[ASC-list] Was Negative connotations about journalists...now....what can ASC do to make science journalism better

Susan Kirk skirk at iprimus.com.au
Wed Dec 12 23:56:55 UTC 2012


Hi all,

A few more points.  Developing relationships with journalists.  Yes please.
I have invited many scientists to 'keep me in the loop'  I never hear from
any of them.

Taping, be careful not legal in every state.

Magdeline has a good point about the follow up of media releases.  This is
true for every area of journalism. I think we all do this to some extent
though. And I think in some instances it's acceptable.

So yes we need to read the paper.  But herein lies one of the problems with
communicating science.  Its not enough to read the paper especially for a
layperson.  There will be a whole list of other papers to read.  Deadline
driven journalism does not have this luxury.  Neither is there the room
(word count) to allow for these other interpretations of the science.  As a
layperson I don't understand any of the methodology or the computational
data.  I rely on scientists to provide the explanations and a steep,
protracted learning.  Maybe I should get out of this game.

Some of these papers will be disputed by other scientists.  And while I have
asked the question about the peer review process and I understand it now.
I'm not confident that it does work.  After all one would assume to get
published in a peer review journal that the peer review would discover
errors before publication.  So whatever the conclusion of that paper is
should be the truth, at least for that point in time?  Am I still lost here?

Popular science seems to be the main outlet for most science writing.  By
that I mean there is little room for unpopular science, which by its
definition is usually more complex.  I think it's the investigative
journalism of science journalism.  We need to be communicating some of the
more controversial science or do we just turn a blind eye to its existence?

I also believe that ASC should be offering better professional development
for its members.   I would love to see some professional development in the
area of statistics, and I believe this is happening.  But also an
understanding of the methodology of science experiments, a basic science
glossary, a look in a lab, a list of some of the better science journals.  A
system similar to healthreview news which critiques the science writing,
maybe for members only :)

We should be using some of our knowledge to train science communicators as
well as the scientists. This could be the impetus for scientists and
journalists to start developing relationships and working together.  Lets
make science communication better.

S   


On 12/12/12 9:00 PM, "asc-list-request at lists.asc.asn.au"
<asc-list-request at lists.asc.asn.au> wrote:

