What I Learned about SciComm in the Pandemic Era
When you haven’t blogged personally in nearly 2 years, there’s a lot of pressure around getting started again.
The only option is to start somewhere. So where am I? All I know is that I’m a very different person and a different science communicator than I was before the COVID-19 pandemic. In the early days of the pandemic, I helped to launch the Lifeology platform to tell more accessible stories about science and health information. That experience and my own social and mental health journey during the pandemic changed how I see science communication.
“What do you think about this COVID-19 vaccine? I’m hearing that it’s unsafe and there are too many deaths just after people get it. I don’t think I’m going to…” a family member texts me.
I want to say, “Please go get vaccinated. What you’ve been hearing is not true - you’ve likely heard lots of misinformation. The vaccine is incredibly safe and effective - it’s been tested by thousands of people in clinical trials. Not to mention, you’re at risk of more severe COVID-19 complications with your health issues. Getting the virus could have lasting impacts on your health, which the vaccine would protect you and the rest of our family from.”
But I don’t say that. I swallow my scientific indignation and think back to the lessons I’ve learned recently from Reyhaneh Maktoufi about empathy in science communication and from Cassidy Swanston about addressing conspiracy theories.
I try to put myself in this person’s shoes and consider what information they’d find most compelling. If there’s one thing we’ve all learned during the pandemic it’s that throwing facts at people rarely works. Not just that, but fact-filled messaging can make things worse and entrench people in their misbeliefs. Maybe the deficit model of science communication is finally dead (if it ever lived to begin with)?
I remind myself to watch my tone and my assumptions about where this family member is coming from. This family member, just like anyone else, will respond better when they feel listened to, validated and loved.
Should I tell them more about how the vaccine works, how it was produced, how it has been tested? I might not have that much time before they tune out, especially if I’m throwing out scientific terms and jargon that could make them feel confused and insecure… or even angry with me.
Finally, I respond.
“I totally get the concern. I know it’s scary to think about getting a new vaccine.”
“But I have to trust the clinical trial process - these vaccines have gone through all the tests for safety and effectiveness that any other vaccine goes through. They’ve been shown to be very safe and to protect people from the severe and long-term complications of COVID-19 that I’m scared of. I definitely plan on getting it.”
“I do worry too about some of the reports of anaphylaxis in some people given our allergies, but I will get it at a doctor’s office so they can watch and treat me for any allergic reactions. Are there other side effects you are worried about?”
Ok, I might have only hit some of those points, but that’s what I wish I’d have said looking back.
The COVID-19 pandemic highlighted just how important a positive relationship and mutual understanding between a provider and an active receiver of science communication are. It highlighted the importance of listening, stories, accessible information, science and health literacy, empathy, inclusion and culturally relevant messaging.
I no longer see good science communication as the domain of individuals like scientists and science communicators. I see it as requiring a collaborative effort between experts, storytellers, creatives like artists and designers, and audiences. I am more committed to the listening and preparation phases of science communication, when you truly attempt to understand your audience and their lived experiences. And most importantly, I feel that great science communication can’t be done alone.
I collaborated with science artist Jenn Dahbura on this blog post. She created the feature illustration based on the dialogue within this blog post!
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