Watch in slide show mode to observe (modest) animation.
comments questions: dan.kahan@yale.edu
papers, etc: www.culturalcognition.net
www.culturalcognition.net
How should science museums communicate
climate science?
Dan M. Kahan
Yale University
& many others
Research Supported by:
National Science Foundation, SES-0922714
Annenberg Center for Public Policy
Skoll Global Threats Fund
Everything I know about climate science
communication:
What ordinary members of the public “believe” about climate
change doesn’t reflect what they know; it expresses who they
are.
Everything I know about climate science
communication:
What ordinary members of the public “believe” about climate
change doesn’t reflect what they know; it expresses who they
are.
Everything I know about climate science
communication:
What ordinary members of the public “believe” about climate
change doesn’t reflect what they know; it expresses who they
are.
Everything I know about climate science
communication:
What ordinary members of the public “believe” about climate
change doesn’t reflect what they know; it expresses who they
are.
“Belief” in evolution
Science literacy: item response functions
“Which gas makes up most of the Earth's atmosphere?”
[Hydrogen, Nitrogen, Carbon Dioxide, Oxygen]
11
1
.1
.1
.2
.3
.4
.5
.6
.7
.8
.9
.1 .2
.2 .3
.3 .4
.4 .5
.5 .6
.6 .7
.7 .8
.8 .9
.9
.1
.2
.3
.4
.5
.6
.7
.8
.9
.1 .2
.2 .3
.3 .4
.4 .5
.5 .6
.6 .7
.7 .8
.8 .9
.9
.1
00
0
000
probability of correct answer
111
“Electrons are smaller than atoms.” (True/false)
-3
-3
very low
-2
-2
-1
-1
00
11
Science comprehension
22
33
-3
-3
very high very low
-2
-2
-1
-1
00
11
Science comprehension
22
33
very high
Annenberg Center for Public Policy & Cultural Cognition Project. N = 2,000. Nationally representative sample, April/May 2014 (YouGov). Predicted
probabilities derived via Monte Carlo Simulation based on logistic regression. Colored bars reflect 0.95 confidence intervals.
Science literacy: item response functions
.1
.1 .2
.2 .3
.3 .4
.4 .5
.5 .6
.6 .7
.7 .8
.8 .9
.9
.9
.8
.7
.6
.5
.4
.3
.2
.1
00
0
probability of correct answer
“Which gas makes up most of the Earth's atmosphere?”
[Hydrogen, Nitrogen, Carbon Dioxide, Oxygen]
11
1
“Human beings, as we know them today, developed from
earlier species of animals.” (True/false)
-3
very low
-2
-1
0
1
Ordinary Science Intelligence
2
3
-3
very high very low
-2
-1
0
1
Science comprehension
2
3
very high
Annenberg Center for Public Policy & Cultural Cognition Project. N = 2,000. Nationally representative sample, April/May 2014 (YouGov). Predicted
probabilities derived via Monte Carlo Simulation based on logistic regression. Colored bars reflect 0.95 confidence intervals.
Science literacy: item response functions
“Human beings, as we know them today, developed from
earlier species of animals.” (True/false)
11
.1
.1 .2
.2 .3
.3 .4
.4 .5
.5 .6
.6 .7
.7 .8
.8 .9
.9
1
.9
.6
.7
.8
Below avg.
religiosity
00
.1
.2
.3
.4
.5
Above avg.
religiosity
0
probability of correct answer
“Which gas makes up most of the Earth's atmosphere?”
[Hydrogen, Nitrogen, Carbon Dioxide, Oxygen]
-3
very low
-2
-1
0
1
Science comprehension
2
3
-3
very high very low
-2
-1
0
1
Science comprehension
2
3
very high
Annenberg Center for Public Policy & Cultural Cognition Project. N = 2,000. Nationally representative sample, April/May 2014 (YouGov). Predicted
probabilities derived via Monte Carlo Simulation based on logistic regression. Colored bars reflect 0.95 confidence intervals.