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>    1. Re: FW:  Negative connotations about journalists (Magdeline Lum)
> 
> 
> ----------------------------------------------------------------------
> 
> Message: 1
> Date: Wed, 12 Dec 2012 08:52:12 +0800
> From: Magdeline Lum <m.lum at mac.com>
> To: asc-list at lists.asc.asn.au
> Subject: Re: [ASC-list] FW:  Negative connotations about journalists
> Message-ID: <022A0F66-0BEC-45CF-B4C4-7532FADF9F89 at mac.com>
> Content-Type: text/plain; CHARSET=US-ASCII
> 
> Hi All,
> 
> I joined ASC as a scientist who communicates science through science outreach,
> social media, blogging, citizen science and mainstream media. Along the way
> I've become a science journalist. I see the situation from both sides and at
> times it's surreal watching from the outside especially when the discussion
> heads into assigning blame and name calling.
> 
> As a journalist, I need to be able to sell the story to an editor. I do get
> frustrated when a science journal article with an accompanying press release
> that doesn't match the what the peer review research has shown. I am noticing
> that media releases are being heavily relied upon with little or no follow up.
> Here is a golden opportunity for scientists to step in and have a look at what
> the media releases are saying because some of the spin starts with media
> releases.
> 
> As a scientist, I get annoyed with colleagues who tell me to my face that
> their research in the lab is far more important than the communication of it.
> Science is research and communication. Never mind saying that there is no
> point to doing science when no one else can understand it. The situation is
> and always has been is that if no one else outside of the laboratory cares
> about the research, it simply isn't a sustainable activity. It's this point
> that isn't driven home to scientists in their training or professional
> development and adds to the resentment of the task of communication.
> 
> It's time that the blame attribution just stopped, especially within ASC. If
> we're about communication, shouldn't we as members realise the situation for
> what it is and go about rectifying it rather than citing examples of
> journalistic mistakes made in various scientific fields? I'm all for
> correcting mistakes but there is absolutely nothing to be gained by dwelling
> on them. We should also be recognising that there is headway being made in
> getting willing scientists and researchers to communicate their own work
> themselves rather than a third party. One obvious example of this is The
> Conversation.
> 
> 
> Magdeline Lum
> 
> 
> On 11/12/2012, at 1:59 PM, asc-list-request at lists.asc.asn.au wrote:
> 
>> ----------------------------------------------------------------------
>> 
>> Message: 1
>> Date: Tue, 11 Dec 2012 05:49:04 +0000
>> From: "Van Tiel, Michael" <Michaelv at PHM.GOV.AU>
>> To: "asc-list at lists.asc.asn.au" <asc-list at lists.asc.asn.au>
>> Subject: [ASC-list] TEDx and bad science
>> Message-ID: <924B151B90AE2A4F8761B79A988BCFB607A03E at EX01.phm.gov.au>
>> Content-Type: text/plain; charset="iso-8859-1"
>> 
>> Hi All,
>> 
>> I was following this discussion on another list and thought it might be of
>> interest.
>> 
>> I know there are a few ASC members who are TEDx presenters and involved in
>> that community.
>> 
>> TEDx recently sent out an email regarding their view on bad
>> science/pseudoscience talks at TEDx events.
>> 
>> You can read it here:
>> 
>> http://blog.tedx.com/post/37405280671/a-letter-to-the-tedx-community-on-tedx-
>> and-bad-science
>> 
>> I think it provides a set of easy to understand guidelines for event
>> organisers.
>> 
>> Something similar would make a good ASC fact sheet for the general community!
>> 
>> Cheers
>> 
>> Michael
>> 
>> 
>> 
>> [cid:phmemailfooter8d0aec]Michael Van Tiel
>> Actg. Manager,
>> Family & Community Experiences
>> Powerhouse Museum
>> 500 Harris Street, Ultimo, Sydney, NSW 2007 Australia
>> T +61 2 92170314
>> W http://www.powerhousemuseum.com
>> 
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>> ------------------------------
>> 
>> Message: 2
>> Date: Tue, 11 Dec 2012 16:59:48 +1100
>> From: Toss Gascoigne <director at tossgascoigne.com.au>
>> To: "JCribb" <jcribb at work.netspeed.com.au>
>> Cc: asc-list at lists.asc.asn.au
>> Subject: Re: [ASC-list] FW:  Negative connotations about journalists
>> Message-ID:
>> <15D185E7-94CF-473C-985A-36C8CACBD6FA at tossgascoigne.com.au>
>> Content-Type: text/plain; charset="windows-1252"
