ASC2018 - 11-15 Nov, Sydney

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Scicomm in a not-for-profit: a two-way street

When: Tuesday 13th November, 2:00pm – 3:30pm
Where: Theatrette, Level 2 behind the registration/foyer area
Hashtag: #T9

Dr Alison Gould1, Jemma Falkenmire1 and Jessica Van Coppenhagen2
Australian Red Cross Blood Service
1 Sydney Processing Centre, 17 O’Riordan St Alexandria NSW 2015
2 National Office, Level 3, 417 St Kilda Road, Melbourne VIC 3004

From “too sciencey” to “give us more”, this presentation will showcase how science communication can contribute to the strategic goals of a healthcare organisation, using the Australian Red Cross Blood Service (Blood Service) as an example.
The Blood Service provides life-changing products and services to patients and health-care providers throughout Australia. Our work is supported by a multidisciplinary team of research scientists embedded within an organisation of some 3500 staff, many of whom are not scientifically trained.
Scientific Communications was introduced as a dedicated role in our R&D team four years ago. Since then, it has contributed significantly to growing the organisation’s social media following, choosing research directions and translating research outcomes into practice at the Blood Service and beyond.
We showed that our audience has a strong appetite for science when we achieved viral success with a video describing some of our research. Our presentation will describe the anatomy of this success, and how it contributed to our organisation’s overall goals.
Since then, we have found that linking the world of research, media and social media through close collaboration has provided benefits for all of these groups.
Demand for science content, which was initially met with scepticism, has increased to the point where “too much science is barely enough”. From the perspective of our media team, provision of science builds solid relationships with journalists, which in the long-term can facilitate media call outs when we need to call for additional donations.
We will provide specific examples of our collaborative practices and the benefits delivered across our teams, including the ability to capture the attention of mainstream journalists, provide growth for our social media platforms, increase the reach of our research communications, conduct strategically aligned research and attract new collaborators for our researchers.

Session

Case studies: Lessons from the experts

Presenter

Dr Alison Gould, Scientific Communications Specialist, Australian Red Cross Blood Service

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Scientists, Journalists and Science Communicators: a three-way partnership to build a social heavyweight

When: Tuesday 13th November, 2:00pm – 3:30pm
Where: Theatrette, Level 2 behind the registration/foyer area
Hashtag: #T9

It is hard to go to a science communication conference without seeing the phrase ‘fake news’ or ‘post-truth’, with many keynotes calling for scientists and science communicators to find a voice to be heard in the echo chambers of social media.

Twelve months ago, the Australian Academy of Science embarked on an ambitious project to do just that: to deliver a social engagement initiative of science communication content that was engaging, informative and—most importantly—increased the quality of verified science content in social media feeds.

Bringing in experience from commercial media to partner with skilled science communicators and backed up by the reputation and expertise of the Academy’s Fellowship, the communications team has evolved into a high-performing media house that produces videos, articles and image content specifically for social media on a broad range of topics and breaking news items.

But how, in the fast-paced environment of breaking news and the constraints of a 60-second video, can we ensure we do not misrepresent complex science and risk damaging the Academy’s reputation for excellence?

In this presentation, I will discuss our rigorous verification processes that ensure that we publish only fact-checked and consensus-view content. I will also touch on how this verification process builds trust both within the science sector and with mainstream media outlets.

https://www.facebook.com/AustralianAcademyofScience/

Session

Case studies: Lessons from the experts

Presenter

Dr Tom Carruthers, Senior Content Producer, Australian Academy of Science and National Director, Pint of Science Australia

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Beyond Panels: Better Events for Controversial Science

When: Monday 12th November, 1:55pm – 3:25pm
Where: L1, Level 2 to the left of the registration/foyer area, down the hallway and through the doors on the right
Hashtag: #M11

Real-life events are a golden opportunity where interested, diverse groups of people gather around an issue or idea. As science communicators in a time of divisive rhetoric and online filter bubbles, how can we curate events that are rich, engaging and able to examine the nuances of complex subjects like climate change, health science, and more?

Right now, panel discussions are a go-to format for science events, especially on controversial topics. The format, despite its popularity, is structurally flawed: rarely do panels achieve depth of dialogue, enable true audience input, or change hearts and minds. Many alternative formats exist, and this session will include two micro-events to showcase more interactive approaches, leaving participants with practical know-how they can use right away.

Session Producer/Workshop Facilitator

David Robertson, Lecturer, Monash University

Presenters

Djuke Veldhuis, Director of the Bachelors of Science Advanced, Monash University

Eleanor Reynolds, Education Officer, ANSTO

 

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Crafting Stellar Social Media Videos

When: Wednesday 14th November, 11:55am – 1:25pm
Where: Theatrette, Level 2 behind the registration/foyer area
Hashtag: #W11

As science communicators, data is at the heart of everything we do. But how do we convert that data into informative, entertaining, and most importantly, shareable content?

