Abstract
The present chapter examines the potential of the “scientification” of the cultural industry as an opportunity for science communication, particularly in the context of school and university education. In an age where the boundaries between science and fiction are increasingly blurred, it becomes crucial for science communicators and science journalists to play a role in mediating and facilitating a proper dialogue between these two realms. In this contest characterized by a multimedia and multichannel era, science communicators should not restrict themselves to traditional formats designed for television broadcasts, even if these formats are adapted for digital platforms. This chapter aims to describe the model that inspired “The Shifters: The Third Mission” (www.theshifters.it), a format developed by CREA—CenteR for Entrepreneurship and innovation Activities at the University of Cagliari (Italy). The format employs an innovative approach to transmitting scientific content, combining fiction and research, cinema and blogs, digital tools, and various forms of media. The case of the University of Cagliari demonstrates how the need to engage a wider and more diverse audience through clear and diversified messages can provide a more comprehensive and engaging experience for the public. The format proposed by The Shifters highlights how a detailed understanding of the target audience, comprehensive analysis of content, and careful design of connections between different media can be key elements of an effective dissemination strategy for research results.
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Notes
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There is a famous anecdote to which the encounter-clash between the cultural industry and the world of university research can be traced. In 1819 is published what is conventionally considered the first best seller in the history of publishing: Ivanohe Walter Scott is guilty of spreading a stereotypical image of the Middle Ages that still survives today with figures like Robin Hood, Richard the Lionheart, the Black Knight, medieval jousts, etc. After publication, British academic historians accused Scott of inventing a non-existent Middle Ages by plundering their medieval research. And Scott answered them, paraphrasing the Humphrey Bogart of the famous film Deadline—U.S.A.: “That’s the fiction, baby. The fiction. And there’s nothing you can do about it. Nothing”.
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Di Guardo, M.C., Ilardi, E., Poletti, L. (2023). Physics and Cultural Industry. In: Streit-Bianchi, M., Michelini, M., Bonivento, W., Tuveri, M. (eds) New Challenges and Opportunities in Physics Education. Challenges in Physics Education. Springer, Cham. https://doi.org/10.1007/978-3-031-37387-9_10
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