Over the past three years, people from all walks of life have learned a great deal about different branches of science. The COVID-19 pandemic introduced many of us to information about virology and vaccine production. Environmental disasters in every part of the world have brought concepts from meteorology and climatology to daily news reports.
Here's why she swears by these rules—and why anyone looking to communicate effectively about science with various audiences should consider doing the same.Some of the themes of Pemberton's films, produced by Genepool Productions, include cancer-causing infections, concerns and misconceptions around vaccinations and, investigating vitamins and dietary supplements, and a real-time journey through Australia's pandemic experience.
These topics, she said during her conference address, are"surrounded by a plethora of facts, figures, claims and counterclaims, resulting in increased polarization among people." Early in her career, Pemberton realized a mighty challenge of science communication: often, science is communicated in a way that speaks primarily to other people who enjoy, appreciate or seek out science.
That's where her five rules come in. They are the way, she believes, to engage those who dislike, distrust or dismiss science. Her approach draws on the Yale University-based Cultural Cognition project, which involves an interdisciplinary team of scholarsAn interview with Sonya Pemberton by SWIPE SciCommSometimes scientists are wrong. It is not that they are lying or covering things up. They are simply sharing the best information they have at the time.
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