As newspapers and magazines struggle to fund specialist science reporters, it might seem like science communication is on the back foot.
But as we show in this piece, new digital tools are making it possible for science communicators to tell important, fascinating, and funny science stories to the general public.
In this guide, we look at:
Science communication is the practice of informing and inspiring the general public about scientific knowledge. Science communication takes many forms, from longform journalism and podcasts to social media posts and seminars.
In recent years, science communication has become a greater priority in the scientific community, especially in response to increases in misinformation on everything from climate change and vaccines to telecommunications.
Some of the leaders in science communication include the American Association for the Advancement of Science (AAAS), the Public Library of Science (PLOS), and NASA.
As we've seen in the pandemic and climate change, communicating science is critical to solving the world's most urgent issues. While it's not always a fair fight — too often, misinformation travels the world while the scientific truth is tying its shoe laces — it's a hugely necessary one, for public health and the planet.
As we discuss in our piece on storytelling and the impact of academic research, most basic science is funded by the public. At the same time, the public communication of this science — that is, the published articles and books — tend to be stuck in academia behind a hugely expensive paywall.
Whatever the merits of this system, the science community needs to communicate in order to continue to justify the investment of their main stakeholders: the public.
The public understanding of science is a good thing in its own right, and plenty of science of communication is produced simply to educate the public about what we know — and don't know — about life, the universe, and everything.*
Science education initiatives can also aim to increase public engagement on the most critical issues of our time.
* With apologies to Douglas Adams.
It's good to educate the public; however, it's critical to educate those making decisions. While we sometimes like to imagine — or hope — that our leaders are informed about the most important issues we face, the truth is rather less inspiring. In most countries, leaders have varied points of view about science, and scientific literacy is not evenly distributed.
While it might be considered a 'stretch goal', one clear aim of science communication is to inspire better understanding of science by policy makers. Ideally, this can lead to evidence based public policy and decision-making by governments across the board.
For the future of our economies, environments, and societies, it's critical that the next generation of talented people embrace a career in the sciences (including social sciences) — and develop great communication skills along the way. The best way to do this is inspire them with excellent scientific communication.
All science happens somewhere, and it's important for science communicators to engage with their local communities. While this is often difficult — there are only 24 hours in a day, after all — it's a key tactic improve science literacy among the public.
Great community outreach can even inspire contributions to science by amateurs in the local community, otherwise known as citizen science.
What do the BBC, Nature, and Cambridge University have in common?
They craft stunning, interactive web content with Shorthand. And so can you! Publish your first story for free — no code or web design skills required.
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That is, they tell a story.
Out of Africa from The University of Queensland begins with a herbal tea widely consumed in West Africa in the 1960s, before introducing the more technical — and serendipitous — process of scientific discovery at the University of Oxford thirty years later.
The piece is a fascinating introduction to the science of plant-based peptides, and makes it clear why research into peptides and proteins from the natural world is so important today.
That is, they tell a story.
Out of Africa from the University of Queensland begins with a herbal tea widely consumed in West Africa in the 1960s, before introducing the more technical — and serendipitous — process of scientific discovery at the University of Oxford thirty years later.
The piece is a fascinating introduction to the science of plant-based peptides, and makes it clear why research into peptides and proteins from the natural world is so important today.
Over the last few years, web publishing standards have risen dramatically. Once upon a time, you might have been able to get away with cheap stock photography or low-resolution photos.
But that was the old web, and times have changed. Now, the best science stories are truly immersive, with rich photography, videos, illustrations, and scroll-based visual effects.
Mission to the Sun from Imperial is a slightly unfair example — not every science communicator gets to tell the story of a literal journey to space. But it’s still a great example of a story that makes the most of its visual assets.
Over the last few years, web publishing standards have risen dramatically. Once upon a time, you might have been able to get away with cheap stock photography or low-resolution photos.
But that was the old web, and times have changed. Now, the best science stories are truly immersive, with rich photography, videos, illustrations, and scroll-based visual effects.
Mission to the Sun from Imperial is a slightly unfair example — not every science communicator gets to tell the story of a literal journey to space. But it’s still a great example of a story that makes the most of its visual assets.
‘Story design’ is a broad term, but it generally refers to how a story’s producer arranges various story elements — including text, video, imagery, and visual techniques — to best engage the reader.
In Root & Branch, the Stuff team consider the thorny problem of land use, reforestation, and climate change in Aotearoa. They do an amazing job of explaining a complex science story, punctuating their text with graphs, infographics, video, illustrations, and stunning photography.
If you're looking for more examples like this one, check out our guide, 8 examples of powerful data stories, and our introduction to data storytelling.
‘Story design’ is a broad term, but it generally refers to how a story’s producer arranges various story elements — including text, video, imagery, and visual techniques — to best engage the reader.
In Root & Branch, the Stuff team consider the thorny problem of land use, reforestation, and climate change in Aotearoa. They do an amazing job of explaining a complex science story, punctuating their text with graphs, infographics, video, illustrations, and stunning photography.
