NAE identifies messages for improving public understanding of engineering

WASHINGTON -- Encouraging young people to make a difference in the world through an engineering career is more likely to attract them than emphasizing the challenge of math and science skills, says a new report from the National Academy of Engineering that identifies messages for improving public understanding of engineering. The report, CHANGING THE CONVERSATION: MESSAGES FOR IMPROVING PUBLIC UNDERSTANDING OF ENGINEERING, recommends that the engineering community begin using tested messages in a coordinated communications strategy.

The four messages that tested best are:

-- Engineers make a world of difference.
-- Engineers are creative problem-solvers.
-- Engineers help shape the future.
-- Engineering is essential to our health, happiness, and safety.

"Improving public understanding of engineering will enable people to make more informed decisions about technology, encourage students to consider engineering careers, and ultimately sustain the U.S. capacity for technological innovation," said Don Giddens, dean of engineering at the Georgia Institute of Technology and chair of the committee that wrote the report.

Each year, the engineering community spends hundreds of millions of dollars to increase public understanding of engineering. However, most of these outreach efforts are AD HOC, local in scope, poorly coordinated, and not evaluated for effectiveness. The NAE project represents the first-ever effort to use market research techniques to improve the public image of the engineering profession.

The report presents and discusses findings from qualitative and quantitative research, including an online survey of 3,600 people. In addition to testing the appeal, believability, and relevance of a handful of different messages, the project also collected data on a set of taglines, or slogans. Because African Americans and Hispanics are underrepresented in engineering schools and careers, the survey included large numbers of both groups.

"There are concerns about a possible shortage of engineers in the United States," said Giddens, "and it is clear that the engineering profession needs to attract a more diverse mix of the most capable students."

While less than 15 percent of adults or teens described engineers using the common stereotypes, such as "boring" or "nerdy," the research showed that many students don't enjoy math and science enough to become engineers.

Using the committee's research and expertise in engineering education and communications, the report offers tested messages that reposition engineering as a satisfying profession that involves creative ideas and teamwork -- not just personal benefits and technical skills. It also recommends strategies and tools that the engineering community may use to conduct more effective outreach.

Source: The National Academies

Related stories:

Scientists warn US Congress of cancer risk for cell phone use
The potential link between mobile telephones and brain cancer could be similar to the link between lung cancer and smoking -- something tobacco companies took 50 years to recognize, US scientists warned Thursday.
New Bluetooth system orients blind and sighted pedestrians
(PhysOrg.com) -- A new Bluetooth system designed primarily for blind people places a layer of information technology over the real world to tell pedestrians about points of interest along their path as they pass them.
System thwarts Internet eavesdropping
The growth of shared Wi-Fi and other wireless computer networks has increased the risk of eavesdropping on Internet communications, but researchers at Carnegie Mellon University's School of Computer Science and College of Engineering have devised a low-cost system that can thwart these "Man-in-the-Middle" (MitM) attacks.
Experimental phone network uses virtual sticky notes
The rapid convergence of social networks, mobile phones and global positioning technology has given Duke University engineers the ability to create something they call "virtual sticky notes," site-specific messages that people can leave for others to pick up on their mobile phones.
Messaging without barriers
Millions of people exchange electronic messages every day, but users of different systems often can’t reach each other. New European research promises to put them all in touch.
Stock exchange for 'grid' computing?
You might soon be selling your spare computer power over the internet, or perhaps buying in extra resources to solve a tricky problem. In either case, network administration used to be a stumbling block – until European researchers developed a successful free-market approach to grid computing.
Researchers click nutrition with camera diet study
A Purdue University team plans to help health-conscious people better gauge what's on their plates by using their cell phone cameras.
Unique driving simulation helps URI researchers test effectiveness of highway signs
The Rhode Island Department of Transportation, in partnership with the University of Rhode Island, recently completed testing of a unique driving simulation aimed at improving communication to motorists about accidents, construction, general congestion and natural disasters.

News discussion:

General Science news