I want to share the great article on LSE by Anna Toomey on “Facts Don’t Change Minds – Social Networks, Group Dialogue, and Stories Do”, based upon the author’s article Why facts don’t change minds: Insights from cognitive science for the improved communication of conservation research, published in Biological Conservation.
On the surface, these approaches make sense. We seek to broadcast our messages to as wide an audience as possible – after all, these are global issues we are facing.
It is counterintuitive (and not a little ironic) that by “sticking to the facts,” we ignore a wealth of evidence on effective science communication.
In our zeal to communicate the evidence of science, we neglect the evidence of science communication.
So if “sticking to the facts” doesn’t work, what does?
1. Tap into the power of group intelligence
2. Tell stories and evoke emotion
3. Change behaviours, not minds
4. Use social networks rather than national media platforms
There is often a presumption amongst scientists that communicating the evidence on a given issue is on its own persuasive enough to change minds. Thinking in this way itself ignores evidence from other fields of research and presents four ways by which researchers can engage with findings from the social sciences to better communicate their work.
(A) Facts change minds,
(B) Scientific literacy will lead to enhanced research uptake,
(C) Individual attitude change will shift collective behaviors, and
(D) Broad dissemination is best.
Four alternative insights that can support effective science communication and impact:
(E) Engage the social mind for optimal decision-making,
(F) Understand the power of values, emotions, and experience in swaying minds,
(G) Change collective behavior, and
(H) Tap into social connectivity for the biggest impact.
Conclusion:
This article may
not change
your mind
Surtil : 