Genomics, Climate Change, Nanotechnology, Nuclear Magnetic Resonance… For the uninitiated, scientific names created by experts can be difficult to understand. Yet, people have to make decisions about the related scientific concepts. Experts reach understanding with theory and expect non-experts to do the same. However, my research shows that people can satisfy their need to make sense of what they are dealing with by just using associations triggered by a name. For example, people often unfairly presume that genomics and the controversial (...) genetic manipulation are the same because of their similar names. Resulting beliefs are convincing enough to make decisions and they are difficult to change because activated associations influence further learning. This can cause persistent misunderstandings and unnecessary controversies that can harm scientific developments. By working together, experts and the public can prevent misunderstanding by co-creating names that foster meaningful associations by non-experts and promote appropriate understandings. (shrink)

ArgumentAs the deficit model's failure leaves scientists searching for more effective communicative approaches, science communication scholars have begun promoting narrative as a potent persuasive tool. Narratives can help the public make choices by setting out a scientific issue's contexts, establishing the stakes involved, and offering potential solutions. However, employing narrative for persuasion risks embracing the same top-down communication approach underlying deficit model thinking. This essay explores the parallels between movie censorship and the current use of narrative to influence public opinion (...) by examining how the Hays Office and the Catholic Legion of Decency responded to science in movies. I argue that deploying narratives solely as public relations exercises demonstrates the same mistrust of audiences that provided the foundation of movie censorship. But the history of movie censorship reveals the dangers of using narrative to remove the public's agency and to coerce them towards a preferred position rather than fostering their ability to come to their own conclusions. (shrink)

We investigate how people form attitudes and make decisions without having extensive knowledge about a technology. We argue that it is impossible for people to carefully study all technologies they encounter and that they are forced to use inferences to make decisions. When people are confronted with an intangible abstract technology, the only visible attribute is the name. This name can determine which inferences a person will use. Considering these inferences is important: first, a name will reach consumers before detailed (...) information, if any, will. Second, if detailed information reaches consumers, the hard-to-comprehend information is processed using pre-activated attitudes and beliefs. Using the available literature, we explore the impact a name can have on the interpretation of a technology. We argue that science communication can benefit from trying to develop a name for a technology that activates proper beliefs to guide non-experts to a more meaningful understanding of it. (shrink)

Over recent decades, influential agri-food tech actors, institutions, policymakers and others have fostered dominant techno-optimistic, future visions of food and agriculture that are having profound material impacts in present agri-food worlds. Analyzing such realities has become paramount for scholars working across the fields of science and technology studies (STS) and critical agri-food studies, many of whom contribute to STSFAN—the Science and Technology Studies Food and Agriculture Network. This article introduces a Special Issue featuring the scholarship of STSFAN members, which cover (...) a range of case studies and interdisciplinary and transdisciplinary engagements involving such contested agri-food futures. Their contributions are unique in that they emerged from the network’s specific modus operandi: a workshopping practice that supports the constructive, interdisciplinary dialogue necessary for critical research and rigorous analyses of science and technology in agri-food settings. This introduction offers an overview of STS and critical agri-food studies scholarship, including their historical entanglements in respective studies of food scandals, scientific regimes and technological determinism. We illustrate how interdisciplinary engagement across these fields has contributed to the emergent field of what we term agri-food technoscience scholarship, which the contributions of this Special Issue speak to. After a brief discussion of STS concepts, theories and methods shaping agri-food policy, technology design and manufacturing, we present the eleven Special Issue contributions in three thematic clusters: influential actors and their agri-food imaginaries; obfuscated (material) realities in agri-food technologies; and conflictual and constructive engagements in academia and agri-food. The introduction ends with a short reflection on future research trajectories in agri-food technoscience scholarship. (shrink)