Our minds are bombarded by social media shorts, automatically summarised AI responses and pithy messages. Nuance and fine distinctions rarely cut through the information overload. Yet, complex issues require in-depth analysis. Mai Thi Nguyen-Kim points to a structural disadvantage for scientific communication. This is because exaggerated or even false statements can often be conveyed more succinctly and effectively.
Live at the European Trend Day
On 25 March at the GDI, Dr Mai Thi Nguyen-Kim will reveal how fact-based content can survive in a polarised media landscape if presented in a valid, entertaining and target-group-specific way.
Bullshit asymmetry principle
If false statements are circulated on a widespread basis, it often becomes difficult to dispel them. Nguyen-Kim, who holds a PhD in chemistry, points to Brandolini's law: "The amount of energy needed to refute bullshit is an order of magnitude bigger than that needed to produce it." The myth that people swallow spiders in their sleep provides a prime example of this principle. This story was circulated in the 1990s by columnist Lisa Holst as a social experiment to illustrate just how quickly false statements can spread. This myth persists to the present day.
Communication onion
Content must first attract attention before it can make an impact. Being a successful YouTuber, Nguyen-Kim understands the platform's algorithmic logic and skilfully uses its elements. Using a snappy clickbait title, for instance, can enable content creators to reach an audience that may be sceptical about an issue. However, the clickbait must not be misleading. After all, viewers don't always watch content to the end. Science journalists have a responsibility not to spread false statements if someone only reads the headline.
The videos on Nguyen-Kim's channel 'MaiThink X' are relatively long. A step-by-step approach is essential for complex content. Science communication is like the layers of an onion. For example, at its core lies a study that only a small number of people can understand due to its technical complexity. Reels and other short videos, which convey issues in a very simplified way in just 30 seconds or so, are the outermost layer of the onion. They achieve far greater reach. Nguyen-Kim believes audiences approach topics from the outside in. Only creators who succeed in attracting the interest of a wide audience can then introduce them to more sophisticated content and, in turn, achieve a real impact.
'Reclaiming Focus' at the European Trend Day
Mai Thi Nguyen-Kim will reveal how to cut through the deluge of information, even when presenting complex issues, at the GDI in Rüschlikon on 25 March. Register now for the European Trend Day and find out how you can make an impact instead of noise by producing high-quality, trustworthy and relevant content.