How Bad Science gets Good Legs: myths, mis-perceptions & the media
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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.
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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
- 4. Photos courtesy: Wilf Keller
- 7. Why go backwards when… Rasmussen 1962
- 8. Michael Specter, journalist and author “We have never lived in a time when we’ve needed science so badly…”
- 11. Dog noses or space aliens? HUMAN COGNITIVE HABITS
- 12. Those with GMO axes to grind… HUMAN COGNITIVE HABITS They ‘get’ it, they leverage it
- 13. Misplaced perceptions of who the EXPERTS really are… an Agri-Intellectual
- 14. The Dunning-Kruger Effect (1999) less knowledgeable more knowledgeable Unskilled and unaware of it!
- 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
- 25. Personal networks Human cognitive habits Perceptions of ExpertisePerceptions of Science What the…?! INFORMATION
- 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…
- 27. Scientific consensus: "the judgment arrived at by most of those concerned" Miriam Webster Dictionary
- 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… 34 Photo: J. Kamiya-Rose
- 35. BLOG: doccamiryan.wordpress.com @DocCamiRyan Cami Ryan on science, tech & ag HOW BAD SCIENCE GETS GOOD LEGS Cami Ryan, B.Comm., Ph.D. College of Agriculture and Bioresources University of Saskatchewan