In this 90-minute session, we will take a look into why your organisation should be making social media videos, how to convert raw data into informative entertainment, and dissect exactly what makes up a great, scientifically-sound social media video, without resorting to cats on Roombas.

Presenter

Nelli Huié, Digital Communications Manager, The Climate Council

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A small mouse study? Or, the most important discovery for pregnant women since folate?

When: Tuesday 13th November, 2:00pm – 3:30pm
Where: Theatrette, Level 2 behind the registration/foyer area
Hashtag: #T9

(Work in progress/preliminary findings)

Introduction: News media reporting of scientific research is often derived from press releases rather than from journal articles. Press releases are quicker and easier to understand than the increasingly complex language used in scientific journal articles. Additionally, press releases are more easily accessible than scientific articles which can initially be under embargo and once published, often only accessible via subscription or payment to the journal publisher. Since it is known that news media coverage of scientific research is often based on press releases rather than on journal articles, it is important to investigate and understand how the translation process occurs from the journal article to the press release to the news media reporting. We chose to investigate this specific case study because it received controversial news media coverage and we sort to understand the translation process that led to this contention.

Methods: An in-depth qualitative text analysis was undertaken to compare a journal article (published in the New England Journal of Medicine), the corresponding press releases and all of the subsequent online news media reporting. The journal article, the two press releases and the 60 online news media articles (sourced from Google news) were imported into NVivo version 12. Each document was read multiple times to identify common themes for text analysis. An inductive approach was used to code each of the themes in the documents. The themes were labelled, and quotes were selected to represent each theme.

Preliminary results:

  • Many news media articles copied sections of the press release word-for-word.
  • Many news media articles did not clearly explain the study published in NEJM.
  • Few news media articles sourced independent commentary of the research outside of the quotes published in the press release.
  • Some news media articles omitted the role of mice in the study.
  • Some news media articles made potentially harmful clinical recommendations about vitamin supplementation for pregnant women which were not supported by the NEJM article.
  • The misrepresentation of the study in the news media had an international reach.

Conclusion: As news media reporting of scientific research has the potential to impact human behaviour (in ways that can be both beneficial and harmful), it is important that news media coverage of scientific research is clear, balanced and accurate. Whilst it is not possible to determine if the misrepresentation of the NEJM article in the news media reporting was a direct result of the press release, we can hypothesise that in line with other research in this field, a more objective and representative press release may have resulted in more balanced news media reporting.

Session

Case studies: Lessons from the experts

Presenter

Georgia Dempster, PhD Candidate & Senior Ethics Advisor, The University of Melbourne

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The making of AMOSS – a living science style resource

When: Tuesday 13th November, 2:00pm – 3:30pm
Where: Theatrette, Level 2 behind the registration/foyer area
Hashtag: #T9

‘Sulfur’ versus ‘sulphur’, ‘prevalence’ versus ‘incidence’ – before the Australian manual of scientific style (AMOSS) came along, science and technical writing was a Wild West of duelling styles and lone rangers…

This presentation takes you behind the scenes of Biotext’s quest to bring together scientific conventions from a wide range of disciplines and aspects of science communication in one style manual. Its team’s considerable experience with the limited science-specific content in other Australian style resources helped Biotext see the huge potential benefit of an interactive, online style manual for an Australian audience.

Learn about the 3-year journey undertaken by Biotext’s experienced writers, editors and designers to develop AMOSS, and its publication as an online resource, in partnership with Macquarie University. Explore the structure and main features of AMOSS, and its accessibility as an online resource. This presentation is ideal for the same groups identified as potential users of AMOSS: academics, researchers, students, government employees, science communicators, editors and journalists.

Session

Case studies: Lessons from the experts

Presenter

Dr Julie Irish, Principal Health Writer and Editor, Biotext

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Community Perceptions of Coastal Hazards in New South Wales

When: Tuesday 13th November, 2:00pm – 3:30pm
Where: Theatre, Level 2 down the stairs to the right of the registration/foyer area
Hashtag: #T8

Much is known about the physical nature of coastal hazards in New South Wales (NSW) and management interventions available to mitigate their impacts. However, much less is known about social dimensions of communities and coastal users who are, or may be, affected by these hazards. This project aims to assess existing understanding and perceptions of coastal hazards by the NSW ‘coastal community’, specifically relating to inundation and erosion caused by coastal storms and sea level rise, by analysing sources of information and the level of trust regarding these sources.

A multi-tiered survey instrument was disseminated between November 2017 and April 2018 in order to gain information on a cross-section of the NSW coastal community. A total of 1065 survey responses were obtained from teachers (n=355); surf life saving club members (n=307), coastal accommodation visitors (n=237) and managers (n=61), indigenous communities (n=22), ‘frontline’ coastal residents (n=23), and coastal management professionals (n=60).

