Science communication has been completely transformed over the past decade: new channels, new formats, and new ways in which the public engages with scientific content.
And yet, many research groups still communicate as if Instagram did not exist, as if videos did not matter, and as if civil society were a secondary audience—despite the fact that it is often the main beneficiary of scientific findings… and also, directly or indirectly, their funder.
In this article, we reflect on the urgency of breaking away from this inertia. Connecting science and society is not a “nice extra” or something to be done only when there is spare time; it is a cross-cutting priority for any researcher who wants their work to have real impact.
And we are not speaking from theory—we are speaking from experience.
Access the article HERE