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Science Communication
Outside the Ivory Tower and Beyond Science Journalism
Closing Event of the Research and Communication Program
Dr. György FÁBRI PhD
Head of Communication
Hungarian Academy of Sciences
I.
The communication of knowledge and society
– the social presence of scientific research and technological
development
Some Information About the Project
General Information:
• Organizer: Knowledge Society XXI. Foundation
• Period: January – December 2006• Supported by the Jedlik Ányos program
of the National Office for Research and Technology
• in cooperation with the Hungarian Academy of Sciences and Mindentudás Egyeteme/ENCOMPASS
Content of the project• Theoretical researches
– Philosophical and sociological context of Science Communication– Views about Science in Hungary– Tendencies of the media from the viewpoint of content rating– Effects and evaulations of the Mindentudás Egyeteme/ENCOMPASS
• Practical uses– Developing strategies of Science Communication for research institutes– Media planing for science contents– Developing of the lectures „Mindentudás Egyeteme”/ENCOMPASS– Preparations for launching Science Communication Training for
researchers – Building a knowledge base for science communication information
(www.tudastars.hu)
Events
• Opening Conference and Seminar series (March-May 2006)Pléh Csaba, Gulyás Balázs, Nyíri Kristóf, Patkós András (Members of the HAS), Hronszky Imre, Tamás Pál Professors
• Launched www.tudastars.hu in April 2006• Published volume „Reason and Value in Science
Communication” in May 2006• Science Communication: Outside the Ivory Tower
and Beyond Science Journalism – international conference and workshop 26-27. 11. 2006.
• Summary volumes of the projects will be published in December 2006
Degree of trust in the given institutions (1-4)
2,022,062,072,11
2,212,342,392,4
2,532,62,642,662,67
2,762,792,792,822,86
2,973,09
0 0,5 1 1,5 2 2,5 3 3,5 4
HAS
Constitutional Court
European Commission
President of the Republic
Hungarian National Bankstate attorney's offices
local authorities
Hungarian Television
courts
Hungarian Radio
police
army
churches
daily papers
trade banksparliament
insurance companies
government
labour union
political partiesMedián survey November 2006
Reputation of Mindentudás Egyeteme / ENCOMPASS
0
10
20
30
40
50
60
70
most oftenwatched (%)
most high level(%)
Magellán
MindentudásEgyeteme
Delta
Mindentudás Egyeteme/ENCOMPASS
• Very widely known
• Permanently high ratings in its category
• Reaches new groups of spectators (youths, managers)
• Favoring traditional forms
• Professional standards as the most important feature for spectators
• Used for general orientation
11
1,81,74
1,85
1,27 1,29
1,51,42
1,94
1
1,2
1,4
1,6
1,8
2
I. szemeszter III. szemeszter V. szemeszter VII. szemeszter
Average ratings by semesters (AMR 15+)
12
Audience shares (share 15+) by months, averages
0,0
2,0
4,0
6,08,0
10,0
12,0
14,0
haviátlag2002.09.
haviátlag2003.02.
haviátlag2003.07.
haviátlag2003.12.
haviátlag2004.06.
haviátlag2005.01.
haviátlag2005.06.
haviátlag2006.02.
Researchers’ attitudes• The need and of conveying knowledge to
lay people is a key attitude in Hungary’s scientist society today.
• The importance of media aspects has become accepted.
• More and more scientists have become media actors.
We are outside the ivory tower...We are outside the ivory tower...
Scientific journalism• Underpositioned place in traditional media• Excluded from commercial television (taht is, the
larger part of the space of media use!)• Low representation of the theme of „Science” in
Hungarian public media• Success story in the digital media:
– origo.hu science section– www.mta.hu– Mindentudás Egyeteme/ENCOMPASS portal
Media situation
• Dependence of visual culture on trends
• Merger of producer interests and trends of
fashion
• Increasingly totalized media market
• Increasingly concentrated media market
• Media industry: downward competition spiral
The media strategy of science
• Prerequisite of maintaining value-governed principles: existence of own values
• Conservative value consciousness and professional media tools prevail at the same time:
Content constructed by meritocratic principles The most open media presence Competitive media technology Exceeding one-dimensional media standard
Redefinition of the roles in Science Communication:
Scientist communicators or scientific journalists?
The effective strategy of science communication:Scientist communicvators
and and
Scientific journalists
togethertogetherFor media positions!
All this requires scientific media as a ‘home front’
Strengthening traditional scientific printed mediaLet it be a Hungarian „Science”!
Independent positions in electronic media
MediaTV series about institutes of the HASNew TV shows: creative documentary films
and science/scientist spotsNew forms of communication: science-blogs,
science policy tv-discussionsDeveloping ENCOMPASS: new elements of
the lecturesSupport for traditional weekly science
magazine „Élet és Tudomány” (Life and Science)
Communication of the HAS
Strategical developmentOrganization of the Hungarian Science
FestivalScience campaigns (GMO, Genomics)Communication services for academic and
university institutes
Main Tasks
• Develop of the Science Communication Training for researchers
• Expand student basis for the Science-departments
• Improving the presentation skills of science teachers
Launch of the Hungarian Science TV Chanell
•Hungarian Academy of Sciences
•ENCOMPASS
•Investors
Common Initiative: