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What happened to the scholar that didn’t embrace new media? They ran out of cassette tapes! Awful jokes aside, it’s more and more important for scientists, and particularly social scientists, to be plugged in to society to better interact with it. A recent Economist article highlighted that academic research papers in the humanities and social sciences are getting harder to read, more convoluted and stuffed full of jargon and incomprehensible sentences. There is a perception in the ‘outside world’ (perhaps pushed by populist political currents!) that academics are starting to talk more just to other academics rather than to society at large, which is at the very least not conducive to a high level of public discourse. In some cases, it has led to the removal of experts from the policymaking process. At the same time, and partially thanks to the growing legions of science communications officers and the phenomenon of ‘cool geeks’, there are more opportunities than ever for (social) scientists to spread their ideas and research in accessible, bite-sized and socially engaged ways. Even the Lowlands Festival has a science pavilion to show off the latest research on everything from the psychology of perceptions of equality, quantum physics, the creative possibilities of generative AI and much more besides.
Tom Ansell, Sarah Njoroge (MSc) and Gabriela Anderson intend this blog as a call to academics to think along, repackage their work into fun and digestible gobbets and make use of the science communications talent available to help boost our collective ‘impact’… whatever ‘impact’ means!
Social science is best when it’s in conversation with society
Aside from the self-fulfilment element, and the satisfaction of personal curiosity, social scientific research has a function of providing evidence-based approaches to societal questions that can inform various stakeholders in how they act. That could be the government, organizations, businesses or people themselves. Like many forms of scientific enquiry, it serves to further human knowledge, and so (indirectly and ideally) improve people’s lives or the society that they live in. The link between the academic and the society in which they function should be one of constant conversation, where ideas are presented to people, and then validated or reconsidered through their experiences and their interaction with the everyday (this is also expressed by Anthony Giddens as the ‘double hermeneutic’). Of course, this sentence may spark flashing lights in the minds of many academics reading this, but in short – social science is rooted in society and so should seek to be in conversation with ‘real’ people all the time. A social scientist that hides away in a university is an isolated one! This means that researchers must have a way of being in conversation with people. At least part of that conversation must be a clear transmission of social science theories in a compelling and clear way, and knowledge sharing in a form that is digestible, interesting and (hopefully) means that people in the ‘real world’ can see their own lives and questions in cutting-edge research.
This is especially true in the last few years , where a significant portion of the world’s institutions face ‘alternative facts’ and the rise of public discourse strongly influenced by a ‘post-truth’ world. During the COVID-19 pandemic, for example, the need to provide accurate and evidence-based advice to the general public was literally a matter of life and death. Knowledge of the mechanisms of how an mRNA vaccine worked (the Moderna one) helped ensure that enough people went and received the jab to reach the critical mass of vaccinated people. Now imagine if the various biologists had remained hidden behind a wall of jargon and specific terminology, and all the while remained in their labs and refused to speak to the public in understandable language. Naturally, the immediate risks aren’t quite the same in social science research uptake, but the need for public trust and mandate is the same. Where the influence of rigorous social scientific research would help, however, is in government policymaking. Imagine how the new Dutch international aid policy would look had various members of ISS’ work been consulted in its drafting. We can’t make policymakers listen to good research, but we can make it as easy as possible for them to find, digest and be interested by it.
Avoiding extractivism and ‘closing the loop’
Considering the other side of the conversation between research and the public, we need to move beyond the effort of making sure our writing reflects our values as researchers to be ethical and non-extractive only during the research process. Research even in these most critical and conscious of times still teeters on the lines of opinion-mining, often masquerading through notions such as ‘collaboration’ and ‘co-creation’. Jamie Gorman expresses this quite well in the quote (almost jokingly): ‘What does a social researcher have in common with an oil rig operator? The answer is that both can be miners engaged in the extraction of a precious resource’. For social science researchers, that precious resource is knowledge. A key part of making sure that research is non-extractive is ‘closing the loop’ and making sure that the people that have contributed to the research are both involved and can get something out of it (something called participatory research).
