Science Communication Outside the Ivory Tower and Beyond Science Journalism Closing Event of the Research and Communication Program Dr. György FÁBRI PhD Head of Communication Hungarian Academy of Sciences

I. The communication of knowledge and society – the social presence of scientific research and technological development Some Information About the Project

General Information: Organizer: Knowledge Society XXI. Foundation Period: January – December 2006 Supported by the Jedlik Ányos program of the National Office for Research and Technology in cooperation with the Hungarian Academy of Sciences and Mindentudás Egyeteme/ENCOMPASS

Content of the project Theoretical researches –Philosophical and sociological context of Science Communication –Views about Science in Hungary –Tendencies of the media from the viewpoint of content rating –Effects and evaulations of the Mindentudás Egyeteme/ENCOMPASS Practical uses –Developing strategies of Science Communication for research institutes –Media planing for science contents –Developing of the lectures „Mindentudás Egyeteme”/ENCOMPASS –Preparations for launching Science Communication Training for researchers –Building a knowledge base for science communication information (

Events Opening Conference and Seminar series (March-May 2006)Opening Conference and Seminar series Pléh Csaba, Gulyás Balázs, Nyíri Kristóf, Patkós András (Members of the HAS), Hronszky Imre, Tamás Pál Professors Launched in April 2006www.tudastars.hu Published volume „Reason and Value in Science Communication” in May 2006 Science Communication: Outside the Ivory Tower and Beyond Science Journalism – international conference and workshop Summary volumes of the projects will be published in December 2006

II. Results of the Empirical Surveys Situation of Science Communication in Hungary 2007

Medián survey November 2006

Reputation of Mindentudás Egyeteme / ENCOMPASS

Mindentudás Egyeteme/ENCOMPASS Very widely known Permanently high ratings in its category Reaches new groups of spectators (youths, managers) Favoring traditional forms Professional standards as the most important feature for spectators Used for general orientation

11 Average ratings by semesters (AMR 15+)

12 Audience shares (share 15+) by months, averages

III. Theoretical researches and Conclusions Dilemmas and their Resolutions in Science Communication

Scientists’ roles researcher Research-manager Science-communicator

Researchers’ attitudes The need and of conveying knowledge to lay people is a key attitude in Hungary’s scientist society today. The importance of media aspects has become accepted. More and more scientists have become media actors. We are outside the ivory tower...

Scientific journalism Underpositioned place in traditional media Excluded from commercial television (taht is, the larger part of the space of media use!) Low representation of the theme of „Science” in Hungarian public media Success story in the digital media: –origo.hu science section – –Mindentudás Egyeteme/ENCOMPASS portal

Media situation Dependence of visual culture on trends Merger of producer interests and trends of fashion Increasingly totalized media market Increasingly concentrated media market Media industry: downward competition spiral

The media strategy of science Prerequisite of maintaining value-governed principles: existence of own values Conservative value consciousness and professional media tools prevail at the same time:  Content constructed by meritocratic principles  The most open media presence  Competitive media technology  Exceeding one-dimensional media standard

Redefinition of the roles in Science Communication: Scientist communicators or scientific journalists?

The effective strategy of science communication: Scientist communicvators and Scientific journalists together For media positions!

All this requires scientific media as a ‘home front’  Strengthening traditional scientific printed media  Let it be a Hungarian „Science”!  Independent positions in electronic media

IV. Practical Results and Utilities of the Projects

Media  TV series about institutes of the HAS  New TV shows: creative documentary films and science/scientist spots  New forms of communication: science-blogs, science policy tv-discussions  Developing ENCOMPASS: new elements of the lectures  Support for traditional weekly science magazine „Élet és Tudomány” (Life and Science)

Communication of the HAS  Strategical development  Organization of the Hungarian Science Festival  Science campaigns (GMO, Genomics)  Communication services for academic and university institutes

Main Tasks Develop of the Science Communication Training for researchers Expand student basis for the Science- departments Improving the presentation skills of science teachers

Launch of the Hungarian Science TV Chanell Hungarian Academy of Sciences ENCOMPASS Investors Common Initiative:

Thank You For Your Attention! Dr. Fábri György PhD projekt-leader