This presentation is to be delivered on Feb. 14 at the annual meeting of the AAAS. It reports research supported by the NSF's Advancing Informal Science Learning group (see disclaimer in presentation).
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AAAS Presentation on Scientists' Views about Engagment
1. This material is based upon work supported by the
National Science Foundation (NSF, Grant AISL
14241214-421723. Any opinions, findings,
conclusions, or recommendations expressed in this
material are those of the authors and do not
necessarily reflect the views of the NSF.
AAAS Members Views about Science
Communication Goals and Objectives
In the context of …
Face-to-Face Communication Online Communication Mediated Communication
2. Strategy
Project goals and background
Survey Findings: Past behavior, Willingness, Goals, and Objectives
Implications and future research
1
2
3
3. 3
We must “supplement our studies and activities on the
understanding of science by the public, with studies and
activities on the understanding of the public by scientists.”
Lévy-Leblond, 1992
4. 4
Our data …
AAAS members with Ph.D. and at a U.S. university
(n = ~1050, 9% response rate)
Age: 61 (SE = .38)
Male: 69%
Field:
• Biology-Medical Science: 53%
• Physics/Astrology: 11%
• Social Science: 10%
• Geological Science: 7%
• Engineering: 6%
• Computer
Science/Mathematics: 5%
Funding:
• NSF: 36%
• NIH: 33%
• NGO: 26%
• Other federal: 24%
• Industry: 19%
• Other: 11%
• DOD: 8%
5. 5
Science Public Engagement as “Planned Behavior”
Attitudes about engagement/
engagement audiences
Descriptive and injunctive
norms about engagement
Efficacy beliefs about
engagement
Willingness to engage /
Priorities for Engagement
Engagement
• Past research has focused on
predicting the engagement amount
• Current research is focused on
predicting prioritization of
specific engagement objectivesPrimary Research Question:
To what degree are attitudes, norms, and
efficacy associated with views about engagement?
6. 6
Are AAAS members engaging?
34
45
58
59
13
19
14
5
30
25
19
14
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Face-to-Face
Media
Direct
Online
Never Once 2-5 times
6-11 times About once a month Multiple times per month
Once a week or more
“To start, about how often have you engaged with the public on science in the last year?”
n = ~1050
AAAS scientists
are engaging,
with F2F most
common
7. Are AAAS members engaging?
34
45
58
59
13
19
14
5
30
25
19
14
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Face-to-Face
Media
Direct
Online
Never Once 2-5 times 6-11 times About once a month Multiple times per month Once a week or more
“To start, about how often have you engaged with the public on science in the last year?”
18 43 27
0% 20% 40% 60% 80% 100%
Very negative Very positive
“[H]ow negative or positive would you say your experience … was? (7-pt. scale)
M = 5.83, SE = .04
n = ~1050
8. 8
Are AAAS members willing to engage?
“Looking forward, how willing would you be to take part in the following types of
engagement or outreach in the next 12 months?” (7-pt. scale)
17
21
18
14
28
24
24
13
36
28
27
15
0% 20% 40% 60% 80% 100%
Face-to-Face
Media
Direct
Online
Not at all willing Very willing
M = 5.64, SE = .05
M = 5.14, SE = .05
M = 5.26, SE = .05
M = 3.99, SE = .05
n = ~1050
AAAS scientists
are willing to
engage (online is
least popular)
11. 1
What SOCIETAL goals do AAAS scientists prioritize?
“What are the most important or unimportant PERSONAL goals that scientists such as
yourself should have when …” (Very Low/Very high Importance)?
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Getting policy makers to use
scientific evidence
Helping ensure our culture values
science
Helping people use science to
make better personal decisions
Obtaining adequate funding for
scientific research
Getting more young people to
choose scientific careers
Helping to diversify the STEM
workforce
Face-to-Face
Media
Online
Policy choice and
culture of science
highest priorities
n = ~1050
12. 1
What SOCIETAL goals do AAAS scientists prioritize?
“What are the most important or unimportant PERSONAL goals that scientists such as
yourself should have when …” (7-pt. scale: Very Low-Very high Importance)?
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Increasing the impact of research
Fulfilling a sense of duty to society
Personal enjoyment
Meeting other scientists
Obtaining research funding
Face-to-Face
Media
Online
Increasing impact
and sense of duty
high priorities
n = ~1050
14. 1
What communication objectives do the scientists prioritize?
“[W]hat are the most important or unimportant communication objectives that scientists
such as yourself should have when taking part in _____? (Very Low/Very high Importance)?
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Helping to inform people about
scientific issues
Getting people interested or
excited about science
Defending science from those who
spread falsehoods
Showing that the scientific
community cares about society's…
Demonstrating the scientific
community's openness and…
Showing that scientists share
community values
Framing research implications ... in
a way that resonates with their…
Hearing what others think about
scientific issues
Showing the scientific
community's expertise
Face-to-Face
Media
Online
Traditional
goals seen as
most important
n = ~1050
15. How ethical are the objectives?
“This objective is ethical.” (Attitude)
(Strongly Disagree-Strongly Agree)
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Defending science from those
who spread falsehoods
Helping to inform people about
scientific issues
Getting people interested or
excited about science
Demonstrating the scientific
community's openness and…
Showing that the scientific
community cares about…
Hearing what others think
about scientific issues
Showing the scientific
community's expertise
Showing that scientists share
community values
Framing research implications
... in a way that resonates with…
Face-to-Face
Media
Online
Some concern
about framing
and identification
n = ~1050
16. What would my peers think?
“Scientists who pursue this objective would be well regarded by their peers.”
