Marketing the contested belief system of science

Low, David R., and Eagle, Lynne (2017) Marketing the contested belief system of science. In: Proceedings of the Australian and New Zealand Marketing Academy Conference. pp. 455-458. From: ANZMAC 2017: Australian and New Zealand Marketing Academy Conference: marketing for impact, 4-6 December 2017, Melbourne, VIC, Australia.

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Abstract

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.

Item ID: 52330
Item Type: Conference Item (Research - E1)
ISSN: 1447-3275
Additional Information:

This paper won best paper in the Communications track.

Date Deposited: 07 Mar 2018 03:44
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications @ 100%
SEO Codes: 91 ECONOMIC FRAMEWORK > 9104 Management and Productivity > 910403 Marketing @ 100%
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