Under the Microscope / Dr William Reville:Governments in European countries are now convinced that scientific discoveries and their practical applications are very important for economic development and social advancement. Europe has set an ambitious goal to make the EU the most competitive and dynamic knowledge-based economy in the world. Decision makers are therefore very interested in the impact that research and innovation make on the everyday experience of the EU citizen.
There is an obvious need for communication with the public regarding scientific research and decision makers hope media communication will foster public support and understanding regarding the need to build a knowledge-based society, encourage investment in research and attract young people into science.
The European Commission regularly carries out polls to investigate how better to involve citizens in science and innovation. A recently published Eurobarometer poll entitled Scientific Research in the Media, carried out in April/May 2007, explores what the media can do to further this goal. The survey can be downloaded at http://tinyurl.com/2mrmtt.
The survey first looked at the level of public interest in scientific research. It next looked at citizens' evaluations of how scientific research is presented in the media, and lastly it explored citizens' expectations and preferences about the media's treatment of scientific research.
Responders were first asked "Which of the following news related issues are you most interested in?", and were allowed pick a maximum of three answers. Forty per cent picked sports, 35 per cent entertainment and celebrities, 34 per cent politics, 32 per cent arts and culture, 31 per cent scientific research, 28 per cent economy, 5 per cent other, and 3 per cent didn't know (DK).
Results were also reported for individual countries. The percentage figures for Ireland were sport 54 per cent (the highest of all EU countries), entertainment/celebrities 42 per cent, politics 29 per cent, arts/culture 25 per cent, scientific research 19 per cent, economy 30 per cent, other 7 per cent, DK 4 per cent. Ireland is quite low at 19 per cent for scientific research compared to the EU average of 31 per cent. Overall, 57 per cent of EU citizens say they are interested in scientific research, but 43 per cent are indifferent towards it.
EU citizens were then asked "More specifically, are you most interested in news related to scientific research in the field of. . . ?", and were allowed a maximum of two answers. Sixty two per cent opted for medicine, 43 per cent environment, 19 per cent energy, 17 per cent information technology, 16 per cent biology, 14 per cent space, 11 per cent telecommunications, 1 per cent other, 1 per cent DK. The figures for Ireland were similar.
TV is the most popular medium for scientific information. Sixty-one per cent of EU citizens report that they watch TV science programmes regularly or occasionally. But, I am glad to report (phew!), newspapers and magazines are also popular - 49 per cent of EU citizens read science articles regularly or occasionally in newspapers and magazines. Twenty-six per cent listen to radio science programmes regularly or occasionally and 28 per cent look up scientific information on the internet.
EU citizens generally are satisfied with how the media reports scientific research and consider that it is accorded sufficient importance. Thirty two per cent of people think that journalists decide the way scientific research is presented in the media, 26 per cent credit the scientific community with this discretion, 15 per cent business/interest groups, 9 per cent politicians and 16 per cent DK.
Sixty-five per cent of EU citizens think media reportage on science is reliable, objective and useful, but 50 per cent find it difficult to understand. Forty per cent find science coverage entertaining, which unfortunately leaves 60 per cent who don't.
Forty-two per cent of EU citizens prefer media science reports to be short and to appear regularly - 34 per cent prefer occasional but in-depth reports. Sixty-five per cent of people prefer media-hosted debates on scientific research to be restricted to scientists and 52 per cent would prefer scientific information to be presented by scientists rather than journalists (14 per cent), mainly because they feel the information is more trustworthy. The main reason for preferring journalists is because people feel they are easier to understand.
When asked "From the following list, which are the information media you trust the most? Firstly and secondly?", 68 per cent of EU citizens picked TV, 41 per cent newspapers, 26 per cent radio, 23 per cent internet, 21 per cent magazines, 6 per cent DK.
Finally, the fact that a majority prefer science to be reported by scientists because they will give more trustworthy information is probably based on a hunch. But there is no reason to fear that journalists who are used to science reporting will produce untrustworthy information, while there is every reason to expect they will report it in an easily understood manner. On the other hand, it is not easy to get a plentiful supply of scientists willing to devote time to preparing reports for the media, and the risk is that such reports are more difficult to digest. The best approach is for the media to use a judicious blend of journalists and scientists.
William Reville is associate professor of biochemistry and public awareness of science officer at UCC - http://understandingscience.ucc.ie