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1 - 2 of 2 results for: ENVRES 245: Psychological Insights for Science Communication

ENVRES 245: Psychological Insights for Science Communication

This course integrates lessons learned from psychology, behavioral economics, marketing, and sociology to the practice of science communication, with practical experience working to create and test new messaging for partner environmental organizations. Students learn about innate biases and heuristics that influence the communication of scientific ideas and data and the public¿s receptiveness to environmental messaging. Topics covered include information framing, attention and salience, public science literacy and numeracy, simplifying complexity and dealing with uncertainty, cultural and political contexts and social norms, and methods to motivate science engagement, evidence-based decision-making, and behavior change. Students will learn how to design new messaging strategies based on social science research and how to analyze their efficacy using basic statistical analyses in R (no prior programming knowledge is required). The course culminates in a project developing and testing new messaging strategies for real-world environmental organizations.
Terms: Win | Units: 2-3

ENVRES 246: Measuring Success in Environmental Messaging

How do we understand the impacts of environmental messaging on its target audience, and ensure that it provides compelling and informative content for education, outreach, and behavior change? Once different messaging campaigns have been attempted, how do we evaluate their success? This course teaches students practical social science approaches to assess the efficacy of environmental messaging campaigns by real environmental nonprofit organizations. As a continuation of ENVRES 245, students will work with partner nonprofit organizations to analyze the performance of campaigns designed in the previous quarter, and identify the most salient and motivational aspects of the campaigns that best predicted successful and meaningful outcomes. The course will also focus on how to evaluate outcomes across heterogeneous populations, to better understand how messaging may impact a diverse audience. The statistical computing language R will be used in the course, but prior programming experience is not required. Prerequisite: ENVRES 245 : Psychological Insights for Science Communication or consent of instructor required.
Terms: Spr | Units: 1-2
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