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1
Overview
Globalization and emerging economies around the world of communication on the Internet such as video sharing (e.g.,
offer challenges to the economic position and quality of life YouTube), social networking (e.g., Facebook), and microb-
that Americans enjoy, and experts worry that a lack of scien- logging (e.g., Twitter) present new and possibly improved
tific and technical understanding in the United States could opportunities for chemists to communicate with the public,
hamper its ability to lead in the future.1 Formal education but it is not clear whom these media formats reach or how
and preparation of students from K-12 to the graduate school effectively they present specific messages. The chemical sci-
level and beyond is vital for developing science literacy. ences and technology community could increase its impact
However, informal learning opportunities such as family on improving general chemical literacy by evaluating current
TV viewing or visiting a museum or an Internet website can approaches to informal education and learning how best to
engage and educate the population more broadly.2 In fact, navigate both new and old media.
most Americans learn about science outside of school3 and
primarily obtain science and technology (S&T) information
ABOUT THIS DOCUMENT
from television and the Internet.4
Yet in these informal settings, such as watching televi- The National Academies’ Chemical Sciences Roundtable
sion, little primary chemistry content is found.5 Chemists (CSR) held a workshop on May 26-27, 2010, to examine
often voice frustration about their inability to effectively the challenges and opportunities to presenting chemistry
communicate their ideas to the general public outside the content on television, the Internet, in museums, and in other
formal classroom or research laboratory setting. New modes informal educational settings. The workshop “Chemistry
in Primetime and Online: Communicating Chemistry in
Informal Environments” explored how the public obtains
1National Academy of Sciences, National Academy of Engineering, and
scientific information informally and discussed methods
Institute of Medicine. 2007. Rising Above the Gathering Storm: Energizing that chemists can use to improve and expand efforts to reach
and Employing America for a Brighter Economic Future. Washington, DC:
a general, nontechnical audience. Workshop participants
National Academies Press.
included chemical practitioners (e.g., graduate students,
2Philip Bell, Bruce Lewenstein, Andrew W. Shouse, and Michael A.
postdocs, professors, administrators); experts on informal
Feder, Editors, Committee on Learning Science in Informal Environments,
learning; public and private funding organizations; science
National Research Council. 2009. Learning Science in Informal Environ-
ments. Washington, DC: National Academies Press. Available online at writers, bloggers, publishers, and university communications
www.nap.edu/catalog.php?record_id=12190.
officers; and television and Internet content producers. This
3J.H. Falk, and L.D. Dierking, 2010. The 95 percent solution (School is
workshop featured invited presentations, discussions, and a
not where most Americans learn most of their science) American Scientist
poster session that highlighted key informal education activi-
98: 486-493.
4Science and Engineering Indicators. 2010. http://www.nsf.gov/statistics/
ties in the chemical sciences.
seind10/?org=DRL. Pew General Public Survey. 2009. http://people-press. This document summarizes the presentations and discus-
org/report/?pageid=1552.
sions that took place at the workshop. Where possible, back-
5B. Halford. 2008. Stephen Lyons: A television producer’s take on what
ground references have been provided to support statements
makes good chemistry for the small screen. Chemical and Engineering
made or data described. In addition, the Internet information
News 86(39)41.
1
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2 CHEMISTRY IN PRIMETIME AND ONLINE
Informal Chemistry
provided was correct, to the best of our knowledge, at the
time of publication. It is important to remember, however,
In this session, an introduction to informal education
that information on websites can be transient and is not
was provided by Kirsten Ellenbogen, Science Museum of
always validated or verifiable. The reader is urged to follow
Minnesota and member of the National Research Council
up with individual guest speakers and their institutions for
Committee on Learning Science in Informal Environments.
further clarification of statements made during the workshop
The connection between chemistry and informal education
or to obtain additional reference materials.
was presented by David Ucko of the National Science Foun-
dation. Stephen Lyons, with Moreno-Lyons Productions,
Important Note about Open Discussions: Each chapter in
discussed the role of documentary films in communicating
this document ends with a summary of discussion topics
science and how chemistry is one of the few fields that have
introduced by speakers and participants in the immediate
been neglected by informal media sources.
session (chapter), as well as all preceding workshop sessions.
