What geeks can learn from gays

It's time for scientists to come out - and make a stand against woo-woo and waffle.

I've lost count of the number of times I've heard senior scientists lament the lack of appreciation for science in the general populace. "If only people valued science we wouldn't have all these problems with -" and here you can fill any number of our current scientific bête noirs - climate change scepticism, the belief that homeopathy is any better than a placebo, vaccine denial....

I sympathise with this point of view, which is why it makes my blood boil that some of those same senior scientists treat science communication either in the way Lindsay Lohan treats the highway code (as a rather troublesome bore) or pay it lip service, thinking the odd public lecture to the already-interested somehow gets them off the hook.

It still amazes me that Carl Sagan was ridiculed by many of his peers, who regarded his work in public engagement as something that devalued him - when the exact opposite was true. Richard Feynman suffered similarly from short-sighted colleagues - although, to be fair, he was also shagging some of their wives, so this may have had an impact. I've also had this conversation with brilliant scientists and communicators like David Eagleman and Robin Lovell-Badge, who tell me they often suffer the same disdain from many of their peers if they engage in communicating with the public.

Things have improved, though not enough. If I had a pound for every time in the last year I've heard Professor Brian Cox being lightly dusted down (out of his earshot) for "not really being a proper scientist" I could probably buy him quite a nice dinner. (Obviously I wouldn't tell him how I funded it.)

The people who so readily attack Cox don't realise he isn't making programmes for them. He's making pop videos about physics - and thank God. We could do with a few more pop videos about physics, frankly. I do a lot of work with schools and I can tell you that Brian does more to inspire teenagers about science than much of the current curriculum.

Part of the problem is, I suspect, a widely held belief that you can only really appreciate, value (and therefore truly champion) science if you've put in some serious hours actually doing it or, at the very least, reading a lot about it - so the answer to getting the public on science's side is to have more of us take scientific subjects at school, and read the weighty tomes of Roger Penrose and the like.

Really? I'm not sure. Here's a quick example. I'm not gay, but I believe discrimination based on sexuality is abhorrent. My bookshelf has no volumes by Armistead Maupin, my DVD collection none of the films of Derek Jarman. I hate musical theatre. I once considered seeing Judas Priest in concert, but didn't go. You don't have to be gay to care that society enshrines equal rights regardless of sexuality, and you don't have to do science to be concerned that our society is evidence-based.

So, perhaps we should ask ourselves: how did the gay community manage to get most people to care about something that, statistically, they have no personal investment in, while science is still battling to be valued by so many?

I'll tell you why. Because the gay community went out fighting. Science needs to do the same. Oscar Wilde once said: "As long as war is regarded as wicked, it will always have its fascination. When it is looked upon as vulgar, it will cease to be popular." Lazy pessimism and lazy thinking are vulgar and it's about time more of us stood up and said so.

In expressing this argument on my blog, I was challenged with: "Gays and blacks fought back because they were being discriminated against, denied access to basic rights, insulted, abused, and in many cases killed. And still are. That's really not a motivation which many scientists share, even the ones who are the victims of a bit of jealous peer gossip because they're on TV."

This is, of course, entirely right. My argument here isn't about motivations, but methods. I'm arguing that when an MP - say, oh I don't know, David Tredinnick - stands up and supports the view that homeopathy is better than placebo, or that surgeons can't operate under a full moon because of a lack of blood clotting (to quote just two examples) then maybe we should wonder if they are fit for more public ridicule than we have so far been able to muster.

Which is why, finally, it's so nice to hear the likes of Government Chief Scientific Adviser John Beddington saying: "We are grossly intolerant, and properly so, of racism. We are grossly intolerant, and properly so, of people who [are] anti-homosexuality... We are not - and I genuinely think we should think about how we do this - grossly intolerant of pseudo-science, the building up of what purports to be science by the cherry-picking of the facts and the failure to use scientific evidence and the failure to use scientific method."

I'm heartened by the popularity of Ben Goldacre. I applaud Simon Singh's recent libel battle. I look forward to Mark Henderson's Geek Manifesto. Things are getting better, but it's taken far too long - and there's still a long way to go. We've got a lot of catching up to do.

Max Planck famously said: "Science advances one funeral at a time." Let's make sure science communication doesn't carry on advancing at a similar pace. Particularly when we have a planet to save.

Mark Stevenson is the author of An Optimist's Tour of the Future. You can read an abridged extract here. This piece first appeared in the June 2011 issue of the British Science Association's magazine, People & Science.

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Harmful gender stereotypes in ads have real impact – so we're challenging them

The ASA must make sure future generations don't recoil at our commercials.

