Social media, communication challenges, and the role of a scientific writer in standing up for science - Medical Writing
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Social media, communication
challenges, and the role of a scientific
writer in standing up for science
Surayya Taranum Modern communication technologies, including over 55% of people believe that science and
4Clinics, Paris, France social media, are great tools for delivering timely technology would reduce the number of jobs
scientific and healthcare information. However, available.
these unregulated tools can also be used to spread The COVID-19 crisis has spawned a full-
Correspondence to: science-related misinformation and conspiracy fledged misinformation campaign across all social
Dr Surayya Taranum theories. The overabundance of information media platforms (including Facebook, Twitter,
154 rue du Faubourg Saint Martin available online makes it difficult for the lay Instagram, and YouTube) and news channels,
Centre les Recollets person to separate facts from fiction, and the amplifying rumours regarding health conspir-
75010 Paris, France COVID-19 pandemic has thrown this challenge acies, fictitious medical cures, and unsubstanti-
surayya.taranum@gmail.com into sharp relief. ated claims regarding the origin of the virus,
The term infodemic1,2 was coined to empha- seriously undermining the efforts of public health
sise the impact of science and health mis- authorities in managing the pandemic.8,9,10,11
Abstract information on undermining the management of In fact, recent studies suggest that fake news may
Social media and other communication public health challenges (including disease spread faster and wider than scientifically sound
technologies are great tools to raise awareness outbreaks), trust in scientific research and information. So profound is the impact of
regarding public health challenges and knowledge, policy-making, and the evolution of misinformation that models developed to
measures to overcome them. At the same public debate and narrative.3 For example, in the forecast the spread of virus now take into account
time, these modern technologies are used to Ebola disease outbreak in West Africa in 2013– the behavioural response of the public con-
spread misinformation and conspiracy 2016, people who believed in the misinformation cerning health interventions and public health
theories on topics that include vaccines, that virus transmission was airborne or mosquito- policy.12
genetically modified organisms, climate borne were more likely to have used unsafe burial “We’re not just fighting an epidemic; we’re
change, and most recently, the COVID-19 practices.4 Studies on global trends in vaccine fighting an infodemic”, stated the WHO
pandemic. The resulting infodemic makes it confidence showed wide heterogeneity in Director-General Tedros Adhanom Ghebreyesus
challenging for the lay audience to separate responses between countries.5,6 A survey de- at the Munich Security Conference in February
scientific facts from misinformation. This signed by the Wellcome Trust and conducted by 2020.13 Once COVID-19 was declared a Public
article invites the scientific writer to consider Gallup Poll between April and December 2018 Health Emergency of International Concern, the
approaches used in public speaking and showed that people living in high-income WHO launched its WHO Information Network
teaching to craft scientific articles and blogs countries had the lowest confidence in vaccines.7 for Epidemics (EPI-WIN), as part of its info-
that can be understood by non-expert readers. According to this survey, in France, about 33% of demic management strategy, to share scien-
people believe that vaccination is not safe and tifically reliable information online with the
52 | March 2021 Medical Writing | Volume 30 Number 1
Taranum – The role of a scientific writer in standing up for science
public.14 The EPI-WIN has since been actively 2. What: Is your topic about? Is the impact sections. For a more scientific audience, your aim
disseminating research updates and public health you are aiming for? Is the objective – should be to convey the content with clarity and
recommendations. The WHO is also partnering is it to inform, persuade, or explain? consistency rather than showing off your writing
with NewsGuard (an online platform that rates Are the goals for this project? Are the ability. Simple writing will produce clear, strong,
the credibility of news and health information on strengths and weaknesses of this and coherent papers, and enhance their
websites)15,16 and Wikipedia17 to track and research? readability.
