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EFFECTIVE
CHEMISTRY
COMMUNICATION
IN INFORMAL
ENVIRONMENTS
This activity was supported by Grant No. 1238273 from the National
Science Foundation. Any opinions, findings, conclusions, or
recommendations expressed in this publication do not necessarily
reflect the views of any organization or agency that provided support
for the project.
Additional copies of this report are available for sale from the
National Academies Press, 500 Fifth Street, NW, Keck 360,
Washington, DC 20001; (800) 624-6242 or (202) 334-3313;
http://www.nap.edu.
Co-Chairs
MARK A. RATNER, NAS, Northwestern University
DAVID A. UCKO, Museums+more LLC
Members
LAWRENCE BELL, Museum of Science, Boston
DIANE BUNCE, The Catholic University of America
JULIA Y. CHAN, University of Texas at Dallas
LUIS ECHEGOYEN, University of Texas at El Paso
JOSEPH S. FRANCISCO, NAS, University of Nebraska–Lincoln
MARY M. KIRCHHOFF, American Chemical Society
BRUCE V. LEWENSTEIN, Cornell University
MICHAEL STIEFF, University of Illinois at Chicago
Academies Staff
KATHRYN J. HUGHES, Project Director, Senior Program Officer,
Board on Chemical Sciences and Technology (until December
2016)
KEEGAN SAWYER, Project Director, Program Officer, Board on Life
Sciences
CAMLY TRAN, Associate Program Officer, Board on Chemical
Sciences and Technology
NATALIE NIELSEN, Board Director, Board on Technology and
Assessment (until January 2014)
TERESA FRYBERGER, Board Director, Board on Chemical Sciences
and Technology
HEIDI SCHWEINGRUBER, Board Director, Board on Science
Education
BOARD ON CHEMICAL SCIENCES AND
TECHNOLOGY
Co-Chairs
DAVID BEM, PPG Industries
DAVID WALT, NAE, Tufts University
Members
HÉCTOR D. ABRUÑA, Cornell University
JOEL C. BARRISH, Bristol-Myers Squibb
MARK A. BARTEAU, NAE, University of Michigan
JOAN BRENNECKE, NAE, University of Notre Dame
MICHELLE V. BUCHANAN, Oak Ridge National Laboratory
DAVID W. CHRISTIANSON, University of Pennsylvania
JENNIFER SINCLAIR CURTIS, University of California, Davis
RICHARD EISENBERG, NAS, University of Rochester
SAMUEL H. GELLMAN, NAS, University of Wisconsin–Madison
SHARON C. GLOTZER, NAS, University of Michigan
MIRIAM E. JOHN, Sandia National Laboratories (retired)
FRANCES S. LIGLER, NAE, University of North Carolina at Chapel
Hill and North Carolina State University
SANDER G. MILLS, Merck Research Laboratories (retired)
JOSEPH B. POWELL, Shell
PETER J. ROSSKY, NAS, Rice University
TIMOTHY SWAGER, NAS, Massachusetts Institute of Technology
Academies Staff
TERESA FRYBERGER, Director
DOUGLAS FRIEDMAN, Senior Program Officer
CAMLY TRAN, Associate Program Officer
CLAIRE BALLWEG, Program Coordinator
BOARD ON SCIENCE EDUCATION
Chair
ADAM GAMORAN, William T. Grant Foundation
Members
GEORGE BOGGS, Palomar College (emeritus)
MELANIE COOPER, Michigan State University
RODOLFO DIRZO, NAS, Stanford University
JACQUELYNNE ECCLES, University of Michigan, Ann Arbor
JOSEPH FRANCISCO, NAS, Department of Chemistry, University of
Nebraska–Lincoln
MARGARET A. HONEY, New York Hall of Science
MATTHEW KREHBIEL, Achieve, Inc.
