Citizens find it increasingly difficult to choose between the growing number of science communication sources and discern trustworthy and reliable information from fake news. But there are some elements that science communicators can pay attention to and ensure that their message gets across as effectively as possible. In a series of science communication workshops organised by TRESCA in December in Austria, Italy and the Netherlands, researchers were able to test the perceptions of regular citizens on scientific communication.
Their methodological design made it possible to explore the effects of visual and audio elements on news trustworthiness and emotional response and identify strategies that can improve and make science communication more effective in these times of uncertainty.
The workshops preparation included steps such as the definition of an engagement strategy for citizens, the training of the moderators, and the selection of the two videos to be shown to participants. In this last step, two very different videos were chosen. The first one was a very fast paced, chaotic, YouTube style video with the aim to debunk Covid related conspiracy theories, while the second video was a journalistic report on ex-Covid patients stories, with a newscast style.
The session began with an introductory speech about the TRESCA project and the activity of the day, partakers were then invited to join breakout rooms to continue the meeting in small groups. Citizens here viewed the two videos without audio and had a first discussion round on their impressions and emotional response. Following, after a small break, everyone watched the two videos again with the original audio and subtitles in the respective languages.
Participants debated the credibility of the information communicated, the roles and responsibilities of the different people appearing in the videos and the impact of their emotions on how the message was being received.
Firstly, it is important to develop a communication style that is suitable to different types of audiences and use emotional language with caution. Science communicators should avoid extreme or contradictory positions when presenting topics, or excessive simplifications, to prevent viewers from distrusting the communicator or communication channel, and therefore rejecting the content.
Secondly, to create successful forms of engagement with the public, it is better to avoid polarisations and disputes where possible. Write a short report or make a poster describing what you learned and share it with your classmates. Post your findings to the online Discussion area to share with participants from other parts of the country or world who are using this project.
Submit a short report or digital images describing what you learned for posting in the Student Gallery of this web site. Click here for instructions how to do this. Previous Lesson.
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