The potential impact of research does not stop before and during the research process, it needs to extend into the dissemination and communication of said research. By looking beyond the production of a research to how it can be shared to an audience outside of the academic community, we allow for a greater reach through inclusivity, accessibility and even opening up for future potentials in participation and, most importantly, allowing research to be useable (from theory to practice and vice versa). How is this done? By sharing research in different mediums and through different mediums and media. Examples include translated versions, both in terms of language and even the softening of academic and ‘waffle’ jargon, different (relevant) and contextual forms of outputs, such as radio broadcasts (in the case of the Democratic Republic of Congo), video abstracts, infographics, posters, dialogue cafes, podcasts, etc. In doing so, we reach people at their different levels in all their differences of backgrounds, making room for a greater impact from our research.
Moving from inaccessible papers to socially engaged media
So, how do we actually move from rigorous, well-researched ideas to public discourse and policy that reflect them? The best science communication doesn’t just ‘simplify’ research, it translates, distils, demystifies and engages. It meets people where they are, using formats that are accessible without compromising complexity, and applies sky high thinking to everyday life.
Take podcasts, for instance. The Good Humanitarian bridges the gap between academic research and humanitarianism and the real-world challenges practitioners face. MOOCS, or open access-learning, allows people – whether they have an educational background in social sciences or not – to engage with contemporary debates. Written and visual storytelling, from in-depth interviews, infographics and posters to interactive web experiences, has made complex and socio-political topics more digestible for a general audience. Live shows, such as Research InSightS LIVE or dialogue cafes invite people to listen and engage on topics in enjoyable, yet succinct formats. In addition, social media is increasingly becoming more important for visibility, and as a way to link research that proposes an alternate world to the people that can achieve it. Even platforms like TikTok have been effectively used to debunk misinformation and explain key social science concepts in under a minute, but all face potential challenges of course.
At the same time, researchers must be empowered to engage in these spaces. Not everyone who can run a hefty statistical model or analyse complex patterns can seamlessly translate these insights for public consumption. This is precisely where science communicators come in – not to dilute these ideas but to ensure that big ideas are clarified and shared widely. Closing the loop isn’t just an ethical responsibility in participatory research – it’s a vital step toward ensuring that knowledge serves people by feeding back into their livelihoods.
Science communicators do more than just support researchers. They can be catalysts for expanding the reach and impact of academic work at its inception. Research can often benefit from creativity and audience awareness that can make it resonate beyond academia. In other words, researchers and science communicators can make an excellent team – if they truly collaborate. That means not just seeing communicators as an ‘add-on’, but valuing their input, trusting their instincts and recognizing their ability to turn rigorous research into compelling narratives that engage policymakers, practitioners and the public alike, also extending their inclusion to before and during the research process, not only after.
If universities and research institutes truly want to make an impact, they need to rethink the way they communicate knowledge. The challenge isn’t just about writing readable research papers. It’s about shaping public discourse, informing policy and making social science a living, breathing conversation. After all, what good is knowledge if it’s locked away in academic journals?
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About the authors:
Tom Ansell is the coordinator and programme manager of The Hague Humanitarian Studies Centre, and the Coordinator of the International Humanitarian Studies Association. He has a study background in religion and conflict transformation, as well as an interest in disaster risk reduction, and science communication and societal impact of (applied) research.
Sarah Njoroge (MSc) is a multi-skilled communications professional who tells stories on societal issues through videos, articles, podcasts and more. She has extensive experience writing, designing and co-producing content on international development. Sarah is currently a Digital Content Manager at RNW Media and formerly worked as a Communications Officer at ISS.
Gabriela Anderson is the community manager of The Hague Humanitarian Studies Centre and coordinates the Humanitarian Observatories Network. Graduating with a Master’s from the International Institue of Social Studies in 2022 with a focus on the Governance of Migration and Diversity, her research focuses on notions of (self-)representation, placemaking and the importance of inclusive communication in its various forms and through its different mediums, especially in areas of Conflict & Peace with both academic and practitioner related organizations.
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