Back in August, the American Academy of Arts & Sciences published a collection of essays under the editorship of Donald Kennedy and Geneva Overholster on the (seemingly) increasingly strained relationship between science and the media.  I was too embroiled in the move to Michigan at the time to pay it much attention, but a news release sent out by the Academy yesterday promoting the publication prompted me to sit down and browse through it.

At first, I was worried that this would be just another piece from scientists bemoaning the sorry state of a society that doesn’t “think right”.  This wasn’t helped by the title of the press release: “Science and the Media” Explores Challenges to Scientific Literacy in U.S. Fortunately, I was wrong.

Certainly, there are places here where there are overtones of a community frustrated by a “public” and especially “journalists” who don’t see and understand the world as they presumably should, and who don’t give due deference to experts who do understand things.  This is reflected to a certain extent in discussions around science literacy, which tend to overshadow more difficult questions of how anyone makes informed decisions about the impacts of science and technology in a complex world where multiple factors beyond just the science come in to play.  Interestingly, many of the contributors are in the business of science communication rather than science practice, suggesting that these perspectives are not limited to scientists.  But this emphasis on science contributors also gives the collection considerable value – especially as it reveals a science communication community that is far more diverse than is often thought.

The collection is short enough to read through relatively quickly at just 109 pages long.  And it’s well worth taking the time to read.  Browsing through it this morning, three essays in particular grabbed my attention:

In your Own Voice – Alan Alda

Alda writes a beautiful piece from the perspective of someone fascinated by science on how scientists can communicate more effectively.  His question is the archetypal “dumb question” – the one that seems so obvious that no-one dares ask it, but in consequence is too often ignored or brushed aside:

“…if scientists could communicate more in their own voices—in a familiar tone, with a less specialized vocabulary—would a wide range of people understand them better? Would their work be better under- stood by the general public, policy-makers, funders, and, even in some cases, other scientists?”

Alda goes on to talk about how the actors tool of improvisation might be one tool that can help scientists begin to find that personal voice that connects with people they are attempting to communicate with.

This piece is well worth reading as it represents someone who is hungry for information from scientists, but needs them to communicate, not just lecture.  But the essay is also a model of communication itself.  Alda is engaging, exploratory, humble and passionate – all qualities that draw the reader in and feel as if they are having an intimate conversation with the writer.  And most importantly, it’s short – just three pages.  An excellent lesson in eloquent brevity!

Managing the Trust Portfolio: Science Public Relations and Social Responsibility – Rick Borchelt, Lynne Friedman and Earle Holland

This is probably the most controversial essay in the collection.  Borchelt and his co-authors tackle the sometimes contentious and often misunderstood role of public relations in science communication.

I suspect that most people – scientists and others alike – have a somewhat skewed perception what modern day public relations is all about.  There’s often a sense that it’s a bit of a dirty profession in a bit of a dirty world – selling an image, irrespective of whether the subject of that image is deserving.  But Borchelt et al. do a good job of deconstructing this myth, and presenting a very different perspective on PR.  They write:

“…for some time now, many scientific institutions have unadvisedly relied on retooled scientists and former reporters to crank out an increasing blizzard of peppy news releases, driven by the axiom—now rejected by communications theorists—that “to know us is to love us” … This new Madison Avenue–driven approach has a dim chance of regaining public trust. The scientific community needs to understand what ethical practitioners of public relations have long known: trust is not about information; it’s about dialogue and transparency.”

They go on to add that “As practitioners use the term, public relations is the art and science of developing meaningful “relations” (or relationships) with the “public” (or publics) necessary for the continuing work of an organization or the scientific enterprise itself.”  This seems a useful approach to science communication that begins to open the door to engagement between different groups, and a two-way flow of information rather than top-down instruction.  Indeed, Borchelt et al note that “many corporations have moved away from one-way communication approaches toward more fully symmetrical models.”  In the context of science, they suggest that the goal of such two-way engagements is the mutual satisfaction of scientific organizations or groups and their publics with the relationship that exists between them.

The essay then goes on explore this two-way approach to science public relations in the contexts of trust and social responsibility.

Whether you agree with the construct of science PR that is developed here or not, this is an important piece from the perspective of science communication and engagement, and reveals a more complex relationship between the generators and receivers of information and their intermediaries.  It is controversial – as is reflected in a response from NBC Science and Health correspondent Robert Bazell in the collection.  But it does reveal another side of the dynamic between science and the media.

The Scientist as Citizen – Cornelia Dean

The final essay I wanted to highlight was Cornelia Dean’s piece that turns the spotlight back on scientists.  Through her extensive experience as a science reporter, Dean writes that she came to realize

“…if we journalists were going to improve the coverage of science, scientists would have to help us. But two problems existed. First, many scientists are not good at talking about their work in ways ordinary people—and journalists—can understand. Second, many scientists do not believe they have any reason, still less obligation, to do so. This belief is by far the more serious problem.”

