Background
“Almost every day of my life on the front line between science and the media there are things I wish I could change. Now I get to lead a group which has a real opportunity to make some of those changes.
‘Having said that, the starting point of this group will not be to ‘fix’ the media so don’t expect any new guidelines for journalists reporting on science or nostalgic calls for a return to the days of public service broadcasting. The starting point for this group will be to build on the cultural changes over recent years which have seen a huge increase in the number of scientists engaging with the media and an enhanced status for science journalists within most media organisations.
‘I’m determined that our Action Plan will be forward looking and inspiring and have both scientific and media institutions queuing up to get a piece of the action.”
Fiona Fox, Director, Science Media Centre
The Science and the Media Expert Group will develop an Action Plan, in discussion with Government and other stakeholders in response to the Science and Society consultation to:
- help equip the media with skills to promote effective responsible reporting on science
- develop ways to encourage more members of the science community to act as intermediaries with the media
- explore the possibilities for an expansion of the role and remit of the Science Media Centre
- work with lead departments and regulators to boost high quality science programming, targeted at a variety of audiences across a range of communication channels
- build on the Science:[So what? So everything] campaign to promote a better/appropriate reflection/representation of scientists in the media
Skills of the Media
The media play an important role in informing the public about major scientific developments and breakthroughs. Research has shown (see Public Attitudes to Science 2008) that there is a consistent desire from the public to be informed of advances in science at an early stage. However, more traditional forms of media communication via television and specialist science magazines are less likely to reach those not already interested in science, young people and those from lower socio-economic groups (C2DE). It is recognised that the quality of reporting by science correspondents has improved in recent years. The barrier that remains appears to be science reporting by other correspondents.
Science is a vital part of UK culture. Fifty years ago, in 1959, C.P. Snow delivered his influential Rede Lecture “The Two Cultures” which argued that a breakdown of communication between the two cultures of modern society – the sciences and arts – was stifling the Nation’s ability to tackle the world’s problems. This term continues today as many historians and scientists mark the 50th anniversary of this lecture with debate and discussion about whether a schism still exists and what can and should be done about it.
Science reporting and programme making should support and increase the public’s awareness of science and its relevance to their lives. The Science and the Media Expert Group will work with journalism schools and accrediting bodies to improve the scientific literacy of mainstream journalists and raise the profile of science. Increasing the awareness of scientific concepts amongst mainstream journalists should lead to an increase in the reporting of science developments in the mainstream press and encourage debate and discussion.
More Partnerships
Whilst the Expert Group will explore the potential for the media to respond to the needs of scientists and the public, there is a growing need for scientists to recognise the vital role they have in providing information, expert opinion, comment and / or advice to journalists and broadcasters to inform news and programme making. Building on the good work already being done in this largely responsive model of interaction, the Expert Group will encourage more strategic partnerships between members of the science community, the media and the public. Developing such partnerships should build a greater understanding of the different skill sets and working practices of each group and find ways to increase trust and improved collaborative working.
The Science Media Centre
It was recognised in the consultation that the Science Media Centre (SMC) has undoubtedly made an important contribution to improving communication between scientists and journalists. However, research suggests that science reporting is still less connected to some groups in society, particularly women and those in particular socio-economic groups. The SMC currently works very well with the media’s science specialists and on those stories which require rapid reaction or are the subject of potential controversy. The Expert Group will explore with SMC the extent to which it currently covers all the areas of research in the broad definition of science, e.g. economics and social research. The Expert Group will work with the SMC, its funders and the wider science and media communities to establish whether there is a need for other partnerships with a wider range of publishers, magazine editors and journalists to build on the good work to date and translate the success into other sectors.
Science Programming
The quality of science programming and science content in other programming remains an important indicator of engagement with science by society. The majority of adults responding to the Public Attitudes to Science Survey in 2008 stated that television documentaries were still their major source of science information. There is, however, a perception that the extent and quality of TV programming has declined and that existing programmes may not be reaching all the target audiences, e.g. young people and those not already interested in science. The Expert Group will work with the broadcast media, policy leads and regulators to boost high quality science programming, targeted at a variety of audiences across a range of communication channels.
Additionally, technology is already affecting and changing the role of the media. As information becomes more freely available, there is an expectation that the influence of television may decline [Ofcom ref]. Scientists and broadcasters will need to make better use of online and new social media to complement conventional programming and increase their audience range. The Expert Group will explore the extent to which these media are accessible to the UK population and will input to emerging policy on Digital Britain.
Science Image
The consultation showed that there is still a lingering perception that science sometimes suffers from a stereotypical media image of white coats and geeks. Much has been done to improve this, particularly in programming for children but also in the way that scientists are portrayed in their diverse working environments, not always a laboratory. The Expert Group will explore the extent to which this perception is recognised by the science, media and public communities and the extent to which existing activities are demystifying it. Presentation of an up-to-date, accurate and inspiring view of the people, their work and career opportunities should inspire a new generation to become scientists and engineers. In particular, the Expert Group will build on the Science: [So what? So everything] campaign, which is already beginning to present a different reflection of scientists in the media.
