An integrated model of science communication - More than providing evidence

Longnecker, Nancy (2016) Journal of Science Communication, 15(5)

Development of this model has relied on diverse social research. My fascination with plants and their nutrition has led me to use a plant metaphor to represent individuals and their reception and use of information. The individual is represented as a koru or young fern leaf. I have chosen this symbol because it represents new life and growth in New Zealand's Maori culture. Facts are represented as nutrients in the external matrix which can be transformed into information via communication. Cultural infrastructure can increase availability of that information. Information can be transformed into knowledge and perhaps wisdom via engagement with that information. The microenvironment around the fern frond represents social norms, with control being influenced by the wider environment. External support is represented by sunlight.