Rather than try and summarize the piece, I would encourage you to read it directly – Dean writes clearly and pointedly on the need for scientists to understand and learn to be comfortable and effective in communicating what they do to a wider audience – including journalists.  And specifically, she notes the need for scientists to receive training on communication.  She concludes with this account:

“A number of students have told me that the issues we discussed and the hints I offered helped them when their publications in scientific journals brought them to the attention of the lay press. One of them recently sent me an email message describing his first encounter with a journalist. “It was just awful,” he wrote. “I fumbled, said the wrong things, contradicted myself a dozen times, you name it.” He contrasted this experience with one he had later, after sitting in on one of my short seminars: “I asked [the journalist] to give me a few minutes to get ready. I went to my office to have a good quiet spot to talk, stood up while talking, and tried to follow your guidelines. It went a lot better this time!” Needless to say, he made my day.

I believe all scientists should encounter this kind of training—a short course, a semester-long program if they want it, or even an internship in a news outlet or policy-making venue. I would not give students advanced de- grees in science until they had heard the message this kind of training offers.

Is this enough to solve the problem? No. But it is a start. Seeding the nation’s scientific establishment with researchers who understand the impor- tance of communicating with the lay public, and who are willing to take the time to communicate, can only be good. More important, the establishment of university programs to advance this goal tells scientists-in-training that their institutions value the effort and regard it as a worthwhile use of their time. That is perhaps their most important lesson.”

Science and the Media is freely available as a download from the American Academy of Arts & Sciences

Hype, scare mongering, obfuscation and just plain misinformation – the scientific community are reasonably clear about what they think of Tabloid science reporting much of the time.  So I wasn’t too surprised to see the headline “‘Grey goo’ food laced with nanoparticles could swamp Britain” in today’s Daily Mail, following the release of a new report on nanotechnologies and food from the UK House of Lords.  Here we go again I thought – cheap misrepresentation to pull the punters in and never mind the fallout.  But on closer reading, perhaps this piece isn’t as crass and misleading as I initially thought…

Partly as a bit of fun, I thought I would deconstruct the piece, to try and work out whether there is some sense here behind the apparent madness.  But I also have a bit of a soft spot for its author, Fiona Macrae.  Fiona was largely responsible for educating me in the ways of Tabloid reporting a few years ago.  It was the launch of the Project on Emerging Nanotechnologies Consumer Products Inventory, and I was talking with a group of reporters at the UK Science Media Center.  I remember Fiona clearly – she was smart, engaged, asked intelligent questions.  I was effusive in my answers.  And shocked when I saw her story the next day.

Rather than telling my story, she told hers.  Under the banner “‘Hidden danger’ in anti-ageing cream” she appeared to take my carefully considered words and turn them on their head.  Of course, it didn’t help that, in the course of our amiable interview, I had told her “We are using humans as guinea pigs with a lot of this.”  The lesson: she was a skilled reporter, and I was naive!

Having been on the sharp end of her pen, I was interested to read today’s story with a slightly more dispassionate eye.  Here’s what I thought, section by section:

The headline: ‘Grey goo’ food laced with nanoparticles could swamp Britain

What an emotive headline – a new danger, infiltrating our food, and threatening to overcome us!  From a purely literary perspective, the imagery is wonderful – “‘grey goo food’” brings back recollections of old-style British cuisine, while “laced” and “swamp” are loaded with menace.  But is it inaccurate?  Placing grey goo in inverted commas tells us that this is shorthand for something, and not to be taken too literally.  According to the report the piece is based on, food could hit the shelves that contains nanoparticles (and is probably already there) – “laced” is descriptive, but not inaccurate.  Saying Britain could be swamped with these foods is a bit of an exaggeration – but it is possible that in the future significant numbers of food products could use nanomaterials in some way.  So while the headline is attention-grabbing, it avoids being plain wrong.

Britain is on the brink of a massive expansion in foods containing controversial ‘grey goo’ nanoparticles, according to the former head of the Food Standards Agency.

Low-calorie chocolate and beer that doesn’t go flat could be on sale within just five years, Lord Krebs said last night.

Is Britain on the brink of a massive expansion of foods containing nanomaterials – aka “‘grey goo’ nanoparticles”?  Not unless industry and government do something to ensure the safe and successful development of the technology, according to the House of Lords report.  But the statement isn’t too far from the truth.  And the chocolate and beer examples are accurate.

However, he and other peers believe there will be no requirement for the hi-tech products to be labelled as containing nanoparticles – microscopic compounds that can worm their way into the brain, liver and kidneys with unknown consequences.

Here we see the real skill of the Tabloid writer – technically correct writing with worrying embedded subliminal messages.  Sure the Lords writing the report didn’t believe labeling is the way to go – although they did come up with another solution to ensure people had access to relevant information.  And some nanoparticles can get to the brain and kidneys, with unknown consequences.  But by saying they ‘worm their way in’ Macrae conjures up images of slimy parasites and worse – would you want anything “worming” its way into your body?

