Science Agenda: Contextualising Science Agenda: Contextualising Science Communications in our Science Communications in our

environmentenvironment

Thulani Cele

PREAMBLEPREAMBLE

The purpose of this presentation is to talkshop the challenges and The purpose of this presentation is to talkshop the challenges and

implementable strategiesimplementable strategies

Defining Mass MediaDefining Mass Media

Mass Media is a broad spectrum of radio and television broadcast stations Mass Media is a broad spectrum of radio and television broadcast stations and networks, newspapers, magazines, and outdoor displays designed to and networks, newspapers, magazines, and outdoor displays designed to appeal to the general public (Business Dictionary: appeal to the general public (Business Dictionary: www.answers.com).).

Why Mass MediaWhy Mass Media

Media has the ability to greatly impact an audience’s attention and Media has the ability to greatly impact an audience’s attention and receptivity to health and population-related messagesreceptivity to health and population-related messages

It is from this premise that mass media is perceived as a powerful tool It is from this premise that mass media is perceived as a powerful tool to information dissemination, public influence, and public education.to information dissemination, public influence, and public education.

The role of mass media is crucial to update public about the activities The role of mass media is crucial to update public about the activities that Africa Centre is conducting in the area, influence policy making that Africa Centre is conducting in the area, influence policy making from the law makers, and assess the reception of the services.from the law makers, and assess the reception of the services.

Mass Media Engagement StrategyMass Media Engagement Strategy

Through the past eleven years, Africa Centre for Health and Population Studies has Through the past eleven years, Africa Centre for Health and Population Studies has been continually engaging mass media into its activities. This has been done through:been continually engaging mass media into its activities. This has been done through:

media conferences; media conferences; media partnerships; media partnerships; live TV broadcasting;live TV broadcasting; Issuing media releases;Issuing media releases; podcast, videography, and blog site; podcast, videography, and blog site; dissemination of findings to media, anddissemination of findings to media, and continually updating media of AC activities.continually updating media of AC activities.

Mass Media Strategy:Mass Media Strategy:Media ConferenceMedia Conference

•Engaging media by the form of conferences.•This model has shown growth both inside media knowledge of research agenda and the correct interpretation of scientific terminologies.

Mass Media Strategy:Mass Media Strategy: Media Partnership Media Partnership

•Media Partnership strategy – a successful model to engage media in communicating science.

Mass Media Strategy:Mass Media Strategy:Live TV BroadcastingLive TV Broadcasting

Live Broadcasting on science agenda is one of the potential engagement strategy that will create link between science and public.

Mass Media Strategy:Mass Media Strategy:Issuing Media ReleasesIssuing Media Releases

Out of 10 science-related media releases 2 of them are getting published.A revisit on way we communicate our media release is highly important.

Mass Media Strategy:Mass Media Strategy:VideographyVideography

Videography: This media is very important to show the visual effect of : This media is very important to show the visual effect of the science activities.the science activities.

Podcast media: Bringing activities closer to the public.: Bringing activities closer to the public. live streaming: Let the public see what science is.: Let the public see what science is. Blog site: Interactive media tool to engage public. : Interactive media tool to engage public.

Mass Media Strategy:Mass Media Strategy:Dissemination of Findings to MediaDissemination of Findings to Media

•Africa Centre has its newsletter that is published in English and then translated into Zulu for the benefit of our clients who are made up of Zulu speaking people. •The translation is also done for Zulu media in order to ensure that scientific language is accurate and used correctly.

Mass Media Strategy:Mass Media Strategy:Continual Update of MediaContinual Update of Media

•Africa Centre updates public about its activities every year end.•This is done through Umbiko Newsletter, feature articles and World AIDS Day message that is distributed around different media.

Challenges in engaging Mass MediaChallenges in engaging Mass Media

Translation of scientific language is still a challenge.Translation of scientific language is still a challenge. Getting interest of mass media, especially commercial media, to write Getting interest of mass media, especially commercial media, to write

about health and population-related issues is also a challenge.about health and population-related issues is also a challenge. Most importantly, lack of budgeting for mass media activities from the Most importantly, lack of budgeting for mass media activities from the

research institutions is driving the situation worse.research institutions is driving the situation worse. Understanding the role of mass media in research institutions as a tool Understanding the role of mass media in research institutions as a tool

to link the scientific activities with public is an issue that still need to be to link the scientific activities with public is an issue that still need to be addressed.addressed.

ConclusionConclusion Understanding of how to engage media and communication at a science research Understanding of how to engage media and communication at a science research

institution.institution. How to effectively strategize media and communication engagement, implementation, How to effectively strategize media and communication engagement, implementation,

monitoring and continually updating the plan to meet the public interest needs to be monitoring and continually updating the plan to meet the public interest needs to be redressed. redressed.

Almost 90% of more that 300 media organizations in South Africa is publishing less Almost 90% of more that 300 media organizations in South Africa is publishing less than 3% of science-related articles in their publication content. One can view this as an than 3% of science-related articles in their publication content. One can view this as an act of deviating from what media should be – public eye in social, economic, political, act of deviating from what media should be – public eye in social, economic, political, and scientific issues. This motive behind less coverage of science-related articles is and scientific issues. This motive behind less coverage of science-related articles is perhaps perpetuated by the drive of commercial media to generate revenues on perhaps perpetuated by the drive of commercial media to generate revenues on sellable articles (i.e. politics, war or sport) or lack of human capacity to write sellable articles (i.e. politics, war or sport) or lack of human capacity to write interestingly about science and research.interestingly about science and research.

Nevertheless, there is still a challenge for media and communication practitioners in Nevertheless, there is still a challenge for media and communication practitioners in research agenda to convince public and private media of a critical role that they can research agenda to convince public and private media of a critical role that they can play to bring changes into the public by disseminating scientific research information play to bring changes into the public by disseminating scientific research information and start writing proactively on issues of health and population.and start writing proactively on issues of health and population.

If people are continually dying from issues that health and population research are If people are continually dying from issues that health and population research are scrutinizing or have further knowledge to prevent or eliminate the death rate, who is to scrutinizing or have further knowledge to prevent or eliminate the death rate, who is to be accused…..media or scientific research institutions? be accused…..media or scientific research institutions?

Q&AQ&A

PodcastPodcast

VideographyVideography

Blog siteBlog site

Live StreamingLive Streaming