the two words Science and Communication depicts together communicating science from known to unkown.

T. W. Burns, D. J. O'Connor, S. M. Stocklmayer define the term science communication in ‘Science Communication: A Contemporary Definition’ in the journal ‘Public Understanding of Science’, Science communication (SciCom) is defined as the use of appropriate skills, media, activities, and dialogue to produce one or more of the following personal responses to science (the AEIOU vowel analogy): Awareness, Enjoyment, Interest, Opinion-forming, and Understanding.

Use of various media aiming to talk about science from scientist to non-scientists.

Source: research.nla.gov.au

Science communication generally refers to media aiming to talk about science with non-scientists but those who make it are not necessarily scientists. They can have different backgrounds. Scientists communicating to one another, for example through scholarly journal articles is a form of science communication, but the term is usually applied to more ‘public-facing’ work. It includes science exhibitions, science journalism, science policy and science media production etc.

It is sometimes done by professional scientists, but has evolved into a professional field in its own right. Science communication needs the heartfelt effort of Science Communicators to drag a change in the society.

A relationship should be built up between common public and science, which indeed is very important for all total society development.

Source: http://en.wikipedia.org/wiki/Science_communication

Need of Science Communication Science communicators work in many areas, in diverse media and with

diverse precedence, but all will need to light up science in the context of a changing and challenging world.

Except confident in comprehension of science subjects, the students want to go for either arts or commerce. Most of the common men want to escape from the science. They claim science is not that much easy to understand. But this is cannot be denied that science is very much necessary for common masses.

From the above reference, should we think that the science background people don not feel any problem from Science. No, not at all. Doctors admit very spontaneously that they know nothing about engineering. Even the person from chemist background may not know computer science or botany.

So if science background having people do not know each other subject, then we must think about the situation of a lay person.

Here we need science communication and here the strong effort of science

communication is felt. Sometime the detail description of scientific method

cannot be possible but it is possible to give brief input from the scientific

work in favour of value of scientific knowledge.

Even within science there are expert and layman. The same goes for the rest

of society. Considering the condition of general people, we can say that

everyone can only be an expert in a few fields and those people feel

themselves as laymen in other fields. (Gregory, Jane, and Steve Miller. "The

Public Understanding of Science", Handbook of Science Communication,

1998. )

Scientific temperament and thinking run the society smoothly. It helps to

develop. Scientific approach needs rational thinking.

Science is our culture. All kind of curiosity can be sorted out only based

on scientific approach.

We are by nature very curious. Curiosity needs satisfactory answer. It

then only possible when it is based on scientific approach. Otherwise it

may turn into superstition. Curiosity gives birth scientific inventions and

discoveries. On the other hand science helps to take decision in our life.

Science does not mean laboratory activities. Practical and civic science fulfils the goal of a society to develop in real manner. And for everything the common people need to know about science and the utilization of science in a correct manner according their need.

Science communication especially science journalism sometimes cannot achieve its aimed goal due to various reasons, such as lack of in depth study, lack of proper technical support and lack of sustained financial backup by the media house.

Very important to note that lack of proper training in science communication field and dearth of the proper knowledge in handling science journalism is now very obvious matter for Indian Media houses especially in regional media. Trained manpower is the biggest hindrance in science communication .

On the other hand most of them think that to become science communicator, science background is necessary. So they so indifference to become a science communicator. It is wrong conception. Up-to matriculation, the level of science can help us to fulfil our aspiration to be the same.

Common people feel it very hard to understand. The presentation style and presentation of science content indeed is seen incomprehensible at common platform.

In contrast, journalists complete their duties by putting the information only by

not taking care of common understanding level. On the contrary the scientists

always want to remain aloof from the society. They do not want to communicate

because they afraid for plagiarism and their invention may be misused or

misinterpreted by the journalists. So they concentrate on the scientific journal to

express their views and fact/date on their invention/research work. It is very

obvious that those journals do not reach the periphery of common masses. To get

rid of fear from every side- from common people, from scientists from untrained

journalists- we need proper science communicators. Fear of science will be

wiped out. Then only science and media will seat together.

