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“Why does science need PR and translation into human language” | Ksenia Murasheva | TEDxSPbPU


which associations
you are
you hear the word
the science
42 percent of people
of these associations
does not arise at all
the recent
study
and even more recently I
was convinced of this by
personal experience
I once went to
the taxi is creepy
was late for studies and
I was caught
talkative
the driver is so often
it happens he
inquired at
whom I study I
replied that
scientific
communicator and themes
most doomed herself to
long monologue
explaining who such
scientific
communicators on
case it is
people are
peculiar
intermediaries between
scientists and
society after hearing about
scientists that taxi driver
immediately reacted
exclaimed scientists
and they’re all crazy out there
I got off of course
inquired
how from
diagnosed
scientists madness
what taxi driver to me
answered
Well, they’re some kind of
incomprehensible nonsense
is engaged and some
fields open and
aliens and something
there by the stars
consider these
representation and
Unfortunately these are not
from a huge
number of people as
generally formed
the image of science in
man and society
most of it
of course is based
on the information
served in the media and I
I understand why scientists
but more precisely why
journalists are not
society is not always
understands what
says science
explained on a simple
example is the name
real article
convulsive for predatory
and discharges called
alpha methyl
phenylethylamine in me
its not African
snails akhatin fulica
effectors
inhibitors
phosphodiesterase
intrigues is not true
to want all
to throw and run
take it at all
quite interesting
study of it
volume of amphetamine
affects
overt activity
snails of African
snails understand about
than me
the language of science is not easy
for the layman’s ear
speaking of
research we
should use
many terms
but if we do not
then used
just lose meaning
and even this one
the manipulation of which I
she now produced
is an
incorrect because I
did not transfer all
nuances of the study
but at least you
understand what is going on
that’s why
for science
special
translators who
here with a scientific language
could translate
all on the human and
it is sufficient
competently in general
telling people why
understand what
there is science though
would live
quietly but about it
people thought about it already
experts about
thought about this in
the twentieth century
Then came
movement under
name public
for sites sites
the purpose of this movement
here was to reduce the
this is a public
ignorance of
scientific activity
then the last century
they did the ravale
main negative
consequences of which
arise if
society has little
understands about science and this
all relevant now
to what does
lack of knowledge
society about science to
shortage of staff
scientific and
technological
sphere and as a consequence
to slowing down
economic
progress towards
impossibility
of the population
weighted dima
critical decisions
on the scientific
sphere and cultural
society
what with all this
decided to do then
the last century was
a committee
public
understanding of science, he
spent a lot
project is one of the
such projects is
was the practice of scientists
take shape in
as interns in
media and journalists
taught to write and science
simple and understandable but not
every scientist wants and
may be
journalists and
gradually emerged
understanding how
must work
well- coordinated
model of scientific
communication we
imagine this
so information from
scientists should go to
specially trained
people
taught
communicator and they
as a rule works
in pr-service institutes
where scientists are engaged in
research
but then this one
information goes to
journalists on
world
experience we derived for
the basic
principles that we
should follow
so that this
communication
was successful
we must illuminate
really important
things
create a world
we must
talk about
real achievements
scientists about how to
universities
creating science we
should train
professional
of scientific
communicators
which could
competently
adapt the scientific
information and we
should it probably
the most important
explain themselves
scientists why should they
generally need a
communication and I want
take advantage
such an opportunity
explain to you the scientists
maybe here hall
there are scientists in that
can pour out here
such interaction
with science
communicator you
save hundreds of people
you will bring hundreds
people in science at the end
you will bring
humanity to
bright future in
which will rule
thirst for knowledge
but if you and this
not enough then
one argument
I’ll tell you the story
she is famous
the history of this two
men
one was called alfred
another
Charles did not know
each other lived on
a thousand
kilometers away from each
friend but had a common
hobby
once each of
these men committed
very important
his
life in these
travel they
collected valuable
scientific materials
processed it in
Eventually wrote
Based on this
article
these articles were
perfectly
stunning
content and not
I describe the casting of the century
turned you
performance
humanity about
own
origin and yes
this is a theory of evolution
and now we are with you
know only one
man of the two
actually with us
association with theory
evolution goes straight
this Charles Darwin here
he published a book he
wrote
popular science
book origin
species
its time it has become
a real hit
because it was
very
simple and understandable
language that could
not even
biologists and this book
spread wide
