In this paper I use the concepts “understanding of science” and “appreciation of science” to analyze selected case studies of current science communication in Denmark. The Danish science communication system has many similarities with science communication in other countries: the increasing political and scientific interest in science communication, the co-existence of many different kinds of science communication, and the multiple uses of the concepts of understanding vs. appreciation of science. I stress the international aspects of science communication, the national politico-scientific
Goodman Research Group, Inc. (GRG) conducted summative evaluation of Origins of the Universe, the 4-part NOVA miniseries. The Origins series chronicled the history of the earth's formation, how the universe evolved to permit the emergence of life on earth, the likelihood that there is life beyond earth, and the tools and techniques scientists use to study the universe. In June 2007, Thomas Levenson, MIT professor and Executive Producer of the series, won the inaugural Walter P. Kistler Science Documentary Film Award for his work on Origins. An extensive outreach campaign accompanied the series
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Jennifer BeckJennie MurackUnicorn Projects, Inc.Irene F Goodman
Goodman Research Group, Inc. (GRG) conducted a summative evaluation of the first season of NOVA scienceNOW, the PBS series that explores cutting-edge scientific and technological innovation in real time. The evaluation included two primary components: 1) an evaluation of the television series, and 2) an evaluation of the outreach, which consisted of a companion website and a series of Science Cafes hosted around the country. GRG's evaluation was designed to assess the project's effectiveness in meeting its overall goal of engaging a variety of audiences more deeply with scientific research in
KCTS, Seattle's PBS affiliate, is producing a series of three one-hour prime-time science education television specials starring Bill Nye. The specials will be aimed at a family audience and will be designed to promote informal science learning through an entertaining presentation of science in everyday life. Topics currently being considered for the specials are The Science of Sports, The Science of Learning, and The Science of the Future, thought other topics, such as Pseudo Science, also are being considered. Each program will maintain the entertainment values of enthusiasm for science so prominent in the Bill Nye the Science Guy series but will have a strong narrative element and air of suspense as Bill embarks on a journey of discovery, greater depth of content and presentation, and longer uninterrupted segments. The programs will be supported by a multi-pronged outreach program to reach parents and children through local PBS stations and science museums, community organizations serving disadvantaged populations and, possibly, a tie-in with a national chain of quick family restaurants. Many of the same team that created Bill Nye the Science Guy will work on this project including Bill Nye; Elizabeth Brock, Executive Producer; and Erren Gottlieb and James McKenna, producers. The production team will work with fourteen scientists and science educators who will advise the project on presentation and outreach. This group also will review and comment on all scripts and drafts of outreach material.
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William NyeJames McKennaErren GottliebBurnill ClarkRandy Brinson
WGBH Educational Foundation is requesting funds to produce 20 new shows and new outreach and Web activities for "ZOOM," which will be renamed "Hot Seat." "Hot Seat" is a daily half-hour PBS television series targeted to kids ages 8 to 11. Uniquely by and for kids, the program gives its viewers a chance to explore, to experiment and to share their creativity. The series, along with its far-reaching outreach, offers its audience an innovative curriculum that promotes the acquisition of basic math and science knowledge and the development of problem solving skills called "Habits of Mind." The intended impacts are to: (1) establish a project that uniquely integrates television, the Web and outreach as a model for how media can teach science and math; (2) engage kids and teach them science and math content and process skills; (3) provide curriculum and professional development to organizational partners. Innovation includes developing three new content areas for the series -- Invention, Space Science and Earth Science -- and evolving the project design by incorporating new production techniques that enhance the "reality factor" of the science programming. Outreach for the project will include printed materials for kids, families and educators. A new collaborative partnership is being developed with the American Library Association to help distribute the new afterschool curricula to librarians across the country. "Hot Seat" will support the existing network of "ZOOM" outreach partners and convert the museum "ZOOMzones" to "Hot Seat Spots." "ZOOM" currently is carried by 269 public broadcasting stations and is viewed by 4 million children each week.
Twin Cities Public Television is producing 13 new episodes and new outreach and Web activities for the fourth season of DragonflyTV, the weekly science television series targeted at children ages 9-12. The series presents authentic inquiry-based investigations, created by and for children. The programs focus on children doing their own scientific investigations and sharing the excitement that comes from making their own discoveries. The programs also include real scientists doing research on related themes and snapshots and home movies of the scientists when they were kids. Outreach for DragonflyTV consists of an interactive website where children can share their science investigation, programs at selected Boys and Girls Clubs of America and 4H Clubs, Teacher's Guides distributed through the National Science Teachers Association (NSTA) and PBS stations, and the development of new community partnerships with established informal science organizations. Multimedia research and Rockman et al will conduct formative and summative evaluations.
WGBH Educational Foundation is requesting $1,709,863 to produce 20 new shows and new outreach and Web activities for ZOOM. ZOOM is a daily half-hour PBS series targeted to kids ages 8 to 11. Uniquely by and for kids, ZOOM gives its viewers a chance to explore, experiment and share their creativity. The series, along with its far-reaching outreach, offers its audience an innovative curriculum that promotes the acquisition of basic math and science knowledge and the development of problem solving skills called "Habits of Mind." The goals for Season VII are to: (1) develop three new content areas-"Survivor Science," "Sleuth Science," and "Conservation Science"; (2) launch "ZOOM Into Action and Conserve," a new campaign designed to give kids conservation activities to fuel their volunteerism and help them understand the science behind their efforts; (3) create new science training materials for afterschool program leaders; and, (4) conduct summative evaluation to continue to gauge ZOOM's effectiveness at teaching math and science to targeted audiences. Outreach for the project will include print materials for kids, families and educators. ZOOM-related activities at community-based organizations include 1,450 ClubZOOM science afterschool programs and 23 ZOOMzone science museum exhibits. ZOOM currently is carried by 261 public broadcasting stations and is viewed by close to 5 million children per week. The 2,400-page interactive web site is updated weekly and attracts almost 43,000 visitors per day.
