Stephen Benka’s article “Who Is Listening? What Do They Hear?” (Physics Today, December 2008, page 49) is possibly the most valuable one published in the several decades I have been reading the magazine. The images on pages 51 and 52 showing the form and function of a successful talk should be embedded in every call for papers by every scientific society.
An even more significant corollary to Benka’s thesis is the subset of occasions when the audience is the general public or another nontechnical audience—for example, K–12 or college students—where 99% have never heard of “wotoiks” or “vefarps.”
My experience provides a special case of Benka’s theme: “Eliminate nonessential technical details and broaden the take-home message.” Regrettably, many well-meaning scientists go in exactly the opposite direction when dealing with the public. Impress them! Get them to say, “Wow!” Use “nano” at least three times, and drop a “Higgs boson” occasionally. That’ll turn them on to science!
As scientists committed to the truth, we should reject all attempts to bamboozle lay audiences with the arcane language of science. At this time of national change, we, as citizens, must heed President Dwight Eisenhower’s warning, from his valedictory speech of 17 January 1961, about the twin dangers of “the military industrial complex” and the “scientific and technical elite.”
Benka has the right guidance for scientists who have the task of addressing legislators: “It’s the audience, stupid!” Respect them.
