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The Brand of Science and Why it Matters

September 24, 2020 @ 12:30 pm - 1:30 pm

STS Lunch Seminar with Todd Newman

The Brand of Science and Why it Matters

Todd Newman, Assistant Professor, Life Sciences Communication

Thursday, September 24, 12:30-1:30 pm

This event will be virtualhttps://go.wisc.edu/z9b8kk | Meeting ID: 910 1140 4015 | Passcode: 623639

The purpose of using marketing techniques is grounded in one of the cornerstones of communication: know your audience. Yet, in our efforts as a community to better understand public engagement and communication, we have overlooked the latent associations of both scientists and the public to science. The connections that both the public and scientists have to science are the building blocks for understanding the brand of science. Just as marketers carry out similar exercises to understand customers’ relationships with particular products or services, so to must science communication professionals understand these similar dynamics. This seminar will present original evidence on how the U.S. public and scientists think about the brand of science, and the way in which the scientific community can strategically think about these meanings.

Related readings:

Science elicits hope in Americans – its positive brand doesn’t need to be partisan (The Conversation)

Newman, T. P. (2020). The Emergence of Science as a Political Brand. Journal of Political Marketing, 19(1-2), 137-152.


September 24, 2020
12:30 pm - 1:30 pm
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