Objectives of Science Communication

After independence the Government of India adopted the first ever Scientific Policy Resolution on 4th March 1958

To popularize science at common platform To inculcate the scientific temper among common masses.

When science gets effective communication approach then only it achieves its goal. The value of science and its existence at that time worth.

Objectives of Communication

To inform

To educate

To enlighten the path from unknown to known

To create a debate

To start conversation

To prepare common public to accept the change

To involve the general public

To encourage participatory communication for common goal

To provide critical investigation and analysis.

To bridge up the gap among the scientist, non scientist and public

5 Vowels in Science Communication

AttentivenessEagernessInterestOpinion-formingUnderstanding. AEIOU, the 5 vowels should be used by the appropriate skills, media, activities, and dialogue in science communication.

Existence of Science Communication

Exhibition

Live programming

Via information technology

Lectures

Hands on activities

Field based projects

Trainings

Public consultations/debates

Science Cartoons

Posters

Leaflets/booklets/books

CD-ROMs

Cultural programmes

Audio-programmes

Internet

Telephone

Via various mass media

Science Communicators need to know- Use of language as effective tool

The coordination among language, values and knowledge

Style of discussion/ conversation with the target audience;

metaphorical situations (purpose, audience, occasion, and genre);

modes of effective communication (logical, ethical, and emotional

appeals);

techniques of debate as well as the way of present himself/herself.

Required communication skill.

Science Communicator

communicates with…….. With media regional/national/international level. With Government (Central/State) With industry With common masses With the world

"To develop scientific temper" is one of the fundamental duties of Indian citizens, according to the Constitution of India


Strategy of Science Communication

1. Identification of a problem

2. Situation analysis in the same context

3. Actors and knowledge attitude Practice

4. Key factor analysis

5. Fixing an effective communication approach

6. The participation of strategic groups

7. Selection of worthy medium/ media according to need

8. Knowledge about marketing mix

9. Effective design of message to disseminate

10. Ultimate Media production

11. Media performance and field implementation

12. X. Documentation and process Monitoring

13. Evaluation/ Assessment on work done.

14. Redesign the programme/ affair to get ultimate success.

Strategy must follow…

SMART Approach

Specific: Specific content should be disseminated.

Measurable: The content or the out come of the content should be

measurable in terms of quantity, quality, frequency, costs, deadlines, etc.

Achievable: The content should show achievable goal in terms of

opportunity and resources.

Relevant: There is no place for irrelevant content and context.

Time Oriented: All message based on science content should focus the

periphery in terms of time.

Strategic Communication should be…….

A strategy provides answers to ‘what?’, ‘why?’ and ‘who?’, but a plan concentrates more on ‘when?’ and ‘how?.

1. Out come oriented

2. Based on Science only

3. Target audience oriented

4. Participatory Communication Approach

5. Advantage and assistance oriented

6. Better to link with multimedia

7. Use of sound technology

8. Patronizing society development

9. Need practical sustainability

10. Cost effectiveness

7As in Science Communication

Audience: Need to identify target audience and their characteristics.

Action: Science communication should not only be effective but also

action based.

Availability: Enough availability of information on required theme.

Accessibility: Common people should get the reach of the science

based content in terms of media access and in terms of comprehensive

level.

Affordability: The selection of media for science communication should

maintain the level of common affordability in the society.

Acceptability: As the society is not free from age old tradition, believe

and custom. The way of presentation of science content should

encourage any conflict rather than it should be convincing.

Assistance: Community participation encourages the success of science

communication.

Science Writing should follow…6‘P’s

Planning (selection of theme)

Preparation (Background research)

Pretesting (Write, rewrite and edit)

Perfect media use (selection of effective media to reach required target

audience)

Production (Final write up for print/to broadcast)

Process of evaluation (assess the impact of the writing and accept the

appreciation as well as criticism for farther development)

Structure of a Science News Story

Headline

By line/ Credit line

Lead or Intro

DatelineBody

Conclusion

The Inverted Pyramid style

Most Significant Intro/Lead

Critical information5W1H

Who, What, Why, Where, When & How

Less Significant Body

According to the significance the additional facts are

revealed

Least SignificantConclusion/

TailConclusionSupplementary

more fact to support the

Body part

Cont.It is preferable to follow the Inverted Pyramid style to write a science content like news story.