Results show that most NSW coastal users have a good understanding of coastal erosion and inundation, their associated consequences, and the various hard and soft solutions available to manage their impacts. However, some confusion exists regarding the future rate and impacts of sea level rise on the NSW coast and a significant number of respondents indicated they would still buy, and live in, a house at risk of coastal erosion and inundation.

This study highlights several important differences in perceptions and opinions of coastal hazards between coastal users and coastal management professionals in relation to different coastal environments and the best methods to communicate and educate the coastal community. The results from this study will be freely available through an online resource pack of information targeting various types of end users.

This project is funded by the NSW Department of Justice and supported by the Sydney Coastal Councils Group, Office of Environment and Heritage and Surf Life Saving New South Wales.

Session

Evidence-based scicom: Research exploring knowledge, beliefs and perceptions

Presenter

Anna Attard, Research Assistant and Masters Student, University of New South Wales

Co-Author
Robert Brander

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Actions, Not Words – Achieving Gender Equity in STEM

When: Monday 12th November, 1:55pm – 3:25pm
Where: L2, Level 2 to the left of the registration/foyer area, down the hallway and through the doors on the right
Hashtag: #M12

The Australian Academy of Science and the Academy of Technology and Engineering are developing a Women in STEM Decadal Plan – a 10-year roadmap for sustained increase in women’s STEM participation and progression from school through to careers in all sectors. Science communicators are uniquely placed across multiple sectors, giving them a broad ranging perspective of challenges faced by female and female identifying members of the STEM community. They are also likely to be part of the mechanisms involved in implementing any form of plan or strategic initiative to enhance gender equity in STEM, a challenging communication task. For any Plan or initiative like this to succeed it requires sector, and societal, ‘buy in’. This interactive session will provide participants with an opportunity to see an exposure draft of the plan and discuss its implications and challenges for those working in the STEM, and science/STEM communication fields. How do science communicators best communicate within their sectors to elevate female participation in STEM, engage the necessary stakeholders and collaborate to enact change which will shape future STEM participation in Australia?

Session Producer/Workshop Facilitator:

Merryn McKinnon, Policy Analyst, Women in STEM Decadal Plan, Australian Academy of Science

Workshop Facilitators:

Sandra Gardam, Policy Analyst, Australian Academy of Science

Emily Finch, Research and Policy Officer, Australian Academy of Technology and Engineering

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Human language meets machines: how does this work in 2018?

When: Tuesday 13th November, 2:00pm – 3:30pm
Where: L1, Level 2 to the left of the registration/foyer area, down the hallway and through the doors on the right
Hashtag: #T10

Is learning language complicated?

If humans struggle with it, how is it that computers understand, interpret and manipulate human language?

How far have we come with the capacity to have our machines work with human language?

When we talk about computers interfacing with human language we talk about “natural language”. Natural Language Processing (NLP) is the branch of artificial intelligence concerned with getting computers to do useful things with human languages.

In this talk we take a look at what it means for a machine to understand or use a natural language like English, German or Chinese. We will look at six key areas in the marketplace today: speech technologies, conversational agents, text analytics, machine translation, natural language generation, and text correction. In each case we provide examples of what is possible, separating the reality from the hype that surrounds artificial intelligence technologies; and we mull over what might be coming down the road towards us.

Presenter

Robert Dale, NLP Consultant, Language Technology Group

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New Role for Science in Science Communication – Lessons to learn from analyzing CCS media coverage in Germany

When: Tuesday 13th November, 4:00pm – 5:30pm
Where: Theatre, Level 2 down the stairs to the right of the registration/foyer area
Hashtag: #T12

The analysis of the media coverage of CCS in daily newspapers from 2004 to 2014 of CCS (Carbon Capture and Storage) provided new insight into the role of science and science public relations (PR) within the public debate. While CCS is linked to various industry sectors, such as cement and steel production, the German debate predominantly focused on the coal and energy branches. CCS, while it is an important issue within the context of climate-change mitigation options, has played a major role in the agendas of scientists, researchers, and engineers. Nevertheless, CCS media coverage in Germany was dominated by other stakeholder groups. The analysis showed, that science has lost its role as a proactive actor within science communication. It seems, that new approaches for future science PR has to be deduced to strengthen, once again, the role of science communication. Among these approaches, it is important to pursue a more differentiated understanding of target audiences and regional concerns. Science PR has to accept that science itself is no longer the only stakeholder and actor within science communication.

Session

Evidence-based scicom: Research exploring new and social media

Presenter

Simon Schneider, Universität Potsdam, Institut für Erd- und Umweltwissenschaften

 

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Questions? Please contact Kali on asc2018@asc.asn.au.

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© 2018 Australian Science Communicators

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