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Models of Science and Environmental Communication

Matthew C. Nisbet, Ph.D.
School of Communication
American University
Washington DC
The Deficit Model:
The Sputnik Fable

• There was a point in the past when the public was knowledgeable
  about science and strongly supportive. Need to return to that point
  in the past.
1957: Is The Past That Different from Today?
  Science Literacy

• 12% of the public understood the scientific approach or method.

• On basic questions tapping knowledge of polio, fluoridation,
  radioactivity, and space satellites, only 1 in 6 could answer all four
  questions correctly.

• Only 38% knew that the Moon was smaller than the Earth and only
  4% could correctly indicate the distance in miles between the Moon
  and the Earth.



Michael, D.N. (1960). The Beginning of the Space Age and Public Opinion. Public Opinion Quarterly, 573-582;
Withey, S.B. (1959). Public opinion about science and scientists. Public Opinion Quarterly, 382-388.
1957: Is The Past That Different from Today?
  Low Knowledge but Support for Science




Withey, S.B. (1959). Public opinion about science and scientists. Public Opinion Quarterly, 382-388.
1957: Is The Past That Different from Today?
Perception is Reference Dependent

                           60

1957:
                           50
Looking to the
future, what               40
would you say is
the real                   30
meaning of
Sputnik to us              20
here in
America?                   10


                            0
                                Behind Russia,     Propaganda         Nothing          Religious        Scientific
                                   Security                          significant       Meaning        Advancement


        Michael, D.N. (1960). The Beginning of the Space Age and Public Opinion. Public Opinion Quarterly, 573-582;
2008: Is The Past That Different from Today?
  Increasing Education, Low Science Literacy




National Science Board (2008). Chapter 7: Public Attitudes about Science and Technology. Science & Engineering
Indicators.
2008: Is The Past That Different from Today?
  Deep Public Optimism and Trust in Science

     •    More than 70% of all American adults believe that the benefits of scientific
          research outweigh the harmful results.

     •    More than 85% of Americans agree that “even if it brings no immediate
          benefits, scientific research that advances the frontiers of knowledge is
          necessary and should be supported by the federal government.”

     •    On climate change, stem cell research, and food biotechnology,
          Americans believe scientists hold greater expertise, are less self
          interested, and should have greater say in decisions than industry leaders,
          elected officials, and/or religious leaders.

     •    Among institutions, only the military has greater trust than science.

Analysis of 2006 General Social Survey; National Science Board (2008). Chapter 7: Public Attitudes about Science
and Technology. Science & Engineering Indicators.
Early 1990s: A Paradigm Sheep?
 Social Identity, Trust, and Relationships Matter




                                                                  The uptake
                                      Trust, credibility,              and
         Social                                                   influence of
     relationships,                 alienation relative to
                                       science-related              “expert”
     networks, and                                                  science-
       identities                        institutions
                                                                     related
                                                                   knowledge



                        Practical reason,
                      localized knowledge            Filtered/mediated




Bryan Wynne
Wynne’s Model:
Common Criteria Used to Judge Experts & Institutions

1) Does expert knowledge work? Do predictions
   fail?

2) Do expert claims pay attention to other
   available knowledge?

3) Are experts open to criticism? Admission of
   errors, or oversights?

4) What are the social / institutional affiliations of
   experts? Historical track record of
   trustworthiness, affiliation with industry?

5) What issues overlap or connect to lay
   experience?
3. Judgments and Decisions Are Context Dependent




Kahneman, D. (2003) In T. Frängsmyr (Ed.), Les Prix Nobel: The Nobel
Prizes 2002 (pp. 449-489). Stockholm, Sweden: Nobel Foundation.
3. Judgments and Decisions Are Context Dependent




Kahneman, D. (2003) In T. Frängsmyr (Ed.), Les Prix Nobel: The Nobel Prizes
2002 (pp. 449-489). Stockholm, Sweden: Nobel Foundation.
Maine’s Energy Future:
Supply or Innovation Problem?
Nisbet, Maibach, & Leiserowitz (2011). American Journal of Public Health.
Nisbet, Maibach, & Leiserowitz (2011). American Journal of Public Health.
Maine’s Climate Future:
Environmental or Health Threat?
Stage 1: In-Depth Interviews w/ 70 Subjects from
Six Distinct Audience Segments (Summer 2009)
Maibach, E., Nisbet, M.C. et al. (2010). BMC Public Health 10: 299.
Segments 4-6:
 Sentence Specific Reaction To Public Health Essay

    10
                      DISENGAGED             DOUBTFUL
     8

     6                DISMISSIVE             POPULATION

     4

     2

     0

    -2

    -4

    -6

    -8

   -10
          O1    O2    O3    O4     O5   T1    T2    T3    T4   T5    T6    T7    B1    B2    B3      B4   C1   C2

Scores reflect respondent average values by segment for the difference between the number of times
each of 18 sentences were marked “especially clear or helpful” and “especially confusing or
unhelpful.”
Stage 2: Testing Environmental, National
 Security Frames vs. Public Health Frame




Myers, T., Nisbet, M.C., Maibach, E.W., & Leiserowitz, A. (2012). A Public Health Frame
Arouses Hopeful Emotions about Climate Change. Climatic Change Research
Letters, 1105-1121.
Stage 2: Testing Environmental, National
 Security Frames vs.
 Public Health Frame




Myers, T., Nisbet, M.C., Maibach, E.W., & Leiserowitz, A. (2012). A Public Health Frame
Arouses Hopeful Emotions about Climate Change. Climatic Change Research
Letters, 1105-1121.

