Advancing Public Understanding by “Attitude Adjustment”: Strategic Communication About Space Science and Exploration
- Paper number
IAC-06-E1.4.01
- Author
Dr. Linda Billings, SETI Institute, United States
- Year
2006
- Abstract
Members of the space community need to know how to communicate about science and technology in order to be able to share knowledge, inform funders (including taxpayers), and enable citizens to make informed decisions. Research in mass communication, science communication, risk communication, social studies of science, public understanding of science, the rhetoric of science, and journalistic practices yields many insights that are relevant to the space community. This paper will highlight some of these insights. It will also address the value of strategic thinking about communication. Communication occurs in a specific time and place, and the context of communication contributes to determining its effect. Thus communication planning requires thinking about content, context, audiences and more. Communication serves social and symbolic (or cultural) as well as practical purposes. One cultural function of communication is to make connections. One typical cultural function of science communication is the reinforcement of a particular worldview, what is usually called the scientific worldview – and an understanding that not everyone interprets reality according to this particular template is useful. This paper will address different conceptions of science communication that lend themselves to different strategies for engaging in such communication. A preferred conception of science communication will be described: communication as an ongoing, interactive process that occurs in specific social-cultural contexts, serves functional and symbolic ends, involves complex networks of interacting exchanges, and promotes public dialogue. Thinking about communication as a dialogue conveys the idea that beyond persuasion, the conventional aim of rhetoric, another broader aim of rhetoric is understanding. A communication strategy of acceptance – a broadening of one’s perspective to accommodate questions, concerns, differing values and worldviews – is likely to contribute to greater public understanding of space science and exploration.
- Abstract document
- Manuscript document
IAC-06-E1.4.01.pdf (🔒 authorized access only).
To get the manuscript, please contact IAF Secretariat.