Communicating Science in Social Contexts New models, new practices Donghong Cheng • Michel Claessens Toss Gascoigne • Jenni Metcalfe Bernard Schiele • Shunke Shi Editors Communicating Science in Social Contexts New models, new practices Editors Donghong Cheng Michel Claessens China Association for Science European Commission and Technology (CAST) Brussels Beijing Belgium P.R. China Toss Gascoigne Jenni Metcalfe Council for the Humanities, Econnect Communication Arts and Social Sciences (CHASS) South Brisbane, QLD University of Canberra Australia Bruce, ACT Australia Bernard Schiele Shunke Shi Université du Québec à Montréal China Research Institute for Science Montréal Popularization Canada Beijing P.R. China Courtesy of the European Commission ISBN 978-1-4020-8597-0 e-ISBN 978-1-4020-8598-7 Library of Congress Control Number: 2008929545 © 2008 Springer Science + Business Media B.V. No part of this work may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, microfilming, recording or otherwise, without written permission from the Publisher, with the exception of any material supplied specifically for the purpose of being entered and executed on a computer system, for exclusive use by the purchaser of the work. Printed on acid-free paper 9 8 7 6 5 4 3 2 1 springer.com Foreword José Manuel Silva Rodríguez I am pleased to introduce this book, which I am sure will enhance the dialogue between science and society—nowadays an important element of the scientific and technical landscape. The European Commission is deeply committed to facilitating the dialogue between science and society and has taken numerous recent initiatives in this context. Promoting dialogue between science and society or, more precisely, putting science back into society is one of the priorities of the European Union’s Seventh Framework Programme, which runs from 2007 to 2013. There are specific budgets allocated to these activities. In addition, the contracts the Commission signs for projects of the Seventh Framework Programme require beneficiaries to ‘take appropriate measures to engage with the public and the media about the project aims and results’. In February 2007, the European Commission adopted a communication entitled Scientific information in the digital age: Access, dissemi- nation and preservation with the aim of starting a political debate on the scientific publication system, which everyone says should be reformed from top to bottom. All of these initiatives are designed to provide wider public access to scientific knowledge and ongoing research. The objective is to develop a genuine ‘scientific communication culture’ in Europe. The ‘scientist in his ivory tower’ is still a reality, and this contributes to the current wary atmosphere, at least in Europe. This is why the present book has an important role to play. However, although information and communication are necessary, they are not sufficient. There is no magic wand that will make all the existing resistance and scepticism go away. Scientists should also accept that there are some scientific developments that people do not want. Researchers should remain aware that better dialogue with the public could have prevented much of the friction and lost potential innovations in several research fields, such as nuclear energy, genetically modified organisms, pesticides, and others. They should keep in mind that they operate in a public context. v vi Foreword Paying attention to this reality will allow the scientific community worldwide to improve and enhance the science and society dialogue. Director-General, Research Directorate-General, European Commission Foreword Deng Nan I am very pleased to see this new book of public communication of science and technology published, and feel pleased and honoured to be invited to write this foreword. The constant innovation of science and technology has continued to produce outcomes to the benefit of mankind, driving human society into prosperity while giving rise to all sorts of new social demands. Prosperity demonstrates the contribu- tion of science and technology to human society and is understandable as part of social progress. In the world today, society demands further advances in many fields, including the protection of the ecological environment, the appropriate utilization of resources, the beneficial coexistence of humans and nature, and the sustainable development of society. The public and the science and technology community share a need to develop the public communication of science and technology, to engage the public in sci- ence, to encourage dialogue and interaction between science and the public, and to mobilize all sectors of society to join us in the common pursuit. All these factors show the significance of the impact of science and technology on society. Based on this understanding, the China Association for Science and Technology (CAST) will strengthen its effort, as it has in the past, to promote the public communication of science and technology. Public science and technology communication has grown into a prosperous enterprise, accommodating the harmonious development of science with society. As an enterprise, it is already well beyond discussions within academic circles or the science communication community. It now attracts broad attention from various social sectors, and penetrates into the daily life of the public. Playing active roles in communicating science to the public, science communi- cators make it their responsibility to nurture and optimize the relationship between science and society. In carrying out that responsibility, they keep asking themselves questions, diagnosing problems and trying to solve them by developing new practices. Their work deserves respect. This book is a record of their dedication to the task. The editors and authors are from many different countries. Based on their perspectives on current social contexts, they consider issues of outstanding impor- tance in science communication from many angles, and propound possible ways, vii viii Foreword means and solutions. Their goal is to bridge science and society, to get the public connected with science, and to reinforce the harmonious development of human society. To write and compile a manuscript of high academic merit is not easy, but it is a significant contribution to the field. The value of the effort lies in the powerful and effective exchange of experiences and the communication of ideas. In its own right, this book will be a specific, value-added contribution, a valuable resource, and a medium for sharing in the international science communication domain. As an accessible reference, it will be a positive benefit for practitioners world-wide in their field work. Since its foundation, the Public Communication of Science and Technology Network has devoted much effort to science communication and made profound contributions to the field. The network runs a website, holds international confer- ences and publishes books—all of which have greatly advanced global science communication. This book is a fresh outcome of the network’s endeavours, and I hope it will be widely shared and exploited. CAST takes great pleasure in knowing that the China Research Institute for Science Popularization (CRISP) has been involved in such international aca- demic exchanges, and firmly supports CRISP’s further efforts in the science communication field. Executive Vice President, Chief Executive Secretary, China Association for Science and Technology Foreword Shane Huntington Over the past decade, I have fulfilled three key roles that bring balance to under- standing the practical nature of science communication. First, I work as a senior researcher at the University of Melbourne. I have published many papers and have personally acquired about A$6 million in grants in the past five years. Second, I am co-director and founder of a company that initially consulted on commercialization and is now a premier supplier of scientific equipment in Australia and New Zealand. And finally, I have been a broadcaster for a Melbourne-based science radio show for the past 12 years. This combination allows me to view the problems and oppor- tunities for science communication from three perspectives: academia, industry and the media. The technological and environmental challenges of the 21st century will not be accepting of the current state of play in science communication. All indications seem to be that we have a community that is inherently interested in science and technology, but unable to properly engage with it. Science communication is about bridging the gap between various sectors. A good science communicator should be able to facilitate a scientist’s engagement with industry, government, other scientists and the community. Science communicators need to be extraordinary intermediaries. Is it any surprise therefore, that with such heavy requirements on this sector we seem to be failing to achieve the level of engagement that we would like? When I teach scientists to interact with other sectors, the primary point that permeates our discussion is always ‘what drives people in that sector?’ In order to communicate with other sectors we all need to have a solid understanding of what gets the audience out of bed in the morning. As science communicators, it is therefore incumbent on us to start this philosophy at home. The key player for us is the scientist, and we need to listen to what drives them to