Yesterday I arrived in Las Vegas, Nevada, for another installment of an enterprise to which I’ve been increasingly devoted over the last year: Training scientists in communication, public engagement, and media outreach. Working with the National Science Foundation, but also sometimes on my own, I’ve now probably been involved in training over a thousand scientists in these, er, “arts.”
In this, I’m just one part of a much broader communication and outreach wave that is sweeping the science world. This wave, in my view, has built up for two related reasons: 1) ongoing frustration in the research community over the failure to get its knowledge “out there”—successfully disseminated—especially on controversial subjects like climate change and evolution; 2) the decline of science coverage itself in the traditional media, and the concomitant rise of the new media. This development is both exhilarating and also rather terrifying, because it increasingly places the scientist him- or herself in the position of serving as a direct-to-public communicator, rather than in the old role of communicating through an intermediary (the journalist).
My co-authored 2009 book Unscientific America noted these trends and called for greater outreach efforts—and now, I’m also heavily involved in trying to realize the vision. As a result, I think it’s worth laying out some conclusions I’ve drawn so far from the “sci comm” training enterprise, as well as to describe what appear to be the next steps. (This is also something I’m going to be talking about more at two conferences coming up: The Soil Science Society of America annual meeting in San Antonio in October, and the Fall Meeting of the American Geophysical Union this December in San Francisco.)
To me, the key tension at the center of this exercise is between “theory” and “practice.” And we have to ensure it’s a productive one.