MODULE 4

• The advent of new information technology has changed society in a number of ways
• With new information technology, the possibilities for the communication of science are unlimited
• Specific applications of new information technology in science communication

  • Social media
  • Electronic publishing
  • Teleconferencing
  • Videoconferencing
  • Computer conferencing
• To cope and keep with the rapid developments in this field, we have to continually upgrade our skills
• While today's society calls for new channels of communication, the use of effective and efficient traditional media should not be set aside
• This will allow more communities to share and receive information, content, and ideas to collaborate and engage in scientific activities
• Community media


  Adaptations of media for use by the community, for purposes such as for information, education, entertainment, when they need it
• What makes it a community media is that the community participates, as planners, producers, or performers
• They are the means of expression of the community, rather than for the community
• Data visualization


  The graphical representation of information and data using visual elements like charts, graphs, and maps
• Categories of data visualization

  • Charts
  • Geospatial
  • Tables
• Analytical functions of data visualization

  • Distribution
  • Comparison
  • Change over time
  • Flow
  • Spatial
  • Part-to-whole
• Roles of data visualization

  • Raise and maintain awareness
  • Show cause and effect
  • Support a prediction
  • Evaluate
• Simulation


  The process of creating a model of an existing or proposed system in order to identify and understand those factors that control the system and/or to predict the future behavior of the system
• In science communication, these usually employ interactive multimedia applications, computer software, or devices
• Often these are used in science museums and exhibitions
• Early attempts to use games are based on role-playing approaches and board games that require face to face interactions
• With new developments in digital technologies are enabling scientists to explore novel avenues of engagement beyond face-to-face approaches
• "Gamifying" science through the creation of computer games based on scientific research is part of this trend
• Studies have found that games and gaming are innovative communication strategies to inform the public and citizens about scientific research and engage them with it
• One of the issues in the use of games in science communication is the credibility aspect
• Social media


  A term used to describe a variety of Internet-based platforms, applications, and technologies that enable people to interact
• Actively participating in social media networks allows scientists and communicators to disseminate research findings quickly and effectively as well as promote their own profile, and their research groups or institution
• Communicating science through social media can also help improve essential scholarly skills, such as reflecting, writing for different audiences, and developing the self-discipline to write regularly
• Key attributes of social media channels

  • Personalization
  • Presentation
  • Participation
• Steps in a social media communication strategy

  • Identify your target audience
  • Set SMART objectives
• Channels that make communication tools highly effective

  • Personalization - Content can be tailored to individual needs
  • Presentation - Timely and relevant content accessible in multiple formats and contexts
  • Participation - Partners and the public who contribute content in meaningful ways
• College of Development Communication, University of the Philippines Los Baños
• Social media communication strategy

  1. Identify your target audience

  2. Set SMART objectives

  3. Select appropriate channels

  4. Decide how much time and effort you can invest
• SMART objectives


  • Simple and specific - State in concrete, detailed, and well-defined terms what exactly you are going to do and for whom
  • Measurable - Objectives should be quantifiable—identify the source of measurement
  • Achievable/Attainable - Can the objective be achieved in the proposed time frame with the resources available?
  • Relevant/Realistic - Is the objective directly related to the overarching communication goal from your communication plan?
  • Time-bound - Have deadlines been set?
• Principles of effective social media writing

  • Use plain language - Follow the principles of popular communication
  • Use tools of social marketing - Highlight the positive aspects, Answer the audience's question "What's in it for me?", Encourage your readers to take a particular action or to learn more
  • Social media content should be relevant, useful, and interesting; easy to understand and to share; friendly, conversational, and engaging; action-oriented
• Principles of effective social media writing

  1. Put relevant, intriguing information at the beginning of your post - Can you ask a question?

  2. Use fewer characters than allowed to make sharing easy - Keep messages short but relevant

  3. Test your message on a cold reader - Could someone "get it" in less than two seconds?

  4. Provide enough context so your message can stand alone

  5. Make it Conversational - Use contractions, write in first- or second- person, avoid colloquial language and trendy abbreviations

  6. Social media messages should have a call-to-action, urging people to take the next step - Use action verbs, include links, use ALL CAPS sparingly
• Tips on writing on Facebook

  • Length - You can use a maximum of 420 characters but 250 characters (or shorter) allows a post to be completely viewed in the newsfeed
  • Content - Consumer-friendly, action-oriented, interesting, compelling, and has a specific call to action. It includes a link to a Web page, photo, or video
  • Tone - Naturally casual but professional and has a consumer-friendly voice
  • Avoids or at least defines jargon
  • Tagging - Add the @ symbol to tag a contact
  • Add the # symbol to add a searchable description of your post
• Information and communication technologies (ICT) play a significant role in all aspects of modern society
• ICT affect everyday lives

  They also impact the macroeconomic growth, which in turn further affects society by enabling infrastructure and standard of living improvements
• Richer communication technologies, which include non-verbal cues

  Positively associated with both overall satisfaction with life and satisfaction with relationships
• More restricted communication methods, such as text messaging and instant messaging


  Negatively associated with both overall satisfaction with life and satisfaction with relationships
• Social networking


  Negatively associated with overall satisfaction, but not with satisfaction with relationships
• The widening digital and technological divide between the poor and rich, between rural and urban areas, points to the need for guaranteed public spaces on the "infostructure" to address the problems of social exclusion
• Community networks and community telecenters are examples of addressing the problems of social exclusion