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TEDx Talks
Title: Communicating Science: The Game is Changing - Make your Move! | Olle Bergman | TEDxPiotrkowskaStreet
Published: 2017-09-06
Source: https://www.youtube.com/watch?v=aFTeSJXxr7w
yes I was cleaning the basement sometime ago and I have found this paper it's an artifact from mites time as a member of the scientific community I was at a chemical engineer who entered your science and then became molecular biologist I loved science back then I still love science but I was always a very odd bird in academia or to use them the the word some
of the sweetest poet good not yeah killer I am a stranger in this land this land is no stranger in me I had some kind of scientific mindset that can see it when I studied the the note you see I will use a musical metaphor here at the time we were studying individual instruments Amandla this here I have a vision about studying orchestral arrangements but that
technology to do so what's still far away science is a tough world and my skin was not perfect enough so I took the fire exit and started working at the publishing house and after that corporate communications in the medtech industry and after that I don't advertising agency I went I had collected all those different practicals communication skills I became what I wanted to be all along
freelance writer and lecturer in I feel so science technology and medicine or to put it in Polish yes them Schmidt skimpy starship even Vic what of some I have a very good relationship with science today and if I should paraphrase what I said before I no longer live in this land but this land is the good old friend in me I'm not from this very special
observation point I want to ask a question to the scientific community out there sometime somewhere science is intriguing fascinating and mind blowing how come that it is often communicated in such an uninspired and stiff way to be Frank in the boring way creativity and passion are strong drivers of science but how come that the communication culture still so so constrained in conservative dear audience what do
you think about when I say communicate did complex information in a boring way I will tell you what I think about when I think about boarding scientific communication exhibit number one left turn putting people in Polish it's a popular then a weapon of mass boredom very common that scientific conferences you in the audience you all know that to change the world and to convince an audience
you must enter the scary spot right here on the carpet cebit number two and that overstaffed power point slide or scientific poster such a way to hide your main message and to create cognitive overload for the viewer civic number three the wall of text journal article as if summarizing sub head there's some fact boxes and bullet lists never were invented no it so you may say
so what science people want to have it this way it's not our problem but Russia it is our problem and I have pressed the sorry sorry polar bear M. mankind is facing huge talented with with the political solutions fail climate change C. pollution I'm global health care etcetera we need standard knowledge and we need to technical solutions and we need them fast it's a special important
that we reach young people shape there rational thinking and to recruit specialists of tomorrow but you know that they're there need yeah competition is fierce out there and there is so much that gives instant gratification and our brains they just wanna have fun sometimes when I think about all the disinformation that's floating around out there I get really scared so I have been thinking a lot
about this science is boring problem and I have come up with a solution and I would present it to you now to how to to attain this you need to think of the letter P. or other to peace P. for passim MP for professionalism first there I simply if you want to give maximum impact to mess it you should always anchor it to your emotions about
the subject if you feel very enthusiastic and inspired show that you are enthusiastic and in spite do you think I am enthusiastic and inspired are you instituciones pride I think so the second P. it's four am professionalism science people may form a brain the elite but they can learn a lot from professional communicators and there are so many tunes in the tool box a professional communication
I will pick out a few here and now it's I use on a daily basis first to set is a rental rate art of convincing and my favorite model from rhetoric is ethos pathos logos this model was suggested by other artists but then if if you see in there Polish in the fourth century BC I guess the tale if you claim that there are three ways
three ways of persuasion the first one is ethos use your trust their authority your personal trademark the second one is pathos you use your emotions a positive and negative feelings and the third one is Lagos use facts and logic and here is the various important message to science and tech people your data and your conclusions are not enough to convince a wider audience you must learn
how to use the pay phones and if US strategy then next to the set I use on a daily basis is journalism journalism journalists are they experts of getting facts across in the most if effective way and but they often use is the inverted pyramid what is the inverted pyramid well it's about from loading your tax putting that on system what when where who and why
beginning and the peripheral detail at the end and then the reader can read beginning and skip the rest if they're not very interested and for an editor it's very easy to shorten the text third tune set I want to point taxes today is storytelling storytelling is packaged you men Spearman's it's that it's a great way of getting people to listen and be engaged buy your stuff
tell stories there are many other two sets in the big tool box of professional communication and they are all worth studying but let me wait let me make one point clear here the I. D. it's not that you should learn to practitioner all those different and communication crofts point is that you should study and Steve what is useful for you in your context in your profession
so time to catch my breath time to catch the moment do you see that the sun is going up behind me things are actually improving for example platforms like Ted and you too has given great science communicators holding you outreach and a whole new audience my own raids and drone model is the late Hans through sling infographics are getting more popular in science and here you
see examples of graphical abstracts which are visual summaries of research articles and finally there is even a dance movement among early career scientists due to the increasingly popular dance your P. it's the competition it's time that we abandon this very simple model I we formed this corporation instead where scientists and science communicators science teachers who operate them interact serve a lot of different audiences actually all
of us I am optimistic I think that there is a new wave of communicators science and when I pick up my crystal ball what do I see I see scientists who study rhetoric and journalism who learned video editing and stand up comedy I see research groups who run their own web sites and tweet of feats who I am design interactive scientific posters and dead presenter open
notebooks on the internet I see science communicators who organize science shows and and crates board games and finally I see science teachers who give life to their dry pages of of the books and demonstrate and run experiments and organize excursions and my message to you tonight dear audience is that whatever profession you have you may be a doctor or a lawyer administrate the business person the
two piece can help you passion and professionalism both in your daily work and when you face special challenges and I want to finish with the celebration of a network of early career contacts that I've had the pleasure to work with they all represent very different ambitions but they're all based their career on science and they all know that excellent communication skills we'll get them where they
