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Watch in slide show mode to observe (modest) animation. comments questions: dan.kahan@yale

Watch in slide show mode to observe (modest) animation. comments questions: dan.kahan@yale.edu papers,etc : www.culturalcognition.net. www.culturalcognition.net. Thinking Scientifically About Science Communication. Thinking scientifically about science communication:.

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Watch in slide show mode to observe (modest) animation. comments questions: dan.kahan@yale

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  1. Watch in slide show mode to observe (modest) animation. comments questions: dan.kahan@yale.edu papers,etc: www.culturalcognition.net

  2. www.culturalcognition.net Thinking Scientifically About Science Communication

  3. Thinking scientifically about science communication: What am I talking about? Three studies Four principles  • Perceptions of scientific consensus • HPV vaccine risk perceptions • Geoengineering & the communication environment • Science communication is a science • “Science communication” isn’t one thing (try five) • “Ask not what science communication can do for you…” • Science communication is a public good

  4. Scientific Consensus: Study Design • Sample • Survey Component • Experimental Component • 1,500 US adults, nationally representative on-line panel • Cultural worldviews • Demographic characteristics • Perceptions of scientific consensus on culturally contested issues that • are subject of NAS “expert consensus” reports: global warming, nuclear waste disposal, “concealed carry” laws • Perception of expertise of university faculty/NAS members, manipulating positions global warming, nuclear waste disposal, “concealed carry” laws

  5. Scientific Consensus: Study Design • Sample • Survey Component • Experimental Component • 1,500 US adults, nationally representative on-line panel • Cultural worldviews • Demographic characteristics • Perceptions of scientific consensus on culturally contested issues that • are subject of NAS “expert consensus” reports: global warming, nuclear waste disposal, “concealed carry” laws • Perception of expertise of university faculty/NAS members, manipulating positions global warming, nuclear waste disposal, “concealed carry” laws

  6. Scientific Consensus: Study Design • Sample • Survey Component • Experimental Component • 1,500 US adults, nationally representative on-line panel • Cultural worldviews • Demographic characteristics • Perceptions of scientific consensus on culturally contested issues that • are subject of NAS “expert consensus” reports: global warming, nuclear waste disposal, “concealed carry” laws • Perception of expertise of university faculty/NAS members, manipulating positions global warming, nuclear waste disposal, “concealed carry” laws

  7. Scientific Consensus: Study Design • Sample • Survey Component • Experimental Component • 1,500 US adults, nationally representative on-line panel • Cultural worldviews • Demographic characteristics • Perceptions of scientific consensus on culturally contested issues that • are subject of NAS “expert consensus” reports: global warming, nuclear waste disposal, “concealed carry” laws • Perception of expertise of university faculty/NAS members, manipulating positions global warming, nuclear waste disposal, “concealed carry” laws

  8. Mary Douglas’s “Group-Grid” Worldview Scheme Risk Perception Key: Low Risk High Risk Hierarchist Climate Change Nuclear Power Abortion Environmental Risk Guns/Gun Control Child-welfare, gay-lesbian adoption Individualist Communitarian Climate Change Nuclear Power Abortion Environmental Risk Child-welfare, gay-lesbian adoption Guns/Gun Control Egalitarian

  9. Mary Douglas’s “Group-Grid” Worldview Scheme Risk Perception Key: Low Risk High Risk Hierarchist Climate Change Nuclear Power Guns/Gun Control Individualist Communitarian Climate Change Nuclear Power Guns/Gun Control Egalitarian

  10. “What is the position of expert scientists?” How much more likely to believe 4x 4x Global temperatures are increasing. 12x 3x 6x Human activity is causing global warming. 5x 2x Radioactive wastes from nuclear power can be safely disposed of in deep underground storage facilities. 2x = = 5x Permitting adults without criminal records or histories of mental illness to carry concealed handguns in public decreases violent crime. 4x = =

