Studies prove that merely increasing science literacy straightforwardly is not going to change mindsets. Simply knowing more and lecturing about it is not going to convince the audience.

Scientists should consider how they are deploying knowledge. Facts aren't enough, and they need to tap into the emotions of the audience for fruitful interaction.

There is a lot of misinformation about scientific knowledge among the general public. Scientists assume that by explaining science to people they can inform the defend science from public misinformation.

Ironically, the science communication part is having the opposite effect of what scient...