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A few words for our sponsor : Comments
By Julian Cribb, published 8/4/2008Sadly the dissemination of scientific findings is one of the lowest priorities on the agenda.
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Part of the challenge in communications is translating complex and often ephemeral ideas into cold, hard, digestible language.
There are a few science communicators who do this well and Dr Karl Kruszelnicki is one who springs to mind but too often these translators are frowned upon by people who want to keep the mystique surrounding science. Scientific papers, by design, avoid generalisations, they keep language impersonal and are the antithesis of journalistic writing; but in order to make those groundbreaking stories more accessible we need to make them short, tangible and colourful.
We lament the plethora of stories in the popular media about Britney or Paris but we never hear of those celebrities leveraging synergies or moving forward or having client-focused approaches.
The language that shrouds complex ideas in our society places those ideas out of the reach of people with below-par literacy skills or people who speak English as a second language. We confound, obfuscate and confuse and when all else fails it is easier to read some chewing-gum for the mind about a celebrity and their dependence on drugs than it is to read about the latest research for measuring fluctuations in gravity.
We have lost a generation of people or even more because we failed to fascinate them with science and now no matter how we package ideas they turn off. It’s almost Pavlovian; they don’t want to be challenged, they are afraid of the unknown and they have been left behind.
It is the children who we need to be addressing, getting them fascinated with science and hooked on ideas, not only to grow the next generation of scientist but to build a community where knowledge and learning is revered.