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Selling Science

Framing, and How Discovery is only Half the Battle By Justin Appler. Selling Science. In This Presentation. What is Framing? Neurological Basis Framing in Science Framing in AI Using Framing. What is Framing?. A social perception of a social phenomena

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Selling Science

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  1. Framing, and How Discovery is only Half the Battle By Justin Appler Selling Science

  2. In This Presentation • What is Framing? • Neurological Basis • Framing in Science • Framing in AI • Using Framing

  3. What is Framing? • A social perception of a social phenomena • In other words, the frame through which we look at things

  4. 59% of Americans support keeping the Estate Tax 58% of Americans called the Death Tax “completely unfair” Estate Tax Death Tax

  5. Drilling ANWR For Oil Exploring ANWR For Energy 53% of Americans oppose drilling in ANWR 67% of Americans support exploring ANWR for Energy

  6. What’s wrong with us? • Critical thinking is a process in the Prefrontal Cortex • Emotions tend to be focused in the Amygdala • What happens when given decisions?

  7. Framing Effect Study • Participants asked a financial decision while undergoing Functional Magnetic Resonance Imaging (fMRI) • Simple Financial Decision • 2 Groups: “Gain” frame and “Loss” frame • Shown starting funds (50 GBP) • Given 2 options on what to do with the funds (Save/Lose or Gamble)

  8. Results • When given the option to “Save ₤20”, 61% chose to “Save” • When given the option to “Lose ₤30”, 42% chose to “Lose” • Thus • Significant difference in choice based merely on how the options are presented

  9. Brain Scans

  10. Framing and Science • Special Interest Groups can influence Policy, Funding, and Implementation • Presenting Science no longer simply a “Statement of Fact” but a “Negotiation of Meaning”

  11. Where it could have helped… • Genetically-modified Foods • In the US, 45% of the corn, 85% of soybeans, and 76% of cotton planted were GM • In the European Union, almost no GM crops and fewer GM foods in stores • Why? No consistent frame allowed one positive and one negative outcome

  12. Why does AI need to be ‘Framed’?

  13. Technophobia • Pre-existing Negative Perceptions • Nanobots • Planet-consuming ‘grey goo’ • Sentience • ‘Playing God’ frame

  14. Don’t Get Framed • Learn about Communication, Take Classes • Communication is a Science, too • Don't Rely on Popular Science • Evidence has shown that evidence is not enough • Facts must be carefully presented

  15. Don’t Get Framed • Try it out (Focus Groups) • Try and determine how people understand the topic • Which claims/points work best, which instill FUD • Be Aware • If research is controversial, employ experts • Don't get blindsided

  16. Sources • http://www.msnbc.msn.com/id/14170927/ • http://www.sciencemag.org/cgi/content/full/313/5787/684 • http://www.neurosciencemarketing.com/blog/?p=83 • http://search.ebscohost.com/login.aspx?direct=true&db=ulh&AN=15529570&site=ehost-live • http://www.pewtrusts.org/uploadedFiles/wwwpewtrustsorg/Reports/Food_and_Biotechnology/Biotech_USEU1205.pdf • http://en.wikipedia.org/wiki/Technophobia • http://www.soc.american.edu/docs/Scientist.pdf • http://www.soc.american.edu/docs/newagendas.pdf • http://www.nytimes.com/2005/07/17/magazine/17DEMOCRATS.html?pagewanted=5&_r=1&ei=5070&en=e3e686efd4fa97c5&ex=1183608000

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