counteract COVID-19 misinformation. 3. When: Does this take place? What impact Writing that has the feel of speech makes the
For a non-expert reader, despite an abun- does the timing have on your topic? reader more engaged, and solid scientific
dance of online information resources, the 4. Where: Is the location important? If yes, in information builds trust with the audience. Take
biggest challenge is deciding which health what context? the example of Dr Anthony Fauci, director of the
information is the most reliable. Often, science 5. Why: Are you writing this article? Why is US National Institute of Allergy and Infectious
journalists without a science background tend to the topic important? Why is it Diseases (NIAID). His media interviews during
sensationalise scientific breakthroughs to capture relevant to the reader? the COVID-19 pandemic have followed a simple,
the audience’s attention, a tactic that could consistent structure focusing on what we know,
potentially lead to the spread of misinformation. The Feynman technique encourages writing as if what we don’t know, and what we should do;22 his
In contrast, most scientific literature written by you are teaching a child. Avoid message is not lost in trying to
researchers is dense, with excessive use of making it the reader’s responsibility The Feynman convey as much data as possible.
scientific jargon that makes it less accessible to to understand you. Focus on fewer Instead, Dr Fauci focuses on key
the non-expert. Here are a few points a scientific points and develop them with
technique data and what steps we need to
writer should consider while writing a scientific supporting facts and illustrations to encourages take based on the latest research
article or blog, to improve its readability.18 help the reader understand, and writing as if you in a way that inspires public trust
keep scientific jargon to a mini- are teaching a in science.
Be clear on the five Ws: who, mum. It has been said that if you Posing a question and
what, why, where, and when can’t explain it to a 6-year-old, you
child. Avoid developing the article to unpack
Richard Feynman is widely considered to be one don’t understand it yourself. making it the and discuss it is another way to
of the most important physicists of all time. He reader’s engage the reader. Consider this
pioneered the field of quantum electrodynamics, Keep it simple responsibility to cycle when writing or editing
and his work to advance our understanding of the There are 1.8 billion websites, 5.6 your work: organise, simplify,
interaction between light and matter earned him billion Google searches, and 500
understand you. and tell a great story that leaves
the 1965 Nobel Prize in Physics. Feynman was million Tweets sent out every day. the reader feeling enlightened
also a brilliant and eloquent speaker, with an Over 55% of readers spend fifteen seconds or less and curious to know more. Now that most
exceptional ability to synthesise and explain on a piece of online content. Web readers have scientific content is available online, the benefits
complex scientific concepts to students with no short attention spans and can easily get lost in the of writing simply also include improved
prior knowledge of deep science topics.19,20 details.21 credibility, better search
The Feynman technique can be used to create Make your text scannable, as the average
scientific content that resonates with its reader- reader will not remember all the details. Develop
ship. Just like someone preparing a speech or a strong framework that helps the reader make
lecture, a scientific writer needs to know and sense of the content and remember
understand their target audience. As a scientific relevant points. Use the “inverted
writer, your goal is to make science accessible to pyramid” model of online content
your target audience. Consider the following writing to place the most important
questions while crafting the outline for your content – the who, what, when,
article or science blog: where, and why – at the top of the
1. Who: Is involved? Will benefit or be page and develop the details with
harmed? Is the audience? clear, well-written text in later
www.emwa.org Volume 30 Number 1 | Medical Writing March 2021 | 53
The role of a scientific writer in standing up for science – Taranum
engine optimisation (SEO), and better reada- Disclosures and conflicts of influenza forecasts. Proc. Natl. Acad. Sci.
bility on mobile devices. The latter is important interest 2019;116: 2802–4.
as reading comprehension is reduced for the Surayya Taranum is a scientific writer at 4Clinics. 13. WHO. Director-General’s remarks at the
content presented on a mobile screen.23 media briefing on 2019 novel coronavirus
References on 8 February 2020. 2020 [cited 2021 Jan
Taking a stand – or not 1. Cinelli M, Quattrociocchi W, Galeazzi A, 04]. Available from:
In general, the role of a scientific writer is in Valensise CM, Brugnoli E, et al. https://www.who.int/director-general/
communicating about science rather than The COVID-19 social media infodemic. speeches/detail/director-general-s-
speaking up for it. However, advocating and Sci. Rep. 2020;10:16598. remarks-at-the-media-briefing-on-2019-
gaining public support for science is critical, and 2. Zarocostas, J. How to fight an infodemic. novel-coronavirus—-8-february-2020.
effective scientific communication may also Lancet. 2020;395:676. 14. WHO. EPI-WIN updates. 2020 [cited 2021
entail science advocacy.24,25,26,27 In an unprece- 3. Starbird K. How a crisis researcher makes Jan 04]. Available from:
dented first, last year, reputed scientific journals, sense of COVID-19 misinformation. 2020 https://www.who.int/teams/risk-
including the New England Journal of Medicine [cited 2021 Jan 04]. Available from: communication/epi-win-updates.