Basically for hard news stories, it is more used, though sometimes in case of soft or feature

stories this style is followed according to the need of creativity.

There are three parts-Introduction/lead, Body and Tail/ Conclusion.

The most important point is covered in the first part i.e intro by following 5W1H.

The second part is Body where all the due explanation will be written on the particular

topic/theme.

The last part is conclusion where the opinion of writer and less important information are

carried out.

The presentation of news depends upon either time in case of audio/audio visual media or

space in case of print media/internet. So this method of writing helps to edit the story easily.

From the last part with unimportant point can be cut down according to the space /time.

Language for Science Writing

1. Lucid and simple language is preferable most.

2. Small paragraph with Short sentences is most effective.

3. One idea or one theme should be focused in one story

otherwise the readers will be confused.

4. Complex words, scientific jargon, technical incomprehensible

word, metaphors, unnecessary adjectives should be avoided.

5. To make the sentences shorter and direct, active voice should

be used.

6. It is always better to spell the numeric number. For example

instead of writing 9, we can write nine.

7. Age, address, job description like important should be used very carefully.

8. While reproducing speech directly, place it within double quotes unlike in

the headline where it is placed in single quotes.

9. Sometimes we can write full sentences in direct speech or also write just

significant words or phrases in direct speech.

10. The time element in a news story is very important. News stories about

events that have already taken place are written in the past tense.

11. Present tense is often used in order to emphasize timeliness.

12. For news stories that speak about events that will take place in the future are

expressed by the use of the auxiliary verb will – will come, will speak, will

arrive etc.

Source: http://kkhsou.in/main/masscom/news_writing.html)

GUIDELINES FOR SCIENTIFIC WRITING

1. Structure Planning, Knowledge on Readers and Selection of Words are

three basic key concepts of Scientific Writing.

2. Use of brief but interesting and relevant words are necessary.

3. Rejection of repetition and acceptance of economically sound expression

justify the scientific writing.

4. It needs clear thinking and clarity in information dissemination.

5. Use of simple word is considered as an art where there is no place for

pretentious or showy presentation.

6. Short and tight sentences satisfy the common comprehensive level more.

10. Correct grammar, correct spelling and proper sentence construction decrease

the problem more. Tense should be according to media.

11. Fashion must not overlap or hamper the aim of creation due to uncertain

existence.

12. Use of own words in correct manner with understandable explanation enhance

the quality of scientific writing.

13. Use of good dictionary widens the scope of enriched word stock.

14. Avoidance of technical jargon is very significant step with compatible

description as substitute.

15. Ambiguity creates confusion in readers mind.

16. The paragraph should follow a smooth flow.Source: http://kkhsou.in/main/masscom/composition.html

17. Subjectivity hardly gets preference.

18. Always fact matters, no matter what the intuition or emotion supports.

19. Especially in case of audio/ audio visual media words should be picked up

from daily life interaction to make majority people easily understand.

20. Most of the time if possible less use of dependent clauses and clumsy

inversion should be encouraged.

21. Audio media supports descriptive style because of its several limitations.

22. Speech rhythms should be maintained.

23. Programme content should carry element of ‘nowness’.

24. In radio one idea per sentence is the thumb rule.

25. Instead of figures in decimal/ point round off figures for convenience is

preferable.

Various Formats of Science Programme in audio/audio visual media

A. News: Common information dissemination in the common news format, where

news reader reads the information with straight forward manner without any art

or creativity.

B. Newsreel: It is a news presentation approach embracing all aspects.

For example, yesterday a train accident has happened. For today it is a hard news.

With the main information, the experience of victim, description of eyewitness

opinion from ruling political leaders can be included along with natural sound

effect, live commentaries. The real time as well as real situation talk and

discussion give the information more authenticity with more trust. The daily

newsreel of 15 or more minutes duration is a popular form of news broadcasting

C. Common report: Common report means an event gets detail coverage according to its

importance. For example, a radio station can broadcast a report on the Indian Science Congress,

Indian Science Communication Congress, National Children Science Congress.