Science literacy: item response functions
“Human beings, as we know them today, developed from
earlier species of animals.” (True/false)
1
.9
1
.9
.8
.7
Above avg.
religiosity
0
.1
.1
.2
.2
.3
.3
.4
.4
.5
Above avg.
religiosity
.5
Below avg.
religiosity
.6
.6
.7
.8
Below avg.
religiosity
0
probability of correct answer
“Which gas makes up most of the Earth's atmosphere?”
[Hydrogen, Nitrogen, Carbon Dioxide, Oxygen]
-3
very low
-2
-1
0
1
Science comprehension
2
3
-3
very high very low
-2
-1
0
1
Science comprehension
2
3
very high
Annenberg Center for Public Policy & Cultural Cognition Project. N = 2,000. Nationally representative sample, April/May 2014 (YouGov). Predicted
probabilities derived via Monte Carlo Simulation based on logistic regression. Colored bars reflect 0.95 confidence intervals.
Science literacy: item response functions
“According to the theory of evolution, human beings, as we know
them today, developed from earlier species of animals.”
(True/false)
Below avg.
religiosity
.9
.6
.8
.1
.1
.2
.2
.3
.3
.4
.4
.5
.6
Above avg.
religiosity
.5
Above avg.
religiosity
.7
.7
.8
Below avg.
religiosity
0
0
probability of correct answer
.9
1
1
“Human beings, as we know them today, developed from
earlier species of animals.” (True/false)
-3
very low
-2
-1
0
1
Science comprehension
2
3
-3
very high very low
-2
-1
0
1
Science comprehension
2
3
very high
Annenberg Center for Public Policy & Cultural Cognition Project. N = 2,000. Nationally representative sample, April/May 2014 (YouGov). Predicted
probabilities derived via Monte Carlo Simulation based on logistic regression. Colored bars reflect 0.95 confidence intervals.
Teaching evolution to “nonbelievers”
“Belief” in global warming
“Belief” in global warming
6
5
7
56
675
45
56747
4
3
2
564 6 23
675
12
2341
3452
< avg. Left_right> avg. Left_right
012342
12314 0
0
6
9
0
3
6
9
00
33
0
333
Very low
low
Very
Very
low
12 015 18 21 3
0015
18
21
6
666
>< avg. Left_right
99
9
999
12
12
15
15
18
18
21
21
12
12
12
15
15
15
18
18
18
21
21
21
Very high
> avg.Science
Left_right
Comprehension
high
6Science9 comprehension
12
15
18 Very 21
Science
Comprehension
33
66
99
12
12
15
15
18
18
21
21
3
6
9
12
15
18
21
1
0
02
2
1
01
12
66
3
000
30120
3
1
1230
5
453
01
7
6
3
2
6
5
2
1
5
4
1
0
0
0
4
3
< avg. Left_right
> avg. Left_right
None at all
3
2
< avg. Left_right
0
4
3
7
5
4
6
5
7
6
7
global warming risk
Extremely high
risk
7
76
34
4563
776
6
77
“Belief” in global warming
3
6
9
0
3
6
9
Very low
12 015 18
Very high
21
3
6
9 Comprehension
12
15
Science
3
6
12
15
18
18
21
21
0
1
0
0
0
0
9
12
15
18
21
Moderate
Between low
and moderate
6
5
Very low
1
None at all
0
Low
4
Between moderate
and high
3
High
2
Extremely high
risk
7
“How much risk do you believe global warming poses to human
health, safety, or prosperity?”
-1.6
-1
Very
Liberal
Veryliberal
liberal
Liberal
Strong
StrongDemocrat
Democrat Democrat
Democrat
0
Moderate
Moderate
Independent
Independent
1
1.6
Conservative Very
Very
Conservative
Conservative
Conservative
Republican Strong
Strong
Republican
Republican
Republican
Left_right political orientation
N = 1,885. Nationally representative sample, June 2013 (YouGov). Subjects “color coded” based on response to riskperception outcome variable. X-axis reflects subject score on composite scale that aggregates responses to 7-point
party identification item and 5-point “liberal-conservative” ideology item (α = 0.82).
