by Ron Yaros on March 30, 2011
Our latest study, forthcoming in Science Communication, shows that non-expert audiences become more engaged with – and comprehend complex news better – when explanatory text is combined with specific explanatory links (not just links to other websites). Related web links are common in online news. However , results from this study suggest an audience’s understanding is enhanced significantly when the type of links match the type of text written. To explain, two stories from New York Times.com were tested, one about breast cancer detection and the other nanotechnology. The texts were rewritten so that the background and explanatory information appeared much earlier in the stories. The, the original and rewritten texts were combined with either generic links to related web sites or specific links with a small window that provided readers with more explanation for the original story.
IN COMPLEX NEWS, IT’S BEST TO USE EXPLANATORY TEXT WITH EXPLANATORY LINKS BUT NOT LINKS TO OTHER WEBSITES
CLICK TO REVIEW TEXT AND LINK COMBINATIONS
The experiment exposed text and link combinations to 301 participants. Results indicate that complex information (such as this blog post) was rated by readers to be more interesting, and understood significantly better, when explanatory texts were combined with explanatory links to definitions or explanations (such as the graphic on the left). As you read this, you have the option to view the explanatory graphic then return to this text. Results from the study suggest journalists should consider the same structure when reporting complex news. Links should also be placed as close to the related text as possible.
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by Ron Yaros on March 17, 2011
Original Reports Downplayed Risk
Initial reports downplayed the threat of radiation exposure from Japan’s damaged nuclear power plants. Within a few days, however, an increasingly dangerous nuclear crisis required explanation of the threat and its risks. How are info graphics used online to clearly explain this complexity? We review infographics used on The Washington Post.com and CNN.com.
CNN Meteorologist Explains Wind Pattern
We assume: (1) the audience is non-experts, (2) the goal is to communicate as quickly and EFFECTIVELY as possible, and (3) the graphics are not presented with live narration (i.e. weather broadcasts), which offer some advantages over graphics without narration. Graphics that present a multiple step process typically contain more detail than a graphic explaining one concept. At the same time, research consistently shows that scanning web users do not spend much time on web pages. Our research suggests that the design of an online infographic is more important than ever to avoid a cognitive “kick-out” that terminates users’ engagement.
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by Ron Yaros on February 20, 2011
It was an excellent panel discussion at this year’s AAAS (American Association for the Advancement of Science). My comments underscored the need for science communicators – especially trusted local broadcasters – to exploit the interactivity of the Web and mobile devices to engage the public with well-crafted and personalized messages that explain climate change. (Take our brief climate change poll.)
The TV source (click to enlarge)
A Shift From TV To The Web
In a survey of more than 2,000, the Yale Project on Climate Change Communication found that respondents believed most of what they learned about climate change came from television (see chart on left). When asked where they would turn in the future for climate info, however, the preferred source was the Web (see chart below). This suggests the need for more research for effective explanation of the issue.
Web source (click to enlarge)
In the initial stage of our online poll, nearly 70% of those responding considered themselves to be “somewhat knowledgable” about climate change but not experts. More than 63% expressed “no doubt” that climate change is real. (Stay tuned for poll updates.) Regardless if you believe climate change is a “natural cycle” or a result of humans, good journalism provides balanced coverage of the available data and perspectives. There is overwhelming agreement within the scientific community that climate change is real. Responsible journalism, therefore, provides accurate and clear scientific explanations so citizens and policy makers can make informed decisions and, if desired, prepare for potential consequences.
by Ron Yaros on February 8, 2011
SAMPLE OF WEB SCREENS ANALYZED
Beginning January 27, 2011, a major winter storm dumped snow and ice over Virginia, Maryland and the Washington D.C. metro area. Gusty winds and downed trees left thousands of homes without power, some for several days.
REVIEWING GRAPHICS, CHARTS AND TEXT
Analyses were conducted of the amount of explanatory information provided by the Web sites of the five power utilities serving the region. We reviewed information posted by: NOVEC (Northern Virginia Electric Cooperative), Allegheny Power, PEPCO (Potomac Electric Power Company), Dominion Power and BGE (Baltimore Gas & Electric). Continue Reading…
