This document summarizes a presentation on teaching, training, and communicating with those who deny science. It discusses common causes of science denial like social media algorithms, K-12 education standards, lack of scientist communication training, political polarization, and identity factors. It then outlines three strategies discussed in the presentation: employing empathy to make messages more relatable; leveraging trusted community members to help communicate messages; and steering people toward credible sources of information. Attendees participated in activities to apply these strategies to their own upcoming science communications. The objectives of describing causes of science denial, identifying communication strategy opportunities, and planning updates were achieved.

1. Teaching, Training
& Communicating
With Those in Science Denial
With
Dr. Gale Sinatra, Stephen H. Crocker Professor of Education,
Rossier School of Education, University of Southern California
Dr. Katherine Guevara, Associate Director of Clinical & Translational
Research Education Programs, SC CTSI Workforce Development
at the University of Southern California

2. Warm Up
Share an example of when your
message about science was well-
received

3. Objectives
Describe common causes &
effects of science denial
Identify opportunities to use
provided strategies in science
communication
Plan updates to science
communication

4. SCIENCE DENIAL: WHY IT
HAPPENS AND WHAT TO DO ABOUT
IT
OXFORD UNIVERSITY PRESS (2021)

5. Causes & Effects
• Social media algorithms  Difficult to separate fact from fiction; echo chamber
• K-12 Science teaching  Not all states teach next-generation standards (science as a process)
• Lack of scientist communication training  Not understanding their audience
• PR & Political polarization  Seeking out confirmation of prior beliefs (confirmation bias)
• Motivation & social-emotional identity  Detriments to health including death

6. Strategy 1
Employ empathy to make a message
more relatable
Examples from Science Denial
• Moveable middle
• Finding common ground or common identity

7. Strategy 1 Activity
With colleagues in breakout groups,
1. For one of your upcoming science communications, brainstorm
together what might make others concerned about it
2. Try out a version of your message in which you begin by addressing
concerns. What was your colleagues’ feedback?
10 minutes

8. Strategy 2
Leverage a trusted in-group to help
communicate your message
Examples from Science Denial
• Epistemic authorities
• Religious groups

9. Strategy 2 Activity
1. Think of an upcoming audience to which you will present a scientific
message
2. Who are the “epistemic authorities” in that audience’s community?
3. How might you approach them as communicators of your message?
5 minutes

10. Strategy 3
Steer people to good sources
Examples from Science Denial
• Assume you need to teach skills of searching for info online
• Become your own fact-checker
This Photo by Unknown Author is licensed under CC BY

11. Strategy 3 Activity
1. For one of your upcoming scientific communications, identify a
supporting source appropriate for your audience
2. Recommend a specific search strategy to your audience so they can
find their own good source
5 minutes

12. Closing
How will your next science
communication incorporate a
strategy from our work today?

13. Review of Objectives
Describe common causes &
effects of science denial
Identify opportunities to use
provided strategies in science
communication
Plan updates to science
communication

14. https://tinyurl.com/33p7tfsu

15. Thank You!
SC CTSI | www.sc-ctsi.org Phone: (323) 442-4032 Email: info@sc-ctsi.org Twitter: @SoCalCTSI
Cite us: This work was supported by grants UL1TR001855 and UL1TR000130 from the National Center for Advancing
Translational Science (NCATS) of the U.S. National Institutes of Health. The content is solely the responsibility of the authors
and does not necessarily represent the official views of the National Institutes of Health.
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