Scientists must understand how to make information relevant to a variety of audiences in order to ensure that best available science is applied to real world management. However, scientists often struggle to communicate their science to effect public acceptance and application. We present findings from surveys distributed first among Wyoming stakeholders, and then to national audiences. Our research records whether value loaded ("positive" or "negative") language influences reader response to technical information. We asked survey respondents to rate "how true" they found a series of statements on the topic of "ecosystem uncertainty." Participants were surveyed before and after reading introductory text on the subject, and again one month after this initial intervention. Introductory texts (primers) contained either "positive" or "negative" language. The control group received a "neutrally" written text without a value-loaded language primer. Survey results suggest that value-loaded language influences reader's reception of the same technical information by driving their opinions away from neutrality. This effect was visible immediately after reading of the text, and in some cases persisted a month after initial intervention. The impact of primers on reader response also varied with reader background (e.g. agricultural production experience caused readers to remain more neutral after reading the texts). These findings suggest that "neutral" presentations of scientific knowledge are not the most efficient method for enhancing engagement with science and transfer of technology. Successful communication depends upon priming language and knowledge of the receiving audience.
Oral presentation and poster titles, abstracts, and authors from the Society for Range Management (SRM) Annual Meetings and Tradeshows, from 2013 forward.