The Real Science News Cycle (Comic and a Response)

From the 31 July 2011 blog posting at Science is Everyone’s Story

I forwarded this comic about science news to a journalist the other day. But then I took a second look at it.

At first glance, the process seems simple. A scientist unearths valuable, complex information. The university PR department simplifies it… and the story goes downhill. At the end, the scientist’s grandmother is wearing a hat to protect herself from his discovery.

The Science News Cycle. © Jorge Cham

After reading the comic, I realized I disagree with it. Often, in my experience, the process looks like this:

1. The scientist’s grandmother already has an opinion.
2. The scientist, publicist and reporters see their work as a one-way transfer of information. They don’t consider how audiences with preexisting opinions will respond to the story.
3. The bloggers seek news that will confirm their preexisting views.
4. The scientist’s grandmother shakes her head. Her belief has been reinforced. She goes online to buy a hat.
5. At the end of the story, the scientist goes to ask a federal agency for funding. The agency leaders were appointed by politicians whom his grandmother elected. The scientist hopes the agency will make the right decision.

From the scientist’s point of view, the translation failed. From my perspective, the scientist and the publicist missed a chance to change the preexisting beliefs of their audiences. If there are misconceptions out there already, putting facts on the table may not be enough to change public perceptions of science.

 

 

 

 

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• Wherefore Science Communications? (quantumdiaries.org)