The COVID-19 pandemic has highlighted major failings in how our scientific institutions have engaged with new media to communicate information responsibly and clearly to the public. The public debate about science is quickly shifting to the digital arena. Today, credible scientific content is competing for eyeballs against influencers, advocacy organizations, conspiracy theorists, and thousands of other dubious actors. The changing world certainly presents a clarion call for the scientific community to act. Guidelines for effective communication science, especially on social media should draft actionable, evidence-based, science communication guidelines.
A recent article titled “Our changing information ecosystem for science and why it matters for effective science communication,” co-authored by Nicole M. Krause and others, was published in the Proceedings of the National Academy of Sciences (PNAS). This publication is part of a special issue titled “Reimagining science communication in the COVID era and beyond,” which aims to address these pressing challenges.
The Impact of COVID-19 on Scientific Communication
The COVID-19 pandemic served as a stark reminder of the ill-preparedness of scientific institutions in navigating the complexities of modern media. Freiling, who is a fellow at the University of Utah’s One-U Responsible AI Initiative, made an important observation. The pandemic emphasized the importance for scientists to communicate better and more immediately through virtual channels. He recognized that we can’t just wish away these platforms. They have not only survived, they’ve thrived becoming essential to the public discourse.
During the first year of the pandemic, rampant misinformation created a firehose of confusing and conflicting public information. Americans struggled to recognize credible sources during this storm of misinformation. The scientific community found it increasingly challenging to assert its authority in discussions about health and safety as they competed against a barrage of competing narratives. As a result, the demand for clear communication plans with strong frameworks has never been so urgent.
Evolving Information Ecosystems
The recent article by Krause and her colleagues underscores the need to reconceptualize information ecologies as social systems. Taking this approach accepts that scientific communication is not practiced in a bubble. Its impact is completely undermined and gutted by the realities of the 24/7 news cycle, social media algorithms, user engagement driving click bait content, and competing narratives.
Freiling brought out an important point that researchers usually only focus on a single platform. This myopic lens limits our understanding of how different platforms work in tandem to shape public perception of scientific topics. To effectively communicate science in this intricate landscape, the scientific community must broaden its perspective and consider the interconnectedness of various online platforms.
In addition to this study, it’s important to create evidence-based best practices for how we should communicate science on social media. Together, these guidelines will help ensure the scientific information communicated to the public is clear, accurate, and scientifically sound. Perhaps more importantly, they will help build trust between scientists and the public.
The Role of Scientists in Public Debate
Scientists must be at the center of public conversations about complex and rapidly evolving issues, such as those posed by pandemics and artificial intelligence. Their expertise is crucial for informing policy decisions and public understanding. In an age where misinformation defeats their nimbleness, their voices need to be amplified by savvy, attention-grabbing communication strategies.
The PNAS article calls for a more proactive and systematic approach, by urging scientists to meet audiences where they are with content that is tailored to different platforms. By doing so, they can counteract misinformation and provide accurate insights into pressing issues. Plus, learning to bend with the times will help them become more effective communicators while diversifying their respective audiences and stimulating productive public discourse.