The role of empathy in science communication has a Dec. 12, 2016 essay by Nicole Miller-Struttmann on the topic of empathy and science communication,

Science communication remains as challenging as it is necessary in the era of big data. Scientists are encouraged to reach out to non-experts through social media, collaborations with citizen scientists, and non-technical abstracts. As a science enthusiast (and extrovert), I truly enjoy making these connections and having conversations that span expertise, interests and geographic barriers. However, recent divisive and impassioned responses to the surprising election results in the U.S. made me question how effective these approaches are for connecting with the public.

Are we all just stuck in our own echo chambers, ignoring those that disagree with us?

How do we break out of these silos to reach those that disengage from science or stop listening when we focus on evidence? Particularly evidence that is increasingly large in volume and in scale? Recent research suggests that a few key approaches might help: (1) managing our social media use with purpose, (2) tailoring outreach efforts to a distinct public, and (3) empathizing with our audience(s) in a deep, meaningful way.

The essay, which originally appeared on the PLOS Ecology Community blog in a Dec. 9, 2016 posting, goes on to discuss social media, citizen science/crowdsourcing, design thinking, and next gen data visualization (Note: Links have been removed),

Many of us attempt to broaden our impact by sharing interesting studies with friends, family, colleagues, and the broader public on social media. While the potential to interact directly with non-experts through social media is immense, confirmation bias (the tendency to interpret and share information that supports one’s existing beliefs) provides a significant barrier to reaching non-traditional and contrarian publics. Insights from network analyses suggest that these barriers can be overcome by managing our connections and crafting our messages carefully. …

Technology has revolutionized how the public engages in science, particularly data acquisition, interpretation and dissemination. The potential benefits of citizen science and crowd sourcing projects are immense, but there are significant challenges as well. Paramount among them is the reliance on “near-experts” and amateur scientists. Domroese and Johnson (2016) suggest that understanding what motivates citizen scientists to get involved – not what we think motivates them – is the first step to deepening their involvement and attracting diverse participants.

Design Thinking may provide a framework for reaching diverse and under-represented publics. While similar to scientific thinking in several ways,

design thinking includes a crucial step that scientific thinking does not: empathizing with your audience.

It requires that the designer put themselves in the shoes of their audience, understand what motivates them (as Domroese and Johnson suggest), consider how they will interact with and perceive the ‘product’, and appeal to the perspective. Yajima (2015) summarizes how design thinking can “catalyze scientific innovation” but also why it might be a strange fit for scientists. …

Connecting the public to big data is particularly challenging, as the data are often complex with multifaceted stories to tell. Recent work suggests that art-based, interactive displays are more effective at fostering understanding of complex issues, such as climate change.

Thomsen (2015) explains that by eliciting visceral responses and stimulating the imagination, interactive displays can deepen understanding and may elicit behavioral changes.

I recommend reading this piece in its entirety as Miller-Struttmann presents a more cohesive description of current science communication practices and ideas than is sometimes the case.

Final comment, I would like to add one suggestion and that’s the adoption of an attitude of ‘muscular’ empathy. People are going to disagree with you, sometimes quite strongly (aggressively), and it can be very difficult to maintain communication with people who don’t want (i.e., reject) the communication. Maintaining empathy in the face of failure and rejection which can extend for decades or longer requires a certain muscularity

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