(Injunctive Norm) (Strongly Disagree-Strongly Agree)
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Defending science from those
who spread falsehoods
Getting people interested or
excited about science
Helping to inform people about
scientific issues
Showing the scientific
community's expertise
Showing that the scientific
community cares about…
Demonstrating the scientific
community's openness and…
Framing research implications ...
in a way that resonates with…
Showing that scientists share
community values
Hearing what others think about
scientific issues
Face-to-Face
Media
Online
Most think other
scientists expect
priority on
traditional goals
n = ~1050
17. What do my peers do?
“My colleagues would put a high priority on this objective.”
(Descriptive Norm) (Strongly Disagree-Strongly Agree)
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Defending science from those
who spread falsehoods
Helping to inform people
about scientific issues
Getting people interested or
excited about science
Showing the scientific
community's expertise
Showing that the scientific
community cares about…
Demonstrating the scientific
community's openness and…
Framing research implications
... in a way that resonates…
Showing that scientists share
community values
Hearing what others think
about scientific issues
Face-to-Face
Media
Online
Most think other
scientists would
put priority on
traditional goals
n = ~1050
18. Could I accomplish this objective?
“I have the skills needed to achieve this objective.”
(Internal Efficacy) (Strongly Disagree-Strongly Agree)
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Defending science from those
who spread falsehoods
Helping to inform people about
scientific issues
Showing that scientists share
community values
Showing the scientific
community's expertise
Hearing what others think
about scientific issues
Demonstrating the scientific
community's openness and…
Showing that the scientific
community cares about…
Getting people interested or
excited about science
Framing research implications
... in a way that resonates…
Face-to-Face
Media
Online
Most scientists
feel they have
communication
skills they need
n = ~1050
19. Is achieving this objective possible?
“Achieving this objective is possible for a good communicator.”
(External Efficacy) (Strongly Disagree-Strongly Agree)
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Helping to inform people about
scientific issues
Defending science from those
who spread falsehoods
Showing that scientists share
community values
Showing the scientific
community's expertise
Getting people interested or
excited about science
Hearing what others think
about scientific issues
Demonstrating the scientific
community's openness and…
Framing research implications
... in a way that resonates…
Showing that the scientific
community cares about…
Face-to-Face
Media
Online
More concern
that some goals
may not be
achievable
n = ~1050
20. Have I thought about this before?
“Prior to this survey, I had thought a lot about this potential engagement objective.”
(Strongly Disagree-Strongly Agree)
1.00 2.00 3.00 4.00 5.00 6.00 7.00
Defending science from those
who spread falsehoods
Helping to inform people about
scientific issues
Hearing what others think about
scientific issues
Showing the scientific
community's expertise
Showing that scientists share
community values
Demonstrating the scientific
community's openness and…
Getting people interested or
excited about science
Showing that the scientific
community cares about…
Framing research implications ...
in a way that resonates with…
Face-to-Face
Media
Online
Many of the
objectives asked
about were
unfamiliar
n = ~1050
22. Modeling
objectives …
n = ~1050
Very Little
happening with
engagement mode,
demographics,
field, or funding
OLS
Regression
Models for
Objective
Importance
(Standardized
Betas)
23. Modeling
objectives …
n = ~1050
OLS
Regression
Models for
Objective
Importance
(Standardized
Betas)
Ethical concerns, injunctive norms,
external efficacy, and familiarity the
most consistent predictors of
communication objective prioritization
24. Summary
AAAS scientists …
• … are willing to engage
• … have positive experiences with engagement
• … want to achieve social and
personal goals through engagement
But …
• … most prioritize traditional communication
objectives (inform, defend, excite)
• … prioritize potentially important strategic
communication objectives, a little less
(e.g. showing values and listening)
Key Limitations:
• One society analyzed (so far)
• Low response rate (9%)
• Hard to ask about goals/objectives
without suggesting goals/objectives
• Hard to get scientists not to
prioritize every goal/objective
This material is based upon work supported by the
National Science Foundation (NSF, Grant AISL
14241214-421723. Any opinions, findings,
conclusions, or recommendations expressed in this
material are those of the authors and do not
necessarily reflect the views of the NSF.
25. Summary
AAAS scientists …
• … are willing to engage
• … have positive experiences with engagement
• … want to achieve social and
personal goals through engagement
But …
• … most prioritize traditional communication
objectives (inform, defend, excite)
• … prioritize potentially strategic communication
objectives, a little less (e.g. showing values and listening)
These are the
objectives science
communication
scholars focus on …
26. Possible Implications
If you want a scientist to prioritize an objective …
• … make sure they know about it
• … show that it’s ethical
• … show that it’s valued by peers
• … show that it works
This material is based upon work supported by the
National Science Foundation (NSF, Grant AISL
14241214-421723. Any opinions, findings,
conclusions, or recommendations expressed in this
material are those of the authors and do not
necessarily reflect the views of the NSF.
Hinweis der Redaktion
Note: Qualitative interviews with communication trainers (presented last year) suggested little explicit focus on strategic objectives in training efforts