WHOM DO SCIENTISTS TALK TO? THEMSELVES OR THE GENERAL PUBLIC?

Abstract

This paper investigates issues regarding the audience of scientists in the dissemination of research. It involves an analysis of their preferred channels of communication regarding research dissemination. The fieldwork entailed the use of purposive and simple random sampling techniques to identify and select, research institutions and individual researchers, who were involved in a questionnaire survey. One hundred (100) participants, comprising male and females, from university and non-university research institutions formed the respondents. The paper reveals that although science researchers admit to the effectiveness of mass media as possible channels for science communication, they hardly make use of them to disseminate their research. Research scientists choose academic channels, namely; journals and brochures, lectures and seminars and, books over mass media sources such as newspaper and magazines, television, radio, exhibitions and fairs and, general extension services. The key reason for their preference is their perception of the inability of mass media to reach their targeted audience; other scientists. The study concludes that science researchers talk to themselves rather than the general public. This suggests that science research communication can be enhanced through improved resources, campaign for public interest in science news, media and public education, use of internet sources and increased mass media programming.