Impact Workshop: Understanding Society research and media engagement

Presenter: Jonathan Baker, University of Essex

Media engagement in social science can generate potential benefits for researchers – by raising awareness of the research, informing policy debate, influencing behaviour and promoting the understanding of science. Besides searching the internet, policy and practitioner users of research also cite media channels as a key source for finding out about new evidence.

However, a review of impartiality of science coverage in 2011 by the BBC, for example, found a gap in social science coverage compared to other sciences such as medicine, astronomy and ecology. A broader (and deeper) definition of impact, expected for REF 2021, includes public engagement to ensure they have access to good scientific knowledge. Some researchers already promote their findings through the media or specialist channels such as The Conversation. Media coverage of Understanding Society research directly by its users is captured and shared through Scoop.it. But the media is a vast and fast changing industry and there are all kinds of media – different kinds of newspapers, trade and professional magazines, television, radio and a growing array of social media.

This workshop will examine how researchers can engage with journalists, programme producers, science editors or feature writers. It includes presentations and a practical hands-on group exercise. Debate on media engagement by scientists and researchers often seeks to differentiate scientific journalism, i.e. promoting ‘specialist knowledge’ that is more reflective and in-depth, from promulgating ‘everyday knowledge’. The workshop will explore how longitudinal research could be effectively positioned as a source of ‘specialist knowledge’.

Speakers

• Jonathan Baker, Professor of Journalism at the University of Essex; formally held senior positions across BBC television, radio and newsgathering
• Fran Abrams, Chief Executive, Joint Chief Executive, Education Media Centre
• Tom Sheldon, Senior Press Manager, Science Media Centre

Chair: Raj Patel, Impact Fellow and Acting Director, Understanding Society Policy Unit