If you're looking for more examples like this one, check out our guide, 8 examples of powerful data stories, and our introduction to data storytelling.
Science journalist Shannon Hall of Nature tells just that story. Beautifully illustrated with photos of weather balloons, arctic skies, and — of course — polar bears, her story shows us the complexity and risk involved in collecting Arctic climate data.
Along the way, we learn about the current state of Arctic sea ice, and what that might mean for climate change in the future.
Science journalist Shannon Hall of Nature tells just that story. Beautifully illustrated with photos of weather balloons, arctic skies, and — of course — polar bears, her story shows us the complexity and risk involved in collecting Arctic climate data.
Along the way, we learn about the current state of Arctic sea ice, and what that might mean for climate change in the future.
With COVID-19, many institutions are looking for ways to replicate that experience online. For their Gala Week, Clare College produced a virtual event using digital stories and embedded video, featuring talks from many of their scientists.
With COVID-19, many institutions are looking for ways to replicate that experience online. For their Gala Week, Clare College produced a virtual event using digital stories and embedded video, featuring talks from many of their scientists.
With striking photography and detailed portraits, the story leaves the reader in no doubt about the importance of research into burn treatments at the University of Utah’s Health Burn Center.
With striking photography and detailed portraits, the story leaves the reader in no doubt about the importance of research into burn treatments at the University of Utah’s Health Burn Center.
This is the approach taken by Louise Walsh in Silent Witnesses. She uses starkly beautiful images to show how research into tree rings is contributing to solutions to our planet’s most urgent issues.
This is the approach taken by Louise Walsh in Silent Witnesses. She uses starkly beautiful images to show how research into tree rings is contributing to solutions to our planet’s most urgent issues.
To keep the attention of the reader, science communicators need to publish to the highest standards of the modern web. This includes the basics, such as being mobile-friendly and using high quality media assets.
It also means taking advantage of modern web-based visual techniques — such as scroll-based animation — which have been proven to increase audience engagement rates and dwell time.
The UNDP uses these techniques in their exceptional story, A Wilderness of Water. With rich video and beautiful historical — if erroneous — maps, the UNDP introduces the science while forcefully communicating the urgency of protecting our oceans.
To keep the attention of the reader, science communicators need to publish to the highest standards of the modern web. This includes the basics, such as being mobile-friendly and using high quality media assets.
It also means taking advantage of modern web-based visual techniques — such as scroll-based animation — which have been proven to increase audience engagement rates and dwell time.
The UNDP uses these techniques in their exceptional story, A Wilderness of Water. With rich video and beautiful historical — if erroneous — maps, the UNDP introduces the science while forcefully communicating the urgency of protecting our oceans.
The piece uses video and photography to showcase the inherent natural beauty of the environment. But the piece also teaches the reader about the wonders of the local ecosystem, and highlights its fragility in the face of tourism and agriculture.
The piece uses video and photography to showcase the inherent natural beauty of the environment. But the piece also teaches the reader about the wonders of the local ecosystem, and highlights its fragility in the face of tourism and agriculture.
We’ve gathered a collection of these stories built with Shorthand on our blog.
For this guide, we’ll focus on just one example. Over the course of the pandemic, Sky News have maintained a series of interactive charts and maps visualising its spread around the world. Presented with spare commentary and minimalist story design, the Sky News team allows space for the data to speak for itself.
The story is a powerful depiction of the spread of the virus.
We’ve gathered a collection of these stories built with Shorthand on our blog.
For this guide, we’ll focus on just one example. Over the course of the pandemic, Sky News have maintained a series of interactive charts and maps visualising its spread around the world. Presented with spare commentary and minimalist story design, the Sky News team allows space for the data to speak for itself.
The story is a powerful depiction of the spread of the virus.
The BBC have published many such stories. One great example is The road to clean energy, which is a deep-dive into the data around clean energy in the UK.
The use of data visualisations, images, illustrations, and pull-quotes breaks up the text of the story, producing a compelling and immersive reading experience.
The BBC have published many such stories. One great example is The road to clean energy, which is a deep-dive into the data around clean energy in the UK.
The use of data visualisations, images, illustrations, and pull-quotes breaks up the text of the story, producing a compelling and immersive reading experience.
Making the most of their amazing collections and expert staff, the Museum of Natural History at the University of Oxford have built a detailed digital story to introduce their ‘First Animals’ exhibition.
With so much rich material at their fingertips, the museum uses maps, video, illustrations, and high resolution photos of their fascinating collection items to tell the story of Earth’s “mysterious early animals.” Learn about molecular clocks, Snowball Earth, and the Cambrian Explosion.
Making the most of their amazing collections and expert staff, the Museum of Natural History at the University of Oxford have built a detailed digital story to introduce their ‘First Animals’ exhibition.
With so much rich material at their fingertips, the museum uses maps, video, illustrations, and high resolution photos of their fascinating collection items to tell the story of Earth’s “mysterious early animals.” Learn about molecular clocks, Snowball Earth, and the Cambrian Explosion.