Moderate
Between low
and moderate
6
5
Very low
1
None at all
0
Low
r = - 0.65, p < 0.01
4
Between moderate
and high
3
High
2
Extremely high
risk
7
“How much risk do you believe global warming poses to human
health, safety, or prosperity?”
-1.6
-1
Very
Liberal
Veryliberal
liberal
Liberal
Strong
StrongDemocrat
Democrat Democrat
Democrat
0
Moderate
Moderate
Independent
Independent
1
1.6
Conservative Very
Very
Conservative
Conservative
Conservative
Republican Strong
Strong
Republican
Republican
Republican
Left_right political orientation
N = 1,885. Nationally representative sample, June 2013 (YouGov). Subjects “color coded” based on response to riskperception outcome variable. X-axis reflects subject score on composite scale that aggregates responses to 7-point
party identification item and 5-point “liberal-conservative” ideology item (α = 0.82).
“Belief” in global warming
“Belief” in global warming
6
5
4
7
56
675
45
564
7
34
453
< avg. Left_right
3
> avg. Left_right
2
12
231 6 23
342
< avg. Left_right
00
33
0
3
2
1
> avg. Left_right
120
5
01
4
3
5
4
6
5
7
6
7
global warming risk
Extremely high
risk
776
6
77
“Belief” in global warming
1
0
2
1
01
04 0
None at all
3
6
9
0
3
6
9
3
000
333
Very low
low
Very
Very
low
12 015 18 21 3
6
666
>< avg. Left_right
99
9
999
12
12
15
15
18
18
21
21
12
12
12
15
15
15
18
18
18
21
21
21
Science
Comprehension
Ordinary
Intelligence
ScienceScience
comprehension
6
9 Comprehension
12
15
Science
18
Very high
Very
high
21
3
0
0
0
66
15
18
21
0
1
2
12
0
3
6
9
12
15
18
21
6
5
4
7
6
5
4
7
2
3
> avg. Left_right
1
2 6 3
< avg. Left_right
1
5
global warming risk
Extremely high
risk
7
“Belief” in global warming
0
0
4
0
00
3
33
Very
low
Very
low
6
66
9
99
12
12
15
15
18
18
Very high
1
2
3
Science
Comprehension
Ordinary
Intelligence
ScienceScience
comprehension
21
21
0
None at all
>< avg. Left_right
0
3
6
9
12
15
18
21
“Climate science literacy” battery
Science literacy: item response functions
“According to the theory of evolution, human beings, as we know
them today, developed from earlier species of animals.”
(True/false)
Below avg.
religiosity
.9
.6
.8
.1
.1
.2
.2
.3
.3
.4
.4
.5
.6
Above avg.
religiosity
.5
Above avg.
religiosity
.7
.7
.8
Below avg.
religiosity
0
0
probability of correct answer
.9
1
1
“Human beings, as we know them today, developed from
earlier species of animals.” (True/false)
-3
very low
-2
-1
0
1
Science comprehension
2
3
-3
very high very low
-2
-1
0
1
Science comprehension
2
3
very high
Annenberg Center for Public Policy & Cultural Cognition Project. N = 2,000. Nationally representative sample, April/May 2014 (YouGov). Predicted
probabilities derived via Monte Carlo Simulation based on logistic regression. Colored bars reflect 0.95 confidence intervals.
Climate science literacy: item response functions
“Climate scientists believe that the increase of
atmospheric carbon dioxide associated with the burning
of fossil fuels will reduce photosynthesis by plants.” [True
or False]
0
0
0
0
.1
.1
.1
.1
.2
.2
.2
.2
.3
.3
.3
.3
.4
.4
.4
.4
.5
.5
.5
.5
.6
.6
.6
.6
.7
.7
.7
.7
.8
.8
.8
.8
probability of correct answer
.9
.9
.9
.9
1
1
1
1
“What gas do most scientists believe causes
temperatures in the atmosphere to rise? Is it [hydrogen,
helium, carbon dioxide, radon]?”
