Rethinking the Translation and Dissemination Paradigm:Insights from Science Communication Research for Health Services Experts

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Matthew C. NisbetAssociate ProfessorSchool of CommunicationAmerican University Washington D.C.

AcademyHealth Workshop

Washington, DC 4.28.14

The Popularization and Dissemination Model

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Engages attentive “issue public” who can

comment, share, and repurpose.

Can reach through incidental exposure non-

attentive, broader publics.

Can shape the decisions and thinking of

policymakers, journalists and funders.

For experts, can build personal brand, increase

citation impact, influence scientific peers, and

develop skills and experience.

More Knowledge = More Disagreement?

@MCNisbetNisbet, M.C. & Markowitz, E. (2014). Understanding Public Opinion in Debates Over Biomedical Research: Looking Beyond

Partisanship to Focus on Beliefs about Science and Society. PLoS ONE 9(2): e88473.

Framing and the Shift in Support for Health Care Reform

Competing Arguments and Polarized Views

@MCNisbetHenderson, M, Hillygus, DS (2011) The dynamics of health care opinion, 2008 - 2010: partisanship, self-interest, and racial

resentment. Journ health politics, policy and law: 945-60.

Telling More Engaging Stories

Audience Segmentation and Framing Research

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Telling More Engaging Stories

Audience Segmentation and Framing Research

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Audience Segmentation and Public Perceptions

@MCNisbetEdward Maibach

In Depth Interviews w/ 70 subjects by Segment

@MCNisbetMaibach, E., Nisbet, M.C. et al. (2010). BMC Public Health 10: 299.

Segment 4-6:

Sentence Specific Reaction to Essay

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O1 O2 O3 O4 O5 T1 T2 T3 T4 T5 T6 T7 B1 B2 B3 B4 C1 C2

DISENGAGED DOUBTFUL

DISMISSIVE POPULATION

Maibach, E., Nisbet, M.C. et al. (2010). BMC Public Health 10: 299.

Provoking Anger Across Audience Segments:

Identifying Boomerang Effects

@MCNisbetMyers, T., Nisbet, M.C., Maibach, E.W., & Leiserowitz, A. (2012). Climatic Change.

Cultural Cognitions and Worldviews

Policy Options and Social Identity Matters

@MCNisbethttp://www.culturalcognition.net/

Expert Organizations as Honest Brokers:

Expanding the Policy Options Considered

@MCNisbetPielke, R. (2007). The Honest Broker: Making Sense of Science in Policy and Politics. New York:

Cambridge University Press.

Public Engagement and Dialogue Model:

Deliberative Forums, Public Meetings, Digital News Forums

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Seeks to “democratize” the governance of complex policy decisions and choices.

Can enhance civic capacity of regions, creating opportunities to debate and collaborate.

Can increase participant trust and knowledge, soften group differences and polarization.

Informs policy options, adapts knowledge to localized contexts or specialized cases.

Questions regarding representativeness and reach, giving visibility to minority views, or criticized as just another “public relations” strategy.

Worldwide Views on Biodiversity

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www.ClimateShiftProject.org

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