Chemistry in Print
WORKSHOP OVERVIEW
This session focused on the ways chemistry is presented
The workshop began with an introduction to informal
informally through literature, print media, and blogs. John
learning and how it relates to chemistry, including how the
Emsley from the University of Cambridge discussed steps to
public obtains scientific information and effective methods
becoming a science writer and explained how the struggles
used to communicate science more broadly. There were
of a chemistry writer may differ from other types of writers.
then several panels of speakers focused around media for-
Ivan Amato of the Pew Charitable Trusts, a former writer
mats and venues where chemistry content is communicated,
and editor at Chemical and Engineering News, pointed out
which form the structure of this document: print, hands-on
how chemistry is ignored by media, but also discussed the
outreach, museums, video & radio, gaming, and libraries.
opportunities that exist to highlight chemistry, especially
The workshop ended with a wrap-up panel consisting of four
through chemical imagery. Joy Moore from Seed Media
participants, who attended both days of the event and agreed
Group provided insights into how her company has been
in advance to comment on important messages they heard
using print media and science blogs to promote a better
during the workshop.
understanding of chemistry.
Key issues raised during the workshop include the
following:
Local Outreach Efforts
• The deficiency in public understanding of chemistry;
This session included personal experiences from local
• Chemists’ ability or inability to communicate
outreach experts and how they introduce informal science
effectively;
to their communities. Jeanette Brown of the New Jersey
• The need for different approaches to communication
American Chemical Society (ACS) local section shared her
for different goals (i.e., promotional, marketing, advocacy,
experience as a chemistry ambassador, conducting hands-on
educational);
activities at festivals and other events, as well as creating
• The importance of highlighting the human side of
educational resources about African-American chemists.
chemistry;
Ruth Woodall of the Nashville ACS local section also dis-
• The difficulty in assessing the effectiveness of various
cussed being a chemistry ambassador and how she introduces
communication venues;
chemistry to public audiences, especially young people.
• The need for studying and evaluating different
Catherine Conrad from St. Mary’s University presented
approaches to communicating chemistry;
a very different approach to local outreach called citizen
• The importance of formal education in setting the stage
science, where nonscientists help collect real scientific data.
for informal interactions with chemistry and chemists;
Conrad explained how she became involved in citizen sci-
• The role that technology plays in communicating
ence and how it has benefited her research as well as her
chemistry in informal environments;
local community.
• Losing the “chemistry” when communicating about
chemistry applications;
Chemistry in Museums
• The need for chemists to connect more with profes-
sional writers, artists, or videographers, who know how to
In this session, speakers described various approaches to
communicate with and interest general audiences.
informal learning of chemistry in museums. Sapna Batish
of the Koshland Science Museum showed current exhibits
featured at the museum and how chemistry content is incor-
porated into the exhibits. Susanne Rehn of the Deutsche
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3
OVERVIEW
environments. Robert Hone of Red Hill Studios shared his
Museum described the chemistry exhibitions that have
existed at the museum for many years and shared the details insights on creating educational video games. He explained
of, and rationale for, the extensive renovations under way different gaming design strategies and the strengths and
to update and improve the exhibits. Shelley Geehr with the weaknesses of using games as tools for informal educa-
tion. Deborah Illman from the University of Washington
Chemical Heritage Foundation (CHF) discussed the recently
created CHF museum, including museum exhibits, special discussed her ongoing efforts to provide communications
events, and other CHF resources available to the public. training for scientists and her recent focus on working with
Lastly, Peter Yancone with the Maryland Science Center chemists. Andrea Twiss-Brooks from the University of Chi-
presented the chemistry-related activities at the museum. cago explained the important and changing role that libraries
and librarians play as a source of informal science. She also
discussed how the ACS Committee on Community Activities
Chemistry in Video and on the Radio
is trying to better collect data and evaluate the effectiveness
This panel focused on the role of video and radio in infor- of its outreach efforts.
mal science education. Martyn Poliakoff from the Univer-
sity of Nottingham described how he and his team created
Workshop Wrap-up Session
the very successful Periodic Table of Videos on the Internet,
which features short videos about each of the elements of the This session included four panelists with diverse per-
Periodic Table. Jorge Salazar of EarthSky Communications spectives who attended the entire workshop. They were
described his organization’s efforts to provide a commercial- asked to provide impromptu comments on what they heard
during the workshop talks and discussions. David Ucko
free way for scientists to communicate their research to the
public through audio and video on the radio and over the of the National Science Foundation provided a perspective
Internet. Mark Griep from the University of Nebraska- from a government funding agency. Nancy Blount with
Lincoln discussed his analysis of chemistry content in films the American Chemical Society presented views from the
main professional organization for chemists. Joy Moore
and explained how popular movies can play a major role as
an informal educational tool for understanding chemistry. with Seed Media Group commented from the perspective
of new media and communications. CSR co-chair Mark
Barteau from the University of Delaware provided an
Tools and Techniques
academic perspective.
In this session, speakers shared insights on new tools
and techniques for communicating chemistry in informal
