What is science communication? How and why is it important to define it and practice it in society?
Written by youth apprentice Thach Hieu To (Tiana)
Abstract: Do you believe the scientific information people tell you ?
Over the past few months, I was in a fierce debate with a friend about the harmful effects of light pollution on nature. She didn’t believe some of the research and statements I made. I became very curious and wondered, “Why do some people disbelieve in science or mistrust scientists?” I discussed this question with my teachers and peers, hearing many hypotheses about the causes of this current problem. The problem might come from communication, the loss of translation between public language and scientific language, or even AI.
Scientific communication has become an interesting topic for me. We can’t just do research, we must also find ways to engage the public. Recently, learning effective science communication tools has given me a new avenue for change - Here’s how.
Introduction: Science used to be the boss of the game
Not so long ago, when scientists spoke, people listened in respect and with trust. But over time, by the late 1960s, the term “scientific” had acquired negative connotations, evoking suspicion of scientists. (Jucan, M. S., & Jucan, C. N., 2014)
So what led to this separation between science and society? And how can we reconnect to bring science closer to society through communication?
Time to bring the big boss back to the table
Science communication will be the hype person who helps the big boss - science - back into the spotlight so that everyone will listen to scientific experts and believe in science again. Let’s learn about who he is, and why he’s important!
What is Science Communication (Sci-Comm)?
Science communication is the process of connecting people with science, helping them understand it, and enhancing their confidence and trust in scientific knowledge. This is similar to how psychology seeks to understand and influence human behavior. Like any skill, there are tools and techniques for effective science communication. Some of them are:
Different modes of communication for different types of learners (visual, audio, hands-on, etc.)
Storytelling - makes complex concepts relatable memorable, and help science knowledge connect with daily life activities
Connecting with emotions - emotion creates empathy, make listeners actively learn and act
Clear and simple language - avoid complicated jargon
Using humor - funny stories can be more memorable
In my own experience, I discovered that visual communication has worked the best for me because it helped me connect deeply with what I heard and learned. I discovered that I am a visual learner!
In my own experience, I discovered that visual communication has worked the best for me because it helped me connect deeply with what I heard and learned. I discovered that I am a visual learner!
The Causes of Lost Connections to Science
Think back to my questions “Why do some people disbelieve in science or mistrust scientists?“ I decided to see if there was some information out there on the causes of scientific distrust. I found research in an article written by Jucan, M. S., & Jucan, C. N. (2014) called “ The Power of Science Communication “ and they communicated:
“Bultitude (2011) found four key cultural factors that have influenced the separation of science from society.
The loss of expertise and authority of scientists
A change in the nature of knowledge production
Improved communications and a proliferation of sources of information
The democratic deficit
First, the declining expertise and authority of scientists have reduced public trust in scientific knowledge, making it harder for people to view scientists as reliable guides. At the end of the 1960s, the term “scientific” began to take on negative connotations, evoking more doubts than certainties since the scientist's promise to improve life for all began to lose ground in the collective imagination due to the negative impact that some of their findings had. The drug called Thalidomide, the chemical DDT, the Chernobyl nuclear disaster, and many other problems that science could not or did not know how to solve led to an understanding that not all of the impacts of science and technology are beneficial, nor are they universally seen to be so. Fears have grown in recent years about the capacity of science and technology to intervene adversely in various dimensions of human life. Pollution and physical harm continue to be among the unintended consequences of many beneficial technologies such as electronics, pesticides, and vaccines. The increasing dependence on fossil fuel based technologies is changing the planet’s climate, with very serious implications for future generations.
Second, changes in the nature of knowledge production - such as collaborative, interdisciplinary, and rapidly evolving research - have made scientific information more complex and less accessible to the general public. Collaborative and interdisciplinary research involves many scientists from different fields working together, each bringing their own methods, terminology, and perspectives. While this approach allows for more innovative and comprehensive discoveries, it also makes the results harder for the general public to understand. For example, a study combining biology, computer science, and statistics might use technical terms and concepts from all three fields which can be confusing for someone without a background in any of them.
Additionally, Interdisciplinary work often produces more complex findings because it tries to answer big questions that require connecting multiple types of data and ideas. Collaborative projects may also produce longer reports, multiple datasets, and nuanced conclusions that are precise but difficult to summarize simply. As a result, the public may find it challenging to grasp the main message or significance of the research.
