Scientific Communication

Transforming Scientific Communication for the 21st Century

Since its inception in the 17th century the research journal emerged as the formal communication method in the sciences. The last half of the 20th century has seen stresses develop on the journal system due to the explosion of scientific research, increasing subscription costs, and technological advances. New models, taking advantage of digital technology, have demonstrated that great improvements are possible if the scientific community is willing to embrace change. Two methods for significantly changing the model are suggested: adopting an e-print moderator model which decouples the dissemination of information from its review, and shifting the costs of publication from the reader to the author and sponsoring agencies and organizations.

The Transformation of Scientific Communication: A Model for 2020

Information technologies, particularly the personal computer and the World Wide Web, are changing the ways that scientists communicate. The traditional print-based system that relies on the refereed scientific journal as the key delivery mechanism for research findings is undergoing a transformation to a system much more reliant on electronic communication and storage media. This article offers a new paradigm for communication in science, and suggests how digital media might bring new roles and functionalities to participants. The argument is made that behavioral and organizational determinants are as important factors as technological capabilities in shaping the future.

Forces and Functions in Scientific Communication: An Analysis of Their Interplay

This article analyses the transformation of the familiar, linear scientific information chain into an interactive scientific communication network in response to concomitant changes in scientific research and education. Societal conditions are seen to lead to the concept of strategic research world-wide: research dominated by "economy of scope". Strategic research leads to transnational research enterprises - universities and other research institutions-with a focus on return of research capital investment, and thus on intellectual capital. This development calls for new ways of knowledge management that in turn has consequences for scientific communication.

Common Use of PowerPoint versus the Assertion-Evidence Structure

Since 2001, harsh criticism of PowerPoint’s presentation slide structure has surfaced in several popular publications. Because Microsoft PowerPoint controls 95% of the market for presentation slideware (Parker 2001), its default structure certainly deserves scrutiny. However, what is more important than analyzing the default structure of PowerPoint is to analyze the slide structures that people actually use. For that reason, in technical communication, the key question is the following: what slide structures are commonly used for presenting science and technology?

Manufacturing Doubt: Journalists' Roles and the Construction of Ignorance in a Scientific Controversy

In recent decades, corporate and special interests have developed a wide repertoire of methods to manufacture doubt about science that threatens their interests. In the case presented here, a trade association issued a rich assortment of rhetorical claims intended to sow public confusion about university studies that threatened to undermine its industry's activities. Journalists' use of these claims appeared to vary largely as a function of their perceptions of their journalistic roles and of their audiences, though their knowledge of science also appeared to play a role. Our findings offer insight into how and why reporters respond to rhetorical claims about scientific ignorance and uncertainty that actors use to discredit threatening science. In so doing, they contribute to growing scholarship on journalists' contributions to the social construction of ignorance in scientific controversies.

"Public" Perceptions of Gamete Donation: A Research Review

This paper reviews the literature on “public” perceptions of the practice of gamete (egg and sperm) donation in the treatment of infertility. Despite regular “consultation” exercises in the UK on the manner in which infertility treatments should be regulated, there is little sense of how a range of public groups respond to developments in this area. The key themes from thirty-three articles, chapters and reports are discussed. The review reveals the limited nature of our current knowledge of public understandings of and attitudes towards gamete donation as a form of infertility treatment which has been readily available and widely practiced for many years. The review is critical of the methodological and epistemological basis of much of the work in this area and argues that there is a strong case for social scientific research to attempt to capture the perceptions of a wider range of people who are rarely included in formal public consultations and often similarly excluded from research studies.

The Prostate Cancer Screening Debate: Public Reaction to Medical Controversy in the Media

This study explored older men's and their partners' reactions to a television news program on the medical debate surrounding the use of the prostate-specific antigen (PSA) test for prostate cancer screening. Six focus groups, split by gender and socio-economic status (SES), were conducted with men aged 50 years or older (n = 28) and female partners of such men (n = 13). A self-completion questionnaire was also used to yield quantitative indices. In general, viewers appeared to appreciate from the debate that there was controversy surrounding prostate cancer screening, and they recognized that PSA testing is more applicable to certain subgroups of men. Although there were differences by SES and gender, the results suggest that exposing health consumers to medical uncertainty and “expert” conflict can help raise awareness of the issue and complexities involved. However, there was evidence to suggest that health consumers may be better able to negotiate conflicting medical information if the different sides of the argument are plainly noted and a clear distinction is made between opinion and evidence. This study has broader relevance to the management of media coverage of medical controversies by public health organizations.

Consumer Attitudes and the Governance of Food Safety

This paper reports the analysis of a recent study of public perception of food safety governance in Spain, using genetically modified (GM) foods as an indicator. The data make clear that Spanish food consumers are aware of their rights and role in the marketplace. They are critical of current regulatory decision making, which they perceive to be unduly influenced by certain social actors, such as industry. In contrast, consumers demand decisions to be based primarily on scientific opinion, as well as consumer preferences. They want authorities to facilitate informed purchasing decisions, and favor labeling of GM foods mostly on the grounds of their right to know. However, consumers' actual level of knowledge with respect to food technology and food safety remains low. There are several ambivalences as to the real impact of these attitudes on actual consumer behavior (specifically when it comes to organizing themselves or searching out background information).

Just Around the Corner: Rhetorics of Progress and Promise in Genetic Research

The emerging “diabetes epidemic” threatens to affect 366 million people worldwide by 2030. In the UK, almost 2 million people (about 3.9 percent of the population) are currently diagnosed with diabetes and it is estimated that a further 1 million people have the disease but do not realize it. The prevalence of diabetes, its complications and their effects on the lives of those living with diabetes mean that diabetes research has the potential to bring significant benefits. In this paper, we are concerned with the research involving human embryonic stem (HES) cells that sees diabetes as a potential therapeutic location. Drawing on the idea of the “certainty trough” we examine how the hopes and uncertainties associated with this complex research agenda are understood. We show that those at the research front and those most opposed to the research agenda appear to be the most aware of the uncertainties that need to be resolved. In contrast, funders, typically one-step removed from the research work, see the promise of the research as more real and more likely to be achieved. Significantly, these optimistic funders are supported in their beliefs by the research scientists as constitutive claims are reproduced within the contingent forum. The effect is a collaborative project in which the promise of a technical solution “just around the corner” is sustained whilst concerns about the future difficulties are marginalized.

Consultations of Stakeholders on the Roles of Research in Relation to Genetically Modified Plants in France

This article reports the first consultations on the roles of research in relation to genetically modified plants in France. We present a new attempt at facilitating discussion towards acceptable decisions and their results. This method consists of three steps: individual in-depth interviews of 77 French stakeholders, analysis of the interviews to identify elements that could help a constructive debate among participants, and two round-table discussions to present this analysis to stakeholders and foster discussions among them. The interviews exhibit a diversity of perceptions that are vaster than the pro or against points of view within the media. The problems raised during interviews deal with how discussions on genetically modified organisms (GMOs) are being done, how risks are taken into account, how the information is diffused, and how there is a minimal level of attention paid to social needs in GMOs' production. A series of problems more specific to the subject of the study discuss the weaknesses of the public research system. On the basis of these problems, 21 elements were identified that the stakeholders would like to see improved. One request seemed to be important for all types of stakeholders: “Raising the objectivity of the debate on GMOs.” Our facilitation exercise led to a set of innovative concrete proposals for the design of an effective national debate.

Staging Scientific Controversies: A Gallery Test on Science Museums' Interactivity

The “transfer” model in science communication has been addressed critically from different perspectives, while the advantages of the interactive model have been continuously praised. Yet, little is done to account for the specific role of the interactive model in communicating “unfinished science.” The traditional interactive methods in museums are not sufficient to keep pace with rapid scientific developments. Interactive exchanges between laypeople and experts are thought mainly through the lens of a dialogue that is facilitated and framed by the traditional “conference room” architecture. Drawing on the results of a small-scale experiment in a gallery space, we argue for the need for a new “architecture of interaction” in museum settings based on art installation and simulation techniques, which will enhance the communication potentials of science museums and will provide conditions for a fruitful even-handed exchange of expert and lay knowledge.

Value-Sensitive Design and Health Care in Africa

In this paper, we describe our approach of using value-sensitive design to guide the design, development, and implementation of health information systems for use in rural areas of two developing countries in Africa. By using shared conceptual investigation, we are able to create a generalized list of stakeholders and values that span multiple projects without losing any of the power of the conceptual investigation. This process can be applied to other projects to develop a stronger set of stakeholders and values. We also present a technical investigation of a vaccine delivery project in Sub-Saharan Africa and plans for an upcoming empirical investigation for a mobile-phone-based support tool for community health workers in East Africa.

Is “Less is More” a Presentation Law as Universal as the Law of Gravity?