D. Science Documentary: Documentary provides science content with pictures or interviews along

with people involvement in real events to provide a factual report (According to Oxford Online

Dictionary). Example: ‘A Virus Called Fear’ a documentary directed and written by Ben Fama

Jr.

E. Science Features: Science feature is actually a newspaper or magazine based article or a

broadcast programme devoted to the treatment of science content, typically at length

((According to Oxford Online Dictionary). Example: nature and environment series 'Earth

Matters’.

F. Science Magazine: Audio or audio visual programmes with interview-style informational

audio/AV content. The category may be- talk, interview, on-the-spot report, eye-witness

accounts of scientific events, or commentaries etc. The Science Magazines intend for special

audiences.

G. Science drama : A specific mode of fiction represented in performance with science content. It means to do or to act, which explores or express the emotion. (http://en.wikipedia.org/wiki/Drama). Example: ‘Opekhar Ontot’ broadcast by AIR, Guwahati. The there was Earthquake.

H. Interview: An interview is a process of interaction where a person asks questions to a person or a group of persons. In this context, the content must be on science to elicit facts or statements from the interviewee.

I. Feedback/ Vox Pop/ Phone-in: An interview in which an average person is asked for his or her opinion on science matter of general interest. Sometimes face to face sometimes it is done by over phone.

Besides these there are Science Talks, Science Discussion, current affair programmes on science and many more.

Science Communication Organisations in India

NCSTC The National Council for Science & Technology

Communication (NCSTC) is a Division in the Department of Science and Technology, Government of India. It endeavors to communicate science & technology (S&T), stimulates scientific and technological temper and coordinates & facilitates the initiatives at various levels. It has a mandate to create excitement and generate awareness about advances in science and technology to enable informed decision-making at grass root level. It takes S&T to among various target groups and encourages intelligent debates on topical & developmental issues, which need S&T based information.

Vigyan Prasar

Vigyan Prasar(VP) is an autonomous organisation under Department of Science and Technology. Objectives of VP are to take up large-scale science popularization tasks/activities, to promote and propagate scientific and rational outlook, to act as a resource-cum-facility centre for S&T communication.

VP was established in 1989.

Indian Council of Medical Research

ICMR, New Delhi, is responsible for the formulation, management,

coordination and endorsement of biomedical research. It is one of the

oldest and largest medical research bodies (under Ministry of Health

and Family Welfare) in the world. (latestgovtjobs.net.in )

The Indian Research Fund Association (IRFA set up in 1911) was

renamed as the Indian Council of Medical Research (ICMR) in 1949.

Source: www.medbib.com

ICMR Research Priorities…. Control and management of communicable diseases

Family planning and fertility control

Treatment and research on maternal and child health

Control of malnutrition

Encouraging and continuing alternative strategies for health care delivery

containment within safety limits of environmental

Occupational health problems

Research on major non-communicable diseases like cancer, cardiovascular

diseases, blindness, diabetes and other metabolic and hematological disorders

Drug related research emphasizing traditional remedies.

Source: Khare, . "Information Resources", The Modern Ayurveda Milestones Beyond the Classical Age, 2012.

Activities

Extramural research is promoted by ICMR by establishing Centres for Advanced Research in

different research areas around existing expertise and infrastructure in selected departments of

Medical Colleges, Universities and other non-ICMR Research Institutes.

The ICMR also funds task force studies which emphasize a time-bound, goal-oriented

approach with clearly defined targets, specific time frames, standardized and uniform

methodologies, and often a multicentric structure.

Open-ended research is conducted on the basis of applications for grants-in-aid received from

scientists in non-ICMR Research Institutes, Medical colleges and Universities located in

different parts of the country.

Collaborative research projects with other institutes such as that between Institute of

Pathology, Delhi and NCRM are also undertaken.

Source: http://en.wikipedia.org/wiki/Indian_Council_of_Medical_Research

In addition to research activities, the ICMR encourages human resource

development in biomedical research through Research Fellowships, Short-Term

Visiting Fellowships, Short-Term Research Studentships, and various training

programmes and workshops conducted by ICMR institutes and headquarters.

For retired medical scientists and teachers, the Council offers the position of

Emeritus Scientist to enable them to continue or take up research on specific

biomedical topics.

