Royal Scientific Society, PO Box 1438, 11941 Amman, Jordan
Sustainable Earth Institute, University of Plymouth, Plymouth, PL4 8AA, UK
Abstract. Motivated by pressing planetary concerns, scientists are increasingly taking their work into the public arena, but it remains uncertain whether current science communication practices are appropriate for tackling complex and contested societal issues. A fresh perspective emerges from the business sector, and from the contrasting marketing paradigms of ‘make and sell’, ‘sense and respond’, and ‘guide and co‐create’. The newly emergent guide‐and‐co‐ create paradigm – purpose‐driven, interdisciplinary, participatory, and reflexive – would seem to offer the best template for science communicators addressing long‐term geo‐environmental concerns.
This preprint has been withdrawn.
How to cite. Stewart, I. S.: GC Insights: Scientists as Marketers, Geosci. Commun. Discuss. [preprint], https://doi.org/10.5194/gc-2021-24, 2021.
Received: 29 Jul 2021 – Discussion started: 23 Aug 2021
Current science communication initiatives in universities draws from media and journalism to encourage scientists to be competent communicators of their research in order to show the relevance of scientific knwowledge to societal concerns. An alternative but less popular source of inspiration is from marketing and public relations. Here, science communication is reappraised through the lens of three leading marketing paradigms: 'make and sell', 'sense and respind' and 'guide and co-create'.
Current science communication initiatives in universities draws from media and journalism to...