1. Framing, and How Discovery is only Half the Battle By Justin Appler

2. In This Presentation  What is Framing?  Neurological Basis  Framing in Science  Framing in AI  Using Framing

3. What is Framing?  A social perception of a social phenomena  In other words, the frame through which we look at things

4. Estate Tax Death Tax 59% of Americans support keeping the Estate Tax 58% of Americans called the Death Tax “completely unfair”

5. Drilling ANWR For Oil Exploring ANWR For Energy 53% of Americans oppose drilling in ANWR 67% of Americans support exploring ANWR for Energy

6. What’s wrong with us?  Critical thinking is a process in the Prefrontal Cortex  Emotions tend to be focused in the Amygdala  What happens when given decisions?

7. Framing Effect Study  Participants asked a financial decision while undergoing Functional Magnetic Resonance Imaging (fMRI)  Simple Financial Decision 2 Groups: “Gain” frame and “Loss” frame Shown starting funds (50 GBP) Given 2 options on what to do with the funds (Save/Lose or Gamble)

9. Results  When given the option to “Save ₤20”, 61% chose to “Save”  When given the option to “Lose ₤30”, 42% chose to “Lose”  Thus Significant difference in choice based merely on how the options are presented

10. Brain Scans

11. Framing and Science  Special Interest Groups can influence Policy, Funding, and Implementation  Presenting Science no longer simply a “Statement of Fact” but a “Negotiation of Meaning”

12. Where it could have helped…  Genetically-modified Foods In the US, 45% of the corn, 85% of soybeans, and 76% of cotton planted were GM In the European Union, almost no GM crops and fewer GM foods in stores Why? No consistent frame allowed one positive and one negative outcome

15. Technophobia  Pre-existing Negative Perceptions  Nanobots Planet-consuming ‘grey goo’  Sentience ‘Playing God’ frame

16. Don’t Get Framed  Learn about Communication, Take Classes Communication is a Science, too  Don't Rely on Popular Science Evidence has shown that evidence is not enough Facts must be carefully presented

17. Don’t Get Framed  Try it out (Focus Groups) Try and determine how people understand the topic Which claims/points work best, which instill FUD  Be Aware If research is controversial, employ experts Don't get blindsided

18. Sources  http://www.msnbc.msn.com/id/14170927/  http://www.sciencemag.org/cgi/content/full/313/5787/684  http://www.neurosciencemarketing.com/blog/?p=83  http://search.ebscohost.com/login.aspx?direct=true&db=ulh&AN=15529570&site=ehost -live  http://www.pewtrusts.org/uploadedFiles/wwwpewtrustsorg/Reports/Food_and_Biotechn ology/Biotech_USEU1205.pdf  http://en.wikipedia.org/wiki/Technophobia  http://www.soc.american.edu/docs/Scientist.pdf  http://www.soc.american.edu/docs/newagendas.pdf  http://www.nytimes.com/2005/07/17/magazine/17DEMOCRATS.html?pagewanted=5&_ r=1&ei=5070&en=e3e686efd4fa97c5&ex=1183608000