Jennifer Briselli @jbriselli

A Design Strategy for Science Communication

the more things change…

the more they stay the same.

the more things change…

human beings are still human.

“”The saddest aspect of life right now is that science gathers knowledge faster than society gathers wisdom.

Isaac Asimov

prove scientific consensus, out-reason them all!

more facts! better education! science literacy!

let’s just ignore them… maybe they’ll disappear.

so, the problem with science communication must be…

people are in denial

people are misinformed

people are irrational

the problem is…

that’s not how it works.

Denial?

http://www.desmogblog.com/2012/11/15/why-climate-deniers-have-no-credibility-science-one-pie-chart

24 reject global warming

hierarchical

egalitarian

communitarianindividualist

gun control

HPV vaccine

compulsory health measures

evolution

climate change

nuclear power

abortion

Cultural Cognition of Scientific Consensus

Source: Kahan, Dan M., Jenkins-Smith, Hank and Braman, Donald, Cultural Cognition of Scientific Consensus (February 7, 2010). Journal of Risk Research, Vol. 14, pp. 147-74, 2011

Fictitious “Experts”

&Two versions

of each expert’s article

“Is this a knowledgeable and credible expert on…”

respondents who agree the author is an expert

Denial?People generally trust science; but our perceptions of scientific expertise and policy implications are colored by our values.

Misinformation?

“How much risk do you think climate change poses?”

perceived risk

science literacy

egalitarian communitarian

hierarchical individualist

Prediction:better informed

more agreementwith consensus

“How much risk do you think climate change poses?”

perceived risk

science literacy

egalitarian communitarian

hierarchical individualist

Result: for some, better educated

more polarized views opposing consensus

Misinformation?

Overcoming a knowledge deficit or debunking misinformation is like speaking slower and louder, but it won’t necessarily change attitudes.

Irrational?

“All that stuff I was taught about evolution and embryology and the big bang theory, all that is lies straight from the pit of Hell.”Rep. Paul Broun R-GA & member the House Science Committee

maybe this is a rhetorical design problem.

“”Everyone designs who devises courses of action aimed at changing existing situations into preferred ones.

Herbert Simon

How do you design for people who don’t already agree with you?

“”Where ever there is design, there is rhetoric.

Kenneth Burke

design

human-centered

To be continued…