Preprints
https://doi.org/10.5194/gc-2021-24
https://doi.org/10.5194/gc-2021-24
23 Aug 2021
 | 23 Aug 2021
Status: this preprint was under review for the journal GC. A final paper is not foreseen.

GC Insights: Scientists as Marketers

Iain S. Stewart

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This preprint has been withdrawn.

Iain S. Stewart

Interactive discussion

Status: closed

Comment types: AC – author | RC – referee | CC – community | EC – editor | CEC – chief editor | : Report abuse
  • RC1: 'Comment on gc-2021-24', Anonymous Referee #1, 03 Sep 2021
    • AC1: 'Reply on RC1', Iain Stewart, 06 Sep 2021
      • RC2: 'Reply on AC1', Anonymous Referee #1, 06 Sep 2021
        • AC2: 'Reply on RC2', Iain Stewart, 06 Sep 2021
  • RC3: 'Comment on gc-2021-24', Anonymous Referee #2, 21 Sep 2021

Interactive discussion

Status: closed

Comment types: AC – author | RC – referee | CC – community | EC – editor | CEC – chief editor | : Report abuse
  • RC1: 'Comment on gc-2021-24', Anonymous Referee #1, 03 Sep 2021
    • AC1: 'Reply on RC1', Iain Stewart, 06 Sep 2021
      • RC2: 'Reply on AC1', Anonymous Referee #1, 06 Sep 2021
        • AC2: 'Reply on RC2', Iain Stewart, 06 Sep 2021
  • RC3: 'Comment on gc-2021-24', Anonymous Referee #2, 21 Sep 2021
Iain S. Stewart
Iain S. Stewart

Viewed

Total article views: 1,264 (including HTML, PDF, and XML)
HTML PDF XML Total BibTeX EndNote
968 239 57 1,264 27 40
  • HTML: 968
  • PDF: 239
  • XML: 57
  • Total: 1,264
  • BibTeX: 27
  • EndNote: 40
Views and downloads (calculated since 23 Aug 2021)
Cumulative views and downloads (calculated since 23 Aug 2021)

Viewed (geographical distribution)

Total article views: 1,151 (including HTML, PDF, and XML) Thereof 1,151 with geography defined and 0 with unknown origin.
Country # Views %
  • 1
1
 
 
 
 
Latest update: 24 Feb 2024
Download

This preprint has been withdrawn.

Short summary
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'.
Altmetrics