(NEJM),28,29 Nature,30 Science,31 and the https://onezero.medium.com/reflecting- 15. NewsGuard. NewsGuard is partnering with
Scientific American,32 publicly condemned the on-the-covid-19-infodemic-as-a-crisis- the World Health Organization to fight the
Trump administration’s response to handling the informatics-researcher-ce0656fa4d0a. “infodemic” of online misinformation.
COVID-19 pandemic. While the NEJM (in an 4. Tenkorang EY. Effect of knowledge and 2020 [cited 2021 Jan 04]. Available from:
editorial signed by 34 editors) and Science perceptions of risks on Ebola-preventive https://www.newsguardtech.com/press/
discussed the mishandling of the COVID-19 behaviours in Ghana. Int Health. newsguard-statement-world-health-
response in the US, editors of Nature and the 2018;10:202–210. organzation-partnership/.
Scientific American endorsed Joe Biden for 5. Johnson NF, Velásquez N, Restrepo NJ, 16. NewsGuard. NewsGuard’s reports to the
president. Leahy P, Gabriel N, et al. The online com- World Health Organization. 2020 [cited
The COVID-19 crisis has made it clear that petition between pro- and anti-vaccination 2021 Jan 04]. Available from:
the role of a scientific expert is open to public views. Nature. 2020; 582:230–3. https://www.newsguardtech.com/who-
debate and criticism. Dr Fauci’s approach of 6. de Figueiredo A, Simas C, Karafillakis E reports/.
sharing accurate information and openness in et al. Mapping global trends in vaccine 17. McNeil Jr DG. Wikipedia and WHO join
discussing gaps in scientific knowledge human- confidence and investigating barriers to to combat COVID-19 misinformation.
ises science and creates public trust in scientific vaccine uptake: a large-scale retrospective 2020 [cited 2021 Jan 04]. Available from:
research that is resilient to misinformation and temporal modelling study. Lancet. https://www.nytimes.com/2020/10/22/
political fact-spinning. Debates on topics such as 2020;396:898–908. health/wikipedia-who-coronavirus-
climate change, vaccinations, and genetically 7. Wellcome Trust. Wellcome Global Monitor health.html.
modified organisms (GMOs) must be focused, 2018. 2020 [cited 2021 Jan 04]. Available 18. Blastland M, Freeman ALJ, van der Linden S,
relevant, and convincing to withstand public from: https://wellcome.org/reports/ Marteau TM and Spiegelhalter D.
scrutiny and influence political decision- wellcome-global-monitor/2018/chapter-5- Five rules for evidence communication.
making.33,34 The use of patients’ perspectives, attitudes-vaccines. Nature. 2020;587:362–364.
patient advocacy groups, carers, and physicians 8. Buchanan M. Managing the infodemic. 19. Farnam Street. The Feynman technique:
in communicating health information that is Nat. Phys. 2020;16:894. the best way to learn anything. 2020 [cited
based on lived experience can be a valuable 9. Cinelli M, Quattrociocchi W, Galeazzi A, 2020 Dec 22]. Available from:
resource in engaging public interest and tackling Valensise CM, Brugnoli E. The COVID-19 https://www.emwa.org/sigs/medical-
misinformation.35,36 social media infodemic. Sci. Rep. communications-sig
Social media are changing the ways in which 2020;10:16598. 20. Oxenham S. How to Use the Feynman
people communicate with each other. At the 10. Gallotti R, Valle F, Castaldo N, Sacco P & technique to identify pseudoscience. 2015
same time, they are powerful tools that can be De Domenico M. Assessing the risks of [cited 2021 Jan 04]. Available from:
leveraged to inform and educate the public on ‘infodemics’ in response to COVID-19 https://bigthink.com/neurobonkers/how-
health research and policy, and place medical epidemics. Nat. Hum. Behav. to-use-the-feynman-technique-to-identify-
professionals and healthcare systems in a 2020;4:1285–1293. pseudoscience.
better position to respond to public health 11. Gregory J and McDonald K. Trail of deceit: 21. Internet Live Statistics. 2020 [cited 2021
emergencies.37 the most popular COVID-19 myths and Jan 04]. Available from:
how they emerged. 2020 [cited 2021 https://www.internetlivestats.com/.
