Whose Security is Important? Communicating Environmental Risk About Soil to a Diverse Audience

Abstract

Scientists who do ``policy-relevant science{''} typically are inexperienced and unproductive at communicating to the public and policy makers, the people who ultimately make the decisions that implement or ignore the science. Recent research in the field of cognitive science shows that humans are ``motivated reasoners,{''} who effectively filter out information incompatible with their, and their community's, value system. Many science education efforts are only partially effective, and some may in fact increase resistance among certain target groups. Science communication is not about improving the message, it is deeply understanding what makes people tick and what doesn't. A handful of scientists, and a few rock stars like Bono of the band U2, either have deeply considered how to communicate or are inherently endowed with skills that can reach diverse and largely incompatible audiences. ``Talking about soil like a rock star{''} does not imply swagger or unfettered enthusiasm; it implies that the speaker has a deep understanding of ways to connect to both the heart and mind of his or her audience.