>> 
>> Adding to Julian's point, the American Chemical Society told me a few years
>> ago that the average paper they published was read by 5 people ?..
>> 
>> But responding to earlier comments: scientists who have some experience of
>> journalists are much more comfortable working with them.
>> 
>> We (me and Jenni M) tested this in a study called Incentives and Impediments
>> to Scientists Communicating through the Media  (published by Sage in 1997).
>> We asked scientists what they thought about the media in a series of 14 focus
>> groups.  There was also a questionnaire to scientists who had attended one of
>> ten most recent Econnect Media Skills workshops.
>> 
>> The paper gave 7 findings, including number 4:  Scientists who have little or
>> no media experience are more suspicious of the media and its motives than are
>> scientists with media experience.
>> 
>> I reckon this finding from 15 years ago is still current today.
>> 
>> The contact with journalists does not need to be prolonged.  In a separate
>> exercise and another paper some years later, we measured the change in the
>> way scientists thought of journalists over two days: immediately before a
>> media skills workshop, and immediately after.  The test was simple - here's
>> an extract from the paper:
>> 
>> Changing their minds about journalists
>> Media skills workshop participants in Australia were asked to state their
>> views of journalists.  A sheet with 12 words was distributed at the beginning
>> of the workshop, and participants rated journalists on a one ("stingily
>> agree" to seven ("strongly disagree") score for each word.
>> 
>> At the end of the workshop after they had intensive dealings with five
>> different journalists, they were given an identical (but unmarked) sheet and
>> asked to score the words again.  The sheet contained both positive and
>> negative words:
>> 
>> Helpful
>> Reliable
>> Sensationalise
>> Trivialise
>> Thorough
>> Accurate
>> Distort
>> Superficial
>> Interested
>> Concerned
>> Unprincipled
>> Trustworthy
>> 
>> The views of the same 84 scientists as above were collated, and the 'before'
>> answers compared to the 'after'.  The results show participants changed their
>> views of journalists over the course of the two-day workshop quite markedly,
>> and were much more positive about journalists after meeting them.
>> 
>> 
>> Scientists continue to enjoy the media skills workshops Econnect runs.  Part
>> of the day looks at what can go wrong and why, and how it isn't always the
>> fault of the journalist.  Participants learn to minimise the possibility of
>> error by distilling their message into something clear and simple.  They also
>> begin to appreciate that most journalists are interested in getting the
>> clearest and most interesting account of their work into publication.
>> 
>> Things can go wrong and some media does have an agenda, but that's another
>> story ?.
>> 
>> Toss Gascoigne
>> 
>> ************
>> 
>> Toss Gascoigne and Associates
>> 56 Vasey Cres
>> CAMPBELL ACT 2612
>> 
>> P. 02 6249 7400
>> M. 0408 704 442
>> E. director at tossgascoigne.com.au
>> W. tossgascoigne.com.au
>> ************
>> Toss Gascoigne and Associates
>> 56 Vasey Cres
>> CAMPBELL ACT 2612
>> 
>> P. 02 6249 7400
>> M. 0408 704 442
>> E. director at tossgascoigne.com.au
>> W. tossgascoigne.com.au
>> Skype. tossgascoigne
>> 
>> ABN:  31 068 557 522
>> *************
>> 
>> On 11/12/2012, at 4:25 PM, JCribb wrote:
>> 
>>> Again, there seems to be a broad assumption emanating from science (and,
>>> alas, some science communicators) that the media are all tarred with the
>>> same brush of sensation and wilful distortion.
>>> 
>>> That?s like assuming all priests are paedophiles, all politicians are
>>> corrupt, or all scientists are socially disadvantaged.
>>> 
>>> Over the years I have observed outstandingly accurate coverage of scientific
>>> issues by the many professional, technical and special interest magazines
>>> and papers that serve industries, sectors and professions ? yet, despite
>>> reaching a key target audience that adopts and uses the products of science,
>>> this is a component of the media broadly ignored by science, usually on the
>>> flimsy pretext that ?I don?t do media because the media get it wrong?.
>>> 
>>> Citing occasions where the media get it wrong serves no useful purpose ? any
>>> more than listing the number of times science got it wrong. It only
>>> entrenches fear and ignorance, and devalues the science itself by ensuring
