On the first day of the Science and Society course at the Cooperstown Graduate Program in Cooperstown, New York, I present the students with an incandescent lightbulb, with clear glass so one can easily see the filament inside. I ask the students how it works and they are able to tell me that the electricity comes in there, runs through the filament here, heats up, and produces light. Then I take out my iPhone and slide it across the table and ask, “How does this work?” Blank stares abound.
Research on cultural cognition suggests that members of the public process science-related information by assessing its coherence with values and commitments that connect them to important affinity groups. This suggests a two-channel science communication strategy that combines information content with cultural meanings selected to promote open-minded assessment of information across diverse groups. Hear about this research and explore public engagement strategies for improving science communication followed by Q & A.