But critics said the public have the right to know what they are putting into their bodies, and point out that new legislation will mean that cosmetics that contain nanoparticles will have to be clearly labelled.

Correct.  And the full report addressed this.

Once derided by Prince Charles as ‘grey goo’, nanoparticles are tiny particles – 300 million would fit in a pinhead – with powerful properties that make them of interest to food companies.

Although they are small, they have a large surface area at which key chemical reactions can take place. This means that relatively low numbers of sugar nanoparticles can have the same effect as a large amount of normal sugar, creating tasty chocolate or cakes with a fraction of the calories.

The same principle could be applied to fat, allowing the creation of low-fat icecreams and mayonnaise that taste like the real thing.

Nanotechnology-inspired packaging promises to improve food shelf-life, and in the U.S. plastic beer bottles have been lined with ‘nanoclay’ to stop the brew from going flat.

This is all good and useful information.  Having grabbed the Tabloid reader’s attention, Macrae is now feeding them some useful information.

Lord Krebs chaired an inquiry by the House of Lords science and technology committee into the safety of nanotechnology in food, which found that although there is no evidence that the tiny particles are harmful, there are ‘large gaps’ on our knowledge.

The committee called for the Food Standards-Agency to compile a database of nanoproducts that can be accessed by the public. The FSA is not in favour of nanoparticles being declared on food labels, saying they are cluttered enough already.

This is accurate reporting – still on a roll here.

The inquiry also criticised the food industry for being unnecessarily ‘ secretive’ about the products it has in the pipeline. It said this seemed mainly to be because it was concerned about the public’s reaction.

Julian Hunt of the Food and Drink Federation said: ‘Given that nanotechnology is in its infancy in the food and drink sector, and that bringing innovations to market is a long and complex process, we are surprised that the report seems to criticize the food industry for an apparent reluctance to communicate extensively on this subject.

‘There are many questions and unknowns about the potential future uses of nanotechnologies in our sector, and there is much work still to be done by scientists, governments and regulators, as well as the food and drink industry.’

And we finish with the report’s critique of the food industry – which was the main thrust of the associated press release – and a response from an industry representative.

And at the end of the piece, I have to say that it is largely accurate and informative – emotive maybe, but not seriously misleading.  I would actually go further and say that, once the in-your-face headline and opening sentences have pulled readers in, they might actually learn something!

Of course, the fear is that readers will miss the nuances and not read past the headline and, as a result, get completely the wrong end of the stick.  I wonder how likely this is in this case though. Do people really believe in “grey goo” or is the joke on over-sensitive scientists here?

There are obviously major issues surrounding science reporting in the Tabloids, and I don’t for one minute want to give the impression that I am supporting dangerously misleading and disingenuous reporting.  But in this instance, there’s little of substance to complain about once you get beyond the occasionally jarring language.  And it might actually lead to some readers having a better grasp of what nanotech has to do with food… possibly!

Go Fiona!

This week’s edition of Nature includes a thought provoking piece by Geoff Brumfiel on the decline of mainstream science journalism and the rise of science blogging.  The big question: Can one replace the other?  It’s a sobering read: Blumfiel paints a picture of old media in crisis—science coverage in the mainstream media is being cut back; talented journalists are leaving or being laid off; and those left behind are having to produce with less time and fewer resources.  But what I found equally worrying was the hint of an attitude from the growing science blogging community—that the professional science “hacks” can’t hack it; that they misundersand the science and misrepresent the stories; and more often than not they simply regurgitate what they are fed in the interests of time and efficiency.

As a scientist who works closely with journalists and also runs a science blog, the erosion of traditional science journalism worries me.  With the shift from science reporting in the mainstream media to science blogging, loads of people are writing stuff, loads or people are reading it, but I’m not convinced that a whole lot of effective communication is taking place.

Scientists who write well are a precious commodity, but they don’t necessarily have the skill and perspective to either place what they write about in a broader social context, or to communicate to a broad audience.  The result (in many cases—not all) is cozy on-line cliques where science-aficionados pat each other on the back while readers who are desperate for accessible, relevant, contextualized information are starved.

Science blogs have an essential role to play in communication and information exchange.  I wouldn’t write myself if I didn’t believe that.  But I have no illusions about my output matching the relevance and accessibility of that from a professional journalist.  Instead, my stuff hopefully provides a personal perspective on emerging technology and society that complements the mainstream media.

It’s fashionable for scientists and bloggers alike to trash mainstream science reporting.  But we do it at our peril.  Most scientists (I count myself here) are lousy communicators outside their immediate field, and one of the dangers of the web is that it seduces people into thinking otherwise.  Rather, we need to make sure that professional communicators are given the opportunities and resources they need to get information to people that can really benefit from it, not just to the cliques and easy targets.