The lure of rationality: Why does the deficit model persist in science communication?

Abstract

Science communication has been historically predicated on the knowledge deficit model. Yet, empirical research has shown that public communication of science is more complex than what the knowledge deficit model suggests. In this essay, we pose four lines of reasoning and present empirical data for why we believe the deficit model still persists in public communication of science. First, we posit that scientists' training results in the belief that public audiences can and do process information in a rational manner. Second, the persistence of this model may be a product of current institutional structures. Many graduate education programs in science, technology, engineering, and math (STEM) fields generally lack formal training in public communication. We offer empirical evidence that demonstrates that scientists who have less positive attitudes toward the social sciences are more likely to adhere to the knowledge deficit model of science communication. Third, we present empirical evidence of how scientists conceptualize "the public" and link this to attitudes toward the deficit model. We find that perceiving a knowledge deficit in the public is closely tied to scientists' perceptions of the individuals who comprise the public. Finally, we argue that the knowledge deficit model is perpetuated because it can easily influence public policy for science issues. We propose some ways to uproot the deficit model and move toward more effective science communication efforts, which include training scientists in communication methods grounded in social science research and using approaches that engage community members around scientific issues.

Awareness among adults of vaccine-preventable diseases and recommended vaccinations, United States, 2015

“…For example, awareness of both influenza disease and influenza vaccine was as high as 94%. High awareness but low vaccination coverage seen in the study might indicate that high awareness does not always result in high vaccination coverage, and awareness was not enough to motivate individuals to get vaccinated [32]. Further study is needed to understand the role of awareness on vaccination seeking and vaccination accepting behavior.…”

Between Vision and Reality: A Study of Scientists’ Views on Citizen Science

“…The implications of scientists' retaining the deficit model are maintaining a distinct dichotomy between citizens and scientists, prevention of further public engagement, and exclusion of the public from the scientific dialogue (Simis et al 2016). The aspiration of citizen science is to do the exact opposite-to include more voices in the creation of new scientific knowledge.…”

Communication, Relationships, and Relatability Influence Stakeholder Perceptions of Credible Science

“…Despite the rejection of the deficit model by the field of Scientific Communication, individuals within the scientific community still fall back on the deficit model when they are presenting information (Simis et al. ). This persistent use may be driven by researchers’ underestimation of their audience's knowledge of a subject (Simis et al.…”

“…This persistent use may be driven by researchers’ underestimation of their audience's knowledge of a subject (Simis et al. ) or the overestimation of their audience's acceptance of science as the leading authority on the subject at hand (Suldovsky ).…”