This blog entry explores the limits of the "less is more" presentation maxim when applied to scientific presentations. Can the contents of slides be reduced to a few words to reduce their electronic carbon footprint? The less-is-more advice found in popular presentation skills books, if followed to the letter, would leave an audience of scientists gasping for more data to gain sufficient understanding to be able to appreciate the scientific contribution. The author identifies lower boundaries below which "less is less", and also considers the cases where "more is more." Our short active working memory sets boundaries to that maxim.

Presentation Traps 1: Hazardous Comparisons

In your presentation, usually at the beginning in the motivation part, a slide appears, and on that slide you compare your method to previous state of the art methods, or methods widely accepted and recognised as adequate by practitioners in the field. Of course, you carefully chose the topics of comparison to ensure your work appears superior... This is a trap. The author explains why.

Presentation Traps 2: Forced Audience Interaction

“Probe the audience”, “Interact with the audience”, the pundits say. And out on a limb they go, the misfortunate presenters for whom good advice but poor timing garner nothing but the deathly silence of an unsympathetic audience. Do not rush the audience into action. An audience that has had time to be interested in both the presenter and his topic is easier to engage. By the time the talk ends, the audience is ready to interact through the Q&A: the time is right, and the audience is ready.

Presentation Traps 3: The Joke Is On You

Start with a joke”, “deride the audience”, “make them like you by making them laugh”, the pundits say. And out they go, on a limb as always, the serious presenters whose sense of humour is such that they usually end up being the only ones who laugh at the end of their own jokes. Avoid jokes altogether at the start of your talk, even cartoons that may be funny. A play on word requires a good understanding of English. Idiomatic expressions, or culture specific funny jokes are beyond the level of comprehension of scientists with English as a second language or from different cultural backgrounds. If you want the audience to relax, use the only way that works 100% of the time: Face the audience, and SMILE.

Presentation Traps 4: The Mouth Trap

Ice water, coffee, milk, spaghettis... all represent food dangers that are likely to affect the performance of a presenter.

Presentation Traps 5: The Title Trap

Time after time, presenters repeat the same mistake: the title slide is on the screen behind them, they turn towards the screen, read the title, and possibly also read their name (why stop now), then immediately move on to the next slide. After justifying why it is necessary to spend time on the title slide, the author concludes: Your Title Slide – don’t face it, don’t read it, and don’t rush it. And you’ll be more affable, more audible, more credible, and more understandable.

Presentation Traps 6: The Conclusion Traps

You are in danger of falling into one of three conclusion traps. 1. Your conclusion slide is a summary of your results. 2. You know you are close to the end of your talk, everything has been said, and you rush through that slide, simply reading its bullets. 3. You do a great job with your conclusion slide, and after clicking one last time the next slide button on your presentation remote, you land into one of the following slides: a) the black screen indicating the end of your presentation (a PowerPoint feature); b) the traditional Acknowledgment slide; or c) a black slide on which the words “Thank You” are written in Font size 88 – for good luck The author explains why.

Presentation Traps 7: The Cultural Trap

The author recommends not to use metaphors or expressions that are meaningless to a foreign audience and not to display extensive culture by using a sophisticated word where a simpler one exists.

Introducing Chaos (Theory) into Science and Engineering: Effects of Rhetorical Strategies on Scientific Readers

The opening of a scientific research article bids for readers to invest time and attention in a writer's new ideas. To make such investments more attractive, a conventional introduction portrays new ideas as filling a serious gap in the current literature on an important topic. Do scientists rely on such introductory moves to decide what's worth reading and how to read it? We analyzed introductions of four texts and observed twelve scientists thinking-aloud while reading them. The texts were journal articles on chaos theory, including two recent and two early articles to reveal effects of disciplinary history. The textual analysis revealed that recent articles adhered closely to four conventional introductory moves, but early articles modified the moves, included more equations and fewer citations. Analysis of comments recorded during reading indicated that scientists attend to introductory moves: comments were concentrated within certain moves, rather than distibuted evenly across sentences; reading activity intensified for recent texts that adhered to the conventions.

A Study in Rhetorical Reading: How Evolutionists Read 'The Spandrels of San Marco'

Recently, a number of scholars have presented compelling analyses of rhetorical stategies that are employed in scientific texts. What has not been studied in as much depth are issues of whether and how the scientific readers of the discouse respond to such rhetorical cues and how much influence these cues have on the reading process--including what they choose to read and how they allocate their time between comprehension and evaluation. In this study, I begin to address these issues by examining scientists reading and reacting to a single scientific text, Stephen J. Gould and R. C. Lewontin's "The Spandrels of San Marco and the Panglossian Paradigm: A Critique of the Adaptationist Programme." This article, which contributed to a still current and heated debate in evolutionary biology, employs both standard scientific arguments and some that depart quite radically from normal "objective" scientific style. Reading-aloud protocols and interviews were collected from professors and graduate students in evolutionary biology. Overall, comments from both groups clustered at specific points in the text, revealing sophisticated engagement with the authors' arguments. Gould and Lewontin's arguments, and their attempts to guide scientists to read their article in particular ways, did not entirely succeed but the article did provoke productive response. The graduate students and professors exhibited quite different reading strategies, pointing to a long-term process of learning how to read in a profession.

The Effects of Headings in Information Mapping on Search Speed and Evaluation of a Brief Health Education Text

The accessibility of written information becomes an increasingly relevant issue in today's information-dense society. Although headings are generally known to signal textual content and thus aid access, it remains unclear how frequently headings should be used for optimal document use. Information Mapping© is a text writing method that systematically splits up text in chunks accompanied by headings. The present paper presents a study in which a print health education document was varied systematically in accordance with the Information Mapping method, to examine the effects of heading frequency and information order on participants' search speed and their evaluation of the text layout. Results showed that the presence of headings in a text indeed contributed to easier access in the search tasks. Although no differences in search speed were found with varying numbers of headings in the text, some subjective opinions were in favour of the version with most headings. The different information order of the Information Mapping text had no effect.

Interplay of Negative Emotion and Health Self-Efficacy on the Use of Health Information and Its Outcomes

During the course of illness, people diagnosed with cancer need information to cope with cancer. Despite the crucial role of information, little is known about why some people with cancer choose to seek further information about their illness and why others do not. This study investigates the interplay of two psychological factors, negative emotion and health self-efficacy, on patients' health information use. Using the data collected from 122 women diagnosed with breast cancer, the authors found that negative emotions and health self-efficacy jointly affect the use of health information. Among patients with high health self-efficacy, negative emotions were positively related to the amount of information sought, whereas among those with low health self-efficacy, negative emotions were negatively related to the amount of information sought. The results also show that there are significant increases in patients' health self-efficacy after the use of health information for 2 months.

The Role of Ambivalence in College Nonsmokers' Information Seeking and Information Processing

The abundant prosmoking influences in college can cultivate a sense of ambivalence about smoking among many nonsmoking students. In this study, the authors investigated the role of ambivalence in college nonsmokers' seeking and processing of smoking-related information. Three hundred ninety-six nonsmoking college students participated in an online study. Hypotheses were built into a predictive model and tested using structural equation modeling. Higher ambivalence was found to be associated with greater information seeking in the past 30 days. Past information seeking, in turn, was associated with deeper processing and greater acceptance of new antismoking information. Implications of the results for smoking prevention on college campuses are discussed.

Testimonials Versus Informational Persuasive Messages: The Moderating Effect of Delivery Mode and Personal Involvement

This study aims to test the relative effectiveness of testimonials compared to simple informational health messages, presented both through different modalities and to recipients with different levels of involvement. Results of the three independent experiments demonstrate that testimonials are more persuasive when presented through the audio mode rather than when presented through the written mode. Also, the informational messages are more persuasive when perceived by individuals characterized by high rather than low involvement and high rather than low need for cognition. The results are explained in terms of the Elaboration Likelihood Model. The interactive effect of transportation and involvement on persuasion is further examined. The findings help in the development of more efficient message targeting. The highest level of efficiency can be achieved if the appropriate media modality and message format are used for recipients with certain initial involvement or need for cognition.

Science TV News Exposure Predicts Science Beliefs: Real World Effects Among a National Sample

The authors attempt here to address a dilemma faced in recent investigation of science and health communication effects: the difficulty of assessing exposure impact in situations beyond the laboratory. Based on social representation theory, we posit that TV news exposure, especially for stories framed as relevant to the everyday lives of individual audience members, can affect people’s beliefs about science and that such exposure also should interact with interpersonal conversation to jointly predict beliefs. To assess these relationships in a real world setting, we integrated market-level and individual-level data from a science TV news project funded by the National Science Foundation and employed multilevel modeling to predict beliefs about science. This move allowed us to combine information about TV Designated Market Areas with responses from a national Internet-based survey and permitted a model that included both market-level and individual-level variables. Results indicate both main effects and interaction effects. Presence of relevant science stories in a TV market, for example, positively predicted subsequent beliefs about the general accessibility of science among audience members in that market even after controlling for individual-level variables.

