Marine scientists' perceptions of our audience may hinder the positive reception of our message

Little attention has been given to the way scientists view the public as the "audience" for their science messages. In this case study, a group of marine science professionals were interviewed on the CSIRO Marine National... [ view full abstract ]

Little attention has been given to the way scientists view the public as the "audience" for their science messages. In this case study, a group of marine science professionals were interviewed on the CSIRO Marine National Facility RV Investigator to examine how they perceive the public as recipients of scientific information, what "good" science communication looks like, and whether there should be a duty for scientists to share the results of their research with the public.

The interviewed marine scientists face common barriers to effective communication with the public. In particular they identified: a lack of professional incentives for communicating; doubts about the public's interest and understanding; and a lack of training beyond the knowledge-deficit model of science communication. In addition, the scientists expressed a need to address some critical misconceptions held by the public, before a productive and positive science-public relationship can be achieved.

Analysis of scientists' assumptions about the public highlight a need for increased diversification of science communication approaches, and recommendations are made to draw from communications strategies outside those traditionally used in the field of science. Psychology, new media marketing, community engagement, and the arts are indicated as fields which have much to offer science communication. Common to all useful approaches is a deprioritisation of "building education and awareness" through the knowledge-deficit model, in favour of multi-directional communication and meaningful engagement.