Acknowledgements Jan 04]. Available from: 22. Kaebnick GE. Anthony Fauci shows us the
The author would like to thank Dr Raquel https://www.newsguardtech.com/covid- right way to be an expert. 2020 [cited 2021
Billiones for editorial support. 19-myths/. Jan 04]. Available from:
12. Viboud, C. & Vespignani, A. The future of https://blogs.scientificamerican.com/
54 | March 2021 Medical Writing | Volume 30 Number 1Taranum – The role of a scientific writer in standing up for science
It has been said that if
you can’t explain it to a
6-year-old, you don’t
understand it yourself.
observations/anthony-fauci-shows-us-the- Now it’s urging voters to oust Trump. 2020 35. BMJ. Why are patient and public voices
right-way-to-be-an-expert/. [cited 2021 Jan 04]. Available from: absent in COVID-19 policy-making? 2020
23. Moran K. Mobile content is twice as https://www.washingtonpost.com/nation/ [cited 2021 Jan 04]. Available from:
difficult. 2016 [cited 2021 Jan 04]. 2020/10/08/science-journal- https://www.bmj.com/company/
Available from: endorsement-trump/. newsroom/why-are-patient-and-public-
https://www.nngroup.com/articles/ 30. Why Nature supports Joe Biden for US voices-absent-in-covid-19-policy-making/.
mobile-content/. president. Nature. 2020;586:335. 36. Abbasi J. COVID-19 Conspiracies and
24. Ross J. Anthony Fauci: scientists must 31. Thorp HH. Trump lied about science. beyond: how physicians can deal with
‘speak persistently’ to politicians. 2020 Science. 2020;369(6510):1409. patients’ misinformation. 2020 [cited 2021
[cited 2021 Jan 04]. Available from: 32. The Editors. Scientific American endorses Jan 04]. Available from:
https://www.timeshighereducation.com/ Joe Biden. 2020 [cited 2021 Jan 04]. https://jamanetwork.com/journals/jama/
news/anthony-fauci-scientists-must-speak- Available from: fullarticle/2774709.
persistently-topoliticians. https://www.scientificamerican.com/ 37. Merchant RM and Lurie N, MD. Social
25. Wong S. Anthony Fauci, MD: Science as a article/scientific-american-endorses-joe- media and emergency preparedness in
voice of reason. 2020 [cited 2021 Jan 04]. biden1/. response to novel coronavirus. JAMA.
Available from: 33. Bagherpour A and Nouri A. COVID-19 2020;323(20):2011–2.
https://www.aamc.org/news-insights/ misinformation is killing people. 2020
anthony-fauci-md-science-voice-reason. [cited 2021 Jan 04]. Available from:
26. Lee CM. Speaking up for science. Trends https://www.scientificamerican.com/
Immunol. 2016;37(4):265-7. article/covid-misinformation-is-killing-
27. Paul P and Motskin M. Engaging the public people1/. Author information
with your research. Trends Immunol. 34. Gibbens S. A guide to overcoming COVID- Surayya Taranum, PhD is a scientific writer
2016;37(4):268. 19 misinformation. 2020 [cited 2021 Jan 04]. at 4Clinics. She is also Director of
28. The Editors. Dying in a leadership vacuum. Available from: Operations at the Healthcare Business-
N Engl J Med. 2020;383:1479-1480. https://www.nationalgeographic.com/ women’s Association Paris Chapter and
29. Shepherd K. The New England Journal of science/2020/10/guide-to-overcoming- member of the EMWA SUS-SIG team.
Medicine avoided politics for 208 years. coronavirus-misinformation-infodemic/.
www.emwa.org Volume 30 Number 1 | Medical Writing March 2021 | 55You can also read
