Citizens and science: media, communication and conservation

This chapter examines the relationship between conservation science, citizens and policy change through a lens focused on communication media. These media influence the formation of public opinion and action, and limit or assist the passage of conservation science to policy outcome. Recognising the complexity of public communication helps highlight the challenges facing conservation science in garnering public support for policy change. The chapter argues that science and scientists are a critical but underestimated political force in public debate and policy conflict. However, to achieve this potential, scientists cannot assume that they are distant from the often messy politics of public sphere debates. Media engagement is unavoidable and yet frequently cited by scientists as difficult terrain. Communicating science, we agree, is hard. To aid conservation scientists seeking to navigate media, we therefore identify practical strategies for public engagement that will support efforts to inform and influence environmental debate and decision-making. The starting point for these strategies is critical reflection on the role of science itself in the global communication landscape.