Igniting Minds through Novel Approaches to Science Communication

Abstract

This dissertation explores novel approaches to science communication through case study research. The value of case study research is widely recognized in social science disciplines. Case studies are an in-depth analysis of a person, group, place, event, organization, or phenomenon to provide multifaceted, new or unexpected insights into real-life phenomena. Case study research seeks a more complete understanding through the integration of qualitative and quantitative methodologies to construct meanings. Case study differs from other forms of research in that:• Used for both generating and testing of hypotheses but is not limited to these research activities alone. • formal generalization is overvalued as a source of scientific development, whereas ‘the force of example’ is underestimated. • Do not require a large sample, but rather look to construct meaning from outlier or unusual samples. Science communication can be broadly defined as communicating science to nonexperts. There are a myriad of methods to communicate science, from a museum setting, K-12 education, to journalism or science writing. Many 21st century issues necessitate new ways to think about and engage in science communication regarding contentious topics steeped in uncertainty and central to political power struggles. Science communicators need new tools, analytics, and practical insights to cultivate best practices when communicating with a variety of audiences with different ways of knowing and understanding. In three case studies, I explore unique circumstances where in-depth explanations of a social behavior are sought after. Deconstructing Smokey Bear was a retrospective diachronic case study that examined semiotics utilized within the historic wildfire prevention messaging campaign and assessed changes in this messaging over time. Eden was a snapshot explorative case study that investigated the performative aspect of visual storytelling when used to communicate science to diverse audiences. Furthermore, this case study method empowered the researcher to go beyond quantitative statistical results to understand the behavioral conditions through their own perspective as a science communicator and researcher. Reframing Wildfire was a retrospective explanatory case study which gave the researcher access to detailed qualitative accounts often produced in case studies to explore or describe the data in a real-life environment, but also help to explain the complexities of real-life situations which may not be captured through experimental or survey research. In all instances, data was examined within the situation in which the activity took place, allowing for both quantitative and qualitative analyses of the data. Case study research can provide practical insights for science communicators. The need for more effective science communication and dialogue with the public to address the challenges society faces cannot be stressed enough. Communicators need to know how and where to engage diverse audiences on their terms, and to understand the needs of communities of people who may not see themselves represented in science or science policy. This research promotes opportunities for social transformation. Finally, this dissertation research revealed the benefits of collaborative projects between artists, scientists, academics, and policy makers to bridge cultural divides that separate art and science.