The Council also awards prizes to Indian scientists, in recognition of significant

contributions to biomedical research.

At present, the Council offers 38 awards, of which 11 are meant exclusively for

young scientists (below 40 years).

The Indian Journal of Medical Research is publised under the auspices of the

Council.Source: http://en.wikipedia.org/wiki/Indian_Council_of_Medical_Research

Indian Space Research Organisation ISRO is the primary space agency of the Indian government.

ISRO is amongst the six largest government space agencies in the world, along with NASA,

RKA, ESA, CNSA and JAXA.

Its primary objective is to advance space technologyand use its applications for national benefit.[2]

Established in 1969, ISRO superseded the erstwhile Indian National Committee for Space

Research (INCOSPAR).

Headquartered inBangalore, ISRO is under the administrative control of the Department of

Space, Government of India.

ISRO has achieved numerous milestones since its establishment.

India’s first satellite, Aryabhata, was built by ISRO and launched by the Soviet Union in 1975.

Rohini, the first satellite to be placed in orbit by an Indian-made launch vehicle, SLV-3, was launched

in 1980.

Source: icmr.gov.in & www.delhireviews.com & http://wiki.trytop.com/indian-space-research-organisation.html

ISRO subsequently developed two other rockets: the Polar Satellite Launch

Vehicle (PSLV) for putting satellites into polar orbits and the Geosynchronous Satellite

Launch Vehicle (GSLV) for placing satellites into geostationary orbits. These rockets

have launched numerous communications satellites, earth observation satellites, and, in

2008, Chandrayaan-1, India’s first mission to the Moon.

Over the years, ISRO has conducted a variety of operations for both Indian and foreign

clients.

ISRO's satellite launch capability is mostly provided by indigenous launch vehicles and

launch sites.

In 2008, ISRO successfully launched its first lunar probe,Chandrayaan-1, while future

plans include indigenous development of GSLV, manned space missions, further lunar

exploration, and interplanetary probes.

ISRO has several field installations as assets, and cooperates with the international

community as a part of several bilateral and multilateral agreements.

Source:icmr.gov.in & www.delhireviews.com & http://wiki.trytop.com/indian-space-research-organisation.html

Defense Research and Development Organisation

The Defence Research and Development Organisation (DRDO) is an agency of

the Republic of India, responsible for the development of technology for use by

the military, headquartered in New Delhi, India.

It was formed in 1958 by the merger of the Technical Development Establishment and the

Directorate of Technical Development and Production with the Defense Science

Organisation.

DRDO has a network of 52 laboratories which are deeply engaged in developing defense

technologies covering various fields, like aeronautics, armaments, electronic and computer

sciences, human resource development, life sciences, materials, missiles, combat vehicles

development and naval research and development.

The organization includes more than 5,000 scientists and about 25,000 other scientific,

technical and supporting personnel.Source: http://en.wikipedia.org/wiki/Indian_Armed_Forces

Defense Research Laboratory (DRL), Tezpur had its humble beginning as "Field

Laboratory", a small research cell of the then DRL(M), Kanpur on 21

November, just after October 1962.

The initial charter of the laboratory was to provide storage/outdoor exposure trials

for developed products under the prevailing hot and humid climate of North-

eastern India.

On subsequent development, the laboratory gained momentum with independent

research & development assignments for the benefit of troops deployed in this

strategically important region.

In October 1980, it became a full-fledged R&D laboratory and was renamed as

Defense Research Laboratory.Source: drdo.com, http://drdo.gov.in/drdo/labs/DRL/English/index.jsp?pg=HistoricalBG.jsp

DRDO….

Vision Be a leader in developing technologies for human health,

environment and agriculture for north east region.

Mission Develop technologies unique to local environment in the field of

health and hygiene and judicious utilization of local resources for the

benefit of the region.

http://drdo.gov.in/drdo/labs/DRL/English/index.jsp?pg=HistoricalBG.jsp



Indian Council of Agricultural Research (ICAR)

The Indian Council of Agricultural Research (ICAR) is an autonomous organisation

under the Department of Agricultural Research and Education (DARE), Ministry of

Agriculture, Government of India.

