The art of communicating science

The science of communicating science Xavier Kirchner FCRI – IMAE Program, Director June 2008 art Jaume Vilalta TVC – QuèQuiCom Program , Director

Showing our cards The three simple messages ,[object Object],[object Object],[object Object],3 2 1

Why are we here? Scientists – journalists a love-hate story ,[object Object],[object Object]

The hate story ,[object Object]

Scientist? ,[object Object],[object Object],[object Object],[object Object]

Journalists? ,[object Object],[object Object],[object Object],[object Object],[object Object]

… the world from the other angle ,[object Object],[object Object]

Love story (of convenience) ,[object Object]

The interdependence diagram (cynical view) Science Media Research $ Audience Advertising $ Votes Politicians (Society, Decision makers, …) ? This is what we are talking about

[object Object],[object Object]

Surviving and evolving is a matter of adapting Have scientists and scientific institutions adapted to the Information Society?

Why? (adapt – to appear in the media) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],?

How? (to adapt) A matter of understanding ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],?

Knowing the rules What do journalists need? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Knowing the rules Is what I did a piece of news? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],News  “new” News  change “ permanent” & important Target context

“ ...reference point for a community” ,[object Object],[object Object],[object Object],[object Object],[object Object]

Could what I did / have done / do be a piece of news? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],! It's a matter of communication

What ,[object Object],[object Object],[object Object],[object Object],[object Object],? Or it could be shown like that It's a matter of communication

How Sex, lies & videotapes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],? Envelope Story Boost Two ways of engaging the audience It's a matter of communication

Who Two ways to get attention ,[object Object],[object Object],[object Object],?

A character who wants to communicate, does communicate Branding It's a matter of communication

Rivalries reinforce characters Differences generate interest It's a matter of communication

You can be respected even if you talk about complex subjects

The power of overcoming difficulties ,[object Object]

People identifies with challengers either “anonymous” …

People identifies with challengers … or with a well known name

The power of love ,[object Object]

Facts are from Mars (or even Saturn) , people are from Venus ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],* Much better if you are the news It's a matter of communication

Good casting Key factor for success ,[object Object],[object Object],[object Object],[object Object]

You know how to whistle, don’t you? Just put your lips together - and blow ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Passion for communicating ,[object Object],[object Object],[object Object],[object Object],

A scientist who communicates is not doing science Communication strategies go first ,[object Object],[object Object],[object Object]

Love & Communication takes two Messages: Focused, clear and loud ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],#

How to ride a horse Getting adapted to TV ,[object Object]

Knowing “the other” - 1 TV dumb box & magic lantern ,[object Object],[object Object],[object Object], Communicating Science  select & renounce  It's a matter of … TV

Knowing “the other” - 2 One team, one success ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

A concept is a concept, is a concept ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],From real situations  to general concepts Never the opposite It's a matter of … TV

One idea per program Keeping focus  holding attention ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],1 

From phenomena to explanations Don’t start by building the roof first ,[object Object],[object Object],[object Object],[object Object],[object Object]

You do not paint the final picture Putting the puzzle together is somebody else’s role ,[object Object],[object Object],[object Object],[object Object],[object Object],

Working with journalists ,[object Object]

Your team to get to “your fans” ,[object Object]

Circuit road blocks ,[object Object],[object Object],[object Object],[object Object],[object Object]

Preparing the work of the team ,[object Object],[object Object],[object Object],[object Object],[object Object]

… and then, the audience opens the oven …

We have success when ,[object Object],[object Object],[object Object],[object Object],[object Object]

Thank you! Now let’s talk Jaume Vilalta <jvilalta.b@tv3.cat> Xavier Kirchner <xavier@kirchner.cat>

“ a novel breach of the order of things ” ,[object Object],[object Object],[object Object],After 15

“ ...reference point for a community ” ,[object Object],[object Object],[object Object],[object Object],[object Object],After 16

Some road blocks on the way … ,[object Object],[object Object],[object Object],After 17

One idea per program Keeping focus  keeping attention ,[object Object],[object Object],[object Object],1 After 38

Communicate science doesn’t mean to follow the Scientific Method ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],1  After 33

The information circuit One of Dante’s circles? * ,[object Object],[object Object],[object Object],After 43 Press office 1rst filter & “sale” Journalist Synthesizes, verifies, ... Journalist Negotiates with TV managers Audience interprets Scientist Generator

The art of communicating science

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The art of communicating science