Social Media Governance in der Wissenschaft

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5. Forum Wissenschaftskommunikation, Wissenschaft im Dialog (WiD): http://www.wissenschaft-im-dialog.de/wissenschaftskommunikation/forum.html

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Alexander Gerber, Forum Wissenschaftskommunikation 2012

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This paper suggests introducing a new theoretical model of "Reintermediation" in Science Communication -- the structural loss of journalists as intermediaries in the knowledge-transfer processes, and their replacement by pseudo-intermediaries. As business practice and economics research have shown, the expected Disintermediation actually didn't happen but rather led to different forms of Reintermediation. If we can expect this to also happen to science (communication), both the challenges and the potential solutions for what we used to call "science communication" will need to be reconsidered fundamentally. The traditional roles of gatekeepers in science communication are increasingly rendered redundant due to disruptive changes in information behavior and thus media-economic pressures. From a systemic perspective, Reintermediation raises urgent questions in the context of "Responsible Research and Innovation" (RRI), particularly since the new pseudo-intermediaries are often funded and cultivated by institutionalised science itself, and constitute a danger and/or an opportunity for openness / transparency / accountability etc. in science.

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With regard to evolution, creatures who refuse to learn deserve extinction. What about our own profession? Do we maybe ‘refuse to learn’ from digitisation that it is not just work practices and business models which are being transformed? Does the post-truth era question the very function of ‘journalists’ as dedicated intermediaries? What is it that enables or prevents us from adapting to the changing media environments? This keynote at the European Science Journalism Conference 2017 introduced a new model of “Disintermediation in Science Communication”. The concept which was originally coined in economics, describes the structural loss of journalists as intermediaries in the knowledge-creation and -transfer processes. The research is based on the world’s first full-text content analysis of every science press release published digitally in German academia.

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So-called “prosumers” in today’s web 2.0 mindset will increasingly expect companies as well as research institutions to open up for a true dialogue with the public. The demand for transparency and a direct, unmediated discourse is fundamentally changing the way enterprises and organizations communicate about science and innovation. As much as social media might shake the business foundations of the publishing industry to the core and as much as it may alter journalism as we know it, there is also a high potential of bringing the society back into science and innovation. Especially when it comes to potentially controversial technological developments, the right public discourse may create transparency and thus build up trust in innovation, promote general readiness for technological change and accordingly accelerate the diffusion of new products in the market. Since media images of public debates tend to be afflicted by a high degree of complexity, new visualization methods and new journalistic skills are needed. Therefore the author suggests an interaction model for future innovation communication that addresses the demand for public discourse in all four stages of the value chain: science, ideation, innovation and diffusion.

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