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  1. Popularisation of Science Challenges and rewards in science communication Nina Kristiansen, forskning.noNovember 2011

  2. Online newspaperonscience Started in 2002 Owned by 72 researchinstitutions Editorial staff in Oslo,plusmembers’ contributions Norwegian and internationalscience All fields of research News, background,blog, debate Editorialfreedom

  3. 72”editorial rooms” Half of thearticlescome from ourmembers. forskning.no assumeseditorialresponsibility, decideaboutpublicaton and editthearticles. The articles from ourmembersgiveus a broad og goodcoverage of Norwegianresearch. The other half of thearticles are written by 10 journalists in forskning.no. Agderforskning Atferdssenteret Bioforsk Christian Michelsen Research Det teologiske Menighetsfakultetet Fafo Finansmarkedsfondet Fiskeri- og havbruksnæringens forskningsfond Forskningsetiske komiteer Handelshøyskolen BI Havforskningsinstituttet Høgskolen i Akershus Høgskolen i Bergen Høgskolen i Bodø Høgskolen i Gjøvik Høgskolen i Lillehammer Høgskolen i Nord-Trøndelag Høgskolen i Oslo Høgskolen i Vestfold Institutt for samfunnsforskning International Research Institute of Stavanger (IRIS) KILDEN Informasjonssenter for kjønnsforskning NOVA NTNU Polarmiljøsenteret Politihøgskolen RBUP Øst og Sør Senter for internasjonalisering av høgre utdanning Simula Research Laboratory Standard Norge Statens institutt for rusmiddelforskning – SIRUS Statens kartverk Statistisk sentralbyrå Trøndelag Forskning og Utvikling Universitetet for miljø- og biovitenskap Universitetet i Agder Universitetet i Bergen Universitetet i Oslo Universitetet i Stavanger Universitetet i Tromsø Universitetssenteret på Kjeller Universitetssenteret på Svalbard (UNIS) Veterinærinstituttet • Kreftforeningen • Nasjonalt kunnskapssenter for helsetjenesten • NIFES • NILU - Norsk institutt for luftforskning • Nofima • NordForsk/NICe • Nordlandsforskning • Norges forskningsråd • Norges geologiske undersøkelse • Norges Geotekniske Institutt • Norges Handelshøyskole • Norges idrettshøgskole • Norges musikkhøgskole • Norges Tekniske Vitenskapsakademi (NTVA) • Norges veterinærhøgskole • Norsk institutt for skog og landskap • Norsk Polarinstitutt • Norsk Regnesentral • Norsk Romsenter • Norsk Utenrikspolitisk Institutt • Norut

  4. Readers • 350.000 uniquevisits per month • 200.000 unique visitors per month • From 27 to 50 percentdailyreaders (07-10) • Visibility in other media • 33 % increase in quotations from2008 to2010 • forskning.no as inspirations • Cooperation: Aftenposten, Nationen, (NRK), videnskab.dk, RadioNorge

  5. Who are thereaders? • More men thanwomen • Readers in all ages • 5 percent are young (under 19) • Readers from all parts of Norway • 80 percent have highereducation • Researchers, students, journalists, teachers, public servants / private businesses • forskning.no is a spare time activity • Looking for news, butalsospecifictopics • Are satisfied: quality, credibility, useful • Do not readaboutscienceoninstitutionalwebsites

  6. Differentinterests • Men saythey are mostlyinterested in naturalsciences • Womensaytheyreadmostlyaboutculture and socialsciences • But all readabouthealth • Women of all ages do not readaboutnaturalsciences • Young womenread as muchabouttechnology as men.

  7. The sources • Researchers are satisfiedwithhowtheirresearchwaspresented, and a majoritywascontacted by other media afterthearticlewaspublishedon forskning.no. • Researcherscanalsowrite at forskning.no – in selectedcolumns

  8. Differentinterests

  9. The researchers • Wanttheir studies to be presented in depth • (Preferablyon a full page in Aftenposten orSånn er livet / Verdt å vite in NRK). • (With all references.) • Motives: • Bring attention to a topic • Social duty • To give back to informants / patients • More money • Honour and glory

  10. The researchinstitutions • Social duty • Results back to informants / patientgroups • Honour and glory / academicrecognition • Research communication as marketing of institution / program to government, financingsources, otherinstitutions and private business.

  11. The journalist • Wants a good story fast from a easytalking scientist whodoesn’temphasisedetails and whodears talk outsideownfield of research.

  12. Research presented Godsaker The Implementation of PMTO in Norway: An Examination of Collective Efficacy, Therapist Clustering and Organizational Social Context Ny teknologi, gamle forestillinger. Kloning og kunstige mennesker i Shelleys Frankenstein, Goethes Faust II og Huxleys Brave New World Velg én Maks to

  13. Think like a journalist • News - unusual, deviation from theexpected • Currentinterest • Important: matters to many • Conflict: disagrement, crisis, competition • Strange • Closeness: personal, geography

  14. Concideryourownpreferences • EU research – experiences • EU research – trends and development • The e-mailyou must not send • Praisegetsyouhigh • The cursedresearchdirector

  15. Most important • Give it all at thetop • Newer more thanthreetopics • Use cases from ownresearch as examples • Usechannelsyou are comfortablewith • Communicatewithreaders – not colleguaes • Stop • The journalist is noexpert • The journalist has not readyour book / articles • Science journalists are kind • Checkquotes, but be generous

  16. Forget: • Reservations / limitations • Emphasisonown modest role • Tables / statistics • More numbersthan 3 • All references to otherpeople • The theoretical basis for yourwork • Partners • Financingsources • Bragging of owninstitution • Prizes, jubilees, starts, newbuildings

  17. Satisfy all! • Factboxes • More informationbelow • Links to more information • Link to publication • References

  18. In forskning.no • Welook for thegood story • Writenews • Cooperatewiththeresearcher • Simplify, but not banalize • Useexamples and pictures • Focusonreader

  19. Articles • News: theresult • Contribution to debate • Research process • Background • Feature • Curiosity • Entertainment

  20. Blog • Topic: research • Dutch treat (onetext per day) • Allowacademic format • 50 bloggers (11 groups) • Stig Slørdahl: 27.000 readers in 8 months

  21. Pain is temporary Glory is forever!