Avoimuus & vastuullisuus, Digitaalinen yhteiskunta, In English 3.9.2024

Write about research, innovation and development activities in an inspiring, understandable and popularised style

Teksti | Mika Launikari

From a societal impact perspective, it is important to explain in a concrete and practical way how the research, innovation and development (RDI) work carried out at universities of applied sciences also benefits individual citizens, companies and other communities. It is not enough to communicate the results of the work only to the funders or project partners of RDI projects. It is good to think about what can be done to ensure that articles about RDI work reach as wide an audience as possible. Communicating the results and achievements of RDI activities must always be done in an understandable, interesting and, above all, popular way.

Photo by: Andre Furtado / Pexels

This article examines the perspectives related to popularising RDI content. It seeks to answer the question of how, in today’s media environment, universities of applied sciences can reach the widest possible audience so that openly available written content resonates with its readers (Laakkonen, Laakkonen, Marjamaa & Montonen 2017). Popularised writing aims to influence citizens to gain ’popularity’ among them (popularity = popularitas in Latin), much like pop music, which is aimed at the general public and especially younger age groups (’pop’ is short for ’popular’). 

This article is based on the author’s own experiences and observations of RDI communication at Laurea University of Applied Sciences and his studies in science communication at the University of Helsinki. In addition, the article draws on literature in the field and the writings of other experts.

Away from the obscure, towards a fluid narrative

All professional fields have their own way of speaking and expressing themselves, which is not necessarily open to outsiders. Of course, jargon is necessary because it facilitates communication and interaction between professionals in the given field and strengthens the sense of community. In science communication, popularisation means presenting the content and results of field-specific research, development and innovation activities in a form that is easily understood by common people (Lyytimäki 2017). In a popularised form, the sometimes rather opaque and abstract jargon of each discipline is opened up to a fluent and clear standard language, making it easily understandable to the general public (Strellman & Vaattovaara 2013). Of course, it is not always possible to completely avoid the use of industry-sepcific terminology. Where this is the case, it is essential that the terms used are defined in everyday terms for the average reader. Abstract concepts should be illustrated with examples.

A good text always begins with a title. The purpose of the title is to grab the readers’ interest, lead them to the topic, and give an indication of the content and perspective. Popularisation emphasises a simple, unambiguous and easy-to-read main title, which is also relatively short and preferably punchy and addictive. If the title works, it improves the readability and comprehension of the text. If the reader catches the title, s/he will hopefully continue reading (or at least skim) the text from the beginning until the end (Korpela 2022). The same principles apply to subheadings that are appropriate to the text. 

Experts who know a lot about their subject and want to tell the reader everything that is important about it, sometimes find it difficult to narrow down and focus their writing. When writing for a wide readership, it is advisable to select only one essential thing from the research or RDI project, which is examined from a few key perspectives. A popularised text should be based on a reality familiar to the reader and in a concrete, observable environment. An interesting result of research or development work can be highlighted and linked to the reader’s everyday experience. In order to get the message across, the writer should not be afraid to repeat key aspects to the reader, as long as it is done with variations in expression.

Everything online – the reader will find it there

Fewer and fewer professional journals, books and RDI publications are printed on paper. Online publishing is taking over. The good thing is that it lowers the threshold for experts to publish blog posts and articles, and to participate in discussions in their field on social media and other online platforms. By publishing online, experts can make their voices heard, although there is a risk that their own voice will be drowned out by the excessive noise and even cacophony of the digital environment.  

On the other hand, online publishing means that readers have access to a huge amount of written material of varying levels and quality in different parts of the web. Freedom of choice is not a bad thing, as long as the online content of interest is easily accessible. In assessing the quality of written material, the reader must be able to identify significant publication channels and the information producers behind them. It requires media literacy and critical thinking on the part of the reader to ensure that s/he is directed to reliable, high-quality and most appropriate material (Kanerva & Oksanen-Särelä 2021).    

Potential readers are always looking for something when they use a search engine. As a rule, their search for information has a clear purpose and is based on a concrete need to find something specific. (Suojanen 2022). As a content creator – such as an expert writer – if you understand your readers and are able to deduce what information they are looking for and what topics they are interested in, you can succeed in producing and providing them with needs-based content in an appropriate and relevant online channel. 

The content produced must correspond as closely as possible to the reader’s search for information on the subject of his or her choice. For this reason, the content must use the keywords with which the page published on the web is to appear in the search results. (Suojanen 2023). In general, search engines prefer text content of at least 500 words when they ’crush’ online materials that respond to the reader’s search for information. This is search engine optimisation (SEO), which, when used skilfully, promotes the dissemination of popular RDI content to the general public. SEO improves the relationship between a search engine and a website, increases the quantity and quality of organic traffic to the site, and develops the site’s visibility in search engines. (Suojanen 2022).

Popularisation means choice and responsibility

The Laurea Journal online magazine is a publication channel for the staff of the Laurea University of Applied Sciences, where it is possible to present current topics related to teaching and RDI work and to make one’s own expertise visible. Many of the articles and blog posts in the online magazine are of a popularised nature, so they are also suitable for reading by people other than educational experts. All texts published in the Laurea Journal are peer-reviewed by the journal’s editorial board before being published online.

When science or RDI work is popularised in writing for a wider audience, there is sometimes a risk of oversimplification. The objects of applied research and development work at universities of applied sciences are quite multidimensional and cannot always be reduced to an ’iron rod model’ without obscuring the original research design or development challenge. There is also a risk of focusing too much on a small detail, which may in itself have publicity value, but the author forgets to open it up sufficiently or does not provide contextual background information behind the  particular aspect for the reader.

The reader must always be told what the text is based on – what is the expert writer’s own view, opinion or interpretation of the subject under discussion, what is based on the results of research and development work, and when reference is made to previous publications by other experts. Furthermore, popularisation does not automatically mean that information on the subject is generalisable or universal. Therefore, contextual information about the time, place and context in which the research and development work is based is essential information for the readership. Taking things out of context or transferring conclusions as such to another context is not the purpose of popularisation.

As a writer, all experts who popularise knowledge, science and RDI activities wield power over what issues they choose to present to the readership, with what emphases and from what perspectives. The writer’s ethics, morals, self-censorship and self-reflection are at the heart of their responsibility for how they present their case to readers and how the new information presented may affect people’s attitudes, thinking and actions.

Written communication is not everything

Although this article has examined written narratives about RDI issues, it is good to remember that communication about RDI is of course not limited to written (online) texts. There are many ways and channels, and combinations thereof, through which research, development and innovation phenomena can be concretised and made known to the general public. Especially at exhibitions, trade fairs, sales and media events, written texts may play a lesser role when the emphasis is on oral presentation, visual illustration and experiential ’tricks’ involving the audience. The Heureka Science Centre in Finland is a good example of how science and RDI activities can be presented in many different ways to visitors of all ages, not forgetting written communication.   

Information about the author

Mika Launikari, PhD, M.Sc. (Econ.), works as a Senior Specialist in the internationalisation of higher education at Laurea University of Applied Sciences, where he has participated in RDI projects and their communications, among other things. In addition, Launikari has been a member of the editorial board of Laurea Journal since 2020. 

Bibliography

URN http://urn.fi/URN:NBN:fi-fe2024090368416
henkilökuva.
Mika Launikari
mika.launikari(at)laurea.fi
Senior Specialist

communication publication RDI writing

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