Internet Health and the 21st-Century Patient: A Rhetorical View

Internet health—here, the public use of information Web sites to facilitate decision making on matters of health and illness—is a rhetorical practice, involving text and trajectories of influence. A fulsome account of it requires attention to all parts of the rhetorical triangle—the speaker, the subject matter, and the audience—yet most scholarship on Internet health focuses on the speaker only: it typically raises concerns primarily about the dangers of unreliable sources, suggesting that, where speakers are reliable and information is accurate, Internet health simply empowers patients. This essay turns attention to the other elements of the triangle. It argues that health information is a complex entity—not only transmitted but also transformed by the Web—and, further, that Internet-health users are a complex audience—not only informed but also transformed by the Web. Rhetorically-minded researchers are well positioned to study not simply the informed patient but rather, more comprehensively, the wired one.

The Common Topoi of STEM Discourse: An Apologia and Methodological Proposal, With Pilot Survey

In this article, the author proposes a methodology for the rhetorical analysis of scientific, technical, mathematical, and engineering (STEM) discourse based on the common topics (topoi) of this discourse. Beginning with work by Miller, Prelli, and other rhetoricians of STEM discourse—but factoring in related studies in cognitive linguistics—she argues for a reimagining of topoi as basic schema that interrelate texts, objects, and writers in STEM communities. Then, she proposes a topical method as a stable, broadly applicable heuristic that may help fit the rhetorical dynamics of the much-studied research article (RA) into the wider context of written technical discourse—exactly the type of improvement that Gross, Fahnestock, and others have proposed. Finally, as an illustration of this argument, the author performs a pilot topical survey of 18 RAs representing six STEM disciplines. This survey yields a set of 30 topoi used samplewide that can form a starting point for future surveys. She answers challenges to the significance and relevance of a topical method and finishes by sketching some future applications of the method that can move rhetoric of science beyond the RA.

What Do Children Write in Science? A Study of the Genre Set in a Primary Science Classroom

This article reports on the types of scientific writing found in two primary grade classrooms. These results are part of a larger two-year study whose purpose was to examine the development of informational writing of second- and third-grade students as they participated in integrated science-literacy instruction. The primary purpose of the present article is to report on the “genre set” (Bazerman, 2004) established in this community around science instruction. Using Halliday’s (1993) Systemic Functional Linguistics approach and Hasan’s (1985, 1994) Generic Structure Potential, I describe the genres of scientific writing and drawing activities in which these children regularly participated. Findings indicate that children participated in several distinct scientific genres, some of which were flexible, and some of which were highly constrained by the teachers. Each of the genres represented a distinct purpose, structure, and linguistic nature of scientific discourse. The influence of this particular genre set on children’s appropriation of scientific discourse is discussed.

"Proof" in Pictures: Visual Evidence and Meaning Making in the Ivory-Billed Woodpecker Controversy

This case study focuses on images in three Science articles on the ivory-billed woodpecker, whose rediscovery was recently heralded. Because the primary piece of evidence is a frustratingly fuzzy four-second video, two groups of authors ultimately disagree on its interpretation and the same still video images that are used to argue for the sighting are used to argue against it. Given that the authors are making taxonomic arguments, images that closely resemble reality are employed. These images, like all images, are coded, and this analysis seeks to unlock these visual codes to reveal how meaning is made at the site of production, the site of the image, and the site of the audience. It also exposes how meaning making at the site of the image fueled the controversy.

The Structure of Scientific Titles

This article proposes a taxonomy of scientific titles: those staking claims; those setting problems; and those conveying themes. A close analysis of the deep structure of these titles suggests that their goal is the maximization of information content within a short compass, a compression that permits their easy retrieval in computerized searches. Placing these titles into the context provided by Gross, Harmon, and Reidy's Communicating Science suggests further that titles evolved to this point by adapting to changes in systems of information retrieval.

In Those Fields Where Multiple Authorship is the Rule, The H-Index Should be Supplemented by Role-Based H-Indices

Collaboration patterns among scientists are becoming more and more complicated. Even sophisticated methods for taking the number of co-authors into account do not solve all problems related to the calculation of citation measures such as the h -index. In this article we introduce role-based h-indices and in particular the major contribution h-index, denoted as h-maj, which takes only those articles into account in which the scientist plays a major or core role. As an example we provide major contribution indices for scientists in the health sciences in China. Differences between the h-index and h-maj are shown for data based on the Web of Science (WoS), and separately, based on the China National Knowledge Infrastructure (CNKI) database. It is suggested to use the major contribution h-index as a supplementary index, especially in those fields where multiple ‘first authors’ and/or corresponding authors are common.

Resources of Ambiguity: Context, Narrative, and Metaphor in Richard Dawkins’s The Selfish Gene

Richard Dawkins’s The Selfish Gene illustrates the power of ambiguity in scientific discourse. The rhetorical and epistemic resources that ambiguity provide are most apparent at the level of metaphor but are also central to the exigency for Dawkins’s argument and to the narrative form that the argument takes. Using ratios derived from Burke’s dramatistic pentad, I analyze how ambiguous language helped Dawkins to link different theoretical conceptions of the gene and consequently posit connections between genes and organisms that had not yet been empirically established. I thus demonstrate at a conceptual and textual level how ambiguity contributes to the construction of novel scientific arguments. For Dawkins, ambiguity provided a discursive space in which he could speculate on connections and developments for which he did not yet have evidence, data, or terminology. Despite his insistence that his use of figurative motive language was simply a ‘‘convenient shorthand’’ for more technical language, The Selfish Gene demonstrates the powerful epistemological and rhetorical role that ambiguous metaphors play in biological discourse.

Assessing Excellence: Using Activity Theory to Understand Assessment Practices in Engineering Communication

In the workplace, communication serves not as an end in itself, with features that are “good” or “bad,” but as a tool for mediating a range of professional activities, and effective documents are presentations are those that achieve their goals. Yet assessment methods in technical and professional communication often continue to rely on an evaluation of features apart from the intended work of the document. In this paper, we use activity theory as a lens to explore both the criteria for effective communication and the degree to which portfolio assessment methods can be applied to effectively assess student learning in this domain.

When The Scientist Presents

Resources for the scientist who presents, including podcasts with interviews of talented presenters, videos on PowerPoint and Keynote use in scientific presentations, famous presenters, and presentation tips.

Continuity Bugs in Linear Slide Presentations

Whenever you take a non linear media and flatten it (make it linear), you introduce problems of two kinds: 1) Discontinuities in logic. The audience needs to remember what was connected to what, earlier in your presentation, to see the connection logic. 2) Discontinuity in time. As time passes, the audience remembers less and less of what they heard and saw. As a result, the memory fails to reconnect the time-broken strands of a disrupted argument.

Learning from Henri Poincaré

Henri Poincaré, the French physicist and mathematician was an outstanding scientist. In his book, La Science et la Méthode (Science and Method – Dover publication translated by Francis Maitland), he states that “to understand” means different things to different people. The scientists in your audience expect to be able to “understand” what is presented, so it is worth thinking about what people require to reach understanding. Poincaré identifies two classes of people: the validating and connecting type, and the associative and transformative type (my choice of words).

Scientific Poster Design

A poster can be better than giving a talk. It’s just an illustrated abstract.

Contemporary Educational Psychology: Cognitive Processes in Complex Science Text and Diagrams

Ainsworth’s (2006) DeFT framework posits that different representations may lead learners to use different strategies. We wanted to investigate whether students use different strategies, and more broadly, different cognitive activities in diagrams versus in running text. In order to do so, we collected think-aloud protocol and other measures from 91 beginning biology majors reading an 8-page passage from their own textbook which included 7 complex diagrams. We coded the protocols for a wide range of cognitive activities, including strategy use, inference, background knowledge, vocabulary, and word reading. Comparisons of verbalizations while reading running text vs. reading diagrams showed that high-level cognitive activities—inferences and high-level strategy use—were used a higher proportion of the time when comprehending diagrams compared to when reading text. However, in running text vs. diagrams participants used a wider range of different individual cognitive activities (e.g., more different types of inferences). Our results suggest that instructors might consider teaching students how to draw inferences in both text and diagrams. They also show an interesting paradox that warrants further research—students often skipped over or superficially skimmed diagrams, but when they did read the diagrams they engaged in more high-level cognitive activity.

Localizing Medical Information for U.S. Spanish-Speakers

Examines focus group data about Spanish speakers' preferences for health communication. Contrasts known preferences of Mexican Spanish speakers with Spanish speakers in the U.S. Makes recommendations from the data for communicating health information to Spanish speakers within the U.S.

Health at High Speed: Broadband Internet Access, Health Communication, and the Digital Divide

The study reported here explored the broadband digital divide in the context of Internet- based health communication. Inequities in the adoption of broadband technology were examined and the comprehensive model of health information seeking (CMIS) was used to make predictions about the implications of broadband Internet for personal health. Data from a population-based survey conducted by the National Cancer Institute in 2005 (N = 5,586) were analyzed. Results showed that those who were younger, more educated, and lived in an urban area were more likely to have a broad- band Internet connection in their home. Furthermore, consistent with the CMIS, those with a broadband connection were more likely to use the Internet for health-related information seeking and communication than those with a dial-up connection.

