The main objectives of this module are:
After completion of the course, students are able to
- Explain different views on the relation between science and society and the role of science communication
- Distinguish different models of science communication and characterize their similarities, differences and underlying assumptions
- Distinguish and apply different techniques for presenting and framing scientific knowledge
- Explain different theories of information processing and cognition
- Evaluate the role of science communication in a societal debate on a biomedical theme
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The module
Scientific biomedical knowledge plays an increasingly important role in society, shaping our understanding and perception of the world, influencing societal debate and informing policy decisions on public health. There are various authorities that are involved in communicating the results from biomedical research and there are different groups in society who may benefit from the information provided (e.g. to main or improve health). The general public is informed of biomedical science by journalists, organizations such as the RIVM (National Institute for Public Health and the Environment) and scientists who participate in public outreach activities or make their appearance in the media. Such activities may be initiated for a variety of reasons, including information, persuasion, influencing behavior and lifestyle, changing public perception, building trust or encouraging engagement. Not in the least place because of the new social media, the way such activities work out are difficult to control, may be ineffective or even counterproductive (e.g., the debate on HPV vaccination).
This module will provide a theoretical background for science communication and its role in society, and different models to explain how people interpret and process scientific information. Four recurrent themes in this module are: What kind of scientific knowledge is communicated and why, how is this done and who is the audience? The role that science communication has in explaining, creating, determining and shaping public understanding and societal debate on biomedical themes will be discussed. Common assumptions in science communication regarding the role of facts and values, the relevance of context, how we interpret and process information and the role of conscious reasoning in our judgments and behavior will be critically discussed.
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