-2
-3
-1.5 -2
very low
-1
-1 -.5
00
.5 1
Climate science literacy
1
2 1.5
32
-2
-3
-1.5 -2
very high very low
-1
-1-.5
00
.5 1
Climate science literacy
1
21.5
23
very high
Annenberg Center for Public Policy & Cultural Cognition Project. N = 1,769. Predicted probabilities derived via Monte Carlo Simulation based on logistic
regression. Nationally representative sample, April/May 2014 (YouGov). Political outlook predictor set at -1 SD & + 1 SD on “Left_right" scale for “liberal
democrat” and “conservative Republican,” respectively. Colored bars reflect 0.95 confidence intervals.
Climate science literacy: item response functions
“Climate scientists believe that the increase of
atmospheric carbon dioxide associated with the burning
of fossil fuels will reduce photosynthesis by plants.” [True
or False]
1
11
“What gas do most scientists believe causes
temperatures in the atmosphere to rise? Is it [hydrogen,
helium, carbon dioxide, radon]?”
.9
.8
probability of correct answer
.1
.1 .2
.2 .3
.3 .4
.4 .5
.5 .6
.6 .7
.7 .8
.8 .9
.9
Liberal
Democrat
0
00
.1
.2
.3
.4
.5
.6
.7
Conservative
Republican
-2
-1.5
very low
-1
-.5
0
.5
Climate science literacy
1
1.5
2
-2
-1.5
very high very low
-1
-.5
0
.5
Climate science literacy
1
1.5
2
very high
Annenberg Center for Public Policy & Cultural Cognition Project. N = 1,769. Predicted probabilities derived via Monte Carlo Simulation based on logistic
regression. Nationally representative sample, April/May 2014 (YouGov). Political outlook predictor set at -1 SD & + 1 SD on “Left_right" scale for “liberal
democrat” and “conservative Republican,” respectively. Colored bars reflect 0.95 confidence intervals.
Climate science literacy: item response functions
“Climate scientists believe that the increase of
atmospheric carbon dioxide associated with the burning
of fossil fuels will reduce photosynthesis by plants.” [True
or False]
1
11
“What gas do most scientists believe causes
temperatures in the atmosphere to rise? Is it [hydrogen,
helium, carbon dioxide, radon]?”
.9
Conservative
Republican
.8
probability of correct answer
.1
.1 .2
.2 .3
.3 .4
.4 .5
.5 .6
.6 .7
.7 .8
.8 .9
.9
Liberal
Democrat
.6 .7
Conservative
Republican
0
00
.1
.2
.3 .4
.5
Liberal
Democrat
-2
-1.5
very low
-1
-.5
0
.5
Climate science literacy
1
1.5
2
-2
-1.5
very high very low
-1
-.5
0
.5
Climate science literacy
1
1.5
2
very high
Annenberg Center for Public Policy & Cultural Cognition Project. N = 1,769. Predicted probabilities derived via Monte Carlo Simulation based on logistic
regression. Nationally representative sample, April/May 2014 (YouGov). Political outlook predictor set at -1 SD & + 1 SD on “Left_right" scale for “liberal
democrat” and “conservative Republican,” respectively. Colored bars reflect 0.95 confidence intervals.
9
“Climate science literacy” and global warming “beliefs”
8
7
9
6
8
4
3
2
No. correct
5
7
6
59
48
37
26
1
15
0
04
3
2
1
Human caused
Naturally caused
No warming
Positions on global warming in “past few decades”
Annenberg Center for Public Policy & Cultural Cognition Project. N = 1957. Nationally representative sample, April/May
2014 (YouGov). X-axis is continuous “Ordinary Science Intelligence” scale formed by IRT-weighted responses to NSF & Pew
0 Numeracy, and Cognitive Reflection Test items (α=0.83). CIs reflect 095 level of confidence for estimated
science literacy,
population mean.
