Selling planet Earth: re-purposing geoscience communications

Abstract

Earth scientists have a critical role to play in communicating to the public and policy makers what we know about present and future geo-environmental threats and challenges, such as climate change, extreme natural events, resource conflicts and the energy transition. But whilst geoscientists are being encouraged - and, increasingly, trained - to ‘go public’ with our science, it is less clear to what extent our current geo-communications are effectively addressing the long-term planetary concerns that confront society.In this paper we argue that scientists are the interface between the research organisations that produce knowledge and the wider public who could use that knowledge, and, in that regard, are akin to marketers in the business world. Drawing from the dominant paradigms that shape business marketing, we re-consider the prevailing models of science communication and their consequent sense of purpose. We identify three dominant approaches of marketing-led science communication: ‘make-and-sell’; ‘sense-and-respond’; and ‘guide-and-co-create’. We judge the first two to be incompatible with delivering long-term sustainability, in contrast to the emergent guide-and-co-create mode - purpose-driven, interdisciplinary, participatory, and reflexive - which we contend is best placed to tackle long-term geo-environmental concerns through having a clear wellbeing-focused objective whilst co-creating the path to achieving it.We conclude with the contention that adopting a guide-and-co-create approach to science communications will require not only re-thinking communication practice within universities but also radical institutional regime change towards universities becoming purpose-driven organisations.

How Can Geoscience Communication Foster Public Engagement with Geoconservation?

“…In re-purposing geoscience communications, Stewart and Hurth ( 2021 ) propose a marketing-led approach of science communication—“guide-and-co-create,” to face long-term geo-environmental concerns. This purpose-driven, interdisciplinary, participatory, and reflexive model, focused on the well-being while co-creating the path to reach it, requires re-thinking the communication practices and changing geoscientist’s research practices (Stewart and Hurth 2021 ).…”

Integrating the ‘the triangle of geography, geology and geophysics’ into sustainable development

“…Whether this re-purposing is for young students or senior decision makers, redefining James Hutton's social mission for the modern age will help society deliver its ambitious, enduring and motivating over-arching goal of long-term wellbeing for all (Stewart & Hurth 2021), and in doing so show that 21 st century geoscience is more than simply the study of old stones.…”

“…It is a change that geoscientist should embrace because, as highlighted above, most are natural storytellers and the subject of the Earth, its extraordinary history, and its present-day impact on those living on it provides a rich diet for popular science consumption (Stewart & Nield 2013). But 'selling planet earth' to publics and policymakers will require more than just strengthening our geoscience outreach activity, but rather will require the systemic embedding of the science (and art) of science communication into our graduate, postgraduate and early-career training programmes (Stewart & Hurth 2021).…”

Re-purposing Universities: The Path to Purpose

“…They are recognising that if they do not fundamentally reorient their research and teaching to focus on the urgent task of altering how society transforms resources and impacts society then their future survival is threatened (e.g., Crow 2010;Crow and Dabars 2015). More and more institutions are formalising public engagement activities to be more attentive to local community or broader society needs (e.g., Bell et al, 2021) and skilling academics to better communicate the realworld applicability of the work (Stewart and Hurth, 2021). This approach would seem consistent with an ESV logic and the third mission, suggesting that through their external engagement with non-traditional audiences, universities are becoming more "outside in" institutions who understand society's sustainability needs, recognise its problems and motivate solutions.…”

“…guide-and-co-create" marketing and communication culture which result in purpose-aligned products and services (what is researched, what courses exist, what consulting activities offer etc. ), how they are made available andat what cost, and how they, and the university as a whole, is imbued with meaning via all related internal and external communications(Stewart and Hurth, 2021). 5…”