A view from the exhibit floor... Science story telling

Abstract

Transforming scientific information into accessible and easily understandable knowledge for the public has become important and often necessary for many scientists. Unfortunately we frequently draw our approach to communicating science from the impersonal, formal, method-results-conclusion structure and process detail of journal papers. However, we are a storytelling species and the journal format of communicating science does not engage or inspire the public. Effective science communication must use a variety of tools to engage people as active participants in the communication, not just passive recipients of information. Through a case study of a genomics-themed object theatre designed by Science North (a science centre in Sudbury, ON), we propose a new framework: the “Science Communication Pyramid”. This framework takes into consideration the way people learn and the principles of good design to deliver science to public audiences with impact, relevance and effectiveness. The engagement tools proposed in the framework include appealing to people’s personal interests, motivation, previous knowledge, familiarity and emotions. Metaphors and analogies are presented as powerful frames for understanding complex ideas and information. Counter-intuitive and surprising concepts will help pique interest while effective show design maintains an audience’s engagement throughout the presentation. We suggest that the same tools used to communicate challenging and difficult science in a multimedia theatre experience can help scientists effectively craft their communication to public audiences