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The Science of Communicating Science

A book review by Rowena Fletcher-Wood
Science Oxford
rowena.fletcherwood@gmail.com
ECG Bulletin January 2020
Dr Craig Cormick’s The Science of Communicating Science promises “a rare book that combines academic rigour with the ease of reading a blog” – and it delivers. An easy-reading, funny, self-conscious miscellany, this text contains peer-reviewed wisdom on functional science communication techniques and affirms best practice strategies for the seasoned communicator.

At times, of course, it suffers the pitfalls of trying to match two forms, and the style is too frequently punctuated with puns and cartoon images. Although the chapters cover different topics (storytelling, media, risk…) the book is designed to be read systematically and in its entirety. Indeed, this is self-proclaimed in “Chapter 19: Valuing Values”, when it states most of the relevant content has already been covered.
Specific advice
This text undeniably brings something utterly new to the literature: specific advice. There are numerous useful lists and examples, from body language to community engagement strategies. Disappointingly, much of the “science” is dubious opinion polls plucked at random from Australian, UK and US sources (although their limitations are acknowledged). More favourably, references are made to psychological and behavioural studies on motivated reasoning, information overload, value judgement, and the nuance of word choice for framing a concept. This material could be enriched with neuroscientific content, such as how stories affect the brain.

Industry problems in science
The target audience is primarily scientists obliged to do public engagement. As such, this book uniquely (and perhaps incidentally) highlights some of the key pitfalls, including (but not restricted to):
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  • Data reproducibility challenges
  • Poor quality or fudged statistics
  • Gender bias in career progression
  • Scientific reluctance to admit failure
  • Overrepresentation of cultural outliers (WEIRD Americans) in behavioural studies
  • Funding models
  • Media relations
  • Impact and evaluation
Nevertheless, the book neglects its “fan boy/girl” audience – keen communicators, who buy more books on science communication than anyone else!

Media

This section contains a robust guide on how to construct press releases, but has gaps, such as the differences between public and scientific writing, and any reference to the 2011 BBC Trust Review, which first highlighted the partiality of reporting conflicting opinions in non-representative ways.

Public Disillusionment

Science communication is not only about speaking, but also listening: this marginalised aspect is carefully dissected. Where implementing science requires sensitive community engagement, Cormick reframes risk communication as a people-managing process. Be “a person first and a scientist second”, he advises. “People don't care what you know – they want to know you care!” Trust, he claims, is paramount. However, the nature of this public and the community power struggles which often conflate scientific consultancy are also neglected.

Conclusions
Overall, whilst there are subtle contradictions in the text, Cormick provides a well-referenced, highly specific text based on a well-founded body of established scientific knowledge that fills several gaps in the existing literature. Most memorable are the first and last things said – or, so the book tells us.

References
  1. Craig Cormick, The Science of Communicating Science The Ultimate Guide, CSIRO, Australia, 2019, ISBN: 9781789245141
  2. Professor Steve Jones, The BBC Trust Review of Impartiality and Accuracy of the BBC’s Coverage of Science, July 2011, Independent Assessment, Imperial College London.  Available as a pdf online.
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  • Home
  • About
    • Committee
    • Annual reports
  • Environmental Briefs
  • Distinguished Guest Lectures
    • 2022 Disposable Attitude: Electronics in the Environment >
      • Steve Cottle
      • Ian Williams
      • Fiona Dear
    • 2019 Radioactive Waste Disposal >
      • Juliet Long
    • 2018 Biopollution: Antimicrobial resistance in the environment >
      • Andrew Singer
      • Celia Manaia
    • 2017 Inside the Engine >
      • Frank Kelly
      • Claire Holman
      • Jacqui Hamilton
      • Simon Birkett
    • 2016 Geoengineering >
      • Alan Robock
      • Joanna Haigh
      • David Santillo
      • Mike Stephenson
    • 2015 Nanomaterials >
      • Eugenia Valsami-Jones
      • Debora F Rodrigues
      • David Spurgeon
    • 2014 Plastic debris in the ocean >
      • Richard Thompson
      • Norman Billingham
    • 2013 Rare earths and other scarce metals >
      • Thomas Graedel
      • David Merriman
      • Michael Pitts
      • Andrea Sella
      • Adrian Chapman
    • 2012 Energy, waste and resources >
      • RAFFAELLA VILLA
      • PAUL WILLIAMS
      • Kris Wadrop
    • 2011 The Nitrogen Cycle – in a fix?
    • 2010 Technology and the use of coal
    • 2009 The future of water >
      • J.A. (Tony) Allen
      • John W. Sawkins
    • 2008 The Science of Carbon Trading >
      • Jon Lovett
      • Matthew Owen
      • Terry barker
      • Nigel Mortimer
    • 2007 Environmental chemistry in the Polar Regions >
      • Eric Wolff
      • Tim JICKELLS
      • Anna Jones
    • 2006 The impact of climate change on air quality >
      • Michael Pilling
      • GUANG ZENG
    • 2005 DGL Metals in the environment: estimation, health impacts and toxicology
    • 2004 Environmental Chemistry from Space
  • Articles, reviews & updates
    • Articles
    • Reviews
    • Updates
  • Meetings
    • Upcoming meetings
    • Meeting reports
  • Resources
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