For people, it’s more about what the science will be used for, not the actual science itself. The feeling of hope around science is created from what science can do and what problems it can solve.
Early in his doctoral studies, Todd Newman noticed a gap between people’s attitudes and their behaviors. This recognition caused him to take a broader look at science communication. He began to see that communication could be a tool for shaping actions in a way that is socially, environmentally, and economically responsible. Now an assistant professor in the Department of Life Sciences Communication, Newman sees an opportunity for science communication to benefit from the marketing concept of branding. He believes that accurate and effective science communication is vital because communication affects how people feel about science, policies, and technologies — and how likely they are to support them.
Read more: go.wisc.edu/639t36