This dissertation focuses on an integral aspect of public opinion formation — individual selectivity of information. Principally, I seek answers about why individuals opt for certain media. Broadly, my research is guided by the following question: How do communication contexts and individual traits contribute to and motivate individuals’ selectivity? Though there have been many studies on the phenomenon of selective exposure in political science and political communication, my research is conducted in the context of a scientific issue. There is relatively little clear empirical data
Scientific debates in modern societies often blur the lines between the science that is being debated and the political, moral, and legal implications that come with its societal applications. This manuscript traces the origins of this phenomenon to professional norms within the scientific discipline and to the nature and complexities of modern science and offers an expanded model of science communication that takes into account the political contexts in which science communication takes place. In a second step, it explores what we know from empirical work in political communication, public
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Dietram Scheufele
resourceprojectProfessional Development, Conferences, and Networks
The goals of this workshops project are: (1) to provide collaborative professional development opportunities for 24 early professional social science researchers, and science writers and communicators, and (2) to foster a stronger and durable "community of practice" between the fields of science policy research and science communications for the purposes of helping the general public better understand and become engaged with major issues of science and innovation policy. In addition to the PI and co-PI, involved in the work will be: twelve science policy scholars and twelve science communications professionals (writers, bloggers, museum educators, and others); mentors; editors of major science publications; several guest observers from university writing programs around the country; and graduate students who will help document and video record the activities. Project activities include a suite of opportunities: two, four-day workshops; mentorship support; publication in hard copy and online of their articles in a special edition of Creative Nonfiction magazine; and public engagement experiences at Science Cafes around the country. These workshops and accompanying activities will continue to develop a strong foundation for the establishment of nascent collaborations of science policy scholars, science communicators, and informal science education professionals, whose partnerships should position them better to inform and engage the public on important science policy issues of our times.
Currently, many museums present histories of science and technology, but very few are integrating scientific activity--observation, measurement, experimentation-with the time- and place-specific narratives that characterize history-learning experiences. For the Prairie Science project, Conner Prairie is combining proven science center-style activities, developed by the Science Museum of Minnesota, with family-engagement strategies developed through extensive research and testing with audiences in historical settings. The goal of this integration is to create guest experiences that are rich in both STEM and historical content and encourage family learning. One key deliverable of this project is the Create.Connect gallery, which is currently installed at Conner Prairie. Create.Connect allows the project team to evaluate and research hands-on activities, facilitation strategies and historic settings to understand how these elements combine to encourage family conversations and learning around historical narratives and STEM content. For example, in one exhibit area families can experiment with creating their own efficient wind turbine designs while learning about the innovations of the Flint & Walling windmill manufacturing company from Indiana. The activity is facilitated by a historic interpreter portraying a windmill salesman from 1900. The interpreter not only guides the family though the process of scientific inquiry, but shares his historic perspective on wind power as well. Two other exhibit areas invite hands-on exploration of electrical circuits and forces in motion as they connect to stories from Indiana history. Evaluation and research findings from the Create.Connect exhibit will be used to develop a model that can guide other history institutions that want to incorporate STEM content and thinking into their exhibits and interpretation. By partnering with the Science Museum of Minnesota, we will combine the experience of science center professionals and history museum professionals to find the best practices for incorporating science activities into historic settings. To ensure that this dissemination model is informed from many perspectives, Conner Prairie has invited the participation of four history museums: The Museum of America and the Sea, Mystic, Connecticut; the California State Railroad Museum, Sacramento, California; the Wabash County Historical Society, Wabash, Indiana; and the Oliver H. Kelley Farm, Elk River, Minnesota. Each of the four participants will install history-STEM exhibit components which will be connected to location-specific historic narratives. Drawing on the staff experience and talents of participant museums, this project will develop realistic solutions to an array of anticipated barriers. These issues and the resulting approaches will become part of a stronger, more adaptable dissemination model that will support history museums in creating STEM-based guest experiences.
