EP 49. Transfer of knowledge from the scientific community to the broad public concerning deep brain stimulation

Abstract

Question Mainstream media influence general public perception of DBS as a therapy and as a research field. The image formed by the media eventually impacts health policies and resource allocations. This paper aims at defining which factors play a part in shaping the public image of DBS and how the transfer of knowledge operates. Method Discourse analysis of German mainstream print media and qualitative interviews with DBS researchers and communication professionals. Results Journalistic texts end up far from the experts’ propositions. The transformation of research contents into a journalistic story corresponds to the formal and cultural needs of mainstream journalistic publication, but also make a transfer of knowledge possible altogether. This transfer of knowledge is more often than not accompanied by an emotional background that relies on cultural codes and history. In the case of DBS, this involves amongst other things a complex entanglement of pop-cultural elements, going from lobotomy and ECT to a miraculous notion of a mechanical cure “at the push of a button”. Both misconceptions, due to extreme suspicion or exaggerated hope, eventually harm the image of DBS. Conclusion Medical research needs communication professionals to tend to its image, especially in a field involving neuromodulation and neurosurgery. An appropriate chain of work, with medical researchers, press offices and science journalists operating hand in hand, necessitates trust in each professional’s competence in his or her own field of expertise. The processes behind a successful transfer of knowledge need time and attention, which are scarce resources. Nevertheless, if the public and political impact of communication is judged to be of sufficient importance, costs and efforts must be assumed.