Formerly known as Imperial Council of Agricultural Research, it was established on 16

July 1929 as a registered society under the Societies Registration Act, 1860 in pursuance

of the report of the Royal Commission on Agriculture.

The ICAR has its headquarters at New Delhi.

The Council is the apex body for co-ordinating, guiding and managing research and

education in agriculture including horticulture, fisheries and animal sciences in the

entire country.

(www.apcoab.org ) & (http://dare.gov.in/hi/node/52 )

http://www.apcoab.org/uploads/files/1387172465EC_MTDAI_061213.pdf

http://dare.gov.in/hi/node/52

SITE

SITE was an project launched in rural India in 1975, designed jointly

by NASA and the Indian Space Research Organization (ISRO) supported by

various international agencies such as the UNDP, UNESCO, UNICEF and ITU.

The television programmes were produced by All India Radio and broadcast by

NASA's ATS-6 satellite stationed. These sets were specially designed by

Indian engineers with help from NASA

(http://en.wikipedia.org/wiki/Satellite_Instructional_Television_Experiment)

Objective

to educate the poor people of India on various issues via satellite broadcasting, and also to

help India gain technical experience in the field of satellite communications.

to study the potential of TV as a medium of development, the villages were chosen

specifically for their backwardness.

To show with an experiment to use advanced technology to fulfill the socio-economic

needs of the country.

Duration of SITE

from 1 August 1975 to 31 July 1976.

Area

covering more than 2400 villages in six Indian states and territories.


Village selection According to the 1971 census of India, the states (Orissa, Bihar, Andhra Pradesh, Uttar

Pradesh, Rajasthan, Madhya Pradesh) having the most number of backward districts in the

country were selected for the project.

SITE was launched in twenty districts spread across the other six states.

Each of the states thus selected was called a "cluster".

In each cluster, 3–4 districts, each containing around 1000 villages, were identified.

Around 400 villages were chosen in each cluster.

Close to 80% villages selected for SITE did not have electricity in the buildings where the SITE

TV sets would be installed.

A special project called Operation Electricity was launched to urgently electrify the villages

before the start of SITE.

150 villages would have television sets running on solar cells and batteries.


Programming

All India Radio did the programme generation. The programmes were produced according

to the language spoken in the particular area.

Two types of programmes were prepared for broadcasting:

Educational Television (ETV): For school children

Instructional Television (ITV): For adult audiences mainly for illiterates.

ETV programmes had aimed in interesting and creative educational programmes. These

programmes were broadcast for 1.5 hours during school hours. During holidays, this time was

used to broadcast Teacher Training Programmes designed to train almost 100,000 primary

school teachers during the duration of the SITE.

The ITV programmes were broadcast for 2.5 hours during the evenings. The programmes

covered health, hygiene, family planning, nutrition, improved practices in agriculture and

events of national importance. Thus, the programmes were beamed for four hours daily in two

transmissions. (http://en.wikipedia.org/wiki/Satellite_Instructional_Television_Experiment)

Target AudienceThe targeted audience was categorized into four linguistic groups

Hindi

Oriya

Telugu

Kannada

Due to linguistic and cultural differences, it was agreed that all core programmes would be

cluster-specific, and would be in the primary language of the region.

A brief commentary giving the gist of the programme would be available on the second

audio channel, to keep up the interest of the audience in other language regions.

All clusters would also receive 30 minutes of common programmes, including news,

which would be broadcast only in Hindi.


Impact

For the entire year, thousands of villagers gathered around the TV set and

watched the shows.

In the Studies on the social impact of the experiment and on viewership trends,

it was found that general interest and viewership were highest in the first few

months of the program (200 to 600 people per TV set) and then declined

gradually (60 to 80 people per TV set).

The Impact on the rural population was highest in the fields of agriculture

and family planning. Nearly 52% of viewers reported themselves amenable

to applying the new knowledge gained by them.

The Indian space program remained committed to the goal of using satellites

for educational purposes. In September 2004, India launched EDUSAT,

which was the first satellite in the world built exclusively to serve the

educational sector. EDUSAT is used to meet the demand for an interactive

satellite-based distance education system for India.


Reasons for failure NASA shifted its ATS satellite away from India, despite demands from

Indian villagers, journalists and others.