>>> it reaches fewer people and has less beneficial impact.
>>> 
>>> One aim of our profession is to help the media to get it right ? and that
>>> includes finding the right media outlets and the right journalists. It
>>> includes training scientists in the many useful and simple techniques that
>>> minimise the opportunities for a misreport.
>>> 
>>> Today it has been estimated that one scientific paper in every two is not
>>> read by anyone other than those who wrote, reviewed and edited it.
>>> 
>>> Half the world?s science is going down the toilet because so many scientists
>>> are afraid to engage with the wider society via the media.
>>> 
>>> 
>>> Julian Cribb FTSE
>>> Julian Cribb & Associates
>>> ph +61 (0)2 6242 8770 or 0418 639 245
>>> www.sciencealert.com.au/jca.html
>>> Skype: julian.cribb
>>> 
>>> If you EAT, you should follow: http://twitter.com/#!/ComingFamine
>>> 
>>> From: asc-list-bounces at lists.asc.asn.au
>>> [mailto:asc-list-bounces at lists.asc.asn.au] On Behalf Of Phillip Arena
>>> Sent: Tuesday, 11 December 2012 3:20 PM
>>> To: Jenni Metcalfe; asc-list at lists.asc.asn.au
>>> Subject: Re: [ASC-list] FW: Negative connotations about journalists
>>> 
>>> :)
>>> 
>>> Yes a very interesting topic indeed, but a can of worms nonetheless and
>>> firstly, I will apologise if I offend anyone.
>>> 
>>> I've always had a good relationship with journalists, but this has come
>>> about through a mutual understanding and of course it's difficult to
>>> generalise as ultimately, there are journalists and there are journalists.
>>> Am I incorrect in assuming that journalists do need to 'sell' their stories
>>> (I'm avoiding the word 'sensationalism' here)? I have colleagues and friends
>>> who are journalists and we do our best to work together, however, from a
>>> journalistic point of view, much of my work (in herpetology) has been
>>> considered too (let's say) 'boring'. However, more recently (and as we
>>> speak) much of work has become very controversial (and therefore, more
>>> attractive and easier to 'sell' to the media both locally and
>>> internationally).
>>> 
>>> I can think of countless experiences with journalists, both positive and
>>> negative and some that simply reflect the 'way things are'. Here's an
>>> experience of the latter, I can remember from back in 1999.
>>> 
>>> At this time, our state government proposed a Regional Forest Agreement that
>>> many of us (particularly scientists) did not agree with. In our southwest,
>>> there was logging and where there was logging, there were protesters. A
>>> journalist colleague told me that although I had a clear perspective on
>>> things, she was not interested in interviewing me because a) I knew what I
>>> was talking about and b) I didn't look like a 'greenie' (which I always have
>>> been!). She was more interested in interviewing the 'radical' protesters
>>> who were spiking trees (hammering nails in trees earmarked for logging) and
>>> the pro-loggers who were drinking in the local pub and talking about how
>>> they were going to "kick the @#$# out of the hippies". She was reiterating
>>> the fact that her priority was to sell papers. These comments put things in
>>> perspective for me - the more controversial, the better.
>>> 
>>> Journalists have a job, just as the rest of us and from my experience, I
>>> will always value my research much higher than my audience.
>>> 
>>> As for deliberately distorting stories, it's unfortunate that we're most
>>> likely to remember the times when this has happened. For example (sorry,
>>> herpetology again!) there was a case of a boy being bitten by his pet python
>>> in the USA that was reported by numerous newspapers of different 'calibre'.
>>> I used this example many years ago when teaching science communication. Each
>>> paper put its own slant to the same story. For example, the most reputable
>>> broadsheet reported the boy to have been accidentally bitten by his snake on
>>> his face while feeding it; he was treated for a minor scratches etc etc. The
>>> other extreme 'tabloid'-like publication reported something like "a boy was
>>> savagely attacked by a python ....covered in blood.....almost lost an eye"
>>> etc.  At the time, I followed the story up in person and found the who
>>> incident to have been very and almost laughably minor.
>>> 
>>> This is a wonderful teaching tool - find and analyse how a single
>>> topic/incident is reported by different media.
>>> 
>>> So yes, from my experience, I have witnessed both sensationalism and
