MARC LEVENSON "The only biotech reporter on U.S. TV" .....abcnews.com
  
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Scientists often ask:
WHY WON'T TV REPORTERS COVER SCIENCE?
Ask scientists to explain their latest scientific discovery, and the answer will most likely sound like science. The average public, TV viewer, or internet surfer, doesn’t frame the world in scientific language. The result: science gets little or no attention in the broadcast media.
The reason comes down to what amounts to a scientific formula--PF/Wtdu. That looks like the language of science. That’s precisely what Emmy Award-Winning TV Science Reporter Marc Levenson has in mind.
In a novel seminar to help scientists communicate their science through the media, he uses formulas like PF/Wtdu to reach scientific minds through the language they use the most. In this case, the formula means: People Fear What They Don’t Understand.
Levenson argues that scientists are afraid to “dumb down” their science for TV news. It’s a somewhat hostile relationship—news directors and producers are afraid that viewers or reporters won’t understand the science, and the scientists often fear that the reporters or the viewers will “get it wrong.”
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