In a Wired article published at the end of May, writer Erin Biba bemoans the fact that “science” is losing its credibility with the public. The plunge in the public’s belief in catastrophic climate change is her primary example. Biba wonders whether the loss of credibility might be due to the malfeasance unearthed by the leak of emails from the Climatic Research Unit at the University of East Anglia in the United Kingdom, but comes to the conclusion that malfeasance isn’t the cause of the public’s disaffection. No, people have turned against science simply because it lacks a good public relations outfit. Biba quotes Kelly Bush, head of a major PR firm, on the point:
Bush says researchers need a campaign that inundates the public with the message of science: Assemble two groups of spokespeople, one made up of scientists and the other of celebrity ambassadors. Then deploy them to reach the public wherever they are, from online social networks to “The Today Show.” Researchers need to tell personal stories, tug at the heartstrings of people who don’t have PhD’s. And the celebrities can go on “Oprah” to describe how climate change is affecting them—and by extension, Oprah’s legions of viewers.
“They need to make people answer the questions, What’s in it for me? How does it affect my daily life? What can I do that will make a difference? Answering these questions is what’s going to start a conversation,” Bush says. “The messaging up to this point has been ‘Here are our findings. Read it and believe.’ The deniers are convincing people that the science is propaganda.”
While nobody would dispute the value of a good PR department, we doubted that bad or insufficient PR was the primary reason for the public’s declining trust in scientific pronouncements. Our theory is that science is not losing its credibility because people no longer like or believe in the idea of scientific discovery, but because science has taken on an authoritarian tone, and has let itself be co-opted by pressure groups who want the government to force people to change their behavior.
In the past, scientists were generally neutral on questions of what to do. Instead, they just told people what they found, such as “we have discovered that smoking vastly increases your risk of lung cancer” or “we have discovered that some people will have adverse health effects from consuming high levels of salt.” Or “we have found that obesity increases your risk of coronary heart disease.” Those were simply neutral observations that people could find empowering, useful, interesting, etc., but did not place demands on them. In fact, this kind of objectivity was the entire basis for trusting scientific claims.
But along the way, an assortment of publicity-seeking, and often socially activist, scientists stopped saying, “Here are our findings. Read it and believe.” Instead, activist scientists such as NASA’s James Hansen, heads of quasi-scientific governmental organizations such as the UN Intergovernmental Panel on Climate Change, editors of major scientific journals, and heads of the various national scientific academies are more inclined to say, “Here are our findings, and those findings say that you must change your life in this way, that way, or the other way.”
So, objective statements about smoking risk morphed into statements like “science tells us we must end the use of tobacco products.” A finding of elevated risk of stroke from excess salt ingestion leads to: “The science tells us we must cut salt consumption in half by 2030.” Findings that obesity carries health risks lead to a “war on obesity.” And yes, a finding that we may be causing the climate to change morphed into “the science says we must radically restructure our economy and way of life to cut greenhouse gas emissions radically by 2050.”