>>> distortion and would I be vehemently incorrect in saying that for many
>>> scientists, there is a correlation between the nature of the
>>> publication/audience and the creative strokes of the pen?
>>> 
>>> Phil
>>> 
>>> 
>>> -----Original Message-----
>>> From: asc-list-bounces at lists.asc.asn.au on behalf of Jenni Metcalfe
>>> Sent: Tue 12/11/2012 10:46 AM
>>> To: asc-list at lists.asc.asn.au
>>> Subject: [ASC-list]  FW:  Negative connotations about journalists
>>> 
>>> What an interesting dialogue...
>>> 
>>> After training scientists to use the media for more than 20 years
>>> (http://www.econnect.com.au/workshops/talking-science-with-the-media/) and
>>> after working as a science communicator for more than 23 years now (yep,
>>> getting be an old cranky bugger), I would have to say that many scientists I
>>> have worked with have found working with journalists a generally very
>>> positive experience.
>>> 
>>> We always have 3 working journalists participate in our workshops (and in
>>> the old days of 2-day workshops, we had 5) and the scientists participating
>>> invariably cite the journalists involvement in the workshops as the
>>> highlight of the workshop.
>>> 
>>> In our discussions with the journalists, we often ask how important it is
>>> for them to 'get it right', and they are invariably affronted by the
>>> question... and stress the many ways they do try to get things right,
>>> especially with science and technical stories.
>>> 
>>> Unfortunately, a myth perpetuates about journalists - that they are
>>> sensationalist and deliberately distort stories. The interaction that
>>> scientists have with journalists in our workshops goes a significant way to
>>> proving this myth wrong!
>>> 
>>> Cheers
>>> 
>>> Jenni Metcalfe
>>> Director, Econnect Communication
>>> www.econnect.com.au
>>> phone: 07 3846 7111; 0408 551 866
>>> jenni at econnect.com.au
>>> skype: jenni.metcalfe
>>> PO Box 734 South Brisbane Q 4101
>>> subscribe to Econnect's free monthly e-newsletter:
>>> http://www.econnect.com.au/news_newsletter.htm
>>> 
>>> 
>>> 
>>> 
>>> -----Original Message-----
>>> From: asc-list-bounces at lists.asc.asn.au
>>> [mailto:asc-list-bounces at lists.asc.asn.au] On Behalf Of Niall Byrne
>>> Sent: Tuesday, 11 December 2012 11:59 AM
>>> To: asc-list at lists.asc.asn.au
>>> Subject: Re: [ASC-list] FW: Negative connotations about journalists
>>> 
>>> I think Julian's nailed it.
>>> 
>>> The ASC was founded by journalists AND communicators. And the ASC hosted the
>>> World Conference of Science Journalists. But the number of journalists who
>>> are members of the ASC has declined over the years, and not just because of
>>> the challenges in the media world.
>>> 
>>> We, the ASC, should want to engage with and recruit journalists to our
>>> membership. So best if we don't treat them with contempt.
>>> 
>>> Niall
>>> 
>>> ________
>>> 
>>> Niall Byrne
>>> 
>>> Creative Director
>>> Science in Public
>>> 82 Hudsons Road, Spotswood VIC 3015
>>> PO Box 2076 Spotswood VIC 3015
>>> 03 9398 1416, 0417 131 977
>>> 
>>> niall at scienceinpublic.com.au
>>> Twitter scienceinpublic
>>> Full contact details at www.scienceinpublic.com.au
>>> 
>>> 
>>> -----Original Message-----
>>> From: asc-list-bounces at lists.asc.asn.au
>>> [mailto:asc-list-bounces at lists.asc.asn.au] On Behalf Of JCribb
>>> Sent: Tuesday, 11 December 2012 12:19 PM
>>> To: asc-list at lists.asc.asn.au
>>> Subject: [ASC-list] FW: Negative connotations about journalists
>>> 
>>> Charles et al.
>>> 
>>> Most scientists in my experience are afraid of the media because they do not
>>> understand it, and that is because they seldom read newspapers, magazines,
>>> watch commercial TV etc. We all fear the unknown - but it isn't necessarily
>>> rational to do so. Overcoming that fear is a fundamental role for science
>>> communicators as 95 per cent of society gets >100% of the science it picks
>>> up in a lifetime from the media. Not from scientists. Not from the journals.
>>> Not from science teachers.  From the media.
>>> 
>>> So to pander to scientists' fear of the media is basically to give up on the
>>> primary task of science communication.
>>> 
>>> Let us take the list of complaints of your non-troll linguist:
>>> - was he misquoted because the journalist deliberately wanted to misquote  -
>>> or, being a linguist, because he used language that was too highfalutin for
>>> the journalist to understand?
>>> - did he give the journalist a plain-language, written summary of his
>>> comments - or rely on the accuracy of the journalists