Decline in Viewership was overall 59%.

Faults developing in the television equipment

The television sets were to big

Failure in electricity supply and hardware defects

1/3rdthe villagers' pre-occupation with domestic or agricultural work

and 1/4th missed it because of indifferent health and fatigue.

The loss of viewing days was greater in Bihar, Rajasthan and Madhya

Pradesh than in the other three states.

Out of the development programmes 2/5th of the (total) programmes

telecasted dealt with agriculture and nearly 1/3rd with health.

The programme content sometimes was not tallying the local context.

87% were willing to try these practices with the telecast information

while the rest of them asked for supplementary information.

The departmental extension machinery did not adequately participate in

the TV programmes; nor did it perform its supporting role.

http://planningcommission.nic.in/reports/peoreport/cmpdmpeo/volume2/erosi.pdf

Ethics of Science Journalism

The ethics of science journalism include both standard journalistic ethics

and recognising the particular issues that arise in the context of science.

(Source: http://www.upf.edu/pcstacademy/_docs/200706_unesco.pdf)

Science journalists have a legitimate role in society and should feel

confident in interviewing scientists about their research.

While science is global, its impacts and application can be local.

Working between the global and the local means covering as broad a

range of stories as possible and seeing local stories as part of the global

story of science. Source: UNESCO generic science journalism course outline

Science communication sometimes can be a very contentious matter, as

the various norms and inspiration of a huge number of groups activities

for supremacy.

Similarly, journalists and scientists might argue over the best way to

simplify complex ideas for a non-expert audience, or disagree over what

angle a news story should take.

Science communicator most of the time faces challenge to answer some

quite philosophical questions on the nature of democracy, expertise and

scientific realism. (divarasu.blogspot.in/2010/03/science-communication.html)

(http://improvedcommunication.blogspot.in/2009/11/different-approaches-to-science.html)

Scientific and journalistic aims may differ, but there are techniques that can minimise conflict and create rapport. Science journalists have a legitimate role to play in interviewing people. (UNESCO)

Science communicators need to consider how scientific knowledge connects with indigenous knowledge.

They should identify ‘good’ and ‘bad’ science, and learn how to distinguish real science news from corporate spin, through an introduction to science in the social context and the scientific method. They learn how to recognise the key ingredients for a good science story in the news, features and current affairs. They learn how to appropriately balance conflicting views, including those involving indigenous knowledge

Science communicators should learn about the qualities of effective science journalism, such as considering the audience, researching the topic, asking the right questions, considering different points of view.

(UNESCO)

Science communicators should learn the importance of understanding how to

make science relevant and appealing to the audience—particularly poor urban and

rural communities.

(UNESCO)

Science communicators also learn basic skills in interpreting statistics, probability

estimates and data from scientific research.

Science communicators should discuss issues in reporting levels of risk and

technical uncertainty and how to best deal with these issues.

Science communicators should cconsider the rights and responsibilities and gain

confidence to report science in a critical and analytical way.

They should discuss the rights and responsibilities of the scientist as interviewee. (http://www.upf.edu/pcstacademy/_docs/200706_unesco.pdf)

Science communicators should have an effort to be accurate and unbiased in their professional work including verifying the accuracy of their information, checking sources’ credentials and any potential conflicts of interest. While there are instances when anonymous sources are necessary, these should be few and carefully considered.

Science communicators should refrain from discrimination based on race, religion, age, gender, ethnicity, disability or sexual orientation.

Science communicators’ work should be their own. Plagiarism is not acceptable under any circumstances.

Science communicators should support the healthy exchange of views and opinions in science, but also realize when scientific principles are no longer questioned by the majority of reputable scientists involved.

Science communicators should attempt to avoid any potential conflict of interest with an assignment, financial or otherwise. Conflicts that are unavoidable should be disclosed.

Science communicators should immediately admit publically disseminated mistakes and make every effort to correct them.

http://www.nasw.org/code-ethics-science-writers

Conclusion 6s

Effective science communication needs-

Growing a Scientific culture in the society

Inculcating Scientific temperament in the society

Penetrate Science habit in the society

Spontaneous Science acceptance in the society

Respect for indigenous science

Identification of Science in Religion

S

Thank you