  11. “What is the position of expert scientists?” How much more likely to believe 57% 4x 4x Global temperatures are increasing. 12x 3x 6x Human activity is causing global warming. 5x 2x Radioactive wastes from nuclear power can be safely disposed of in deep underground storage facilities. 2x = = 5x Permitting adults without criminal records or histories of mental illness to carry concealed handguns in public decreases violent crime. 4x = =

  12. “What is the position of expert scientists?” How much more likely to believe 57% 4x 4x Global temperatures are increasing. 12x 3x 6x Human activity is causing global warming. 5x 2x Radioactive wastes from nuclear power can be safely disposed of in deep underground storage facilities. 2x 2x = = 5x Permitting adults without criminal records or histories of mental illness to carry concealed handguns in public decreases violent crime. 4x = =

  13. “What is the position of expert scientists?” How much more likely to believe 57% 4x 4x Global temperatures are increasing. 12x 3x 6x Human activity is causing global warming. 5x 2x Radioactive wastes from nuclear power can be safely disposed of in deep underground storage facilities. 2x 2x = = 5x Permitting adults without criminal records or histories of mental illness to carry concealed handguns in public decreases violent crime. 4x = =

  14. Scientific Consensus: Study Design • Sample • Survey Component • Experimental Component • 1,500 US adults, nationally representative on-line panel • Cultural worldviews • Demographic characteristics • Perceptions of scientific consensus on culturally contested issues that • are subject of NAS “expert consensus” reports: global warming, nuclear waste disposal, “concealed carry” laws • Perception of expertise of university faculty/NAS members, manipulating positions global warming, nuclear waste disposal, “concealed carry” laws

  15. Source: Kahan, D.M., Jenkins-Smith, H. & Braman, D. Cultural Cognition of Scientific Consensus. J. Risk Res. 14, 147-74(2011).

  16. Climate Change High Risk (science conclusive) Low Risk (science inconclusive)

  17. Geologic Isolation of Nuclear Wastes High Risk (not safe) Low Risk (safe)

  18. Concealed Carry Laws High Risk (Increase crime) Low Risk (Decrease Crime)

  19. Featured scientist is a knowledgeable and credible expert on ... Egalitarian Communitarian More Likely to Agree Hierarchical Individualist More Likely to Agree Pct. Point Difference in Likelihood of Selecting Response 60% 40% 20% 0 20% 40% 60% 54% Climate Change 72% 22% Nuclear Power 31% 58% Concealed Carry 61% N = 1,500. Derived from ordered-logit regression analysis, controlling for demographic and political affiliation/ideology variables. Culture variables set 1 SD from mean on culture scales. CIs reflect 0.95 level of confidence

  20. “What is the position of expert scientists?” How much more likely to believe 57% 4x 4x Global temperatures are increasing. 12x 3x 6x Human activity is causing global warming. 5x 2x Radioactive wastes from nuclear power can be safely disposed of in deep underground storage facilities. 2x 2x = = 5x Permitting adults without criminal records or histories of mental illness to carry concealed handguns in public decreases violent crime. 4x = =

  21. Source: Kahan, D.M., Jenkins-Smith, H. & Braman, D. Cultural Cognition of Scientific Consensus. J. Risk Res. 14, 147-74(2011).

  22. “What is the position of expert scientists?” How much more likely to believe 57% 4x 4x Global temperatures are increasing. 12x 3x 6x Human activity is causing global warming. 5x 2x Radioactive wastes from nuclear power can be safely disposed of in deep underground storage facilities. 2x 2x = = 5x Permitting adults without criminal records or histories of mental illness to carry concealed handguns in public decreases violent crime. 4x = =

  23. Thinking scientifically about science communication: What am I talking about? Three studies Four principles  • Perceptions of scientific consensus • HPV vaccine risk perceptions • Geoengineering & the communication environment • Science communication is a science • “Science communication” isn’t one thing (try five) • “Ask not what science communication can do for you…” • Science communication is a public good

