Briefly analysed
Not every science communication is the same. Society is diverse, and so must be science as well. The project “Wissenschaft für alle” – “Science for All” by Wissenschaft im Dialog and the Karlsruher Institut für Technologie shows: People with lower levels of education often do not feel addressed by SciComm. The communicators understand and know too little about the social group. Conversations with them or their stakeholders are almost never sought due to a lack of time. However, these would be necessary for a successful strategy.
Unreached target groups Science should be communicated for all. But science is actually something for the privileged. People who have not studied often do not feel addressed. They are left behind and not given enough attention. Philipp Schrögel – project manager of “Wissenschaft für alle” – “Science for All” – has suggestions on how to reach these people.
Sometimes I have the feeling: science communication – by academics for academics. Sure, it’s easy to communicate for people from one’s own bubble. That’s where we know ourselves best. People without an university degree will somehow be reached. But it’s not quite that simple. A different bubble – different interests and a different approach – both in terms of the information channel and the language.
Scientific manners are not taught
While science communication practices are often discussed, social justice and exclusion are unfortunately hardly an issue. Most often ethnic minorities, the socio-ecologically disadvantaged and women feel this. Science workshops are held in high schools, while other types of schools are left empty-handed. Vocational schools barely feature in educational debates. It has become a practice. Target groups that are not reached do not even get the chance to learn scientific manners or to arouse interest in them.
The project “Wissenschaft für alle” – “Science for All” by Wissenschaft im Dialog in cooperation with the Karlsruhe Institute of Technology (KIT) makes it clear: Many people with lower educational qualifications do not feel addressed by science communication. Statements like the following are standard: The event or the lecture is not for them. They would not understand anything because they are not familiar with the scientific terminology. Prior knowledge is lacking. Science is seen as a practice of the elite to which there is no connection. Or they simply do not feel comfortable in a museum. They assume that certain dress and manners are required in a museum. Others think that some communication reproduces racism. It is too eurocentric. For example, Africans are often reduced to slavery.
All should benefit from science
Organizations and institutions often do not think about the emotions that are evoked by science communication. That is unacceptable. As long as research is funded by public money, everyone should get something out of it. Unfortunately, science is far from that. It starts with research. Studies on unreached audiences exist. Research on how science reaches everyone is expandable. To be sure, there are some studies in this direction. What is missing, is concrete research on SciComm projects. This is the only way for institutes to find out whether SciComm offerings actually work. The project “Wissenschaft für alle” – “Science for All” analyzes in detail.
Info – Project “Wissenschaft für alle” (“Science for all”)
The “Wissenschaft für alle” – “Science for All” project explored how to reach previously unreached target groups with three pilot formats. The formats: Research Rally in Spandau, Science Pub Quiz in Karlsruhe and Science & Poetry Slam in Berlin. In addition to reports, the researchers developed a hidden object picture with results on what should be paid attention to in communication. For example, being mindful of targeting and design, establishing communication channels, and organizing the timing and location of an event in a way that is easily accessible.
All the theory is of no use if it is not applied. But first and foremost, the question is: What does my SciComm achieve? The Diversity Scorecard, developed from the results of the “Wissenschaft für alle” – “Science for All” project, is helpful for science organizations. It is to be understood as a draft and not as a finished applicable product. For project manager Philipp Schrögel, it is important to emphasize that these are suggestions.
Little awareness of non-reached target groups
His message: “You don’t have to do everything perfectly. Just thinking about one or two things helps a lot.” Strategies for successful science communication are always a question of time and resources, he said. Overall, he explained, little science communication is done for unreached audiences. There are a few activities for individual population groups, such as Girls Day. But there is little awareness across the board and little to no overarching activities. Even with inexpensive resources, an institution could communicate science more inclusively. Little things are often enough, for example, by adjusting the time of the event.
I hope that more institutions and organizations will act on the results of the study. Whether it is done depends on time. This often does not remain. Or better: it is not invested. Is there a lack of research funding for this or is it not seen as important? If research institutions communicate, some are not aware that they are not reaching everyone with their strategy.
Reflect your own position
It is not only their bubble that prevents them from doing so. Much more: the strategy. Especially when an organization’s target group seems far away, it and its stakeholders should be analyzed in detail and talked to at eye level. This helps communicators to learn what the target group really wants. “Listening is an elementary part, as is reflecting on one’s own position,” explains Philipp Schrögel. The wishes should not remain on paper, but be implemented. Listening works best when people are spoken to respectfully on site in their familiar surroundings. This is time-consuming, but it pays off in the long run for the communication strategy and for science. Understanding supports trust.
To achieve this, it is important to reduce distance – in other words, to talk to each other – at eye level. This works best when the same language is used. To do this, an organization must know its target group precisely. A communication strategy can’t get around that. Speaking of knowing: Many people from the unreached target group know about museums, science slams or other SciComm events, but they are distant from their everyday lives. They don’t seem relevant to them. This may have to do with how they grew up and what experiences they have had – in short, the habitus. It influences how people behave. The sociologist Pierre Bourdieu coined the concept.
Trust to stakeholders
Thinking about the habitus helps to understand why some people are not reached by SciComm. From this, it is possible to deduce how they should be addressed. People subconsciously want to understand why, for example, a SciComm event is relevant to them. Most of the time, this happens through stakeholders. The target group that is not reached has trust in these people. If a project goes through them, it is easier to reach people. And it is easier to reach them at the place where they are. So that people without a university degree are no longer just reached, but reached. Science for all!
Sources:
Auf den Punkt gebracht – #Wissenschaftskommunikation nach #Corona
WissKomm Diversity-Scorecard–Leitfragen zur Analyse des Projekts “Wissenschaft für alle”
Wissenschaft für alle?! Zehn Erkenntnisse zur Ansprache neuer Zielgruppen