1. Comunicació social de la ciència
Bastint ponts entre recerca i societat
Programa CTM Dept Ensen 21 Gen 2014,
Miquel Duran, UdG
@miquelduran
miquel.duran@udg.edu
http://miquelduran.net
License: Creative Commons CC-BY-SA, with exceptions

2. Per què hem de
comunicar?

3. Little Social
Science
Communicator
Red Riding Hood

4. Obrint la ciència

5. Jo sóc jo i el meu CV

6. Making things interesting = relevant +
attractive

7. There is no longer any difference
between trivial and important things

8. Reputation, impact, objective

9. Beneficis

10. Una societat de coneixement obert

11. Investigació I Innovació Responsables

12. Impactar,
col.laborar,
compartir,
cooperar?

13. Idees que paga la pena de difondre

14. Bones pràctiques

15. Alguns elements actuals

16. Rànkings universitaris

17. Researchgate: en Bill Gates hi
inverteix? + MOOC Research Initiative

18. Un neologisme: MOOC

19. Nova habilitat bàsica: el video

20. Flow
•
•
•
•
•
•
Why communicate?
This is a digital world (too)
An open knowledge society
Outreach, public awareness, feekback
Our particular case
Final thoughts

21. What does science communication
in today’s world mean?
Above all: be active and have an
attitude towards sharing, collaborating
and curating
And please don’t forget to provide
yourself with basic Digital skills – and
ask if necessary

22. Little Science Communicator Red
Riding Hood
• The constant change due to
heavy use of IT in research
leads sometimes to forget
that important things
(reflexion) must be
prioritized wrt urgent things
(hurry).
• Granma Society waits for
LRRH to bring her the
Knowledge Basket, but Wolf
Twodotzero tricks her so,
instead of tanking the
Reflection lane, takes the
Hurry trail..

23. How we (scientists) can communicate (1/3)
• By origin
– Personal
– Groupal
– Corporate
• By destination
–
–
–
–
–
–
Indexed Journals / Scholar Publications
Science journals for scientists (eg Scientific American)
Science General for the Public (eg Quo, La Recherche)
Communicacion of Science Culture
Citizens Outreach
Children's, Youth Outreach

24. How we (scientists) can communicate (2/3)
• By medium
–
–
–
–
–
–
–
–
–
Paper
Multimedia/Radio & TV/Cinema
Internet
Webs
Blogs
Twitter
Other Social Media
Augmented Reality
Video streaming

25. How we (scientists) can communicate (3/3)
• Personal
– Shows
– Theater
– Performances
• By direction
– Unidirectional
– Bidirectional
– Multidireccional
• By privacy level
– Private
– Semiprivate
– Public
• By message
–
–
–
–
–
Own personal: PhD / researcher blog
News curation on a particular field of science
News curation on policy, funding, etc.
Contributing to shared blog
Contributing to research group
• Others

26. Purpose
• Why, where, when?
• Purpose
–
–
–
–
–
Branding
Marketing
Social Service
Cooperation & Volunteering
Building online presence
• Some challenges
– Language
– Digital divides
• Source of funding!

27. Spiros Kitsinelis: why communicate science?
The art of science communication
• To attract more students in the science departments of
the university
• To create a knowledge based economy and render
countries more competitive in today’s world
• To get public support for more government research
funding
• To create a more technology literate workforce for the
private sector tht wants to innovate.
• Because the public needs to be informed and involved
• People will only be liberated from false ideas, prejudices
etc. only if they have scientific knowledge on their side.
• Distinction between interesting and attractive events.

28. Communicating Science
(Kitsinelis, the-nightlab.com)
• Making it intesting: on the difference between
being interested and making it interesting
(opening the door)
– Interested because of scencetid culture increase,
science awareness, well-informed citizenship
• On the relevance of what is being
communicated (rational) - serious
• On making it attractive (emotional) – fun,
games

29. Saragossa 2013:
I jornades de Divulgació Innovadora
http://www.divulgacioninnovadora.com

30. Little Science Communicator Red Riding Hood
• Dazzled Little Social Science Communicator
Red Riding Hood is a part of a collection of
people that see IT and Web 2.0 as a new
form of magic.
• However, like magicians actually just create
illusions, Society must know how to take
profit from Web 2.0 cleverly, namely the
University and the other sectors of Society.
• Digital divide (and perhaps scientific divide)
does not shorten, but widens. We cannot
stand it.
• The wolf (will) eat(s) LRRH

31. Flow
•
•
•
•
•
•
Why communicate?
This is a digital world (too)
An open knowledge society
Outreach, public awareness, feekback
Our particular case
Final thoughts

32. This is me and my digital
circumstances
• And what I eat, what I read, what play with…
–
–
–
–
–
–
–
–
–
Archive
Social networks
Websites
Blog
Photos
Videos
Mobile devices
Computers, tablets, cell phones, etc.
3D printers!

