Benchmarking science communication in UNESCO Global Geoparks

• Author(s): Rodrigues, Joana ; Silva, Elsa Costa e ; Pereira, D. I.
• Date: 2024
• Persistent ID: https://hdl.handle.net/1822/97981
• Origin: RepositóriUM - Universidade do Minho
• Subject(s): benchmarking; science communication; UNESCO Global Geoparks
• Document Type: Other
• Language: English
• Contributor(s): Universidade do Minho

Description

Every year, millions of residents and visitors from UNESCO Global Geoparks worldwide engage with science thanks to innovative communication strategies and approaches developed over the past 24 years. Geoparks are deeply committed to bridging the gap between geoscience and society, and they are already recognized as a global reference for geoscience communication. Despite its importance in the overall strategy and its broader impact, research on science communication within Geoparks is notably scarce. To address this lack of comprehensive research, a benchmarking methodology was conducted to systematically analyze science communication strategies, identifying best practices and critical factors and providing data-driven insights to support strategic planning. Benchmarking is a highly advantageous approach within this scope, enabling systematic data collection and comparison and identifying best practices from comparable scenarios. For this study, a convenience sample of 8 Geoparks was selected from 213 worldwide. The data collection involved a literature review and site visits for direct observation in the Geoparks, consistently applying a detailed instrument covering multiple indicators categories. This approach was complemented by indirect observation through semi-structured interviews. After all the information was gathered and compiled, the data were analyzed using Key Performance Indicators (KPIs) to assess the quality by the best criteria established by science communication research. Rather than analyzing practices in isolation, this research focuses on studying science communication as a structured strategy within the global scope of Geoparks. The results generally outline a heterogeneous range of perspectives and approaches but a clear commitment and dedication to communicating science and geoscience to lay audiences. Several different practices were found, demonstrating a concern for diversification and innovation. There was a particular prevalence of unidirectional practices focused on dissemination, even though there is a recognition of the importance of adopting more dialogic and engaging strategies. One of the main critical factors is the lack of boundaries between public science communication and education, evident in a strong inclination towards conventional educational approaches beyond school contexts. Challenges were also identified regarding, for example, targeted strategic communication and public engagement in complex and controversial issues. In summary, this pioneering study represents the first comprehensive empirical research. It provides the groundwork for developing a strategy to promote, stimulate, and enhance science communication in Geoparks and, eventually, address the identified challenges and meet specific segmented needs in analogous contexts.