MICHAEL LACH, University of Chicago Urban Education Institute
LYNN LIBEN, Pennsylvania State University
CATHY MANDUCA, Carleton College
JOHN MATHER, NAS, NASA Goddard Space Flight Center
BRIAN REISER, Northwestern University
MARSHALL “MIKE” SMITH, Carnegie Foundation for the
Advancement of Teaching
ROBERTA TANNER, Loveland High School (retired)
SUZANNE WILSON, University of Connecticut
YU XIE, NAS, Princeton University
Academies Staff
HEIDI SCHWEINGRUBER, Director
KERRY BRENNER, Senior Program Officer
MARGARET HILTON, Senior Program Officer
KENNE DIBNER, Program Officer
AMY STEPHENS, Program Officer
MATTHEW LAMMERS, Program Coordinator
MIRIAM SCHEIBER, Program Assistant
Preface
This report has been reviewed in draft form by individuals chosen for
their diverse perspectives and technical expertise. The purpose of
this independent review is to provide candid and critical comments
that will assist the institution in making its published report as sound
as possible and to ensure that the report meets institutional
standards for objectivity, evidence, and responsiveness to the study
charge. The review comments and draft manuscript remain
confidential to protect the integrity of the process. We wish to thank
the following individuals for their review of this report:
PREFACE
SUMMARY
The Importance of Communicating Chemistry Now
The Basis of This Report
A Framework for Communicating Chemistry
The Guide
Findings and Recommendations
References
1 INTRODUCTION
Study Approach
What Is Chemistry Communication?
Chemists Engaging in Communication
Challenges of Chemistry Communication
Toward Improving Chemistry Communication
Structure of the Report
References
Why Communicate?
What Motivates Chemists?
What Do Chemists Gain?
The Framework for Effective Chemistry Communication
What Does It Mean to Evaluate? And Why Do It?
Using the Framework
Element 1: Set Communication Goals and Outcomes
Appropriate to the Target Participants
Element 2: Identify and Familiarize Yourself with Your
Resources
Element 3: Design the Communication Activity and How It Will
Be Evaluated
Element 4: Communicate!
Element 5: Assess, Reflect, and Follow Up
Concluding Comments
References
APPENDIXES
THE GUIDE
The guide, Communicating Chemistry: A Framework for Sharing
Science, is intended as a practical aid to chemists in designing
effective informal communication activities for nonexpert
participants. It is based on the committee’s five-element framework,
and its explanatory text and examples are geared toward chemists.
The guide leads users through a series of questions to help them
consider what is important for communication. The guide is flexible
enough to accommodate the broad range of activities captured
under the heading of “communicating chemistry.”
REFERENCES
NRC (National Research Council). 2000. How people learn: Brain,
mind, experience, and school: Expanded edition. Washington,
DC: National Academy Press.
NRC. 2009. Learning science in informal environments: People,
places, and pursuits, edited by P. Bell, B. Lewenstein, A.W.
Shouse, and M.A. Feder. Washington, DC: The National
Academies Press.
NRC. 2011. Chemistry in primetime and online: Communicating
chemistry in informal environments: Workshop summary.
Washington, DC: The National Academies Press.
NRC. 2012. Discipline-based education research: Understanding and
improving learning in undergraduate science and engineering,
edited by S.R. Singer, N.R. Nielsen, and H.A. Schweingruber.
Washington, DC: The National Academies Press.
NSF (National Science Foundation). 2014. Advancing informal STEM
learning, program solicitation. Available at
http://www.nsf.gov/pubs/2014/nsf14555/nsf14555.pdf
[accessed September 2014].
PART A
Introduction
The public’s trust in research depends on the honesty, openness, and objectivity of
researchers in communicating their results of research to those outside of the
research community. This responsibility can take time away from research, but
public communication is essential given the pervasive influence of research on the
broader society.
STUDY APPROACH
Given the value and importance of chemistry in addressing societal
challenges and its potential to stimulate wonder and interest about our
world, the National Science Foundation (NSF) asked the National
Academies of Sciences, Engineering, and Medicine (the Academies) to
develop an evidence-based framework to guide chemists’ communication
activities in informal settings. NSF asked the Academies to describe
current efforts to communicate chemistry, to identify effective strategies,
tools, and venues to engage members of the public in chemistry, to
provide case studies of effective approaches, and to characterize a
framework that can be used to evaluate the effectiveness of
communication approaches. (See the Statement of Task in Box 1-1.) NSF
also expressed interest in new tools and interfaces that might improve
and expand chemistry communication.