33. Tweetaudience
• This presentation is available somewhere in the
cyberspace
• Audience:
–
–
–
–
Note taking
Ideas
Reflections
Tweets!!
• Following
• “in situ” evaluation
• This is me, my circumstances, my arcive, my web/blog,
and my social networks (and further – I’m the place
where I am right now)

34. From wikipedia to Wolfram Alpha
•
•
•
•
The experience of the Catalan Wikipedia
Wikimedia Commons
Wikiprojectes, Wikibooks, etc.
Viquiproject Science Week 2011 and 2012
• http://alpha.wolfram.com
• On can ask about everything!
• Stephen Wolfram: a new kind of science

35. Some ideas
• Everyone should hava a fast and quality access
to Internet
• Everyone should have a mobilde devide
(smartphone, tablet)
• Everyone should be able to obtaing formation
i basic digital skills
• Safe social networks, e-mail, etc… should be a
Citizen Right
• Twitter: should be make a Public Affair: it will
become history, it will enter history

36. Flow
•
•
•
•
•
•
Why communicate?
This is a digital world (too)
An open knowledge society
Outreach, public awareness, feekback
Our particular case
Final thoughts

37. Pushing forward Open Science
• SpotOn London 2012
– http://www.nature.com/spoton
• UKWebFocus blog
– http://ukwebfocus.wordpress.com

38. Alternative to 20st century publishing?
• Open source software, open source beer…
open publishing!
• Open access (mandatory for EU in 2014)
• Open data (… big data)
• Just 3 examples from SpotOn Science HackDay
– Figshare.com
– Researchfish.com
– http://www.frontiersin.org (open publishing)

39. Panton Principles: Principles for Open
Data in Science.
• http://pantonprinciples.org/
• Science is based on building on, reusing and
openly criticising the published body of
scientific knowledge.
• For science to effectively function, and for
society to reap the full benefits from scientific
endeavours, it is crucial that science data be
made open.

40. Example of Open Science
•
•
•
•
http://science.okfn.org
Open data
Open access
Open research
• Open Science Foundation

41. Creative Commons License
• Creative Commons
– Attributes
– ND
– NC
– SA
– BY
• http://creativecommons.org (see video inside)

42. Flow
•
•
•
•
•
•
Why communicate?
This is a digital world (too)
An open knowledge society
Outreach, public awareness, feekback
Our particular case
Final thoughts

43. And now researchers’ frontier:
Outreach
• The guardian: Going viral: Using social media
to publicise academic research
• http://www.guardian.co.uk/higher-educationnetwork/blog/2011/apr/11/communications-marketing-managementadmin-and-services

44. Outreach: compulsory?
• Outreach is more and more relevant
• It’s a duty of (senior) researchers
• It’s interesting (and perhaps fun) for junior researchers
and PhD students
• Pushed by governments… but no much money
• Loved by people out there
• Universities, learned societies, associations, museums,
… a network of disseminators
• Social communication of research, science,knowledge
• Leads to a well-informed society
• Provides publications beyond scholarly papers - +cv

45. How we (scientists) can communicate
• By origin
– Personal
– Groupal
– Corporate
• By destination
–
–
–
–
–
–
Indexed Journals / Scholar Publications
Science journals for scientists (eg Scientific American)
Science General for the Public (eg Quo, La Recherche)
Communicacion of Science Culture
Citizens Outreach
Children's, Youth Outreach

46. How we (scientists) can communicate
• Personal
– Shows
– Theater
– Performances
• By message
– Own personal: PhD / researcher blog
– News curation on a particular field of science
– News curation on policy, funding, etc.
– Contributing to shared blog
– Contributing to research group

47. Algunes reflexions rellevants
• Informe FECyT de percepció social de la
ciència
• Articles de The Guardian
• Estudis Fundación BBVA
• SpotOn London
• Informe Enciende COSCE

48. Informe FECyT de Percepció Social de la Ciència:
més rellevància de la Comunicació Científica 2.0
• http://www.fecyt.es/fecyt/docs/tmp/363174605.pdf
• No hi ha gaire canvis espectaculars respecte de la darrera
edició, però al menys cal remarcar-hi dues coses: en
primer lloc, els metges i els científics continuen essent els
col.lectius més valorats entre els gairebé 8.000
entrevistats. I en segon lloc, l’informe mostra que cada
cop més els ciutadans s’informen de ciència via internet i
sobretot les xarxes socials, és a dir, que la comunicació
2.0 de la ciència és cada cop més rellevant.
• També és interessant el resultat que el 25% dels
enquestats no està interessant en la ciència i tecnologia
perquè, senzillament, no l’entèn.