The Land Information Access Association seeks funds to support planning activities related to "Listening to the River," a project that will ultimately result in a new model for engaging teens and adults in environmental activities that can be transferred to other community groups and institutions. This long-term project focuses on an environmentally and regionally meaningful topic (i.e. watersheds), brings together teens and adults in scientific discovery, transforms these explorations into radio segments and creates a children's museum exhibit. Planning grant activities include: (1) a program summit to build new partnerships with informal-learning organizations and reinforce existing community networks; (2) assessment of the potential for a scalable, model project; and (3) focus and refinement of program goals and objectives.
The ZOOM children's television series, which reaches over 5.4 million children each week, teaches viewers the scientific processes as well as delivering science and mathematics content. The outreach materials and activities provide viewers with opportunities to explore, experiment and share their creativity. WGBH is requesting $1,303,776 of a total budget of $3,977,936 to produce 20 new shows for the ZOOM series. There also will be a new ZOOM campaign, the ZOOMsci Club, which will provide a unique way for kids to deepen their science and math knowledge while engaged in ZOOM's hands-on activities. The campaign includes: the new television programs, new print materials and outreach activities, and a new area of the ZOOM website that includes an on-line forum for kids to share results of their experimentation. ZOOM has been chosen by PBS as the first children's "local/national" show. This PBS initiative capitalizes on the strength of local public television stations and provides the opportunity for stations to customize ZOOM to serve the needs of their local markets. The stations can produce and insert segments that honor local kids for their volunteer activities and feature local kids answering questions. Stations also can localize outreach activities, producing their own local ZOOM websites and launching ZOOM Into Action campaigns to motivate kids to volunteer.
Education Development Center (EDC) is developing and implementing a three-year project to promote the informal learning of key basic mathematical concepts and skills among undereducated adults throughout the country. The effort will be part of EDC's Adult Literacy Media Alliance (ALMA). The principal components of the project will be: Ten new, half-hour episodes of the television series, TV411, which is currently carried by approximately 100 public television stations. The new programs will shift the emphasis of the series from reading literacy to mathematics skills. In addition to covering a broad array of mathematical concepts, procedures and vocabulary, the programs will have an explicit focus on problem-solving strategies and attitudes about mathematics. A multi-level national outreach and marketing campaign to attract viewers and users to the materials and to increase carriage of the series. An in-depth implementation effort will be conducted with outreach partners is six large metropolitan areas. EDC will adapt the outreach, marketing and promotion aspects of this focused effort so that it can be used by all television stations that commit to carry the series. Formative and summative evaluation to enhance the quality and effectiveness of the materials and to inform the understanding of the impact on viewers and users of these types of materials.
Educational Broadcasting Corporation (WNET New York) is producing twelve new programs for the third season of Cyberchase, the first national math series for children in over a decade. The daily, half-hour programs currently are viewed by over 1.5 million viewers for each broadcast. The associated website has had over 140 million page views. Summative evaluation of previous seasons has determined that Cyberchase increases children's positive attitudes about mathematics as well as their content comprehension and confidence in their problem-solving skills. In the third season the content of Cyberchase will be enriched by the addition of more complex mathematics concepts. Grouped by their related NCTM standard, these include: Number & Operations: Percent, Zero, Mixed Number Fractions, Factoring Geometry: Circles, Perspective, Tessellations, Navigation: Angles and Distance Algebra: Body Math (Ratio & Proportion); Mathematical Modeling Data Analysis and Probability: Experimental Probability, Stem & Leaf Plots Reasoning & Proof: Reasoning Representation: Drawing to Scale During the third season WNET also will upgrade the web site to offer more math challenges to frequent visitors and will create math games with varying levels of complexity and challenge to provide more learning opportunities and to bring children back online more often. In addition, WNET will intensify the project outreach to key constituencies through an integrated campaign of community outreach, materials and promotion.
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Sandra SheppardCarey BolsterMichael TempletonBarbara Flagg
Oregon Public Broadcasting is requesting funds to produce three one-hour nationally broadcast television programs, a project website, community-centered outreach coordinated by AAAS in 7 U.S. cities, a seminar discussion guide and a series of 90-second programs as part of the "Earth &Sky" radio series. The subject and purpose of the project is to attract public interest in nanotechnology by examining the social, ethical, legal and environmental issuers surrounding its application. The television programs will be produced by Fred Friendly Seminars (FFS) and broadcast on PBS. Two science museums, Boston Museum of Science and the South Carolina State Museum, and the University of California, Berkeley, will host the FFS panels. The format of the Seminars is designed to produce thought provoking and nuanced discussions of contemporary issues. Collaborative partners in the project include AAAS, Lawrence Hall of Science and ICAN Productions. The outreach initiative includes outreach to "targeted stakeholders" in 7 US cities, four 90-second radio spots as part of Earth & Sky, a project web site and a Seminar discussion guide. Inverness Research Associates and Edu, Inc. will conduct both formative and summative evaluation of the project components.