Overview Science, Technology, Enterprise and Innovation Social issues related to Science and Technology (S&T) Communication of high technology

Science, Technology, Enterprise & Innovation Science –pursuit of knowledge and understanding for its own sake Technology –development of new tools, methods and systems for doing things Enterprise & Innovation –Creating and implementing new and better products, services and ways of doing things that meet specific needs and improving the lives of those on whom they impact

new scientific knowledge market technology Science & Innovation Innovation & Commercialisation existing knowledge Science Interest Need/demand

Factors Influencing Scientific Advances & Technological Developments and Innovation Market Needs Public Opinion Economic Growth Profit Personal Interest

Contribution of Technology to Economic Growth 38% 41% 21% Capital 1.1% Labour 0.6% Total Factor Productivity 1.2% TECHNOLOGY HAS BECOME THE MAJOR DRIVER OF WORLD GROWTH Source: “21st century technologies” OECD 1998

Factors Influencing Scientific Advances & Technological Developments and Innovation Market Needs Public Opinion Economic Growth Profit Personal Interest

Why is it Important for Entrepreneurs in S&T to Understand the Social Implications of their Work? Society has more awareness of technology Consumers are influenced by other organisations Opposition to technologies (has emphasised the need for technology to be visible if an application is to become accepted)

Social Issues Related to S&T - public perception of S&T - risk and uncertainties - ethical responsibilities - need for regulation

UK Attitudes to S&T In general UK population is very supportive of S&T (surveys of OST and Wellcome Trust in 2000) General opinions about S&T : –S&T will give more opportunities to next generation –S&T will make life healthier –Politicians support science and technology for the good of the country –Perceived major advances: in human health, genetic modification and cloning (medical/biosciences) ; computers/internet and ‘sending people on the moon’ (physics/maths/engineering)

UK Attitudes to S&T General concerns about S&T: –Scientists underemphasise risks –Rules are not going to stop scientists to do what they want behind closed doors –Because of the speed of development, S&T is not controllable by Government –Politicians are influenced too much by media’s reaction

Risk and Uncertainties Risk: Situation where both the likelihood of a particular outcome, and the nature of its impact, are well understood - Example: game of roulette Uncertainty: Situation in which there is no sufficient basis for assigning a precise and accurate likelihood to a particular outcome - Example: predicting the price of copper in 20 years

Risks and Uncertainties in S&T Conventional risk assessment Consider putative consequences and scenarios Rely on past experience of generic hazard Emphasize consequences e.g. If serious/irreversible or need to address societal concerns

Need for Regulation 97% of the public (OST survey 1999) believes that is important that there are rules and regulations in place to control biological developments and scientific research. Who are the organisations involved in regulations? –Government –Funding bodies –Advisory Board to Government –Scientists –Environmental groups –Industry/manufactures

Business Communication Evaluate the outcomes of high technology Embodying risks and uncertainties Engage the public (from deficit to dialogue) Increase trust in authority and expertise Avoid anti-S&T trends

Communication of High Technology in Society: The Circuit of Mass Communication Social and political institutions Media Public Decision makers

What do High Technologists Think of Communicating their Research? And How Easy is it? Benefit to non-specialist public having a greater understanding of high technology Believe it is their duty to communicate their work and its social and ethical implications to policy makers, and to the non-specialist public Generally high technologists don’t feel they are equipped to communicate to a non-specialist audience

What About High Technologists Entrepreneurs? Communicate to whom? And why? - Funding bodies - Other high technologists - Business people - Public - Media Need to communicate their work on a non-technical level clearly and confidently to a variety of audiences

Communicate What? Their work/idea Specific social issues related to their research/idea –Causing public controversy –Potentially causing public controversy –Impact on society is not established yet (ex nanotechnology) –Interesting but not controversial

“….Driving the display is a 128MB ATi Mobility Radeon This effortlessly handles most games, returning 50 frames per second in Unreal Tournament 2004 at 1,280 x 1,024, although it will struggle with tougher challenges, as 20 fps in Halo and 14fps on Doom 3 at the same resolution demonstrates. External output is handled not only by D-SUB and S-Video ports, but also by a DVI- D port….” Communicating High Technology

Guidelines to Communicate Your Idea Set objectives and make motivations clear Understand the audience Attract audiences (marketing) Encourage dialogue

How to Communicate Effectively? Select key messages and communicate them clearly and concisely avoiding jargon and unnecessary technical terms Don’t lose your credibility (peer review, references..) Be accurate Be clear on risks and benefits

Further Readings