“Science Meets Media” for fact-based communication

Around 140 researchers and journalists came together in Munich last Friday to discuss the opportunities and challenges of science communication in an increasingly polarized society. The “Science Meets Media” event was founded by LMU Vice President for Communication Beatrice Lugger in conjunction with public-service broadcaster Bayerischer Rundfunk.

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In an era in which media and academic freedom are increasingly coming under pressure, the day offered an opportunity to build bridges between media and science. The focus was on the exchange of knowledge and the creation of lasting connections between researchers and media professionals.

After the official welcome by BR Director-General Dr. Katja Wildermuth and LMU Vice President Prof. Armin Nassehi, the participants immersed themselves in fascinating panel discussions about pathways in science communication and in various practical workshops. For example, journalist and presenter Caro Matzko and Prof. Marko Sarstedt engaged in a lively back-and-forth between journalistic and scientific perspectives. The key takeaway: successful collaboration requires a dose of pragmatism – especially on the part of science.

One thing became clear: Although science and journalism work within different systems and according to different rhythms, they have close affinities in their methods and goals. Both pose complex questions, check sources, and seek to make reliable statements amid the intrinsic uncertainties of our current scientific knowledge.

AI has killed the original audio clip

The topic of artificial intelligence in communication also played a prominent role at the conference held at Bayerischer Rundfunk. When does it make sense to use AI? How can we develop interesting new texts and formats in a world where recurring patterns can be seemingly reproduced to infinity? A major rethink is needed here: “The original audio clip is dead,” says Beatrice Lugger, quoting from one of the workshops. “We can no longer quickly verify whether an audio clip is genuine or was generated using AI. For this reason, genuine in-person formats and events involving direct interaction with the public will play an ever more important role.”

Research communication works when people understand it

“Trust yourselves!” was thus the message from LMU Vice President Beatrice Lugger to the scientists in attendance, enjoining them to actively put their research forward into public debate and pursue new communication pathways. After all, good science deserves visibility – and strong voices. At the same time, she continued, journalists are not mere mouthpieces of scientists. They are important bridge-builders, who classify and question research and make it accessible to various target groups.

Too much news – how do we reach the public?

But in an era of too much news on too many information channels – from traditional news organizations to social media – the question arises as to how scientists and journalists can still gain attention. How content is presented plays a key role here. To reach the target audience, complex scientific findings must be conveyed in ways that are understandable, relatable, and compelling. As such, researchers and the media must continue to jointly develop formats that are capable of conveying fact-based knowledge that engages the public.

The day showed the importance for both sides of cooperation and of cultivating a shared understanding – as reflected in the top-class journalists and LMU researchers on the panels and leading the workshops. The event was supported by the Munich University Society.