SELLING SCIENCEFraming, and How Discovery is only Half the Battle

By Justin Appler

In This Presentation What is Framing? Neurological Basis Framing in Science Framing in AI Using Framing

What is Framing? A social perception of a social phenomena In other words, the frame through which we

look at things

Estate Tax Death Tax

59% of Americans support keeping the Estate Tax

58% of Americans called the Death Tax “completely unfair”

Drilling ANWRFor Oil

Exploring ANWRFor Energy

53% of Americans oppose drilling in ANWR

67% of Americans support exploring ANWR for Energy

What’s wrong with us? Critical thinking is a process in the

Prefrontal Cortex Emotions tend to be focused in the

Amygdala What happens when given decisions?

Framing Effect Study Participants asked a financial decision

while undergoing Functional Magnetic Resonance Imaging (fMRI)

Simple Financial Decision2 Groups: “Gain” frame and “Loss” frameShown starting funds (50 GBP)Given 2 options on what to do with the funds

(Save/Lose or Gamble)

Results When given the option to “Save ₤20”,

61% chose to “Save” When given the option to “Lose ₤30”,

42% chose to “Lose” Thus

Significant difference in choice based merely on how the options are presented

Brain Scans

Framing and Science Special Interest Groups can influence

Policy, Funding, and Implementation Presenting Science no longer simply a

“Statement of Fact” but a “Negotiation of Meaning”

Where it could have helped… Genetically-modified Foods

In the US, 45% of the corn, 85% of soybeans, and 76% of cotton planted were GM

In the European Union, almost no GM crops and fewer GM foods in stores

Why? No consistent frame allowed one positive and one negative outcome

Why does AI need to be ‘Framed’?

Technophobia Pre-existing Negative Perceptions Nanobots

Planet-consuming ‘grey goo’ Sentience

‘Playing God’ frame

Don’t Get Framed Learn about Communication, Take

ClassesCommunication is a Science, too

Don't Rely on Popular ScienceEvidence has shown that evidence is not

enoughFacts must be carefully presented

Don’t Get Framed Try it out (Focus Groups)

Try and determine how people understand the topic

Which claims/points work best, which instill FUD

Be AwareIf research is controversial, employ expertsDon't get blindsided

Sources http://www.msnbc.msn.com/id/14170927/

http://www.sciencemag.org/cgi/content/full/313/5787/684

http://www.neurosciencemarketing.com/blog/?p=83

http://search.ebscohost.com/login.aspx?direct=true&db=ulh&AN=15529570&site=ehost-live

http://www.pewtrusts.org/uploadedFiles/wwwpewtrustsorg/Reports/

Food_and_Biotechnology/Biotech_USEU1205.pdf

http://en.wikipedia.org/wiki/Technophobia

http://www.soc.american.edu/docs/Scientist.pdf

http://www.soc.american.edu/docs/newagendas.pdf

http://www.nytimes.com/2005/07/17/magazine/17DEMOCRATS.html?

pagewanted=5&_r=1&ei=5070&en=e3e686efd4fa97c5&ex=1183608000