Preprints
https://doi.org/10.5194/gc-2021-24
https://doi.org/10.5194/gc-2021-24

  23 Aug 2021

23 Aug 2021

Review status: this preprint is currently under review for the journal GC.

GC Insights: Scientists as Marketers

Iain S. Stewart1,2 Iain S. Stewart
  • 1Royal Scientific Society, PO Box 1438, 11941 Amman, Jordan
  • 2Sustainable 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.

Iain S. Stewart

Status: final response (author comments only)

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

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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'.
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