Challenges to scientific evidence impacts negatively on a range of health, well-being and environmental issues and can hamper the development of effective policy in these areas. Using the examples of vaccine hesitancy and climate change, we review the main factors that can impair effective science communication, highlighting areas where further research is needed to aid communication effectiveness and to strengthen the theoretical foundations of science communication. We note commonalities in the rejection of scientific consensus and in the way opposition is organized and communicated. Recommendations for combating this and improving the way risk and uncertainty are communicated to lay audiences conclude the paper.
|Title of host publication||2017 Australian and New Zealand Marketing Academy Conference (ANZMAC)|
|Subtitle of host publication||marketing for impact|
|Editors||Linda Brennan, Linda Robinson, Mike Reid|
|Place of Publication||Melbourne, VIC, Australia|
|Publisher||RMIT University Press|
|Number of pages||4|
|Publication status||Published - Dec 2017|
|Event||2017 Australian and New Zealand Marketing Academy Conference: marketing for impact - Melbourne, VIC, Australia|
Duration: 4 Dec 2017 → 6 Dec 2017
|Name||Proceedings of the Australian and New Zealand Marketing Academy Conference|
|Conference||2017 Australian and New Zealand Marketing Academy Conference|
|Period||4/12/17 → 6/12/17|
Low, D. R., & Eagle, L. (2017). Marketing the contested belief system of science. In L. Brennan, L. Robinson, & M. Reid (Eds.), 2017 Australian and New Zealand Marketing Academy Conference (ANZMAC): marketing for impact (pp. 455-458). (Proceedings of the Australian and New Zealand Marketing Academy Conference). Melbourne, VIC, Australia: RMIT University Press.