  24. Thinking scientifically about science communication: What am I talking about? Three studies Four principles  • Perceptions of scientific consensus • HPV vaccine risk perceptions • Geoengineering & the communication environment • Science communication is a science • “Science communication” isn’t one thing (try five) • “Ask not what science communication can do for you…” • Science communication is a public good

  25. HPV-Vaccine Risk Perception: Study Design • Sample • Cultural Worldviews • HPV-Vaccine Risk Perceptions • Conditions • 1,500 adults drawn from nationally representative on-line panel • Hierarchy-egalitarianism • Individualism-communitarianism • 5 individual risk/benefit items • Risk overall, benefit overall • Combined into reliable 4-pt “risk scale” • No-argument (n = 250) • Balanced Arguments (n = 250) • Arguments plus advocates (n = 1,022)

  26. HPV-Vaccine Risk Perception: Study Design • Sample • Cultural Worldviews • HPV-Vaccine Risk Perceptions • Conditions • 1,500 adults drawn from nationally representative on-line panel • Hierarchy-egalitarianism • Individualism-communitarianism • 5 individual risk/benefit items • Risk overall, benefit overall • Combined into reliable 4-pt “risk scale” • No-argument (n = 250) • Balanced Arguments (n = 250) • Arguments plus advocates (n = 1,022)

  27. HPV-Vaccine Risk Perception: Study Design • Sample • Cultural Worldviews • HPV-Vaccine Risk Perceptions • Conditions • 1,500 adults drawn from nationally representative on-line panel • Hierarchy-egalitarianism • Individualism-communitarianism • 5 individual risk/benefit items • Risk overall, benefit overall • Combined into reliable 4-pt “risk scale” • No-argument (n = 250) • Balanced Arguments (n = 250) • Arguments plus advocates (n = 1,022)

  28. HPV-Vaccine Risk Perception: Study Design • Sample • Cultural Worldviews • HPV-Vaccine Risk Perceptions • Conditions • 1,500 adults drawn from nationally representative on-line panel • Hierarchy-egalitarianism • Individualism-communitarianism • 5 individual risk/benefit items • Risk overall, benefit overall • Combined into reliable 4-pt “risk scale” • No-argument (n = 250) • Balanced Arguments (n = 250) • Arguments plus advocates (n = 1,022)

  29. Mary Douglas’s “Group-Grid” Worldview Scheme Hierarchist Risk high, benefits low Individualist Communitarian Benefits high, risks low Egalitarian

  30. HPV-Vaccine Risk Perception: Study Design • Sample • Cultural Worldviews • HPV-Vaccine Risk Perceptions • Conditions • 1,500 adults drawn from nationally representative on-line panel • Hierarchy-egalitarianism • Individualism-communitarianism • 5 individual risk/benefit items • Risk overall, benefit overall • Combined into reliable 4-pt “risk scale” • No-argument (n = 250) • Balanced Arguments (n = 250) • Arguments plus advocates (n = 1,022)

  31. HPV-Vaccine Risk Perception: Study Design • Sample • Cultural Worldviews • HPV-Vaccine Risk Perceptions • Conditions • 1,500 adults drawn from nationally representative on-line panel • Hierarchy-egalitarianism • Individualism-communitarianism • 5 individual risk/benefit items • Risk overall, benefit overall • Combined into reliable 4-pt “risk scale” • No-argument (n = 250) • Balanced Arguments (n = 250) • Arguments plus advocates (n = 1,022)

  32. “The HPV vaccine is safe for use among young girls...” Pct. Agree BalancedArgument No Argument

  33. “The HPV vaccine is safe for use among young girls...” Pct. Agree BalancedArgument No Argument

