Here we cover the next part of Dr Randy Olson’s insightful book:
Part 2: Don’t be so literal minded
Olson builds on the first part of his book by describing some of the struggles scientists can have when trying to communicate to those outside of academia. Logical, literal and data based arguments (the head perspective) can be up against an unfair fight when emotional or instinctive arguments (the heart or gut perspectives) are used against them. And who else, besides the scientists themselves, pride themselves on using purely logical, literal and data-based arguments? No-one. Not governments or politicians. And not businesses or industries.
In this loud, information overloaded world – if you as a scientist are attempting to engage anyone outside of academia in the work you have done, it’s not always enough that your work is rigorous or has real-world implications. You will have to promote your work a little… or a lot, to be heard.
Introducing Dr. Randy Olson, a marine biologist who left the world of academia to find out what Hollywood could teach him. He became a writer/director and couldn’t help but see how all his new skills could be applied to science communication.
His book, “Don’t be such a scientist: Talking substance in the age of style” is one of my absolute favourites. It’s a curious combination of scientific convincing and acting class insights. This short book is split into five parts, each of which I will cover in a post.
Part 1: Don’t Be So Cerebral
The first thing Randy Olson introduces us to (besides some crazy snippets of his old acting teacher screaming at him!), is the idea of the four organs of mass communication… the head, the heart, the gut, and the lower organs.
Olson says that people tend to have different driving forces, different places that they’re coming from most of the time. The head thinkers are quite logical. They like thinking things through and getting things to make sense. Not surprisingly, most academics fit in here, but very few other people do. Attempting to communicate from this perspective to a global audience reaches the least amount of people.