My Journey from Technical Writing to Pharma Quality Management

Like most people who entered the technical communication profession in India in the mid to late 1990s, I too became a technical writer more by accident than by design. I enjoyed my technical writing career thoroughly, but slowly moved away, and a decade later, I now find myself heading the Quality Management function at a multi-national clinical research and technology company in India. The career paths of no two individuals are similar. And yet, there are always some common themes in successful transitions from one career path to another.

What Reviewers Need to Know About the Regulatory Reader, Continued

One of the big problems in document review is that reviewers often fail to recognize that their principal job as a reviewer is to act as a surrogate for the document end-user, in this case the regulatory reader. In this article, we offer a characterization of the reading style of the regulatory reader which is useful to keep in mind when reviewing any document or group of documents to be submitted to pharmaceutical and medical device regulatory agencies.

The Public Presentation of a Hybrid Science: Scientific and Technical Communication in "Iraq's Weapons of Mass Destruction: The Assessment of the British Government" (2002)

A recent British national intelligence-based Assessment (2002) illustrates how one government agency communicated science to serve its policy goals. This article analyzes some of the values that drive science, public policy, and national intelligence, and traces how those values affected the Assessment writers' goals and communication strategies. Through close reading of the Assessment's foreword and first section, this study shows how the writers shaped scientific and technical information to satisfy their disciplines' values and to naturalize their "proper perspective" on the policy case. Further analysis of similar documents will extend current research on scientific rhetoric, multidisciplinary collaborative writing, and public communication.

Risk Communication, Space, and Findability in the Public Sphere: A Case Study of a Physical and Online Information Center

This article uses theories of space and findability to analyze a public information center as an example of multi-modal risk communication. The Yucca Mountain Information Center is an informational space created by the Department of Energy to inform the public about the proposed nuclear waste repository planned for Yucca Mountain, Nevada. As a public space, the Center uses fact sheets, posters, and three-dimensional displays to make arguments about the storage of nuclear waste; we argue that the physical space, text, displays, and online space are all elements of risk communication. We offer a new way to read these elements of risk communication and suggest potential opportunities for public agency.

Editorial Ethics: The Role of the Editor Before Peer Review

Editors who work with authors before a manuscript is sent for review face certain challenges. Since we’re often the first to see a manuscript, we sometimes encounter problems we must help solve before they come back to bite the author. These problems fall into a variety of categories, of which I see three repeatedly in my work. In this article, I’ll discuss the nature of these problems, provide examples from my own career as a science editor, and suggest how similar problems might arise in other types of editing.

Playing Doctor? Trends in Health Information Seeking on the Web

Evolving and improving technology can improve health and healthcare in a myriad of ways. Equipment that is designed with the user, task, and environment in mind will reduce errors and improve outcomes. New designs make it possible for patients to do things for themselves that previously only doctors could.

Can Two Established Information Models Explain the Information Behaviour of Visually Impaired People Seeking Health and Social Care Information?

This study provides a new and valuable insight into the information behaviour of visually impaired people, as well as testing the applicability of a specific and generic information model to the information behaviour of visually impaired people seeking health and social care information.

A Grounded Theory Model of On-Duty Critical Care Nurses' Information Behavior: The Patient-Chart Cycle of Informative Interactions

Critical care nurses' work is rich in informative interactions. Although there have been post-hoc self report studies of nurses' information seeking, there have been no observational studies of the patterns of their on-duty information behavior. This paper seeks to address this issue.

Analysis of the Behaviour of the Users of a Package of Electronic Journals in the Field of Chemistry

The purpose of this research is to analyse the behaviour of the users of a package of electronic journals using the data of consumption per IP address. The paper analyses the data of consumption at the University of Barcelona of 31 electronic journals of the American Chemical Society (ACS) in 2003. Data of sessions, articles downloaded and abstracts viewed were analysed.

Use and Outcome of Online Health Information Services: A Study Among Scottish Population

The purpose of this paper is to report on a research designed to find out how people in Scotland access and use online health information.

Musings: What do you Mean Knowledge Management and Negotiating Meaning in Technical and Scientific Reports

"Meaning must be negotiated and confirmed." This is an important concept not just for developing a working definition for a term like knowledge management, but it is also an approach critical to the conveyance of knowledge in scientific and technical report.

A Grounded Investigation of Genred Guidelines in Cancer Care Deliberations

Genred documents facilitate collaboration and workplace practices in many ways—particularly in the medical workplace. This article represents a portion of a larger grounded investigation of how medical professionals invoke a wide range of rhetorical strategies when deliberating about complex patient cases during weekly, multidisciplinary deliberations called Tumor Board meetings. Specifically, the author explores the role of one key document in oncological practice, the Standard of Care document. Each Standard of Care document (one for every known cancer) presents a set of national guidelines intended to standardize the treatment of cancer. Tumor Board participants invoke these guidelines as evidence for or against particular future action. In order to better understand how genred, generalizable guidelines like Standard of Care documents afford decision making amid uncertainty, the author conducts a temporal and contextual analysis of the document's use during deliberations as well as a modified Toulminian analysis of a representative sample. Results suggest that, while on its own the document achieves an authoritative, charter-like purpose, it fails to make explicit a link between individual patients' experiences and the profession's expectations for how to act. Implications for how genred, generalizable guidelines—given the way they encourage certain ways of seeing over others—organize and authorize work are discussed, and a modified Toulminian approach to understanding the relationship between claim and evidence in multimodal texts is modeled.

Ethical or Unethical Persuasion? The Rhetoric of Offers to Participate in Clinical Trials

Based on a sample of 22 oncology encounters, this article presents a discourse analysis of positive, neutral, or negative valence in the presentation of three elements of informed consent—purpose, benefits, and risks—in offers to participate in clinical trials. It is found that physicians regularly present these key elements of consent with a positive valence, perhaps blurring the distinction between clinical care and clinical research in trial offers. The authors argue that the rhetoric of trial offers constructs and reflects the complex relationships of two competing ethical frameworks—contemporary bioethics and professional medical ethics—both aimed at governing the discourse of trial offers. The authors consider the status of ethical or unethical persuasion within each framework, proposing what is called the best-option principle as the ethical principle governing trial offers within professional medical ethics.

Gestural Enthymemes: Delivering Movement in 18th- and 19th-Century Medical Images

This article contributes to recent efforts to add life and movement to rhetorical studies by focusing on the representation of movement in medical texts. More specifically, this study examines medical texts, illustrations, and photographs involving movement by Johann Casper Lavater, G. B. Duchenne de Bologne, Charles Darwin, and Étienne-Jules Marey. By identifying how figures of speech epitomize arguments, this examination follows a shift in the way arguments about movement are represented, a shift from static, visual arguments to gestural enthymemes, as they are named, arguments that are made in movements; these shifts are linked to developments in medical technologies involving photography. These arguments about and using movement attempt to “capture” or express the moments within which life, through the embodied gesture, resides. This extended understanding of the enthymeme broadens current understanding of argument to include delivery, links medical and rhetorical discursive practices, and informs how we make sense of and study the relationships between technology and rhetoric both in the past and present.

How Do People at FDA Read Documents On-Screen?

With the substantial move to submitting electronic documents versus paper documents to FDA, it is useful to pause and consider how a regulatory reviewer actually reads a large complex technical document on screen.

Why the Focus on Review Practices?

improving document review practices is of great concern to many in the biopharmaceutical industry. The reason for this interest can be explained by the following observations which provide some insight as to why review is, or needs to be, a central focus for improving knowledge propagation and dissemination.

Blasts from the Past

It does not matter if they were published 10 years ago or 100 years ago, old scientific papers may be more important than you think.

Knowledge Management and Communication in the Life Sciences

This Knowledge Management and Communication in the Life Sciences Blog is for those interested in medical, pharmaceutical, biological, and chemical research and development: the world of life science research.

Writing Like a Doctor

The mere act of reading good books, if you are not stopping to scrutinize the moves and tools used by the writers, examining and dissecting the choices they have made and why they work, will do nothing for you when you sit down to write. If you want a journal to accept your paper, or a federal agency to grant you coin, you have to make clear what is at stake and why the reader should care. Then you have to put forward the strongest reasoning based on evidence you provide in the clearest language you are able to rally. And then you need to know when you need help.

Wikipedia and the New Curriculum

Students and teachers alike must understand how systems of knowledge creation and archivization are changing. Encyclopedias are no longer static collections of facts and figures; they are living entities. Just check the entry on Global Warming.