In Defense of Food (IDOF) is a media and outreach project based on Michael Pollan's best-selling book of the same title. Through the lens of food science, IDOF is designed to engage diverse audiences in learning about: (1) how science research is conducted, (2) how research findings are used in media, marketing, and public policy, and (3) how to apply food science research in everyday life. IDOF will be created by Kikim Media, an independent production company, broadcast and distributed by PBS and supported by an extensive outreach campaign and interactive website. The project's educational materials will be developed, in part, by the Teacher's College at Columbia University's Center for Food and Nutrition, with dissemination supported by the Coalition for Science After School and by Tufts University's Healthy Kids Out of School initiative, which involves nine of the leading out of school time (OST) organizations, such as Girl Scouts USA, and the National Urban League. The project advisory committee includes highly respected researchers in food, nutrition, and health. IDOF will use an integrated strategy of learning resources, combining a television documentary with online/social media, community outreach, and youth activities. Knight Williams Research Communications will conduct formative and summative evaluation of all major components of the project. The results will advance the informal science community's understanding of how the combination of a documentary with outreach, website/social media, and afterschool activities impacts motivation and learning. The evaluation study will pay special attention to the degree to which participation in the community events, social media/website, and afterschool activities motivates deeper or extended engagement with the subject. Project evaluation results and educational resources will be widely disseminated to the informal science community. IDOF includes a two-hour documentary film that will be produced in both English and Spanish; a community-level outreach campaign focused on reaching underserved audiences who may not watch public television; a set of activities for use in afterschool programs, youth programs and schools; and an interactive and content-rich website with tightly integrated social media tools. IDOF will be nationally broadcast by PBS; the Spanish-language version of IDOF will be broadcast by Vme Television. The ambitious IDOF educational materials and outreach campaign, combined with interactive web and social media, will reach large and diverse audiences. The intended impacts on audiences include increased knowledge and understanding of the scientific process by learning what food scientists do, what techniques they use, and how scientists arrive at their conclusions; the development of critical thinking skills audiences can use when evaluating messages about food and nutrition in media and advertising and when making decisions about what food to buy and eat; and becoming active learners and consumers regarding food. Evaluation results will be widely disseminated to science media producers and the informal science community via professional publications and presentations at conferences. The ultimate value of the In Defense of Food documentary and learning initiative will be to enhance public understanding of the crucial importance of science in people's everyday lives and in shaping dozens of daily decisions.
This award addresses the archaeological issues surrounding the ancestral Pueblo people and their Neolithic revolution or disappearance from the Mesa Verde region of southwestern US. The research describes the people, their living conditions and the environment, their impact on the region and the reason for their exodus to form new societies such as the Tewa-Pueblo society. The research and its results are significant, from both an archaeological and socio-cultural standpoint. An exhibit is planned, to explain and inform the public, in the History Colorado Center in Denver, Colorado, that will transfer this cultural knowledge to the under-served public including Native American and numerous rural residents. The effort is a collaborative endeavor involving the Crow Canyon Archaeological Center in Cortez, Colorado and the new History Colorado Center. The exhibit will feature a typical living area, a scientific area with discussion of tree rings, and an area for discussion with scientific experts. In addition, the deliverable will include a website for further discussion with scientist and for accessing the latest research efforts. The evaluation of this project is extensive starting from an overall evaluation of the museum itself and how to make this exhibit a significant part of the museum, pleasing to the audiences and how to improve its impact once the exhibit is open.
This Full-Scale Informal Science Education award focuses on the physical and social science surrounding the extraction of natural gas from the Marcellus shale formation beneath the surface in north central and western Pennsylvania. The project targets the adult residents of the impacted or soon-to-be-impacted areas of Pennsylvania. This is a complex project involving the disciplines of geology, engineering, chemistry, social science, performance, and land management. Further, the project team includes a mix of physical scientists, educators, theater arts faculty, social scientists and engineers from Pennsylvania State University, the Pennsylvania State Cooperative Extension Service, and Juniata College. The project addresses several potential barriers to communication of science to the public. The proposal team provides four entry points for citizens of rural Pennsylvania to engage in learning about energy, its needs in the Nation, the economics behind these needs, the geology of the shale deposit and how to have productive discussions and make decisions using science-based evidence. The project will engage a multitude of communication mechanisms such as forums, community meetings, theater performances, data centers, blogs and workshops. The Pennsylvania State Extension will play a central role in working at the local level. The project is a complex effort wherein the residents of north central and western Pennsylvania will learn about the science and policies of natural gas extraction and how to derive and use scientific information for decision making. The proposal team will learn how to work and communicate with rural citizens. Further, the team will derive a variety of models from these activities that are likely to be adaptable for use in other areas of the Nation that have natural gas deposits.