To carry out the Statement of Task, the committee deliberated on two
key questions: (1) Who are the primary report audiences? (2) What are
the most effective mechanisms, given the study resources, to gather
data?
The committee identified two primary audiences based on the
Statement of Task:
BOX 1-1
Statement of Task
The proposed activity will characterize current efforts to
communicate chemistry in informal settings and draw on existing
research in order to develop a framework for effective
communication. This research will be made useful to individuals and
groups involved in engaging the public with chemistry by linking it to
scientifically based strategies on how best to address naïve mental
models, common misconceptions, and lack of interest in chemistry.
To achieve this goal, this activity will
BOX 1-2
Chemistry in Primetime and Online: Communicating
Chemistry in Informal Environments: Workshop Summary
BOX 1-3
The 2011 International Year of Chemistry
The International Year of Chemistry encouraged chemists and
organizations around the world to engage in outreach with the public
in both formal (classroom) and informal settings. Chemists developed
interactive, entertaining, and education activities that focused on the
theme “Chemistry—our life, our future.”
2015
2014
REFERENCES
Baram-Tsabari, A., and J. Osbourne. 2015. Bridging science education and
science communication research. Journal of Research in Science
Teaching 52(2):135-144.
Bauer, M. 2014. A word from the Editor on the special issue on “Public
Engagement.” Public Understanding of Science 23(3), doi:
10.1177/0963662513518149.
Brossard, D., and B.V. Lewenstein. 2010. A critical appraisal of models of
public understanding of science: Using practice to inform theory. In
Communicating Science: New Agendas in Communication, edited by
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Eddy, R.M. 2000. Chemophobia in the college classroom: Extent, sources,
and student characteristics. Journal of Chemical Education 77(4):514.
Falk, J.H., and L.D. Dierking. 2010. The 95 percent solution: School is not
where most Americans learn most of their science. American Scientist
98(6):486-493.
Fischoff, B. 2013. The sciences of science communication. Proceedings of
the National Academy of Sciences of the United States of America
110(3):14033-14039.
Hartings, M.R., and D. Fahy. 2011. Communicating chemistry for public
engagement. Nature Chemistry 3:674-677, doi: 10.1038/nchem.1094.
InterAcademy Council (IAC) and IAP-The Global Network of Science
Academies. 2012. Responsible conduct in the global research
enterprise: A policy report. Amsterdam: IAC and IAP. Available at
http://www.interacademies.net/file.aspx?id=19789 [accessed March
1, 2016].
Kaiser, D., J. Durant, T. Levenson, P. Linett, and B. Wiehe. 2013. The
evolving culture of science engagement. Report of findings:
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and Culture Kettle.
Leshner, A.I. 2003. Public engagement with science. Science
299(5609):977, doi: 10.1126/science.299.5609.977.
Milkman, K., and J. Berger. 2014. The science of sharing and the sharing
of science. Proceedings of the National Academy of Sciences of the
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NRC (National Research Council). 2009. Learning science in informal
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NRC. 2011. Chemistry in primetime and online: Communicating chemistry
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NSF (National Science Foundation). 2013. Proposal and Award Policies
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RSC (Royal Society of Chemistry). 2015. Public Attitudes to Chemistry.
Research Report. Available at http://www.rsc.org/globalassets/04-
campaigning-outreach/campaigning/public-attitudes-to-
chemistry/publicattitudes-to-chemistry-research-report.pdf?id=8495
[accessed January 24, 2016].
Scheufele, D. 2013. Communicating science in social settings. Proceedings
of the National Academy of Sciences of the United States of America
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Zare, R.N. 1996. Where’s the chemistry in science museums? Journal of
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__________________
1 A chemist is defined as any professional who works in chemistry-related activities,
including but not limited to research, analysis, manufacturing, engineering, education,
and science policy.
2 The landscape study and white paper can be accessed through the report webpage:
www.nap.edu/catalog/21790.
3 See http://www.nap.edu/catalog/13106 [accessed February 2016] for more
information.
4 See http://www.wired.com/category/elemental [accessed September 8, 2015] for
more information.
5 Public Understanding of Science special issue: Public engagement in science.
http://pus.sagepub.com/content/23/1.toc [accessed June 12, 2015].
CHAPTER TWO
I.