Third, improvements in communication technologies and the proliferation of information sources, including social media and non-expert commentary, have created both opportunities and challenges for public engagement with science.
Finally, the democratic deficit, referring to a gap between scientific institutions and public participation in decision-making, has limited people's influence on science-related policies, further weakening the connection between science and society.”
After reading that, I truly understand the causes behind the loss of connection between science and the public. I also wondered, as a foreigner, if culture had an effect on public scientific trust. Jucan & Jucan confirmed that , “... varying levels of prior knowledge, also contribute to the public’s mistrust or misunderstanding of science. People from different cultural backgrounds may interpret scientific information differently, while language barriers can limit access to accurate knowledge. Furthermore, individuals with limited prior scientific understanding may find complex research difficult to grasp, which can lead to skepticism or disengagement. These elements, combined with the previously mentioned factors, deepen the gap between science and society.”
The Power of Science Communication
Jucan and Jucan (2014) emphasize that science communication helps the public understand how science connects to everyday life. Science is all around us! From the food we eat, the medicine we take when we are sick, the weather forecasts we check each morning, and even in our daily skincare routines. When science is communicated well, it does not just show us why it matters or spark a sense of wonder, it also helps us make informed decisions as citizens, policymakers, and funders. By sharing knowledge about scientific issues and the challenges our planet faces, science communication can guide better policy choices and, ultimately, make life better for everyone.
How Can We Bring Science Closer to Everyday Life?
The wonderful thing about scientific communication is that everyone can do it, which means everyone can play a role in bringing science closer to everyday life. In today’s world, we can share science in so many ways like social media, posters, or real-life experiencesthat make people curious and excited to learn more. What matters most is helping others find reliable information from credible sources - often from .edu, .gov, or reputable scientific journals, academic institutions, recognized experts in the field - to see that science is not distant, but something that shapes our daily choices and future. Even a small act, like explaining a simple experimentto a friend, can inspire interest and build a stronger connection between science and society.
Beside that,using reliable sources definitely can help combat the problems caused by the loss of trust in science. WIth so much information spreading online, it is easy for rumors, fake facts, or misunderstandings to confuse people. Relying on credible sources, we can counter the effects of the loss of expertise and authority of scientists, showing that science still has value and truth behind it. This also helps address the changes in the way knowledge is produced today, where information is created and shared by many different people, not just only experts.
We Need Science and Science Needs Us
Now, through the study discussed in, “The Power of Science Communication” (Jucan, M. S., & Jucan, C. N. ,2014), we know that, “ … science communication plays a vital role in connecting people with science and making it part of their everyday lives. It helps build understanding, trust, and informed decision-making among the people. When people believe in science, they are more capable of addressing global challenges and shaping better policies for the future. Overall, learning how to communicate science effectively reminds us that knowledge truly matters only when it is shared and understood.”
Now it’s time for action - Big boss science is calling for help …
Everyone can play a part in increasing trust in science by sharing reliable information, explaining scientific ideas in simple words, using storytelling or real-life examples, and encouraging curiosity in our friends and community. Small acts like discussing an interesting experiment or showing how science affects daily life can make a big difference. By participating in science communication, we can help bring trust in science back and once more make it a trusted guide for our everyday decisions and the future of our world!
References:
Bultitude, K. (2011). The why and how of science communication. In P. Rosulek (Ed.), Science communication (pp. xx–xx). European Commission.http://www.ucl.ac.uk/sts/staff/bultitude/KB_TB/Karen_Bultitude_-_Science_Communication_Why_and_How.pdf
Camargo, L. A. (2018). Home to us all: how connecting with nature helps us care for ourselves and the Earth. Children & Nature Network.
Jucan, M. S., & Jucan, C. N. (2014). The power of science communication. Procedia – Social and Behavioral Sciences, 149, 461–466.https://doi.org/10.1016/j.sbspro.2014.08.288
National Academies of Sciences, Engineering, and Medicine, Division of Behavioral and Social Sciences and Education, Committee on the Science of Science Communication: A Research Agenda. (2017). The science of science communication: A research agenda. National Academies Press.
