This document discusses how myths and misperceptions about science spread through media and social networks. It notes that people are naturally drawn to stories and symbols, and those opposed to technologies like GMOs understand human cognitive habits and leverage social media to spread their messages. However, traditional one-way science communication is no longer effective. New approaches are needed that frame scientific issues in a way that appeals to human values and helps the public make sense of complex topics. Industry and scientists also need new strategies to communicate openly and engage more influential voices to help shift public perceptions.
How Bad Science gets Good Legs: myths, mis-perceptions & the media
1. How bad science
gets
good legs:
myths, misperceptions
and the media
Cami Ryan, B.Comm, Ph.D.
Canola Council of Canada Convention
San Antonio, Texas
February, 2014
2. People like stories and are
storytellers…
Important part of our social fabric
We like metaphors
We like symbols
16. Those with GMO axes to grind…
Perceptions about EXPERTISE
They ‘get’ it, they leverage it
17. Social Media ->
‘just in time’ users
72% use mobile technology (Pew
Institute 2013)
Social networks
Social media platforms
Rise of the ‘citizen journalist’ (Gant 2007)
18. Adult use of social networking sites
and Twitter (2005 to 2013)
Source:PewInstitute2013
19. Social networking site use by age
group (2005-2013) (Pew Institute 2013)
Source:PewInstitute2013
20. From Activism to “Clicktivism”
Political engagement has
changed
Matter of clicking a few links
‘Lazy’ Activism
Avoid ‘drastic action’
Maybe less commitment to a
cause
Small donors can now
engage
Every little bit adds up!
Sources: White, M. (2010); Sunstein 2001
21. Those with GMO axes to grind…
SOCIAL MEDIA &
Personal NETWORKS
They ‘get’ it, they leverage it
22. Public Perceptions of
Science
‘science-industrial complex’ & private good
(Maseele 2009)
Traditional science communication model
One-way
Top-down and driven by private interests
Paternalistic
Increase public acceptance?
Raise awareness
Educate
Enhance scientific literacy
Old models
no longer work!
Ryan, C. 2014
23. “An informed citizenry is necessary in the
formulation of public policy.”
Jon Miller (2007)
24. Those with GMO axes to grind…
PERCEPTIONS OF SCIENCE
They ‘get’ it, they leverage it
26. Scientific Research
Good Poor
PEER REVIEW
NO YES YES NO
PR
Campaign
Replication
MAKES GREAT
HEADLINES!“Standing on the
Shoulder of Giants”
Media Headlines???
NOT SO MUCH…
28. Science -> ‘silent’?
Industry -> passive?
Public sector:
Scientists have been
“…slow to move beyond
traditional forms of
communication…” (Ryan
and Doerksen 2013)
No incentives/rewards
(Braxton and Del Favero
2002; Iverson et al 2003)
Industry:
Old models?
29. “…more than 500 activist
organizations are SPENDING
in excess of
$2.5 billion per year
engaging in food-related campaigns.”
J.Byrne 2011
30. New COMPETITIVE landscape for
industry & knowledge producers
New set of stakeholders…
…that play by a
whole new set of market rules!
31. What’s the tipping point?
Will there be a tipping point?
Likely never win the hearts and minds of everyone
Understanding public perceptions of GE and GMOs:
Qualitative differences between academic studies &
media polls
Media can shape opinion
Studies -> “wildly variable results” (Lusk 2011)
Opinion on GE or GMOs depends a great deal on how you
ask the question (Hallman et al 2013)
PUBLIC OPINION
32. Movement in the media?
GRIST’s series on Panic-free
GMOs
Daily Meal series
Fraley’s article in HuffPo
Novella’s article in Mother
Jones
33. Some strategies?
Stories by influential others
Mark Lynas, Julee K – Sleuth4Health, Fourat Junabi
Sarah Schultz: nurse, farmer and mommy blogger
Anchor new symbols around ag and food and science
Meaningful, appeals to values
Transform facts / info ->
Meaningful, appeals to values
“sense-making” and “social representation”
- Marcu et al (2014) -
34. Lots of ‘good news’
out there…
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Photo: J. Kamiya-Rose