Does a picture tell a thousand words? The uses of digitally produced, multimodal pictures for communicating information about Alzheimer's disease.

This study explored the science communication potential of visual imagery by gauging an audience's interpretations of digitally enhanced, multimodal pictures depicting topics from recent Alzheimer's disease research. Guided by social semiotic theory, we created four pictures intended to communicate information about Alzheimer's disease unidirectionally, for an audience who had expressed interest in receiving such information (subscribers to an Alzheimer's disease research newsletter). We then disseminated the pictures to that audience via an online survey, to determine whether respondents received the messages we intended to convey. Our results demonstrated that, without accompanying explanatory text, pictures are most useful for evoking emotions or making loose connections between major concepts, rather than for communicating specific messages based on Alzheimer's research. In addition, participants more often expressed anger and frustration when the meaning of scientific imagery was unclear than when the meaning of emotional-social imagery was unclear.

Communicating endometriosis with young women to decrease diagnosis time.

ISSUES ADDRESSED: Endometriosis is estimated to affect approximately 10% of women. Although early detection may enhance health outcomes and fertility, there is a recognised diagnostic delay of 6.7 years. There are limited data on ways to discuss endometriosis with young women. The aims of the present study were to determine what young women know about endometriosis, what young women want to know about endometriosis and how this is best communicated to promote early detection. METHODS: Women aged 16-25 years were invited to complete an online survey that was advertised via Facebook, email, Twitter and flyers at high schools and a university. RESULTS: In all, 131 women responded to the survey. Fifty-two percent of participants had heard of endometriosis, 89% thought teenagers should be educated about endometriosis and 78% thought that young men should also be educated about the condition. Favoured sources for obtaining information were schools (40%), the Internet (22%) and magazines (13%). Participants were most comfortable talking to a doctor (75%), parent (59%) or friend (51%). Participants primarily wanted to know about the disease, its symptoms, risk factors and treatment. Many participants' descriptions of endometriosis were vague or inaccurate. CONCLUSIONS: The results of the present study indicate that young women are keen to learn about endometriosis, particularly its symptoms. Preferential sources of information appear to be schools or the Internet, and young women appear more comfortable talking to doctors. SO WHAT? To promote early detection of endometriosis, health promotion activities should direct their information towards sources that young women prefer.

Antirationalist critique or fifth column of scientism? Challenges from Doctor Who to the mad scientist trope.

Much of the public understanding of science literature dealing with fictional scientists claims that scientist villains by their nature embody an antiscience critique. I characterize this claim and its founding assumptions as the "mad scientist" trope. I show how scientist villain characters from the science fiction television series Doctor Who undermine the trope via the programme's use of rhetorical strategies similar to Gilbert and Mulkay's empiricist and contingent repertoires, which define and patrol the boundaries between "science" and "non-science." I discuss three such strategies, including the literal framing of scientist villains as "mad." All three strategies exclude the characters from science, relieve science of responsibility for their villainy, and overtly or covertly contribute to the delivery of pro-science messages consistent with rationalist scientism. I focus on scientist villains from the most popular era of Doctor Who, the mid 1970s, when the show embraced the gothic horror genre.