>>> memory/shorthand/recording? If no text was provided, then fault for the
>>> misquotation lies with the 'expert' for being careless, thoughtless or
>>> unprepared.
>>> - did he offer to check his quotes in the story?
>>> - did he bother to find out what the journalist thought the story was about,
>>> and so establish his own role in it - which he could then easily have
>>> declined if he felt there was a risk of being misrepresented.
>>> - was he selective about which journalists and media he spoke with in the
>>> first place? Being unselective about journalists is like being unselective
>>> about restaurants - you won't get the same service at a chicken house as you
>>> get at a 5-star. Again, is the poor media coverage the result of a lack of
>>> forethought and discrimination, and a failure to appreciate the widely
>>> varied nature of the media?
>>> - "they change it": this is a classic generalisation by those who hate the
>>> media. And like all generalisations it falls way short of the truth. Many
>>> media, especially the quality media and industry media, and especially
>>> individual journalists who live up to their code of ethics, take pride in
>>> trying to be accurate.
>>> - not sure who the 'fact checkers' are, as they broadly don't exist in
>>> Australia and are a feature of American journalism. But in any case why
>>> would they act dishonestly? Why be cowed by a publisher whose reputation
>>> rests on their work? Who are the 'writers' in this scenario? Blaming the
>>> Australian media for what happens in America seems a bit unreasonable.
>>> 
>>> Sure we all have horror stories to relate, but in research we did when I was
>>> at CSIRO, we found that 85 per cent of scientists who had never had 'media
>>> experiences', dreaded them and were convinced they would go badly wrong, to
>>> the detriment of their careers.  When we surveyed scientists who had done a
>>> fair bit of media, 85 per cent told us they experience was satisfactory,
>>> fine, excellent, reinforcing, helpful etc.
>>> 
>>> Of those who had had a bad experience, roughly half were inclined to write
>>> it off to experience, learn the lessons and develop techniques for avoiding
>>> the situation in future. Of the remaining 7%, we should probably never have
>>> let them near the media in the first place, as some people just don't get on
>>> with it, are gun-shy or don't understand its role in society.
>>> 
>>> Another issue I encountered at The Australia was that, after I had done all
>>> I could to make my story accurate (including checking the copy with the
>>> scientists, which I often did) some subeditor or editor may then change it
>>> without referring to me. Very embarrassing. This was a problem on that paper
>>> at that time - my colleagues on The Age, SMH and AFR, on the other hand,
>>> ALWAYS received a call from their subs, if they were going to change or cut
>>> their copy. And this is often happening, remember, with deadline minutes
>>> away. The point of the tale is to say "don't blame the journalist" - there
>>> are usually about 10 other editors who look at and may change his/her copy
>>> on its way into the paper. And there are similar flaws in the TV process.
>>> But again, good media make big efforts to get it right.
>>> 
>>> This is all basic stuff many of us teach in media courses.
>>> 
>>> Finally, there are over 4000 media in Australia - and they vary enormously
>>> from one another. To say things like 'they media always get it wrong' is
>>> just plain senseless. There are many, many media (most of which science
>>> never uses at all) who will report science accurately, truthfully,
>>> interestingly and even re-run the approved science media releases verbatim.
>>> Bagging 'the media' does these people a grave disservice for the work they
>>> do in transferring scientific knowledge to society.
>>> 
>>> The point is, media coverage does not have to be a disaster - and it can be
>>> highly valuable in terms of increasing the impact/adoption/uptake or
>>> commercialisation of the science. Like most things, it just has to be
>>> managed with a bit of insight, knowledge - and experience.
>>> 
>>> Best regards
>>> 
>>> Julian
>>> 
>>> Julian Cribb FTSE
>>> Julian Cribb & Associates
>>> ph +61 (0)2 6242 8770 or 0418 639 245
>>> www.sciencealert.com.au/jca.html
>>> Skype: julian.cribb
>>> 
>>> If you EAT, you should follow: http://twitter.com/#!/ComingFamine
>>> 
>>> -----Original Message-----
>>> From: asc-list-bounces at lists.asc.asn.au
