Biomedical Communications: Purpose, Audience, and Strategies by Jon D. Miller

By Jon D. Miller

With info from the U.S. and Europe, Jon Miller and Linda Kimmel learn the public's knowing of and angle towards biotechnology and biomedicine whereas they current equipment of introducing leading edge technology to the nonscientist. Biomedical Communications illustrates how very important it's for researchers, newshounds, and coverage makers to obviously speak their findings in a fashion that avoids common false impression or confusion. The authors discover tips to collect information regarding biomedical coverage, talk about thoughts for informing shoppers, and current strategies for making improvements to biomedical verbal exchange with the general public. subject matters lined: * utilizing examine to enhance Biomedical Communications * the general public figuring out of Biomedical technological know-how * innovations for Communications to shoppers * Public Attitudes towards Biotechnology concerns

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There are numerous instances of a parent or spouse who has become extraordinarily well-informed about a specific health problem experienced by another m e m b e r of their family. The movie Lorenzo's Oil documented the struggle of one set of parents in this situation. Using a similar set of 1993 questions about the health of one's spouse (if married) and children (if any), a measure of serious health problems in the family was developed. In 1993, approximately 5 percent of adults reported that another m e m b e r of their family had a serious health condition.

26 Chapter2/The Public Understanding of Biomedical Science quire a respondent to utilize their retained understanding of a concept to make a response. Thus, only 2 percent of individuals with a score of less than 50 were able to define the meaning of DNA, compared to 89 percent of indiViduals with a total score of 70 or more on the Index of Biomedical Literacy. Although open-ended knowledge questions are more difficult to collect and score, they are invaluable in estimating the level of retained understanding held by an individual or group of individuals.

68) The simplest way to measure interest in various substantive areas is to ask individuals how interested they are. While direct inquiry has been shown to lead to socially desirable responses in some cases, there is ample evidence that individuals are willing to report their level of substantive interest when asked directly and that there is little or no distortion if the list of areas is sufficiently broad. In a 1993 national study of biomedical literacy in the United States, respondents were asked to report whether they were very interested, moderately interested, or not interested in each of several substantive areas.

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