Education Commons^™

Considerations For Science Communications In A Changing Media Landscape, Emily Stine

Doctor of Plant Health Program: Dissertations and Student Research

Technology development has radically shaped science communication techniques. Science communicators should be prepared to face these changes as they provide valuable new methods for increased engagement. Currently, communicators rely on deficit models (top-down transmission) and dialogic models (bottom-up transmission) to present information. The decision on which model to use is reliant upon the communicator’s skill level and impression of the relationship between scientists and the general public. Developing effective communication relies on communicators determining goals (long-term aspirations) and objectives (short-term aspirations) while maintaining a clear view of the public’s attitudes and evaluation frames. The tools available to science communicators and …