Climate science literacy
-1
0
1
very high
2
Climate science literacy & general science comprehension
-2
r = 0.32, p < 0.01
very low
-2
very low
-1
0
1
science
comprehension
Science comprehension
2
very high
Annenberg Center for Public Policy & Cultural Cognition Project. N = 2,000. Nationally representative sample, April/May
2014 (YouGov). X-axis is continuous “Ordinary Science Intelligence” scale formed by IRT-weighted responses to NSF & Pew
science literacy, Numeracy, and Cognitive Reflection Test items (α=0.83). CIs reflect 095 level of confidence for estimated
population mean.
“How much risk do you believe global warming poses to human health,
safety, or prosperity?”
11
1.6
1.6
Very Conservative
Strong Republican
7
6
5
4
7
6
5
> avg. Left_right
2
1
3
6
5
4
4
7
3
0
None at all
2
Very low
2 6 3
Low
1
1
5
and moderate
0
= 0.07, p < 0.01 Between low
< avg. Left_right
>< avg. Left_right
0
0.65, p < 0.01
Moderate
4
Between moderate
and high
0
00
Very low
3
33
-1.6
Very liberal
Strong Democrat
3
High
2
Extremely high
risk
7
Global warming
6
66
-1
9
99
12
12
0
15
15
1
18
18
Science Comprehension
Conservative
Moderate
Liberal
Democrat
Independent
Republican
21
21
1.6
Very high
Very Conservative
Strong Republican
Climate science literacy
-1
0
1
very high
2
Climate science literacy & general science comprehension
-2
r = 0.32, p < 0.01
very low
-2
very low
-1
0
1
science
comprehension
Science comprehension
2
very high
Annenberg Center for Public Policy & Cultural Cognition Project. N = 2,000. Nationally representative sample, April/May
2014 (YouGov). X-axis is continuous “Ordinary Science Intelligence” scale formed by IRT-weighted responses to NSF & Pew
science literacy, Numeracy, and Cognitive Reflection Test items (α=0.83). CIs reflect 095 level of confidence for estimated
population mean.
< avg Left_Right
> avg Left_Right
Climate science literacy
-1
0
1
very high
2
Climate science literacy & general science comprehension
-2
r = 0.32, p < 0.01
very low
-2
very low
-1
0
1
science
comprehension
Science comprehension
2
very high
Annenberg Center for Public Policy & Cultural Cognition Project. N = 2,000. Nationally representative sample, April/May
2014 (YouGov). X-axis is continuous “Ordinary Science Intelligence” scale formed by IRT-weighted responses to NSF & Pew
science literacy, Numeracy, and Cognitive Reflection Test items (α=0.83). CIs reflect 095 level of confidence for estimated
population mean.
Climate science literacy: item response functions
“Climate scientists believe that the increase of
atmospheric carbon dioxide associated with the burning
of fossil fuels will reduce photosynthesis by plants.” [True
or False]
1
11
“What gas do most scientists believe causes
temperatures in the atmosphere to rise? Is it [hydrogen,
helium, carbon dioxide, radon]?”
.9
Conservative
Republican
.8
probability of correct answer
.1
.1 .2
.2 .3
.3 .4
.4 .5
.5 .6
.6 .7
.7 .8
.8 .9
.9
Liberal
Democrat
.6 .7
Conservative
Republican
0
00
.1
.2
.3 .4
.5
Liberal
Democrat
-2
-1.5
very low
-1
-.5
0
.5
Climate science literacy
1
1.5
2
-2
-1.5
very high very low
-1
-.5
0
.5
Climate science literacy
1
1.5
2
very high
Annenberg Center for Public Policy & Cultural Cognition Project. N = 1,769. Predicted probabilities derived via Monte Carlo Simulation based on logistic
regression. Nationally representative sample, April/May 2014 (YouGov). Political outlook predictor set at -1 SD & + 1 SD on “Left_right" scale for “liberal
democrat” and “conservative Republican,” respectively. Colored bars reflect 0.95 confidence intervals.