Getting There: Medical Writing

Medical writing is a career that is often not predetermined but decided upon en route. Medical writers are well-rounded in terms of having both communicative and scientific knowledge, and this also means that a wide range of academic backgrounds and job experiences are welcome in the field. Medical writing allows for acquisition of various necessary skills through whichever means most suits the individual.

XML Initiatives in Pharma

The pharmaceutical industry has been slow to adopt XML until recently. Initiatives in the US and EU, as well as other jurisdictions, have begun that use XML to define important documentation formats as part of the drug product life cycle. In the US the FDA is mandating that drug product descriptions called "labels" be submitted in an XML format called the Standard Product Label (SPL) language by the end of 2005 and similar mandates are being made in the EU and other regions. Since most pharmaceutical companies are international, companies are scrambling to figure out the best method for managing their data in order to meet all of meeting these specific requirements. Also, drug label information will become an important component in the broader set of medical records and prescription standards that are being developed concurrently. This session will describe the roles and status of these standards, initiatives for adoption in the US and the EU, and provide some ideas on strategies for managing data within this complex set of requirements.

Why 2007 I.P.C.C. Report Lacked ‘Embers’

Several authors of the 2007 report by the Intergovernmental Panel on Climate Change on the projected effects of global warming now say they regret not pushing harder to include an updated diagram of climate risks in the report. The diagram, known as “burning embers,” is an updated version of one that was a central feature of the panel’s preceding climate report in 2001.

XML in Mathematical Web Services

We describe how two XML-based data formats, OpenMath and Content MathML, are used in a mathematical service toolkit based on the Maple computer algebra system. This service toolkit is based on a configuration engine that provides the appropriate conversions between the mathematical XML data formats, builds the necessary Maple program, and installs the necessary extensions to a generic Web services engine.

Computing for the Mathematical Sciences with XML, Web Services, and P2P

While computing the Mathematical Sciences is similar to other scientific areas, often the researcher lacks the resources to carry out those computations. Grid computing and web services provide some possibilities for solutions but they do not address the increasing demand for computing resources and ad hoc computation networks. This paper describes a solution to this that uses peer-to-peer technologies to build ad hoc networks of computational agents that all speak XML to carry out computations.

Technical Communicators Put the "Public" in Public Health

How does Web 2.0 fit into the world of public health? STC Fellow, Dr. Thomas Barker discusses the values of social networking in regards to largescale public disasters, such as Hurricane Katrina and the SARS outbreak.

Amusing Titles in Scientific Journals and Article Citation

The present study examines whether the use of humor in scientific article titles is associated with the number of citations an article receives. Four judges rated the degree of amusement and pleasantness of titles of articles published over 10 years (from 1985 to 1994) in two of the most prestigious journals in psychology, Psychological Bulletinand Psychological Review. We then examined the association between the levels of amusement and pleasantness and the article’s monthly citation average. The results show that, while the pleasantness rating was weakly associated with the number of citations, articles with highly amusing titles (2 standard deviations above average) received fewer citations. The negative association between amusing titles and subsequent citations cannot be attributed to differences in the title length and pleasantness, number of authors, year of publication, and article type (regular article vs comment). These findings are discussed in the context of the importance of titles for signalling an article’s content.

Health Informatics: Current Issues and Challenges

Health informatics concerns the use of information and information and communication technologies within healthcare. Health informatics and information science need to take account of the unique aspects of health and medicine. The development of information systems and electronic records within health needs to consider the information needs and behaviour of all users. The sensitivity of personal health data raises ethical concerns for developing electronic records. E-health initiatives must actively involve users in the design, development, implementation and evaluation, and information science can contribute to understanding the needs and behaviour of user groups. Health informatics could make an important contribution to the ageing society and to reducing the digital divide and health divides within society. There is a need for an appropriate evidence base within health informatics to support future developments, and to ensure health informatics reaches its potential to improve the health and well-being of patients and the public.

The Sociological Turn in Information Science

This paper explores the history of `the social' in information science. It traces the influence of social scientific thinking on the development of the field's intellectual base. The continuing appropriation of both theoretical and methodological insights from domains such as social studies of science, science and technology studies, and socio-technical systems is discussed.

Creating Science and Technology Information Databases for Developing and Sustaining Sub-Saharan Africa's Indigenous Knowledge

In this article, indigenous knowledge is defined as holistic of all forms of knowledge emanating from an indigenous community. The critical relevance of local science and technology information (STI) databases in the development and sustainability of Africa's indigenous knowledge is discussed. It is advocated that local African STI databases should be considered required development infrastructures because they will provide information resources that are more adequate for national planning and management than their international counterparts. Furthermore, the various stakeholders and their roles are identified and the policy environment of STI databases in Africa examined. Constraints notwithstanding, local databases for African STI resources are envisaged to enhance global distribution and sharing of Africa's indigenous knowledge.

Better Reporting of Randomized Trials in Biomedical Journal and Conference Abstracts

Well reported research published in conference and journal abstracts is important as individuals reading these reports often base their initial assessment of a study based on information reported in the abstract. However, there is growing concern about the reliability and quality of information published in these reports. This article provides an overview of research evidence underpinning the need for better reporting of abstracts reported in conference proceedings and abstracts of journal articles; with a particular focus in the area of health care. Where available we highlight evidence which refers specifically to abstracts reporting randomized trials. We seek to identify current initiatives aimed at improving the reporting of these reports and recommend that an extension of the CONSORT Statement (Consolidated Standards of Reporting Trials), CONSORT for Abstracts, be developed. This checklist would include a list of essential items to be reported in any conference or journal abstract reporting the results of a randomized trial.

An Ergonomic Format for Short Reporting in Scientific Journals Using Nested Tables and the Deming's Cycle

The typical structure of a scientific report involves highly standardized sections. The key concept of a scientific report is the reproducibility of results. Because not only clarity but also conciseness is a tool for the advancement of science, a new format using nested tables is proposed with the aim of improving the design of short reports in scientific journals, namely short communications, short technical reports, case reports, etc. This format is based on the ergonomic philosophy of visual encyclopaedias (one topic, one page) and on the quality system of the Deming's cycle (plan--do--check--act) for continuous improvement. This new editing tool has several advantages over existing forms, because it provides quick and ergonomic, reader-friendly research reports that, at the same time, would render a saving in terms of available space and publishing costs of the printed version of scientific journals.

IDEA 2008: An Interview with Elliott Malkin

Where the seams of information and public space overlap and intersect, Elliott Malkin creates projects that span genres from religion to natural science. In a preview of his upcoming IDEA conference talk, Malkin talks about home-movies, butterflies, and designing for unofficial signs in public space.

Why Should Engineers and Scientists Be Worried About Color?

At the core of good science and engineering is the careful and respectful treatment of data. We calibrate our instruments, scrutinize the algorithms we use to process the data, and study the behavior of the models we use to interpret the data or simulate the phenomena we may be observing. Surprisingly, this careful treatment of data often breaks down when we visualize our data.

The Use of Electronic Mail in Biomedical Communication

Publication in general medical journals stimulates more conventional than electronic mail. However, the content of e-mail may be of greater scientific relevance. Electronic mail can be encouraged without fear of diminishing the quality of the communications received.

Procedural Explanations in Mathematics Writing: A Framework for Understanding College Students' Effective Communication Practices

This study analyzes the procedural explanations written by remedial college mathematics students. Relevant literatures suggest that six communication activities might be key in effective procedural explanations in mathematics writing: (a) orienting the learner, (b) providing kernels or definitions of concepts and procedures, (c) using exemplars or worked examples, (d) providing descriptions of the process or procedure, (e) solidifying learner understanding, and (f) facilitating linguistic control of mathematical terms. Using this framework, 18 practices or types of difficulties were discovered in students' written explanations. Independent experts consistently evaluated student explanations more highly when the explanations contained arithmetic or algebraic exemplars, described specific actions and their meanings, linked new with prior knowledge, and used descriptive language; experts evaluated student explanations more negatively when students displayed difficulties reasoning with kernels, reasoning with exemplars, or with describing processes.

Modeling Rhetoric in Scientific Publications

Despite the advent of computer-centered ways of creating and accessing scientific knowledge, the format of the scientific research article has remained basically unchanged. We have developed a model of a more appropriate form for research publications to structure scientific articles, based on a rhetorical structure which is ubiquitous in (natural) science papers. The model has three components: defining rhetorical elements inside the documents, the identification of the argumentational relationships between these elements; and the connection of data elements and entities to external sources.

The Use of Playing Cards to Communicate Technical and Scientific Information

This article analyzes several decks of playing cards designed to communicate technical or scientific information ranging from military topics to the domestic arts to medical subjects. It places each deck in its historical context, describes the appearance and organization of the cards, and speculates about intended audience and purpose, drawing upon relevant secondary literature. It then extrapolates the conventions of this unusual genre. Finally, it argues that technical communicators can profit from this study because it raises questions and offers insights about such important topics as audience adaptation, organizational patterns, and ethical practices. Ultimately, this study may encourage reflection about these and other issues and perhaps lead to discovery and innovation.