>>> [mailto:asc-list-bounces at lists.asc.asn.au] On Behalf Of Charles Willock
>>> Sent: Tuesday, 11 December 2012 11:17 AM
>>> To: Susan Kirk
>>> Cc: asc-list at lists.asc.asn.au; Charles Willock
>>> Subject: Re: [ASC-list] Negative connotations about journalists
>>> 
>>> 
>>> 
>>> Hi Susan,
>>> 
>>>  Its been an interesting week ... and its only Tuesday.
>>> 
>>>  Yesterday, I received a message via a heavyweight linguistics
>>>  list with a blistering negative appraisal by someone who is
>>>  (he asserts) regularly poorly treated by journalists,
>>>  producers and the media.
>>> 
>>>  This wasn't the opinion of a ratbag, stirrer, troll on a half
>>>  baked list, ... this was from one of an elite group of linguists
>>>  at one of the top US universities.
>>> 
>>>  His appraisal went considerably further than the words you are
>>>  concerned about.
>>> 
>>>  While I'm not at liberty to reproduce his mail here, a quick
>>>  summary might be useful.
>>> 
>>>     o.  he was misquoted
>>>     o.  journalists gathered items to support their own agenda
>>>         dropping key items which didn't
>>>     o.  if the contribution didn't fit their story they
>>>         change it [!!!] to do so
>>>     o.  fact checkers acting dishonestly, cowed by publishers
>>>         supported by writers
>>> 
>>> 
>>>  There were negative remarks by others on that list too.
>>> 
>>>  To my mind, the sentence you quoted does a good job of
>>>  expressing how many scientists think about journalists.
>>>  Yes, those scientists might well benefit from a better
>>>  understanding of the constraints of the media ...
>>> 
>>>  ... but adopting a strategy of avoiding, or misrepresenting
>>>  those perspectives would seem to be doing exactly what those
>>>  individuals are concerned/angry about.  Not PR spin, but
>>>  Agenda spin.
>>> 
>>>  There is a further point.  In advertising, identifying the key
>>>  issue for the reader is an effective (according to testing)
>>>  means of "selection" [ie getting people to read the bulk of your
>>>  advert].  And, that works despite the copywriter's or readers
>>>  feelings of queeziness about an issue.  Eg an advert with a
>>>  headline "Do you have a smelly dog" is likely to attract many
>>>  more readers whose dog smells, than a headline like "Are you
>>>  still friends with your dog" or "Do you love your dog today".
>>> 
>>>  One possibility is to consider the statement as useful
>>>  feedback and with that as a guide address the underlying
>>>  issues.
>>> 
>>>  That way, in the long term, your dog will smell good, your
>>>  communications will be sweet, and everyone will have a joyous
>>>  time of the year.
>>> 
>>>  Hmmm ...
>>> 
>>> 
>>> :-)
>>> Charlesw
>>> 
>>> 
>>> 
>>> On Tue, Dec 11, 2012 at 08:30:06AM +1000, Susan Kirk wrote:
>>>> "Do you want to be able to deal with the media but too worried about
>>>> them twisting your words or saying something negative about your
>>> research?"
>>>> 
>>>> Imagine my surprise to see this headline on the ASC website?
>>>> 
>>>> I'm sure as communication specialists we should be able to find a way
>>>> to rephrase this sentence so that it's more positive of the people
>>>> that support its foundations.
>>>> 
>>>> S
>>>> 
>>>> Susan Kirk   B.comm  freelance Journalist
>>>> Member and Queensland Web Editor -  Australian Science Communicators
>>>> (ASC) Media Entertainment and Arts Alliance (MEAA) & Horticultural
>>>> Media Association (Qld)  (HMAQ)
>>>> tel: +61 7 5478 6761 | mobile: 0423342867 | email:
>>>> susan at susankirk.com.au www.susankirk.com.au |  Skype: susanakirk |
>>>> Tweet: susanakirk
>>>> 
>>>> ?If you don?t ask the right questions you won?t get the right
>>>> answers.?
>>>> 
>>>> _______________________________________________
>>>> ASC-list mailing list
>>>> list at asc.asn.au
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>>>> mid=115
>>> 
>>>      "Creativity and innovation are measured not by what is done,
>>>           but by what could have been done ... but wasn't"
>>> 
>>> 
>>> 
>>> Disclaimer: http://www.eng.unsw.edu.au/emaildis.htm
>>> ------------------------------------------------------------------------
>>> Charles Willock                                 charlesw at cse.unsw.edu.au
>>> c/- School of Computer Science and Engineering
>>> University of New South Wales,
>>> New South Wales  Australia  2052    http://www.cse.unsw.edu.au/~charlesw
>>> 
>>> _______________________________________________
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>>> 5
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