| Summary: | Thesis (MPhil)--University of Stellenbosch, 2001. === ENGLISH ABSTRACT: Background: Scientists seem to have an 'international corporate culture' of mistrusting the
media. Attitudes of South African scientists to the media and their experiences of reporting
findings to the public and media have not been documented. The South African Medical
Research Council (MRC) is a statutory research body with an excellent research record - but
awareness of the MRC among the South African public is almost non-existent. The MRC
needs to publicise and increase knowledge of its goals and research findings by promoting
scientists' engagement with the public and other stakeholders.
Objective: A postal survey was carried out among MRC scientists to obtain a 'baseline'
indication of attitudes and experiences regarding communication to the public and media.
Results would inform development and implementation of strategies to fast-track a turnaround
in culture at the MRC towards promotion of science communication.
Method: A questionnaire with prompted responses was sent to 253 MRC scientists. One
hundred were returned (39.5%), representing an impressive assemblage of the MRC's research
leaders.
Findings: Although 48.9% of the scientists had each published over 30 articles in peerreviewed
journals, 38.9% had never had these articles mentioned in the lay media. Yet the
scientists regard 'the public' and 'policy makers' as the most important groups they should
communicate with, and most think the public glean their knowledge of scientific research and
its implications from the lay media. The scientists might not trust the media to provide accurate
scientific information, but they feel that the general public do. The vast majority (92.8%)
strongly agree or tend to agree that they have a duty to communicate their research and its
implications to the public, and 70.8% would like to spend more time on this. However, the
scientists also agree that the day-to-day requirements of their jobs leave them with too little
time to communicate the implications of their research to others (47.5%) or even to get on
with research (36.4%). Most of the scientists had never had contact with the media, or only
every few years. When the source or subject ofa news story, 65.4% had been either 'very satisfied' or 'somewhat satisfied' with the coverage. Many of their comments reflected
unrealistic expectations which can only be addressed by training in what the media are all
about. Most (86.9%) had never had any training in dealing with the media, but 80.8% would
be interested in such training.
Conclusions: It is clear that the scientists generally want to communicate and see the potential
benefits. For the MRC to become a communicating organisation it must spell out to its
scientists the importance and value placed on their communication activities. Science
communication and development of links with community and media should be seen as part
and parcel of scientific research, and given due recognition and support. Policies must be
agreed and communicated with the scientists about recognising, encouraging and rewarding
such efforts. The MRC also needs a clear media strategy giving guidelines on specific
situations, as well as on the Ingelfinger rule. === AFRIKAANSE OPSOMMING: Agtergrond: Dit kom voor asofwetenskaplikes 'n 'internasionale gedragskode' het om die
media te wantrou. Gesindhede van Suid-Afrikaanse wetenskaplikes teenoor die media en hulle
ondervinding van die bekendmaking van hulle bevindinge aan die publiek en die media is nog
nooit opgeteken nie. Die Suid-Afrikaanse Mediese Navorsingsraad (MNR) is 'n statutêre
navorsingsliggaam met 'n uitstekende navorsingsgeskiedenis - maar die Suid-Afrikaanse
publiek is haas onbewus van sy bestaan. Die MNR moet sy doelwitte en navorsingsbevindinge
openbaar maak deur wetenskaplikes se kontak met die publiek en ander belangegroepe te
bevorder.
Doelwit: 'n Posopname is onder die MNR se wetenskaplikes gedoen om 'n 'basislyn'
aanduiding van hulle gesindhede teenoor en ondervinding van kommunikasie met die publiek
en media te verkry. Die resultate hiervan sal die ontwikkeling and implimentering van strategie
om 'n vinnige handomkeer in gebruike by die MNR ten einde die bevordering van
wetenskapskommunikasie te weeg te bring, stuur.
Metode: 'n Vraelys met voorgestelde antwoorde is aan 253 MNR wetenskaplikes gestuur.
Eenhonderd is teruggestuur (39.5%), wat 'n indrukwekkende groep van die MNR se
navorsingsleiers verteenwoordig.
Bevindinge: AlhoeweI48.9% van die wetenskaplikes elk al meer as 30 artikels in
portuurevalueerde joernale publiseer het, het 38.9% nog nooit enige dekking in verband met
hierdie artikels in die lekemedia ontvang nie. Desondanks beskou die wetenskaplikes' die
publiek' en 'beleidmakers' as die mees belangrike groepe waarmee hulle moet kommunikeer.
Die meeste dink ook die publiek verkry hul kennis van wetenskaplike navorsing en die gevolge
daarvan vanuit die lekemedia. Die wetenskaplikes mag nie die media vertrou om akkurate
wetenskaplike inligting weer te gee nie, maar hulle dink die algemene publiek vertrou wel die
media. Die oorgrote meerderheid (92.8%) stem sterk saam of stem saam dat hulle 'n
verpligting het om hulle navorsing en die implikasies daarvan met die publiek te deel, en 70.8%
sou graag meer tyd hieraan wou afstaan. Die wetenskaplikes stem egter ook saam dat die dag tot-dag eise van hulle beroep te min tyd oorlaat om die implikasies van hulle navorsing aan
ander te kommunikeer (47.5%) of om selfs hulle navorsing te doen (36.4%). Die meeste van
die wetenskaplikes het nog nooit enige kontak met die media gehad nie, of dan wel slegs met
tussenposes vanjare. Wanneer hulle die bron ofonderwerp van 'n nuusstorie was, was 65.4%
óf 'baie tevrede' óf 'effens tevrede' met die dekking. Baie van hul kommentaar dui op
onrealistiese verwagtinge wat slegs aangespreek kan word deur opleiding oor die 'hoe' en
'wat' van die media. Die meeste (86.9%) het nog nooit enige opleiding gehad om met die
media te werk nie, maar 80.8% sou belangstel in sulke opleiding.
Gevolgtrekkings: Dit is duidelik dat die wetenskaplikes oor die algemeen wil kommunikeer en
ook die moontlike voordele daarvan insien. Om 'n kommunikerende organisasie te word, moet
die MNR die belang en waarde wat geheg word aan wetenskaplikes se kommunikasieaktiwiteite,
aan hulle uitspel. Wetenskaplike kommunikasie en die vorming van netwerke met
die gemeenskap en die media moet gesien word as 'n deel van wetenskaplike navorsing en
moet paslike erkenning en ondersteuning geniet. Beleid rakende die herkenning, aanmoediging
en beloning van sulke pogings moet vasgestel en oorgedra word aan die wetenskaplikes. Die
MNR het ook 'n duidelike mediastrategie nodig wat riglyne oor spesifieke situasies en die
Ingelfinger reël gee.
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