49. La ciència ha de ser divertida perquè la
societat sigui científicament culta
• http://www.guardian.co.uk/commentisfree/2012/nov/04/geekscomedians-academics-fun-science
• Geeks, comedians and academics are putting the fun back into science és
el títol d’un post de The Guardian subtitulat “Science used to be the
opposite of entertaining, but now sell-out tours featuring gags, songs and
mini-lectures are a hit across the country”.
• En aquesta entrada s’hi comenta com les arts escèniques fan servir la
ciència per entretenir, però també com entretenen parlant de ciència. La
darrera frase, però, és de política social científica:
• “A few years ago, scientists would moan about an error they had seen on
TV or when a minister made some incompetent statement about science.
Nowadays, they act. The skeptics, and others who have found each other
through the shows curated by Ince and the books and columns of Ben
Goldacre, have become a social-media-enabled army of rationalists who
has stepped up to fight a scourge of anti-vaxxers, homeopaths, politicians,
companies and, frankly, anyone else who misuses evidence.”
• No n’hi ha prou amb queixar-se quan els polítics s’equivoquen o els canals
de televisió fan programes de pseudociència. Cal actuar. Els científics han
de moure’s perquè tinguem una societat més científicament culta.

50. Dos estudis de la Fundació BBVA respecte
de la percepció social de la ciència
• “Ciencia: la fe del que no sabe” és un reportatge que va sortir fa poc
a El País
• http://sociedad.elpais.com/sociedad/2012/07/23/actualidad/13430
72538_559229.html
• Parla d’un informe de la Fundación BBVA “Cultura científica:
actitudes ante la ciencia” (de moment només n’hi ha la presentació
en PPT)
• http://www.fbbva.es/TLFU/tlfu/esp/investigacion/fichainves/index.j
sp?codigo=381
• Segons El País, es tracta de la segona part del que ja va comentar el
mateix diari, “Estudio internacional de la cultura científica”
• http://sociedad.elpais.com/sociedad/2012/05/08/actualidad/13365
02274_505761.html.
• Res de especialment nou i rellevant, però és bo saber per on van els
trets. Ja és ben conegut: metges, mestres i científics són els més
ben valorats (… els metges no en són, de científics?)

51. Fent malabarisme amb la ciència i la
seva comunicació
• Anne Osterrieder a SpotOn London comenta la seva vivència personal, en
fer comunicació de la ciència gairebé d’amagatotis durant un temps, fins
arribar al moment actual en què pot combinar raonablement la seva
recerca ebiomèdica amb la seva activitat comunicadora. En definitiva, que
d’alguna forma fa una mica de malabarisme. SpotOn London 2012: My notso-secret-anymore double life: Juggling research and science
communication
• http://www.nature.com/spoton/2012/11/spoton-london-2012-my-not-sosecret-anymore-double-life-juggling-research-and-science-communication
• “Now I am a Research and Science Communication Fellow. This means that
half of my time is spent pursuing my research on plant organelles and
establishing an independent research programme. The other half I spend on
science communication: organizing events and training workshops for staff
and students, both internally and externally, and continuing with my own
outreach projects.”
• Aquesta investigadora fa una sèrie de recomanacions interessants: els
explica bé: Find allies, Get organized, Evaluate. Grow a thick skin, Be proud
of your accomplishments.

52. Informe Enciende
• COSCE (confederación sociedades científicas
españolas)
• http://www.cosce.org/pdf/Informe_ENCIENDE.pdf
• Reflexiones y recomendaciones para una mejora de
la educación científica en edades tempranas en
España desde los sectores científico, social y de la
enseñanza de las ciencias

53. Relevant article
• More than a blog: Should science bloggers stick
to popularizing science and fighting
creationism, or does blogging have a wider role
to play in the scientific discoursehan a blog:?
• http://www.nature.com/embor/journal/v12/n11/full/
embor2011201a.html?WT.ec_id=EMBOR-201111

54. The Guardian
• How should researchers talk about science to
the public?
• http://www.guardian.co.uk/higher-educationnetwork/blog/2012/feb/20/making-science-accessible

