Meeting in the Middle—finding common ground for successful marine science communication

From Twitter trolls to science skeptics, engaging in effective marine science communication requires confronting a number of social, cognitive, and ideological challenges. The knowledge deficit model has long proven... [ view full abstract ]

From Twitter trolls to science skeptics, engaging in effective marine science communication requires confronting a number of social, cognitive, and ideological challenges. The knowledge deficit model has long proven insufficient for motivating behavioral change. To engage groups with different perspectives and world views, science communicators must frame conservation messages so that they better reflect the concerns of the groups they hope to reach. Fortunately, many tools and methods exist to bridge the divide between different audiences and find common ground. We present five key considerations for scientists aiming to engage disparate audiences - Resonate, Empathize, Ask, Consider, and Honor (REACH) – and share examples of each based on our personal experiences in the field of science communication and outreach, drawing from in-person and virtual interactions. We show how tailoring marine conservation messages to resonate with the values and concerns of target audiences does not reduce the efficacy of these messages; rather, it makes conservation more relevant and less controversial. Key values that help frame the importance of conservation include concern for the health and wellbeing of oneself or one’s family, community safety, and freedom of choice. Effective messaging combined with a sense of individual empowerment can lead to positive shifts toward conservation action while simultaneously breaking down barriers between conservation science and wider society.