When we think about the term ‘scientific’ or ‘best available knowledge’ we tend to think about the range of information presented to us in publications and workshops that outline how particular parts of our environment functions, for example, nitrogen processes in riparian areas. We believe that the more facts, figures and details we present, the more rigorous and trustworthy our work becomes.
This type of knowledge is ‘cognitive’, that is, knowledge based on what we define as ‘rational’ or ‘logical’. We assert that people with access to this knowledge will be able to make informed decisions, as they have a sound technical base upon which they can weigh various options and select the one that is appropriate to their needs.
If only it were that simple…
"When dealing with people, remember you are not dealing with creatures of logic, but with creatures of emotion." Dale Carnegie
As this quote makes clear, people make decisions based on emotion rather than logic. This means that our highly cognitive approach to knowledge is ill equipped to connect with others outside our disciplinary fields. No amount of ‘fact’ can change a person’s mind if they are unable to relate to what it is you are trying to communicate.
Siwan will show how placing ‘cognitive’ and ‘technical’ information within the broader context of people’s lives makes it meaningful, memorable, and more likely to attain the objectives we wish to achieve. With practical examples from the successful Rivers of Carbon Program, she will share insights into how expanding our ideas about knowledge enables effective science communication.