55. Public Engagement
https://www.publicengagement.ac.uk

56. Engaging thru the Internet
http://Science140.org
(+ ciencia140 + catciencia140.net)

57. L’humor és molt important! Famelab
http://famelab.org

58. De Famelab a The Big Van Theory

59. Outreach possibilities
•
What?
•
On the spot
•
Internet
– Our work
– Someone else's work
– Sound knowledge
– Citizen Science
– Public awareness
– Demonstrative
– Pedagogic/teaching Spectacular
– Blogging/website
– Science Blogs @ Newspapers Contests
– Etc

60. Two new skills
• Of the varios skills involved in a digital world,
besides being able to surf the Internet, wrtie a
blog, take a picture …
• One must be able to selfcast (i.e., produce short
videoclips –like write short pieces) – new literac
• Be able to survive the so-called gossip
econsystems
• And also structure presentations, mental
mappng, cloud sharing, social networking, etc.

61. Flow
•
•
•
•
•
•
Why communicate?
This is a digital world (too)
An open knowledge society
Outreach, public awareness, feekback
Our particular case
Final thoughts

62. Let me bring my own case
• Levels of action:
– (So far) Coordinating UdG’s science dissemination
– Involving in C4D’s activities
– Personal activities
• Types of action:
–
–
–
–
–
–
–
Communicating results of research (academic)
Talks (e.g. quasicrystalls)
Outreach (Researchers’ Night, Science Fairs)
Shows (e.g. Magic and Science)
Internet! Social media, blog
Participating in may activities
TEDx, MOOCs, Open Knowledge…
• Reason: because we need to increase Society’s Scientific
Culture, and we must promote Science awareness.

63. Flow
•
•
•
•
•
•
Why communicate?
This is a digital world (too)
An open knowledge society
Outreach, public awareness, feekback
Our particular case
Final thoughts

64. RRI: How do we receive feedback?
• Meetings with Research and Innovation
stockholders at UdG’s Science and Technology
Park (i.e., companies, private sector)
• Meeting parents and families at outreach
activities
• By means of online activities
• Bringing young students to the University,
practical activities
• Formal interaction with other Public Institutions,
government officials, elected citzens
• Above all: be active!

65. Some challenges and difficulties
• RRI, Web 2.0, Social Networking, Communicating Research – is
rather an attitude
• There is a paramount task yet in involving and motivating
(good) researchers, research groups and academic units in
communicating (well!) Research and Science.
• Dissemination of Research and Public Outreach is hindered by
current issues.
• There is a high pressure (Publish of Perish, Transfer or Die, etc.)
that does not free time enough to get involved in Public
Outreach and Dissemination activities
• A proper system of Rewards could be established to catalyze
and promote Science and Research communication.

66. OK. We’ve got the point – and now what?
•
•
•
•
•
•
•
•
Let’s movilize
Let’s change
Let’s move
Let’s do thinkgs well
Let’s concentrate
Let’s keep freedom
Let’s catalyze a positive attidude
Let’s (place here your favourite call to action)

67. I per emportar-se’n…!

68. And now, three quotes...
• Education is not a preparation for life, It is life
itself
• Your attitude is a choice
• Education: there is a treasure inside
Thus:
Communicating Science (and hence RRI) is an
attitude. Everyone can communicate well if
provided with relevant skills.

69. Ciència i Futur de la Humanitat,
28/1/2008

70. I ara… un petit moment de relax
• Explicant el concepte d’entrellaçament quàntic
de partícules
• Fent servir la Carta de Schrödinger

71. Schrödinger’s Cat experiment
• Dead or alive?
• Is card red or black?

72. Educando con magia, Xuxo Ruiz
• https://www.facebook.com/EducandoConMagia

73. Any Martin Gardner
• 100 anys del naixement de Martin Gardner
• Explorant les matemàtiques, la ciència, la
filosofia, la màgia, el joc
• http://gathering4gardner.org

74. MOOC
Màgia, ciència i secrets confessables
Amb Fernado Blasco, UPM, autor del llibre “Matemagia”
• 1.- Historia. Los científicos como “magos”
• 2.- La ciencia de lo curioso
• 3.- Magia con pocos secretos
• 4.- La ciencia explica la magia
• 5.- Magia para introducir ciencia
• 6.- Magia matemática, física y química
• 7.- Magia y comunicación
• 8.- Magos, científicos y milagros
Més info: http://magcimooc.net amb video viral I de
presentació