Climate science literacy: item response functions
“[Is the earth] getting warmer (a) mostly because of
human activity such as burning fossil fuels or (b) mostly
because of natural patterns in the earth’s environment?”
probability of correct answer
.1
.1 .2
.2 .3
.3 .4
.4 .5
.5 .6
.6 .7
.7 .8
.8 .9
.9
Liberal
Democrat
.1
.1 .2
.2 .3
.3 .4
.4 .5
.5 .6
.6 .7
.7 .8
.8 .9
.9
Liberal
Liberal
Conservative
Democrat
Democrat
Republican
11
11
“What gas do most scientists believe causes
temperatures in the atmosphere to rise? Is it [hydrogen,
helium, carbon dioxide, radon]?”
Liberal
Democrat
Conservative
Conservative
Republican
Republican
00
00
Conservative
Republican
-2
-1.5
very low
-1
-.5
0
.5
Climate science literacy
1
1.5
2
-3
-2
-1.5-2
very high very low
-1
-1 -.5
00
.5 1
Climate science literacy
1
2 1.5
23
very high
Annenberg Center for Public Policy & Cultural Cognition Project. N = 1,769. Predicted probabilities derived via Monte Carlo Simulation based on logistic
regression. Nationally representative sample, April/May 2014 (YouGov). Political outlook predictor set at -1 SD & + 1 SD on “Left_right" scale for “liberal
democrat” and “conservative Republican,” respectively. Colored bars reflect 0.95 confidence intervals.
Cultural Cognition Project
SE Fla. evidence-based science communication initiative
Soute
What should local government science communicators
communicate to the public about climate change?
What ordinary members of the public “believe” about climate
change doesn’t reflect what they know; it expresses who they
are.
“How much risk do you believe global warming poses to human health,
safety, or prosperity?”
7
A polluted science communication environment . . .
7
67
5
6
< avg. Left_right
56
High
5
4
4
5
45
< avg. Left_right
3
7
34
Moderate
23
1
2
6
22
> avg. Left_right
2
3
Between low
and moderate
2 6 3
44
Egalitarian communitarian
r = 0.07, p < 0.01
Hierarch individualist
33
4
7
55
Between moderate
and high
r = - 0.65, p < 0.01
12
Low
01
0
0
0
4
4
0
None at all
no risk
> avg. Left_right
0
Very low
1
5
11
5
1
4 SE Fla. Counties
00
None at all
7
7
6
77
Extremely high
risk
66
Extremely high
risk
6
United States as
a whole
Global
warming (summer 2013)
0
0
3
33 0
00
3
> avg. Left_right
2 < 3
4
5
1
6
66 3
6
9
9
99 6
12
129
6
12
15
1512
15
7
18
15
18
8
18
9
21
18
21
21
21
10
6
6
5
5
< avg. Left_right
4
4
4
4
7
0
0
Moderate
123 15 6 18
219
12
15
21
<18avg. Left_right
2
2
Low
> avg. Left_right
3
6 09
3
3
3
and moderate
2
0
2 6 3
r = 0.07,
< 0.01p < 0.01Between low
r = -p0.60,
6
7
7
7
6
5
2
6
1
5
1
7
p < 0.01
Liberal
Democrat
1.6
1.61.6
-1.6
-1-1
00
11
1.6
1.6
-1.6
no risk Very-1.6
Left_right Moderate
Extremely
0
1
1.6Conservative
liberal -1
Very
at all Strong
Conservative Very
DemocratLiberal
high
risk
Strong
Republican
Independent
Very liberal
Conservative
Moderate
Strong Democrat Democrat
Independent
Republican
1
1
1
5
None at all
Very Conservative
Strong Republican
Strong Republican
0
0
11
Conservative
Republican
>< avg. Left_right
0
00
Moderate
Independent
0
-1
-1
1
5
> avg. Left_right
Very low
4
-1.6
Very liberal
Strong Democrat
r =p-< 0.01
0.65,
r = 0.07,
Between moderate
and high
0033
9
6
3
0
00
Very low
3
None at all
r = - 0.65, p < 0.01
4
11
None at all
Extremely high
risk
High
3
Very low
00
Low
0 00 1 11 2 22 3 33 4 44 5 55 6 66 7 77
4
4
Between low
and moderate
2
7
7
5
5
Moderate
22
Between moderate
and high
33
6
6
Extremely high
risk
High
7
Southeast Florida (Fall 2013)
or prosperity?”
