A NATIONAL CAMPAIGN TO IMPROVE THE PUBLIC UNDERSTANDING OF SCIENCE

Public appreciation of science, the scientific process, and the impacts of scientific advancements on our quality of life is necessary for continued support of the national scientific enterprise. Consensus from national dialogue is to re-engage the public in understanding the nature of science. We propose a positive, multi-faceted strategy to explain science's extraordinary benefits to individuals and to society. This would include a campaign that draws on the best public communications research and methodologies to explain the nature and value of science in positive language, and carefully targeted and tested messages, tailored to increasing understanding and appreciation by all Americans.

Growing concerns about the state of science in the United States have garnered national attention of key sectors of society – business, research, and education. Business is concerned about competitiveness in a global economy and increasing the supply of ideas and workers. The research community is short of resources to maintain the flow of discoveries. The education community is challenged to ensure student interest in pursuing science as a career and to provide adequately trained and motivated teachers who will educate the next generation of scientists. Cross-cutting this is an assault on the fundamental nature and role of science in society by various groups with non-science agendas. While America is in danger of turning away from participation in and support of science, other nations are increasing their investments in science and reaping the benefits.

Many of the most contentious debates in the country are science-based, including earth science topics such as global climate change and evolution. The overarching goal of the campaign will be to empower Americans with a set of understandings that will allow them to appreciate the pragmatic outcomes of science, distinguish science from non-science, and participate in social discourse that depends upon insight into the nature of science.