One of the most important milestones in science communication post WWII, says Dr. Ockert, was that of John Hopkins Science Review (1948-1955). It was the first science show broadcasted nationally. The show was written, co-written, and hosted by Lynn Poole. Originally an artist and a dancer, Poole became a journalist and eventually Johns Hopkins’s director of PR. He not only brought different guests such as doctors, chemists, and engineers for interviews, he’d also invited non-scientists such as medical illustrators or animal trainers to talk about scientific topics. This format, and Poole’s background, made the show very different from the dry lectures that most people saw science in.
This is particularly important, considering what research tells us about effective communication. For the longest time, scientists thought if they just teach people about science and provide information, audiences are going to be on board. In other words, teaching facts equals changing attitudes and behavior. But if there is one thing we have all learned during the time of COVID is that, facts are not enough.
This model, implying that things will be “better” after a knowledge gap is “fixed” is called the deficit model of communication. But facts on their own might fail to change minds, and in some cases, they might even backfire and get the audiences to disagree even more. Engaging an audience, building a relationship and trust with them, telling good stories, and immersing them in a world filled with the appropriate emotions go so much further than just facts can.
Poole’s show not only focused on information, but also engaging the audience with science and himself. Later, Watch Mr Wizard (1951) became a hit as a science show in the US aimed at kids. Dr. Ockert notes, this show is specifically aimed at kids becoming excited about science.
In 1962 Rachel Carson published her book, Silent Spring describing the effect of pesticides on nature and bringing to the public topics on environmental concerns. The book, also inspiring a whole episode on CBS, inspired environmental movements and a fight to protect the environment. The Silent Spring, referring to the silencing of more and more birds due to environmental pollution, is one of the factors that lead to the establishment of EPA in 1970.
In 1974 NSF created their first science show, NOVA, a program that highlighted the connection between science and society. NOVA produced a range of videos including interviews with researchers, and explainers of scientific phenomena and discoveries. Today NOVA is the longest-running science series in the US, and has expanded to include short digital videos, a podcast, digital publication, game labs and initiatives to train the next generation of science communicators.