Training Scientists to be Journalists

Successful applicants show us they can invest their hearts as well as their minds into their writing. They tell us stories that live in our minds long after we read their words.

Health Care Institutions, Communication, and Physicians' Experience of Managed Care

This study uses the institutional theory of organizational communication (ITOC) to explain physicians' reactions to managed care. ITOC posits that enduring beliefs and practices both transcend and shape particular organizations and organizing. The authors find that physicians' institutional beliefs moderated the negative relationship between managed care medical practice and satisfaction. ITOC also posits that the negotiation of institutional, environmental, organizational, and individual factors occurs through communication. Controlling for these factors, communication with managed care representatives remains significantly and positively related to satisfaction. The results provide support for ITOC and macro approaches to organizational communication research and offer insights for the management of professionals in general and physicians in particular.

Dam Visuals: The Changing Visual Argument for the Glen Canyon Dam

Arguments manifest in scientific visuals through graphic representation, content placement, and overall document structure. These arguments, designed to influence public perception, change over time in relation to sociopolitical climate. Analysis of a series of documents constructed deliberately to influence perception can help to determine patterns of argumentation and perceived exigencies. In this article, four self-guided tour brochures produced for distribution to visitors to the Glen Canyon Dam in 1977, 1984, 1990, and 1993 are analyzed in order to identify rhetorical strategies designed to influence public perceptions of the dam site, and examine how public perception of the dam, and related argumentation, is structured by sociopolitical climate.

Darwin's Dilemma: Science in the Public Forum

This article explores the basis of the public debate between Darwinian evolution and creationism. Using dramatic analysis, we show that the source for the debate is due to what we call 'Darwin's Dilemma,' which is found in Darwin's Origin of Species. In the Origin, Darwin extends the mechanistic metaphor featured in Enlightenment science by devising the concept of 'natural selection.' In the process, however, he also ascribes a motive to nature, which moves his theory outside the boundaries of Enlightenment science. We show that he is aware of this dilemma in his theory, and that he tries to pass it off as a metaphorical maneuver for the sake of brevity. Darwin's inability to resolve this dilemma, however, opens the door for purveyors of creationism and intelligent design. Indeed, much of the debate today over Darwinian evolution still pivots on our inability to come to terms with Darwin's dilemma.

Starring the Text: The Place of Rhetoric in Science Studies

Given Alan G. Gross's substantial contributions to the rhetoric of science, most recently with Joseph E. Harmon and Michael Reidy (2002) in Communicating Science, I looked forward to reading Gross's latest work, Starring the Text: The Place of Rhetoric in Science Studies--until I read the preface. In the preface, Gross notes that Starring the Text is not a new con- tribution but a 'major refiguring' (p. ix) of his earlier work The Rhetoric of Science (1990). Like most readers, I am decidedly less enthusiastic about reading a revision of an older contribution than I am about reading a new contribution.

Scientific Communications: Do We Have A Critical Mass?

If you are interested in scientific communications in any way, come meet others who write about science, discuss forming a Professional Interest Committee in Scientific Communications, contribute to a wish list, brainstorm options, accept part of the challenge, lend your support, or watch the process.

Communicating Environmental Issues To A Diverse Public

A wide variety of environmental issues needs to be communicated to diverse groups of audiences. A panel representing government and industry discusses with the audience the impact of government regulations, public perception, and ongoing research findings on environmental writing. Communication strategies and theories for disseminating information and gaining public support are applied and analyzed.

From Technical Writing To Science Communication: How Do We Make The Leap?

In response to their institution's need to explain its research to the public, a group of technical writers from Los Alamos National Laboratory is investigating methods to help writers make the leap from technical writing to science communication--the art of communicating science to nontechnical audiences. Through individual study and networking, members of the group are collecting resources that illuminate the techniques and complexities of science communication. From this foundation, they are preparing an extensive, annotated bibliography and assembling training materials so that they can become a resource for other writers shifting from technical to science communication.

Boundary Objects as Rhetorical Exigence: Knowledge Mapping and Interdisciplinary Cooperation at the Los Alamos National Laboratory

This article uses qualitative material gathered at the Los Alamos National Laboratory (LANL) to construct a model of the rhetorical activity that occurs at the boundaries between diverse communities of practice working on complex sociotechnical systems. The authors reinterpret the notion of the boundary object current in science studies as a rhetorical construct that can foster cooperation and communication among the diverse members of heterogeneous working groups. The knowledge maps constructed by team members at LANL in their work on technical systems are boundary objects that can replace the demarcation exigence that so often leads to agonistic rhetorical boundary work with an integrative exigence. The integrative exigence realized by the boundary object of the knowledge map can help create a temporary trading zone characterized by rhetorical relations of symmetry and mutual understanding. In such cases, boundary work can become an effort involving integration and understanding rather than contest, controversy, and demarcation.

Teaching Students to Design Information About Difficult Subjects: Public Information About Pediatric AIDS

Advanced technical communication students analyzed information about pediatric AIDS that was designed for dtrerent segments of the public. They then produced individual projects for local segments of the university and surrounding community. Through this assignment, students learned the importance of community standards in designing accurate and locally 'acceptable' communication about a difficult subject.

Writing Across the Chemistry Curriculum

While chemistry faculty agree that writing is an important professional skill, few know how to teach it. They lack a strategy for incorporating writing into their courses, skill in designing eflective writing assignments, and knowledge of evaluation methods. Our practical manual, funded by the Camille and Henry Dreyfus Foundation and the College of Arts and Sciences of the University of Tennessee Knoxville, will provide chemistry and other science faculty with these skills along with a set of ready-to-use assignments for their courses. The manual will allow chemistry faculty to teach writing purposefully and effectively, focusing on the scientific content while systematically developing this all-important skill.

It's Not What You Know: A Transactive Memory Analysis of Knowledge Networks at NASA

Much of America was stunned into mourning on February 1, 2003 as the space shuttle Columbia was reported to have broken up over Texas. The ensuing investigation revealed that debris at liftoff was the cause of the crash, but the official report suggested that NASA's organizational communication was just as much to blame. This article uses transactive memory theory to argue that there were significant gaps in the knowledge network of NASA organizational members, and those gaps impeded information flow regarding potential disaster. E-mails to and from NASA employees were examined (the 'To' and 'From' fields) to map a network of communication related to Columbia's damage and risk. Although NASA personnel were connected with each other in this incident-based network, the right information did not get to the people who needed it. The article concludes with extensions of theory and practical implications for organizations, including NASA.

The Desirability Paradox in the Effects of Media Literacy Training

This study examines a paradox in findings regarding the effects of media literacy training on adolescents' decision making about tobacco use. Recent experiments have found that media literacy training successfully reduced participants' beliefs associated with risky behavior, whereas at the same time, their positive affect toward individuals portrayed in advertising increased. Study results confirm the hypothesis that media literacy training changes the way individuals think about the desirability of portrayals in the media. Although desirability usually represents individuals' affect toward portrayals, reports gathered after media literacy training also appear to reflect participants' increased awareness of the efforts made by advertisers to produce attractive portrayals designed to sell products and services. This awareness reduces or eliminates the impact that positive affect otherwise would have on decision making. Because this analysis suggests that individuals may respond to survey questions differently depending on their level of skill or involvement, the results raise important issues regarding issues of reliability and validity that may extend well beyond tests of this theoretical model or particular evaluation.

Graphic Barriers: Enhanced Comprehension of Patient Education Material

In this paper, I will demonstrate that when choosing graphics for patient education material, document designers should consider empirical research on memory of pictures and mental processing of graphs. It has been shown that comprehension of patient education materials is often impeded by text written at reading levels too high for the patient population. Graphics have been used to aid in overcoming the deficits of complex text. However, graphics too can be too advanced for the client to understand if designers do not consider audience and cognitive processing of images.

Adapting Technical Communication Core Skills to Navigate the Health Care System

Technical communicators gather data from subject-matter experts and then transform it into information that helps users accomplish tasks. In this workshop, we demonstrate how to adapt our expertise to effectively interact with health care professionals--to improve our understanding of the health care industry. By relying on our professional skills, we can successfully navigate the health care maze and effectively operate in the "foreign" environment of the doctor's office, hospital, and care facilities. And, in doing so, we will improve the quality of care we receive.

Assessing Information Needs of Diverse Users to Guide Web Design and Content Development

This paper presents a qualitative study of Centers for Disease Control and Prevention's diverse users and their mental models regarding injury-related content. The study employed an innovative modified contextual inquiry method utilizing tailored, in-depth interviews with five distinct user groups. Included in this paper is a detailed description of the background, framework, and method used for this study. Analysis of the full results was still in process at the due date of this paper. The results will be in the presentation's slide set and available from the STC website www.stc.org.

