1. Introduction to Science Communication
- 1.1 Learning from past mistakes
- 1.2 Case study: Cumbrian sheep farmers
- 1.3 Where did it go wrong
- 1.4 Moving towards a dialogue model
- 1.5 Science communication scale
- 1.6 The spectrum of public participation
- 1.7 Identify the participation level
- 1.8 Why should we engage with the public with science?
- 1.9 Your science communication motivations
- 1.10 Bonus homework
- Introduction to science communication quiz
- 3.1 Science? Not my cup of tea!
- 3.2 Rate your ‘capital’
- 3.3 Science capital
- 3.4 Case Study: Mr Okello’s class
- 3.5 Who has science capital?
- 3.6 There is no general public
- 3.7 Audience segmentation
- 3.8 Case Study: A V&A museum exhibition
- 3.9 Tailoring to specific needs and interests
- 3.10 Tailoring activity
- 3.11 Bonus Homework
- Audiences quiz
4. Presentation Skills
6. Communications and Branding
7. Media and Journalism
- 7.1 The role of science media
- 7.2 Does the media harm science?
- 7.3 Journalism to ‘churnalism’
- 7.4 Fake news and alternative facts in a post-truth world
- 7.5 How do we tackle fake news and post-truth politics?
- 7.6 Misleading reports
- 7.7 Psychopathic gin drinkers
- 7.8 Bonus homework
- Media and journalism quiz
11. Evaluation and Planning
3.11 Bonus Homework
If possible, attend a museum or exhibition that is focused on a topic you know very little about and have very little interest in (military or fashion might be applicable). Then consider:
- How does it feel to be in that space? Do you feel like you belong?
- Do the displays engage you? Why? Or why not?
- Read all the content of one section. Can you identify a hierarchy of messages? Do you agree with how it’s been structured?
To learn more about science capital, read the paper below. This follows the experiences of underprivileged ethnic minorities at a science museum.
Read the study that the story of Mr. Okello’s class was extracted from below.
To learn more about the PAS Survey you can find the reports below. In particular the report from 2011 describes the six segments of the public.