July’s been quite the month for gender in the news. From Jodie Whittaker’s casting in Doctor Who, to trains “so simple even women can drive them”, to how much the Beeb pays its female talent, gender issues have dominated. 

You might think it was an appropriate time for the Advertising Standards Authority (ASA) to launch our own contribution to the debate, Depictions, Perceptions and Harm: a report on gender stereotypes in advertising, the result of more than a year’s careful scrutiny of the evidence base.

Our report makes the case that, while most ads (and the businesses behind them) are getting it right when it comes to avoiding damaging gender stereotypes, the evidence suggests that some could do with reigning it in a little. Specifically, it argues that some ads can contribute to real world harms in the way they portray gender roles and characteristics.

We’re not talking here about ads that show a woman doing the cleaning or a man the DIY. It would be most odd if advertisers couldn’t depict a woman doing the family shop or a man mowing the lawn. Ads cannot be divorced from reality.

What we’re talking about is ads that go significantly further by, for example, suggesting through their content and context that it’s a mum’s sole duty to tidy up after her family, who’ve just trashed the house. Or that an activity or career is inappropriate for a girl because it’s the preserve of men. Or that boys are not “proper” boys if they’re not strong and stoical. Or that men are hopeless at simple parental or household tasks because they’re, well...men.

Advertising is only a small contributor to gender stereotyping, but a contributor it is. And there’s ever greater recognition of the harms that can result from gender stereotyping. Put simply, gender stereotypes can lead us to have a narrower sense of ourselves – how we can behave, who we can be, the opportunities we can take, the decisions we can make. And they can lead other people to have a narrower sense of us too. 

That can affect individuals, whatever their gender. It can affect the economy: we have a shortage of engineers in this country, in part, says the UK’s National Academy of Engineering, because many women don’t see it as a career for them. And it can affect our society as a whole.

Many businesses get this already. A few weeks ago, UN Women and Unilever announced the global launch of Unstereotype Alliance, with some of the world’s biggest companies, including Proctor & Gamble, Mars, Diageo, Facebook and Google signing up. Advertising agencies like JWT and UM have very recently published their own research, further shining the spotlight on gender stereotyping in advertising. 

At the ASA, we see our UK work as a complement to an increasingly global response to the issue. And we’re doing it with broad support from the UK advertising industry: the Committees of Advertising Practice (CAP) – the industry bodies which author the UK Advertising Codes that we administer – have been very closely involved in our work and will now flesh out the standards we need to help advertisers stay on the right side of the line.

Needless to say, our report has attracted a fair amount of comment. And commentators have made some interesting and important arguments. Take my “ads cannot be divorced from reality” point above. Clearly we – the UK advertising regulator - must take into account the way things are, but what should we do if, for example, an ad is reflecting a part of society as it is now, but that part is not fair and equal? 

The ad might simply be mirroring the way things are, but at a time when many people in our society, including through public policy and equality laws, are trying to mould it into something different. If we reign in the more extreme examples, are we being social engineers? Or are we simply taking a small step in redressing the imbalance in a society where the drip, drip, drip of gender stereotyping over many years has, itself, been social engineering. And social engineering which, ironically, has left us with too few engineers.

Read more: Why new rules on gender stereotyping in ads benefit men, too

The report gave news outlets a chance to run plenty of well-known ads from yesteryear. Fairy Liquid, Shake 'n' Vac and some real “even a woman can open it”-type horrors from decades ago. For some, that was an opportunity to make the point that ads really were sexist back then, but everything’s fine on the gender stereotyping front today. That argument shows a real lack of imagination. 

History has not stopped. If we’re looking back at ads of 50 years ago and marvelling at how we thought they were OK back then, despite knowing they were products of their time, won’t our children and grandchildren be doing exactly the same thing in 50 years’ time? What “norms” now will seem antiquated and unpleasant in the future? We think the evidence points to some portrayals of gender roles and characteristics being precisely such norms, excused by some today on the basis that that’s just the way it is.

Our report signals that change is coming. CAP will now work on the standards so we can pin down the rules and official guidance. We don’t want to catch advertisers out, so we and CAP will work hard to provide as much advice and training as we can, so they can get their ads right in the first place. And from next year, we at the ASA will make sure those standards are followed, taking care that our regulation is balanced and wholly respectful of the public’s desire to continue to see creative ads that are relevant, entertaining and informative. 

You won’t see a sea-change in the ads that appear, but we hope to smooth some of the rougher edges. This is a small but important step in making sure modern society is better represented in ads.

Guy Parker is CEO of the ASA