  34. HPV-Vaccine Risk Perception: Study Design • Sample • Cultural Worldviews • HPV-Vaccine Risk Perceptions • Conditions • 1,500 adults drawn from nationally representative on-line panel • Hierarchy-egalitarianism • Individualism-communitarianism • 5 individual risk/benefit items • Risk overall, benefit overall • Combined into reliable 4-pt “risk scale” • No-argument (n = 250) • Balanced Arguments (n = 250) • Arguments plus advocates (n = 1,022)

  35. HPV-Vaccine Risk Perception: Study Design • Sample • Cultural Worldviews • HPV-Vaccine Risk Perceptions • Conditions • 1,500 adults drawn from nationally representative on-line panel • Hierarchy-egalitarianism • Individualism-communitarianism • 5 individual risk/benefit items • Risk overall, benefit overall • Combined into reliable 4-pt “risk scale” • No-argument (n = 250) • Balanced Arguments (n = 250) • Arguments plus advocates (n = 1,022)

  36. Culturally Identifiable Experts Hierarchy Communitarianism Individualism Egalitarianism Source: Kahan, D.M., Braman, D., Cohen, G.L., Gastil, J. & Slovic, P. Who Fears the HPV Vaccine, Who Doesn't, and Why? An Experimental Study of the Mechanisms of Cultural Cognition. L. & Human Behavior 34, 501-516 (2010).

  37. “The HPV vaccine is safe for use among young girls...” Pct. Agree Expected Argument/Advocate Alignment BalancedArgument No Argument

  38. “The HPV vaccine is safe for use among young girls...” Pct. Agree Unexpected Argument/Advocate Alignment Expected Argument/Advocate Alignment BalancedArgument No Argument

  39. “The HPV vaccine is safe for use among young girls...” Pct. Agree Unexpected Argument/Advocate Alignment Expected Argument/Advocate Alignment BalancedArgument No Argument

  40. Culturally Identifiable Experts Hierarchy Communitarianism Individualism Egalitarianism Source: Kahan, D.M., Braman, D., Cohen, G.L., Gastil, J. & Slovic, P. Who Fears the HPV Vaccine, Who Doesn't, and Why? An Experimental Study of the Mechanisms of Cultural Cognition. L. & Human Behavior 34, 501-516 (2010).

  41. Culturally Identifiable Experts Hierarchy Communitarianism Individualism Egalitarianism Source: Kahan, D.M., Braman, D., Cohen, G.L., Gastil, J. & Slovic, P. Who Fears the HPV Vaccine, Who Doesn't, and Why? An Experimental Study of the Mechanisms of Cultural Cognition. L. & Human Behavior 34, 501-516 (2010).

  42. Culturally Identifiable Experts Hierarchy Communitarianism Individualism Egalitarianism Source: Kahan, D.M., Braman, D., Cohen, G.L., Gastil, J. & Slovic, P. Who Fears the HPV Vaccine, Who Doesn't, and Why? An Experimental Study of the Mechanisms of Cultural Cognition. L. & Human Behavior 34, 501-516 (2010).

  43. “The HPV vaccine is safe for use among young girls...” Pct. Agree Pluralistic Argument Environment Unexpected Argument/Advocate Alignment Expected Argument/Advocate Alignment BalancedArgument No Argument

  44. “The HPV vaccine is safe for use among young girls...” Pct. Agree Pluralistic Argument Environment Unexpected Argument/Advocate Alignment Expected Argument/Advocate Alignment BalancedArgument No Argument

  45. “The HPV vaccine is safe for use among young girls...” Pct. Agree Pluralistic Argument Environment Unexpected Argument/Advocate Alignment Expected Argument/Advocate Alignment BalancedArgument No Argument

  46. Thinking scientifically about science communication: What am I talking about? Three studies Four principles  • Perceptions of scientific consensus • HPV vaccine risk perceptions • Geoengineering & the communication environment • Science communication is a science • “Science communication” isn’t one thing (try five) • “Ask not what science communication can do for you…” • Science communication is a public good

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