Extremely high
risk
3
3
Extremely
-1.6
00
11
1.6
-1.6at all -1-1
1.6
noat risk
Extremely
all no risk
high risk
Very low
Comprehension Very high
“How much risk do you at
believe
fluoridated
water
poses
to
human
ScienceScience
Comprehension
Very
liberal
Very
Conservative
Moderate
all
high
risk “How much risk do you
believe
medical x-rays poses to human
Strong Democrat
Strong Republican
Independent
health, safety, or prosperity?”
“How muchone
risk. do
warming
to human health, safety,
health,
safety, poses
or prosperity?”
Global
warming
An unpolluted
. . you believe global
3366
6699
12
9912
15
15
12
12
18
18
15
15
Science
Comprehension
Science
Comprehension
21
21
18
21
18
21
Very high
11
4 SE Fla. Counties
“Landuse planners should identify assess and
revise existing laws to assure that they reflect the
risks posed by rising sea level and extreme
weather.”
“Local and state officials should be involved in
identifying steps that local communities can
take to reduce the risk posed by rising sea
levels.”
pct. agree
pct. agree
> avg. Left_right
78% agree
Science literacy: item response functions
“According to the theory of evolution, human beings, as we know
them today, developed from earlier species of animals.”
(True/false)
Below avg.
religiosity
.9
.6
.8
.1
.1
.2
.2
.3
.3
.4
.4
.5
.6
Above avg.
religiosity
.5
Above avg.
religiosity
.7
.7
.8
Below avg.
religiosity
0
0
probability of correct answer
.9
1
1
“Human beings, as we know them today, developed from
earlier species of animals.” (True/false)
-3
very low
-2
-1
0
1
Science comprehension
2
3
-3
very high very low
-2
-1
0
1
Science comprehension
2
3
very high
Annenberg Center for Public Policy & Cultural Cognition Project. N = 2,000. Nationally representative sample, April/May 2014 (YouGov). Predicted
probabilities derived via Monte Carlo Simulation based on logistic regression. Colored bars reflect 0.95 confidence intervals.
Teaching evolution to “nonbelievers”
What should science communicators communicate to the public?
What ordinary members of the public “believe” about climate
change doesn’t reflect what they know; it expresses who they
are.
What should science communicators communicate to the public?
Katie’s “Compact connector scouting report” form
PB County Examples
•
•
•
•
•
Corporate Exec
HOA Leader
Architect
Community Organizer
COBWRA Leader
•
•
•
•
•
Construction Manager
Hotel President
Marina Director
Surf Club Leader
Investment Manager
Communicate normality
What should science museums communicate to the public?
What ordinary members of the public “believe” about climate
change doesn’t reflect what they know; it expresses who they
are.
Disentangling knowledge from identity
Climate: Local govt
Evolution: Classroom
What should science museums communicate to the public?
What ordinary members of the public “believe” about climate
change doesn’t reflect what they know; it expresses who they
are.
You don’t have to choose between
knowing what we know about climate
change & being who you are to enjoy our
cool exhibits!
Curiosity . . . wonder
What ordinary members of the public “believe” about climate
change doesn’t reflect what they know; it expresses who they
are.