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Nisbet goucher class

  • 1. Models of Science and Environmental Communication Matthew C. Nisbet, Ph.D. School of Communication American University Washington DC
  • 2. The Deficit Model: The Sputnik Fable • There was a point in the past when the public was knowledgeable about science and strongly supportive. Need to return to that point in the past.
  • 3. 1957: Is The Past That Different from Today? Science Literacy • 12% of the public understood the scientific approach or method. • On basic questions tapping knowledge of polio, fluoridation, radioactivity, and space satellites, only 1 in 6 could answer all four questions correctly. • Only 38% knew that the Moon was smaller than the Earth and only 4% could correctly indicate the distance in miles between the Moon and the Earth. Michael, D.N. (1960). The Beginning of the Space Age and Public Opinion. Public Opinion Quarterly, 573-582; Withey, S.B. (1959). Public opinion about science and scientists. Public Opinion Quarterly, 382-388.
  • 4. 1957: Is The Past That Different from Today? Low Knowledge but Support for Science Withey, S.B. (1959). Public opinion about science and scientists. Public Opinion Quarterly, 382-388.
  • 5. 1957: Is The Past That Different from Today? Perception is Reference Dependent 60 1957: 50 Looking to the future, what 40 would you say is the real 30 meaning of Sputnik to us 20 here in America? 10 0 Behind Russia, Propaganda Nothing Religious Scientific Security significant Meaning Advancement Michael, D.N. (1960). The Beginning of the Space Age and Public Opinion. Public Opinion Quarterly, 573-582;
  • 6. 2008: Is The Past That Different from Today? Increasing Education, Low Science Literacy National Science Board (2008). Chapter 7: Public Attitudes about Science and Technology. Science & Engineering Indicators.
  • 7. 2008: Is The Past That Different from Today? Deep Public Optimism and Trust in Science • More than 70% of all American adults believe that the benefits of scientific research outweigh the harmful results. • More than 85% of Americans agree that “even if it brings no immediate benefits, scientific research that advances the frontiers of knowledge is necessary and should be supported by the federal government.” • On climate change, stem cell research, and food biotechnology, Americans believe scientists hold greater expertise, are less self interested, and should have greater say in decisions than industry leaders, elected officials, and/or religious leaders. • Among institutions, only the military has greater trust than science. Analysis of 2006 General Social Survey; National Science Board (2008). Chapter 7: Public Attitudes about Science and Technology. Science & Engineering Indicators.
  • 8. Early 1990s: A Paradigm Sheep? Social Identity, Trust, and Relationships Matter The uptake Trust, credibility, and Social influence of relationships, alienation relative to science-related “expert” networks, and science- identities institutions related knowledge Practical reason, localized knowledge Filtered/mediated Bryan Wynne
  • 9. Wynne’s Model: Common Criteria Used to Judge Experts & Institutions 1) Does expert knowledge work? Do predictions fail? 2) Do expert claims pay attention to other available knowledge? 3) Are experts open to criticism? Admission of errors, or oversights? 4) What are the social / institutional affiliations of experts? Historical track record of trustworthiness, affiliation with industry? 5) What issues overlap or connect to lay experience?
  • 10. 3. Judgments and Decisions Are Context Dependent Kahneman, D. (2003) In T. Frängsmyr (Ed.), Les Prix Nobel: The Nobel Prizes 2002 (pp. 449-489). Stockholm, Sweden: Nobel Foundation.
  • 11. 3. Judgments and Decisions Are Context Dependent Kahneman, D. (2003) In T. Frängsmyr (Ed.), Les Prix Nobel: The Nobel Prizes 2002 (pp. 449-489). Stockholm, Sweden: Nobel Foundation.
  • 12. Maine’s Energy Future: Supply or Innovation Problem?
  • 13. Nisbet, Maibach, & Leiserowitz (2011). American Journal of Public Health.
  • 14. Nisbet, Maibach, & Leiserowitz (2011). American Journal of Public Health.
  • 16. Stage 1: In-Depth Interviews w/ 70 Subjects from Six Distinct Audience Segments (Summer 2009) Maibach, E., Nisbet, M.C. et al. (2010). BMC Public Health 10: 299.
  • 17. Segments 4-6: Sentence Specific Reaction To Public Health Essay 10 DISENGAGED DOUBTFUL 8 6 DISMISSIVE POPULATION 4 2 0 -2 -4 -6 -8 -10 O1 O2 O3 O4 O5 T1 T2 T3 T4 T5 T6 T7 B1 B2 B3 B4 C1 C2 Scores reflect respondent average values by segment for the difference between the number of times each of 18 sentences were marked “especially clear or helpful” and “especially confusing or unhelpful.”
  • 18. Stage 2: Testing Environmental, National Security Frames vs. Public Health Frame Myers, T., Nisbet, M.C., Maibach, E.W., & Leiserowitz, A. (2012). A Public Health Frame Arouses Hopeful Emotions about Climate Change. Climatic Change Research Letters, 1105-1121.
  • 19. Stage 2: Testing Environmental, National Security Frames vs. Public Health Frame Myers, T., Nisbet, M.C., Maibach, E.W., & Leiserowitz, A. (2012). A Public Health Frame Arouses Hopeful Emotions about Climate Change. Climatic Change Research Letters, 1105-1121.