# Why science must speak differently

## TL;DR

The paper argues that science must improve communication to build public trust, especially during health crises like the pandemic.

## Contribution

It proposes a reimagined approach to science communication that integrates emotional and social factors with clarity and transparency.

## Key findings

- Public trust in science is undermined by poor communication and information overload during health crises.
- Science communication must address emotional and social factors to be effective in polarized environments.
- Digital information flows and infocracy complicate maintaining public trust in scientific expertise.

## Abstract

The COVID-19 pandemic highlighted the complexities surrounding public trust in science, particularly in the context of overwhelming data and political polarization. The call to “trust the science” emerged as both a symbol of confidence and a source of public tension, exposing the challenges in communicating scientific uncertainty, data interpretation, and expertise. This paper examines the critical role of communication in shaping public perceptions of science, emphasizing the need for epistemic humility and transparency in the face of uncertainty. While data availability increased, the real challenge lay in its interpretation and the framing of scientific messages for diverse audiences. The paper argues that health crises, such as COVID-19 and the resurgence of West Nile Virus, demonstrate that information overload and poor communication can lead to confusion, mistrust, and the politicization of science. Effective science communication must transcend purely rational approaches and address emotional and social factors through persuasive strategies, including emotional appeals and interactive tools. Moreover, the structural transformation of information flows in digital societies, epitomized by the concept of “infocracy”, exacerbates the challenge of maintaining public trust in science. The paper calls for a reimagined approach to science communication that prioritizes clarity, context, and responsible engagement, fostering a more informed, resilient, and critically engaged public.