Avoiding Disasters with Better Communication

Many of the memoranda and letters related to the Chicago flood, the Three Mile Island nuclear accident and the Challenger and Columbia shuttle disasters that warned of impending disasters went unheeded. The reason: the writers failed to properly use various rhetorical features and conventions. They failed to include necessary information, omitted unnecessary detail, placed important information in inappropriate locations, used qualifiers to reduce perceptions of the consequences of actions, and failed to follow organizational conventions related to transmission of information. Their lack of knowledge of rhetorical strategies exacerbated the problems associated with the contexts in which the various documents were written, resulting in misunderstandings.

Congratulations, You Have ADD!

The author describes his history after being diagnosed with Attention Deficit Disorder (ADD), including a brief discussion of what the disorder is, how he came to be diagnosed as having it, and how he has come to live in harmony with, and even embrace, ADD. Murray concludes by offering helpful hints for accommodating the disorder that have helped him lead a fulfilling and successful career in technical communications.

Managing Electrons For Fun And Profit: Technology For The Scientific Communicator

Too much of the information on new technology tools is of little value to the scientific communicator. This session provides topic overviews and discussion of three topics: SGML, electronic networks, and specialized word processing software. Please note that these discussions are introductory; other ITCC presentations cover SGML and the Internet in more depth.

Science Writing and Scientific Writing: Audiences, Purposes, and Techniques

Science writing for general audiences in newspapers and magazines differs from scientific writing for scientists in journal articles, letters, and grant proposals. The general public is limited in its knowledge and its understanding of scientific advancements, so science writers try to seize on the public's interest in science and "translate" discoveries and developments for them. Science writing differs from scientific writing in audience (lay versus expert), purpose (to entertain as well as to inform or persuade), and techniques such as the use of human interest, control of pace and diction, and appeal to interest in and the utility of science.

Using Formal Reference to Enhance Authority and Integrity in Online Mathematical Texts

This ability to provide evidence and evaluate arguments is critical to a liberal arts education or an engineering one. Hence, the interface between the document and the verified repository not only ensures correctness and eliminates error by construction, but also gives depth to the article, from the inserted math to its very foundations.

Health and the Rhetoric of Medicine

Health and the Rhetoric of Medicine is a fine introduction to the burgeoning field of medical rhetoric and an excellent addition to the annals of rhetorical criticism in general. Written by Judy Z. Segal from the University of British Columbia, the work is solidly grounded in the mainstay rhetorical traditions of Burke, Perelman and Olbrects-Tyteca, Booth, and Aristotle. But Health and the Rhetoric of Medicine is hardly conservative in its mission or methodology, and the result is a work that captures the essence of discursive encounters in medicine, especially those between doctors and patients and their families, and yet unabashedly attempts to reform these encounters for the betterment of all parties involved.

A Visual and Social Analysis of Optometric Record-Keeping Practices

This article investigates the contribution visual rhetoric and rhetorical genre studies (RGS) can make to health care education and communication genres. Through a visual rhetorical analysis of a patient record used in an optometry teaching clinic, this article illustrates that a genre's visual representations provide significant insights into the social action of that genre. These insights are deepened by an insider analysis of the patient record that highlights how content analyses of visual designs need to be elaborated by contextual considerations. A combined visual rhetoric and RGS analysis shows that clinical novices learn to interpret the record's visual cues to safely traverse the complex requirements of this apprenticeship genre. The article demonstrates that visual rhetoric research can meaningfully contribute to the understanding of genres by presenting an enriched contextual analysis achieved by consulting with context insiders.

Drawing to Learn Science: Legacies of Agassiz

The use of visual representation to learn science can be traced to Louis Agassiz, Harvard Professor of Zoology, in the mid-19th century. In Agassiz's approach, students were to study nature through carefully observing, drawing and then thinking about what the observations might add up to. However, implementation of Agassiz's student-centered approach has struggled with the conflict between science as a form of developing "mental discipline" in which mastery of scientific facts is the goal and science learning as a socially situated activity with an emphasis on the process of learning, not merely its products. Present-day attempts to have students draw to learn science often succumb to these same conflicts, limiting their full realization.

Implementation of Medical Research Findings Through Insulin Protocols: Initial Findings from an Ongoing Study of Document Design and Visual Display

Medical personnel in hospital intensive care units routinely rely on protocols to deliver some types of patient care. These protocol documents are developed by hospital physicians and staff to ensure that standards of care are followed. Thus, the protocol document becomes a _de facto_ standing order, standing in for the physician's judgment in routine situations. This article reports findings from Phase I of an ongoing study exploring how insulin protocols are designed and used in intensive care units to transfer medical research findings into patient care 'best practices.' We developed a taxonomy of document design elements and analyzed 29 insulin protocols to determine their use of these elements. We found that 93% of the protocols used tables to communicate procedures for measuring glucose levels and administering insulin. We further found that the protocols did not adhere well to principles for designing instructions and hypothesized that this finding reflected different purposes for instructions (training) and protocols (standardizing practice).

Multimodal Analysis: An Integrative Approach for Scientific Visualizing on the Web

The Multimodal approach offers technical communicators and science writers an analytical tool to synthesize the meaning made in the connections across communicative modes. This multimodal synthesis can help technical communicators better exploit the meaning-making potential of multimodal combinations and understand the needs of future generations shaped by their increasingly developed multimodal literacy.

Seeing Cells: Teaching the Visual/Verbal Rhetoric of Biology

This pilot study obtained baseline information on verbal and visual rhetorics to teach microscopy techniques to college biology majors. We presented cell images to students in cell biology and biology writing classes and then asked them to identify textual, verbal, and visual cues that support microscopy learning. Survey responses suggest that these students recognized some of the rhetorical strategies used and conflated others, revealing intriguing questions for further research in undergraduate microscopy education.

Advice on Designing Scientific Posters

A scientific poster is a large document that can communicate your research at a scientific meeting, and is composed of a short title, an introduction to your burning question, an overview of your trendy experimental approach, your amazing results, some insightful discussion of aforementioned results, a listing of previously published articles that are important to your research, and some brief acknowledgement of the tremendous assistance and financial support conned from others. If all text is kept to a minimum, a person could fully read your poster in under 10 minutes.

Insights on the Poster Preparation and Presentation Process

Dissemination of research findings and effective clinical innovations is key to the growth and development of the nursing profession. Several avenues exist for the dissemination of information. One forum for communication that has gained increased recognition over the past decade is the poster presentation. Poster presentations are often a significant part of regional, national, and international nursing conferences. Although posters are frequently used to disseminate information to the nursing community, little is reported about actual poster presenters' experiences with preparation and presentation of their posters. The purpose of this article is to present insights derived from information shared by poster presenters regarding the poster preparation and presentation process. Such insights derived from the personal experiences of poster presenters may assist others to efficiently and effectively prepare and present scholarly posters that disseminate information to the nursing community.

Don't be a Researcher: Be a Finder!

One of the fascinating things about science is just how many breakthroughs have come from mixing the knowledge provided by entirely different disciplines, and I suspect that this lesson has yet to be learned in our own discipline of scientific communication. Technical writers have been grappling with the issues of rhetoric, audience analysis, and usability testing for years, and have developed effective solutions and techniques for addressing these issues. Scientific communicators have largely ignored these breakthroughs and clung to our familiar models of communication.

The Editor as Translator (or: How Do You Say That in Calculus?)

Sometimes English just isn't the most elegant way to say something. It might be so much easier if we write for a math journal, because the correct language for the explanation can be, in fact, mathematics.

Science and Fiction

The purpose of this article is to clarify some common misperceptions as to what science is, what science does, how science relates to technology, and how the activities of science and technology differ from the areas of informed and uninformed speculation, and how the three areas complement each other.

The Median Isn't the Message

Many people make an unfortunate and invalid separation between heart and mind, or feeling and intellect. In some contemporary traditions, abetted by attitudes stereotypically centered on Southern California, feelings are exalted as more "real" and the only proper basis for action -- if it feels good, do it -- while intellect gets short shrift as a hang-up of outmoded elitism.

Plain Language in Science: Signs of Intelligible Life in the Scientific Community?

'The importance of the work is inversely proportional to the number of people who can understand it' is an outdated attitude in today's scientific arena. The trend toward plain language is gathering force in government, academe, and scientific journals.

Emergent Genres in Young Disciplines: The Case of Ethnological Science

Although the rhetoric of relatively stable scientific disciplines has been studied extensively, less attention has been paid to discourse formation in young disciplines. The author extends recent theories of genre and disciplinary discourse in a close rhetorical analysis of early papers in ethnological science. Practitioners apply extant rhetorical resources to new disciplinary problems as they learn to identify themselves as participants in a collective project. The young discipline 'learns' its discourse from its practitioners.

Eureka! The Relationship of Good Science Writing to Risk Communication

A look at the importance of science writing in helping the public to understand issues that affect our daily lives so that we can make informed decisions concerning risk.