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Michael ArthurDouglas MillerJo BrasierRenae Youngs
QUEST Beyond Local is a consortium of six public media providers across the country coming together in a unique collaborative structure to foster widespread STEM literacy for general audiences; support formal and informal education outcomes in the sciences; and revive ailing science and environment journalism in the face of its rapid decline. QUEST Beyond Local is built on the success of the local, cross-editorial QUEST model, in which media making professionals from multiple disciplines--radio, television, web, and especially education--collaborate to distribute high-quality content to general and underserved audiences. Two years ago, KQED (serving Northern California) introduced a capacity-building effort with five other public media stations serving markets across the nation: Seattle (KCTS), Wisconsin (WPT/WPR), Nebraska (NET), Cleveland (ideastream), and North Carolina (UNC-TV). On the heels of this pilot process, QUEST Beyond Local will expand production in all markets and focus its multimedia efforts around the theme "Science of Sustainability" so as to achieve maximum effect on critical STEM outcomes in formal and informal education settings, and to foster science/environment literacy among a wide general audience. QUEST Beyond Local is defined by an organizationally and technologically innovative model of content creation: a newsroom structured according to a hub and spoke model; with common branding, technical, and style guidelines; and with a central coordinating and editorial office liaising between local production teams. Under the guidance of this central office, the collaborative seeks to create content with both local authority and national relevance. Building on existing media impact research, and previous research and evaluation of QUEST, research firm Rockman et al will apply evaluation theory to determine: (1) the structures and strategies to a successful STEM collaborative that contribute to a greater understanding of and engagement in science and environment topics; and (2) determine the interests, priorities, and media consumption habits of local and national STEM audiences. Primary project deliverables include three diverse multimedia packages for general and professional audiences, focusing on three main themes and anchored in STEM disciplines. In total, the three packages will include: 18 television segments; 6 half-hour television programs; 20 radio reports; 18 "web extras" (slide shows, maps, etc.); 12 web-based videos; 144 blog posts; 18 education "explainers"; 5 educator trainings; and a comprehensive distribution and social media campaign. All efforts will be supported by at least 18 science community partners, including zoos, museums, aquariums, research centers, and others. Through these efforts, the collaborative seeks to repair the systemic damage done by years of neglect to science/environment journalism--particularly the marked decline in this type of coverage over the last decade. This decline is perhaps related to the observed disconnect between the public and scientific knowledge, despite a demonstrated public appetite for science content and educators' reported desire for more resources and professional development opportunities focused on STEM topics. At a time when an evolving workforce and economy increasingly demand STEM skills and environmental literacy, QUEST Beyond Local will contribute resources to address these challenges.
For over two decades NSF has been investing in the development and evaluation of giant screen films for viewing by audiences in science centers and museums. These have been highly successful in terms of audiences reached and project evaluations that indicate their impact on learning. Less well understood is how the unique attributes of giant screen films (e.g., "immersion" and "presence") affect learners in ways that differ from other film formats. This integrated research and media project will contribute to that knowledge base. Project deliverables will include a giant screen film that tells the story of the discovery of biological mimicry (the critical proof for natural selection and in turn, evolution) through the life story of Henry Bates and his travels through the Amazon rainforest more than 150 years ago; 2D dome, and 2D flat format versions; live interactive science demonstrations and educational resources; and workshops for ISE professionals. The film and the related outreach via science centers, social media, and the web are expected to reach large public audiences; workshops and web resources will reach ISE professionals nationally. A strategy for reaching underrepresented audiences through science museums and partnerships with educational societies is a part of the broadening participation effort. Building on results of an NSF-funded workshop in which researchers, evaluators, and filmmakers began to develop a research agenda to provide evidence about giant screen attributes and their impacts on learning, the research component of this project will focus on the differences in learner knowledge among the various film formats, their unique attributes, and whether format plays a role in science interest and science identity. A baseline study will be conducted to begin gathering evidence on how each of these formats affects learning. Data on audience knowledge gains, interest, and science identity will be collected using a novel tablet-based game-like assessment pre-film viewing, immediately post viewing, and in a later follow-up. These baseline data will inform follow-on research that, over time, can better explain the unique impacts on learning of the giant screen format. Project partners include the Pacific Science Center, SK Films, Howard Hughes Medical Institute, Rutgers University, and Arizona State University.
This poster was presented at the 2014 AISL PI Meeting in Washington, DC. The project created a bilingual exhibit and surrounding activities to explore the concept of sustainability.
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Oregon Museum of Science and IndustryMarilyn Johnson
This poster was presented at the 2014 AISL PI Meeting. The Prairie Science project is about facilitating learning STEM concepts by integrating a historical perspective (Conner Prairie Museum) and a science center-based perspective (Science Museum of Minnesota).
This poster was produced for the 2014 AISL PI Meeting held in Washington, DC. The Time Team America project's goal is to engage public audiences with the scientific process, STEM concepts, and STEM careers through the excitement of and active participation in archaeology.