When
Tuesday 4th Feb, 2:15 pm

Where
Room B1

Hashtag
#T18

Category
Research in science communication

Presenter
Craig Cormick

Abstract

We know some people really, really like science and technology, and we know that some people really, really don’t. But we do know enough about why? And as audiences and media continue to fragment, and people increasing follow only those media that support their own personal values, how do we best align our messages with audiences?

CSIRO has just completed a major study into public attitudes towards science and technology that builds on previous major studies conducted by the ANU, Victorian Government and Innovation Department, to dig deeper into the values that drive different attitudes. The study provides great insights into the key values that define different segments of the community, as well as preferred information channels. The data allows science communicators to better understand what messages, via which media, work best with different people by aligning with their key values.