and discussed and discussed
all decent and
maybe not decent
people of that time and
thanks to this
the book of darwin reached
world fame
really he is so
was able to popularize
his idea in life is not
every scientist can
somehow simple and
it is understandable to describe
their research and
so
popularization of science
can engage in and
not scientists at all
for example scientific
communicator or those
same journalists
also popularization
science is called upon
break myths and
stereotypes and now
we will split with you
a couple of them, like
said the very same
taxi driver with whom I
went to university
if someone forgot
people think that
scientists are engaged in
somehow incomprehensible
things in our
this country is all here
things are usually served
with common phrases
British scientists
opened British
scientists have established that
peony and is more useful
Friday and Saturday
today just
friday and immediately
is submitted
colorful picture
these studies
so absurd
header and possibly
even go to
news start her
read include
critical thinking
and try to understand
what kind of material in front of
answer to yourself
two questions truthfully
whether the information that
you now see and do not
is this
so ridiculous
heading
really important
and serious
research now i
I ‘ll show you how
should work such
course of thought once in
Internet I
stumbled upon
the news is
heading
British scientists
established that
strong orgasm can
impair vision not
what was that
burning issue
for me but I switched
in this news
read it and
content and
was very
suspicious
was told
the story of one guy
which is somewhere in there
foggy albion
came to the doctors
complaints of deterioration
vision in the left eye
for temporary blindness
doctors thought and
suggested that
probably the reason for this
blindness could become
the strongest orgasm
which guy
experienced the day before
lucky in any
the case
and links to
research in this
I could not find the material
then I decided
dig and find
primary source
no scientific
articles are not
there was
was discovered
great news on
site is very yellow
newspapers of foggy
Albion for herself
there are Russian media
just took the translated
news and stories
the poor
British scientists
although they are there
attitudes towards this
no one had here
it reduces
misconception and such
examples are many but not
hasten to despair
not everything is bad sometimes
under the ridiculous
headings
really can
hiding in important and
serious
The research is now
I will bring you one
example of the 2009 group
scientists led by
Dr. Craig Ben
this arranged
study in the course of
which in the apparatus
magnetic resonance
the tomographs were placed
dead salmon and
lines in tourism
there were
now tell
generally scientists
prepared for
completely different
experiment and for
in order to
test
the apparatus was placed
there is this salmon
he gave good
contrast is small
the fact that they are there
put the dead
salmon
They also show whether
him pictures with people
in various life
situations and
asked for an opinion
salmon on the topic are a what
these people could
feel in these
situations and that
surprising judging by
a nervous
activity was
salmon and
opinion on this topic
dead
in any case it is
were
distortion and interference
which are inevitable
The
scanning in
apparatus mrt
to eliminate these
interference is used
multiple
comparisons and that’s when
amendment to this
method was applied
all nervous
activity dead
The fish disappeared and
this study
has shown the importance of
adjustments
results to
then on diagnostics
real living
patients do not
some
false positive
or false
negative
results and now
break one more
stereotype about the fact that
in science, money goes away
to nowhere and I understand
why do people
is there
such an opinion
really
some scientific
experiments and you
take a lot
money we will take the same
the biggest
Hadron Collider
on its construction
was spent on
different estimates
about five billion
dollars are now in
style advertising mastercard and
comparison of various
then I’ll try
explain why science
so much money
imagine the 17th century
walk in the garden
free apple tree
is free
dream of being tall
is free
apple free
Isaac Newton one
the thing was discovered by the law
of universal gravitation
is priceless for everything
the rest is
divine
Providence and Now 21
century construction 27
kilometer
tunnels and detectors
about 6 billion
time for
building more
ten years
costs for
Electricity 10
percent of total
annual
power consumption
wife you
engineers and scientists
more than 10000
to detect bosons
Higgs is priceless as
you see
adapted
report of scientific
knowledge has helped us
even a bit
understand and something
understand about
this topic
yes in modern
scientists already lack
on improvised means
in order to do
they need to open
create
special
equipment
and the data that
accumulates this
their equipment already
too many of them are not
condition
rework one
light reason therefore
modern science is
expensive but it also
gives us a lot in return
and in life every day
we are confronted with
such issues for
answer to which we
it is necessary to be in
the course of scientific trends
and understand how
scientific
methodology to buy
or not to buy
genetically modified
products to consume
or not homeopathy
to put its
children vaccinated
accessible report
scientific knowledge before
society will help
reduce this
huge gap between
the world of fact theory
figures and our
everyday life
that every one of us
could do
reasonable choice
Thank you
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