Science,
, get creative at last!

Diversity is vital. Science, art, and media are concerned with preserving and protecting it, not only within their own fields, but also increasingly in collaboration with one another. This development holds opportunities for a new era of diversity that breaks down old boundaries.

Encounters have taken on a new meaning. While advancing globalization seemed to be bringing us ever closer together economically, politically, and culturally, the pandemic appears to be separating us. But appearances can be deceiving. We have had to distance ourselves physically from one another, yet in many areas we have grown closer. New connections between science, society, and art are creating opportunities for lasting inspiration and greater diversity.

Never before have science and society been as close as they are during the pandemic. There are tragic reasons for this, but at the same time it brings with it unique opportunities for a better future. Prof. Ulrike Felt, a science researcher at the University of Vienna, describes this period of unprecedented change and expectations between science and society as a "great lesson." As Prof. Felt explains in her interview, numerous scientists are now seizing the opportunity to educate the public about serious scientific work and sources. In doing so, they are often breaking new ground.

Science provides facts, and science communication explains them. Chemist and journalist Dr. Mai Thi Nguyen-Kim has become famous for her award-winning YouTube videos, which get to the heart of these facts. In an interview with STANDARD, she also talks about an "infodemic," meaning that "fake news spreads like a virus." On her YouTube channel "Mai Lab," she not only answers questions about the pandemic, but also delves into critical, entertaining, and trendy topics such as the effectiveness of yoga. Her videos are rarely longer than twenty minutes, scientifically researched, and entertaining. In this way, she reaches millions of people and inspires countless others. The question remains: is this infotainment also sustainable?

Infotainment refers to the entertaining communication of information. The term was coined in 1985 by media critic Neil Postman, who critically questioned the increasingly emotional and sensationalist presentation of information on television. At that time, hardly anyone could have imagined the changes that were about to take place in the way we communicate. With the advent of smartphones and social media such as Facebook around 2007, we now communicate more often and faster than ever before. Unless you are taking a digital break, you are more responsive to images than text.

The emotional power of images is also what makes Instagram, YouTube, and TikTok so successful. These media are no longer just for superficial entertainment, as Postman criticized in the 1980s. What marketing professionals have been using for a long time is also becoming increasingly important for communicating sustainability. Ecotainment refers to emotional messages that convey or address sustainable consumption. There are virtually no limits to creativity—which also creates limitless opportunities.

Oceans, sunbeams, and plastic. Biologist Julienne Fanon explored this interplay in her doctoral thesis—and translated it into a moving choreography. In this year's "Dance your PhD" competition, she and four other art projects by scientists from other categories were honored. In the social sciences category, the winner was Magdalena Dorner-Pau from the University of Graz. She researched how performative teaching influences children's expressive abilities.

This shift in science communication creates opportunities for society as a whole. The growing diversity of media used not only makes science more accessible to a wider audience, it also inspires new perspectives and strong partnerships. To achieve global sustainability goals, we must promote not only biodiversity in the landscape, but also more diverse perspectives in society. The current shift is promising.

Creativity and productivity are essentially the same thing. This view, expressed by Hermann Erlach, Head of Digital Transformation at Microsoft, is shared by an increasing number of companies. They are focusing specifically on promoting diversity, inclusion, and equality. What is profitable from a business perspective is also more sustainable from a social perspective. We need more diverse perspectives in order to develop solutions to international challenges such as species extinction and global warming. The pandemic has taught us that too.

A new era of diversity has dawned. While the lack of diversity in science and the shortage of women in business, politics, and the media are becoming increasingly apparent, numerous developments already allow us to look positively to the future. In Austria, scientists with artistically implemented research, as well as museums and libraries with the Austrian Ecolabel, are gaining more than just an award. They are building bridges that enable strong partnerships on many levels, thus setting milestones for sustainability. This new diversity in our communication creates limitless opportunities for encounters that can lead us out of crises and into a more sustainable future.

About the author

Dr. Bea Maas is an expert in nature conservation and sustainability. As an ecologist, she researches and develops management measures for endangered biodiversity and sustainable agriculture. As a journalist, she communicates this content to a wide audience. She works as a press spokesperson for the Nature Conservation Dogs Association, as well as an editor and lecturer at the University of Vienna (www.beamaas.com).