Project no. 013590 MESSENGER Media, science & society; engagement & governance in Europe Specific Support Action – Structuring the European Research Area Final Report Period covered: from February 15th 2005 to June 14th 2006 Date of preparation: August 21st 2006 Start date of project: February 15th 2005 Duration: 16 Months Project coordinator name: Peter Marsh Project coordinator organisation name: Social Issues Research Centre Revision [Draft, 1] The Social Issues Research Centre Amsterdam School of Communications Research 28 St. Clements Street East Indies House (OIH) Oxford OX4 1AB Kloveniersburgwal 48 United Kingdom 1012 CX Amsterdam, The Netherlands Email:group@sirc Email: [email protected] The SIRC team: Dr Peter Marsh (project coordinator), Simon Bradley (project coordinator), Francesca Kenny (senior research associate), Carole Love, Elanor Taylor, Zoe Khor, Patrick Alexander, Kate Kingsbury, Jeanne Feaux Croix, Natalia Lorenzoni, Gurval Durand, Ivan Costantino, Emilie Fergusson, Mauro Sarrica, Patrizia Bassini, Nadine Beckman. The ASCoR team: Dr. Otto Scholten (supervision & research), Dr. Peter Vasterman (supervision & research), Dr. Nel Ruigrok (content analysis), Christine Pawlata (content analysis), Annemiek Verbeek (interviews key-persons), Sacha Wamsteker (interviews key-persons). Copies of this report and all associated materials can be viewed and downloaded from the project website at: http://www.sirc.org/messenger Contents Table of Contents 1 Introduction and background ...........................................1 1.1 Preface .........................................................2 1.2 Structure of the report ..............................................3 1.3 Introduction......................................................4 1.3.1 The general objectives of MESSENGER: ..................................4 1.3.2 The specific objectives of MESSENGER: ..................................4 1.3.3 These objectives have been achieved through: .............................5 1.3.4 Relevance to the objectives of Science and Society..........................5 1.4 Dissemination and outreach ........................................13 1.4.1 Existing channels ..................................................13 1.4.2 MESSENGER website ...............................................13 1.4.3 Press releases .....................................................14 1.4.4 SIRC/MESSENGER – existing networks ..................................14 1.4.4.1 Communiqué................................................14 1.4.4.2 SIRC website ................................................14 1.4.4.3 Press councils................................................14 1.4.4.4 Academic journals ............................................14 1.4.4.5 Conferences and Events ........................................14 2 Consultation ........................................................17 2.1 The SIRC consultation .............................................18 2.1.1 Introduction ......................................................18 2.1.2 Methods and sample ...............................................18 2.1.3 The role of the media...............................................19 2.1.3.1 Media on the media – the 'opinion formers' .........................20 Remit ....................................................20 The case of science..........................................21 Accuracy and balance........................................21 'Duty' ....................................................22 Shared responsibility.........................................23 Journalistic practice and process................................23 2.1.3.2 Other actors on the media ......................................28 Journalistic practice and process................................28 Polarised scientific reporting ..................................30 Media influence ...........................................31 2.1.4 Science .........................................................33 2.1.4.1 Barriers to communication ......................................34 2.1.4.2 Science communication and the media ............................35 2.1.4.3 Advice .....................................................36 2.1.4.4 Media 'savvy' ................................................37 2.1.4.5 Continuous dialogue ..........................................37 2.1.4.6 Quality and quantity ..........................................37 2.1.4.7 Young people and science ......................................38 2.1.4.8 Commercial Agenda...........................................38 2.1.5 The role of press officers.............................................39 2.1.6 Engagement ......................................................40 2.1.6.1 When to engage..............................................40 What stage of the research process ..............................40 Who defines the stage .......................................42 SIRC/ASCoR iii MESSENGER Problems in identifying the stage................................42 2.1.6.2 Civil society & representation....................................42 Citizens ..................................................42 NGOs ...................................................43 2.1.6.3 Responsibility of those involved ..................................44 2.1.6.4 Rules of engagement ..........................................44 2.1.6.5 Shared mechanisms & understandings .............................45 2.1.6.6 Status......................................................46 2.1.6.7 Enablement .................................................46 2.1.6.8 Commercial interests ..........................................46 2.1.6.9 Engagement techniques ........................................47 2.1.6.10 Media awareness and literacy....................................47 2.1.6.11 Citizenship and the democratic process ............................48 2.1.7 Governance ......................................................50 2.1.8 The communication of risks and benefits ................................52 2.1.8.1 A balanced approach to the reporting of risk ........................53 2.1.8.2 The communication of risk – a shared problem ........................54 2.1.8.3 Risk and the media ...........................................54 2.1.8.4 The communication of certainty/ uncertainty ........................55 2.1.8.5 Translation of risk.............................................55 2.1.8.6 Perspectives on public perception of risk ...........................56 2.1.8.7 Comparative risk .............................................57 2.1.8.8 Numerical risk ...............................................57 2.1.8.9 Risk Education ...............................................57 2.1.9 Guidelines .......................................................58 2.2 Interviews with experts to explore evaluation criteria......................61 2.2.1 Interview questions. ...............................................61 2.2.2 Selection of key persons .............................................62 2.2.3 Analysis of the interviews ............................................63 2.2.3.1 The role of the media..........................................63 Government decision makers ..................................63 Scientists .................................................63 Journalists ................................................64 2.2.3.2 The role of the scientists........................................65 Government decision makers ..................................65 Scientists .................................................66 Journalists ................................................66 Stakeholders ..............................................66 2.2.3.3 The role of the government .....................................67 Government decision makers ..................................67 Scientists .................................................67 Journalists ................................................68 Stakeholders...............................................68 2.2.3.4 The role of the stakeholders .....................................68 Government decision makers ..................................68 Scientists .................................................68 Journalists ................................................68 Stakeholders...............................................69 2.2.4 Summary and discussion ............................................69 2.2.5 Conclusions and recommendations ....................................71 2.2.5.1 The need for a new evaluation model .............................71 2.2.5.2 Training materials for journalists ..................................71 3 European media science coverage ......................................73 iv SIRC/ASCoR Contents 3.1 Science reporting in Europe.........................................74 3.1.1 Introduction ......................................................74 3.1.2 Methods.........................................................76 3.2 Large-scale analysis of media coverage in Europe.........................78 3.2.1 Methodological approach............................................78 3.3 United Kingdom .................................................81 3.3.1 Quantitative analysis................................................81 3.3.1.1 Biotechnology ...............................................81 3.3.1.2 Nanotech ...................................................83 3.3.1.3 Assisted reproduction..........................................85 3.3.2 Stem cell research .................................................86