Florence Nightingale's Visual Rhetoric in the Rose Diagrams

Florence Nightingale is usually pictured as an angelic nurse tending to British soldiers in military hospitals during the Crimean War. Although Nightingale was indeed a tender of soldiers, she was also an administrator, advocate for the common soldier, and proponent of the use of statistics and information design. This article examines Nightingale's rose diagrams, which she designed following her service as the director of nurses at a field hospital in the Crimean War. When the war ended, Nightingale was asked by the queen to write a report on the poor sanitary conditions and make recommendations for reform. When, after six months, the government did not act on the reforms, Nightingale decided to write an annex to the report, in which she would include her invention, the rose diagrams. Nightingale's ultimate success in persuading the government to institute reforms is an illustration of the power of visual rhetoric, as well as an example of Nightingale's own passionate resolve to right what she saw as a grievous wrong.

Technical Communication and the Role of the Public Intellectual: A Community HIV-Prevention Case Study

This article argues that technical communicators are uniquely poised to function as public intellectuals. To demonstrate this point, the author offers the example of her work on a major AIDS prevention program report. Situating this work within the history of technical communication, the current discussion of rhetorics of risk, and the writing classroom, the author argues that technical writers don't have simply the opportunity to engage in textual activism; in many cases they have no alternative.

Context-Driven: How is Traditional Chinese Medicine Labeling Developed?

To promote intercultural understanding in medical communication, this article studies a regulation issued by the Chinese government to standardize traditional Chinese medicine labeling. Then the author claims that the traditional Chinese medicine labeling is medicine-focused. This feature has its roots in traditional Chinese philosophy of stressing the context while de-emphasizing individuals. The author examines a particular medicine label to support his claim that the medicine-focused feature draws patients' attention to the situations that cause disorders.

Imprecise Frequency Descriptors and the Miscomprehension of Prescription Drug Advertising: Public Policy and Regulatory Implications

Two separate studies, conducted among a total sample of 147 adults, explored the communicative effectiveness of imprecise frequency descriptors within the context of direct to consumer prescription drug advertising. Study One used imprecise frequency descriptors to describe level of side effect occurrence and then asked consumers to numerically estimate the frequency of side effect occurrence. A comparison of consumers estimated to actual level of incidence indicated that they are unable to accurately estimate level of side effect occurrence when those levels are described by an imprecise frequency descriptor. Study Two presented consumers with a list of side effects preceded by an imprecise frequency descriptor. Consumers were then asked to estimate the relative likelihood of side effect occurrence. The results indicated that consumers are unable to accurately estimate the relative likelihood of side effect occurrence when a list of side effects are preceded by an imprecise frequency descriptor. The pattern of consumer response across both studies indicates that when imprecise frequency descriptors are used to describe the incidence of side effects within the context of direct to consumer prescription drug advertising, consumers estimate likelihood of side effect occurrence on the basis of an intuitive judgment of the side effect s commonness/severity within the general population.

Learning-to-Communicate and Communicating-to-Learn in Veterinary Medicine: A Survey of Writing, Speaking, and Reading in Veterinary Medical Curricula

This article reports the results of a survey of thirty-one colleges of veterinary medicine in the United States and Canada to identify common writing, speaking, and reading tasks performed by veterinary medical students and practicing veterinarians. From the twenty-seven colleges that responded (87% response rate), we learned that writing, speaking, and reading tasks are assigned in almost every veterinary medical course and that the communication tasks assigned in veterinary medical courses accord well with the communication tasks expected to be performed by practicing veterinarians. Along with these learning-to-communicate tasks, veterinary medical students are also assigned communicating-to-learn tasks. Unlike many of the writing-to-learn tasks associated with writing-across-the-curriculum programs, communicating-to- learn tasks in veterinary medical courses seem concerned with teaching students to think like veterinary medical practitioners. The emphasis on communication in veterinary medical curricula is probably due to some extent to the emphasis on problem-based learning, a curricular innovation popular in veterinary medical education. Problem-based learning requires that instruction be designed around cases or problems to be solved rather than topics or information to be covered. This merging of research and practice in the education of veterinary medical students may offer lessons for the education of professional practitioners in technical communication.

The Missing Metaphor

To determine the metaphor that represents cloning, a contemporary scientific revolution, this study examines articles published in Nature, Nature Biotechnology, Science, and Time that describe the cloning of the sheep Dolly. A plethora of figurative language may be garnered from these articles, and this study describes a number of them: metaphor (dead, natural, and technical), simile, hyperbole, personification, irony, cliché, paronomasia, antithesis, metonymy, anthimera, oxymoron, the rhetorical question, and analogy. The significance and relationship to cloning are explicated. The article concludes that the figures do not support a central metaphor. Further research is suggested to determine if the lack of a metaphor is a fluke or a trend in the development of scientific research and what the difference may be between scientific and technical metaphor.

The Non-Fiction Novel as Psychiatric Casebook: Truman Capote's In Cold Blood

As proposed in the classic work by Hervey Cleckley, M.D.--The Mask of Sanity--a psychopath typically meets sixteen diagnostic criteria. Every one of them applies to Richard Hickock as he is revealed by Truman Capote's <em>In Cold Blood</em>, a nonfiction novel about the murder of Kansas farmer Herbert W. Clutter and his family forty years ago. It transcends the boundaries of traditional journalism by closely examining the entire constellation of antisocial personality traits that Hickock exhibits. Drawn in large part from jailhouse interviews, Capote's portrait of Hickock breathes life into the psychiatric literature, thus rendering intelligible the mental evaluation provided by the physician who examined the accused in preparation for his upcoming trial. In so doing, Capote s best-selling masterpiece serves as a case study of a psychopath, one that conforms to established medical authority while maintaining its popular appeal.

An Outline of Technicisation Theory

Teachers and researchers in the field of Technical English have always been concerned with the nature of this subject, its major characteristics, and its chief uses in Science and Technology. Obviously, less time and efforts have been spent on how technical English is learned, particularly in situations where foreign students have to relate their limited linguistic knowledge to meaningful realizations of the language system in technical texts of immediate concern to their specialist studies. This research is an early effort to show how technical English is learned and, more specifically, what relevant factors are involved in the overall learning process.

The Passive Voice and Social Values in Science

This article claims that two social values in science--falsifiability of science and cooperation among scientists--determine use of passives in scientific communication. Scientists do not always develop valid theories, so scientific experiments must be amenable to being repeated and found invalid. This requires that the experiments must not be discrete events. Science is also a cooperative enterprise. As an integral part of science, scientific writing employs more passives than actives to focus on materials, methods, figures, processes, tables, concepts, etc. Use of passives to focus on the physical world helps de-emphasize discreteness of scientific experiments. Besides, it also helps remove personal qualifications of observing experimental results. Finally, it enhances cooperation among working scientists by providing a common knowledge base of scientific work--things and objects. Looked at in this way, the passive voice in scientific writing represents professional practices of science instead of personal stylistic choices of individual scientists.

The Plain Style in the Seventeenth Century: Gender and the History of Scientific Discourse

This article analyzes the statements on plain style made by Royal Society writers and seventeenth-century women writers. Using scholarship in feminist rhetorical theory, the article concludes that Royal Society plain stylists constructed scientific discourse as a masculine form of discourse by purging elements that were associated with femininity, such as emotional appeals. The article also discusses how women writers, particularly Margaret Cavendish, embraced a plain style more out of concern for their audience than out of a desire to eliminate undesirable feminine attributes. The implications of this historical study for understanding of current practice are noted.

Plastic Language for Plastic Science: The Rhetoric of Comrade Lysenko

Rhetoric of science reveals the role of rhetoric in the complex social enterprise that is standard science. Rhetoric plays a role in non-standard science too. The recent elucidation of the human genetic code calls to mind an earlier, tragic episode in the history of genetics, Lysenkoism in Stalinist Russia. It involved the repudiation of standard science in favor of an insular, intuitive, and anti-intellectual science called agrobiology which supposedly could shape agricultural productivity to political will. The tragedy is that careers were ruined and millions suffered starvation as the new science failed to bear its predicted fruit. Whether seen as a debased rhetoric of science or as a rhetoric of debased science, it assumed that language is plastic and can support a plastically reconceived science that reflected the plasticity of nature itself. This plastic rhetoric is strikingly similar to Plato s view of sophism, which of course differs considerably from contemporary views of sophism.

The Relevance of Feenberg's Critical Theory of Technology to Critical Visual Literacy: The Case of Scientific and Technical Illustrations

Andrew Feenberg's critical theory of technology is an underutilized, relatively unknown resource in technical communication which could be exploited not only for its potential clarification of large social issues that involve our discipline, but also specifically toward the development of a critical theory of illustrations. Applications of critical theory help strengthen our discipline by forcing us to delineate extant approaches and consider whether democratic goals are being achieved through those approaches. If a critical theory of illustrations can be built from Feenberg's critical theory of technology, it should be useful for classroom instructors and researchers as well as theorists.