The basic theme of my talk to a group of social scientists is to emphasize the need to look at the whole subject of science communication from the point of view of an audience that demands the information and uses it in its own way. Finding out the audience's level of information and interest is useful, but we have to go further and really study how people turn this information into attitudes and then into behavior, as in voting or buying. How does knowledge turn into behavior?

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Public Communication of Science and Technology

 

Opening Address (Plenary session "In the public eye")

Victor Mcelheny  

The basic theme of my talk to a group of social scientists is to emphasize the need to look at the whole subject of science communication from the point of view of an audience that demands the information and uses it in its own way. Finding out the audience's level of information and interest is useful, but we have to go further and really study how people turn this information into attitudes and then into behavior, as in voting or buying. How does knowledge turn into behavior?

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