Science as Story: Tips for Sharing Geoscience in Unexpected (and Effective) Ways

Abstract:

Discussions of scientific topics are among the most polarizing in national and international politics, often blurring the lines between the science being discussed and the moral and philosophical questions arising from its application. Historically, most attempts to communicate science have focused on closing perceived ‘gaps’ in an audience’s understanding of a topic, but research has shown this model is not empirically supported.

Most citizens hear about scientific issues indirectly through television, newspapers, and online media. Media coverage is necessarily limited, and the choice of topics, the frequency with which they are highlighted, and the formats and methods of communication all influence audience perceptions, attitudes, and behaviors. These ‘media effects’ are amplified by audience characteristics, including how people process information and whether (or not) the messages resonate with them. The benefits of science are therefore not automatically understood by the public: they must be communicated. Doing this effectively requires skill and an understanding of public perception.

In this presentation, I’ll explore the dynamics of science communication from a science-writing perspective, focusing on methods geoscientists can use to engage a general audience. This will include storytelling: a fundamental technique that constructs a narrative to grab and hold the audience’s attention while simultaneously describing scientific concepts in a way the audience can relate to and that sticks with them.

Key steps include devising effective hooks to capture readers’ attention; engaging titles and effective framing; showing (not telling) the details; and employing eye-catching and informative visuals. From ancient pillow lavas in Oman and the “classic rock” legacy of Denver’s Red Rocks Amphitheatre to the geology of the mythical Middle Earth, I will draw upon examples from my own and other science writers’ work to share with session participants a series of tips for communicating geoscience in unexpected and effective ways.