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If Europe is to become a knowledge–based economy1 knowledge must be freely available in Europe. The results of research across Europe can not be left inside laboratories and libraries. It has to available to the citizens, young people and commerce of Europe. And the main source of information for all these groups is the mass media, yet large parts of European research do not allocate sufficient importance to media relations.
In last times scientific PR activities are increased by number and quality. Especially in United States and, more recently, in Europe all the most important research institutions and universities have been equipped with communication officers able to circulate their own information through mass media. This is undoubtedly a positive news for science. In spite of this, it’s necessary to think about which effects can be created by marketing activity on scientific communication. In this commentary we asked some scientific professionals to tackle these problems from different points of view.
This paper will outline the very successful initiatives to define common communication strategies amongst the world’s high energy physics laboratories. These initiatives have been extremely successful in changing the communication practices of a worldwide community of high energy physics labs and these practices are now expanding to the community of synchrotron radiation laboratories. The payback has been extremely encouraging, with a much higher regard for the importance of communication in senior management and, perhaps coincidentally, major increases in funding of physical sciences in the United States and other countries
It’s hard to be a science journalist these days. Still tired because of the “Long night of Science“ (probably the 6th during this summer) he or she is informed about the next “Children’s University days” and another “girls day” coming soon – alongside the daily zapping through the 50 press releases of the informationsdienst wissenschaft1 (are there really 50 newsworthy things happening every day in the labs of every European country?), not to speak of the dozens of press packages and glossy brochures of the pharmaceutical industry as well as the test kits of new products like a tongue cleaner (of which the phenomenal results are – of course – “scientifically proved”). In 2006 a journalist sometimes would wish that science communicators would communicate a little bit less – giving himself a little bit more time to find his own stories – just by himself.
An informal, online survey of 1,059 reporters and public information officers, conducted this year by EurekAlert! (www.eurekalert.org), the science-news Web service of the American Association for the Advancement of Science (AAAS), seems to confirm key challenges associated with communicating science in a post-print, increasingly multi-media-focused era. As many newspapers in the United States, the United Kingdom, and other regions continue to down-size, reporters still covering science and technology say they increasingly need good-quality images, as well as rapid access to researchers capable of making science more understandable to lay audiences. The EurekAlert! findings, released 16 August during the Euroscience Open Forum 2006 meeting in Munich, Germany, suggest that beyond the predictable reporter concerns of learning about breaking research news before the competition or the public, top concerns for today’s reporters are “finding researchers who can explain science,” and “obtaining photographs or other multimedia to support the story.” Judging the trustworthiness or integrity of scientific findings while avoiding “hype” also emerged as key concerns for 614 reporters who participated in the EurekAlert! survey, along with 445 public information officers.
In addition to their intrusive presence in American schools, creationists - or more modern epigones thereof, known as “intelligent designers” - are also and unexpectedly to be found in other countries. Take the United Kingdom as an example. Over the past few years, Darwin’s homeland has actually been witnessing attempts to introduce literal faith in the Bible into school programmes in a way which does not significantly differ from the one adopted in the United States. It is multi-billionaire Howard H. Ahmanson who generously finances the Discovery Institute across the Atlantic, one of the dissemination centres of the creationist “creed”.
The American particle physics community is in jeopardy and may end up drowning in a boundless sea trying to grasp at non-existing funds, dragging US physics and science as a whole to the bottom. This is a price the most powerful and high-tech country of the world cannot afford, as warned by the editors of a report published in late April by the National Academy of Sciences1. Behind so much alarm is the International Linear Collider (ILC) – a large particle accelerator facility which, according to the report, should be built on American territory, if research on the elementary constituents of nature is to survive in the United States. The ILC will probably cost a total of five hundred million dollars in the first five years, whereas billions will have to be invested in the subsequent seven years. Hardly impressive, however, if compared with the Superconducting Super Collider (SSC), the biggest and costliest machine ever conceived in the history of science. Devised to describe the first instants of the universe, as many will recall, the SSC project was severely hampered by political and bureaucratic plots in 1993, when the Clinton administration decided to halt work on the accelerator, after ten years and approximately two billion dollars already spent.
The debate on Darwin’s theory of evolution is a unique case for observing some particular ways in which science is perceived and experienced in society. It is a dispute which is really not very scientific at all, since it ultimately derives from the attempt to discredit a corroborated scientific explanation (and to limit its teaching) by fundamentalist fringe groups of religious and political movements of various extraction. However, it is undeniable that the clash between creationists and evolutionists must also involve, in a critical and self-reflective way, the communicative weaknesses of science and its inability to assert itself as a widespread and fully shared culture, as was also stressed by the Nature magazine in April 2005. With an international viewpoint, ranging from the United States to Europe, from Australia to Italy, in this dossier we try to make a summary investigation of the current state of the debate, with a particularly attentive eye on the communicative strategies that contend in the two fields.
I would like to celebrate not one, but two major news stories about evolution that help further cast the forces of intellectual darkness — meaning creationism and intelligent design — back into the shadows where they belong.
In their essay which appeared in 1972 in Models in Paleobiology, Stephen Jay Gould and Niles Eldredge, introducing the theory of punctuated equilibrium, stressed the fact that no scientific theory develops as a simple and logical extension of facts and of patiently recorded observations, and that the particular vision of the world that the scientist adheres to is able to influence, even unconsciously, the way in which data are collected, selected and then interpreted. Scientists, being aware of the existence of an intrinsic problem of prejudice in their scientific research activity, know that, in order to produce original and innovative ideas, it is fundamental to try to revolutionise their research image, to look at reality in a new light, to read data with alternative viewpoints.