Introduction
How do we ensure that science reaches the right audience in an age of information overload? Science communication (SciComm) offers various tools to engage the public, from podcasts to theatre, each with unique strengths. Science communication is, as the name suggests, about communicating science! However, the interesting and complex part lies in how and who we communicate the “science,” which makes all the difference.

The term SciComm refers to communicating science to non-experts, whereas "scientific communication" is the term used when addressing the scientific community. While the primary focus of science communication, i.e., taking science to the masses, has remained more or less the same over the years, the methodologies have evolved significantly. In India, science communication was pioneered in 1915 via a science magazine called Vigyan. Today, creative approaches and changing times have introduced several more mediums for effective science communication.

Two Major Factors to Consider in SciComm

1. Your Goal
The first factor to consider is the goal you are trying to achieve. Is it to create awareness, increase interest in science, or tackle misinformation? While one medium can be used for all these purposes, identifying your specific aim will help create a more impactful strategy. For instance, passive activities like videos or infographics can help raise awareness, but interactive activities would be needed if one is trying to increase engagement.

2. Your Audience
The second factor is the audience, which is most commonly talked about. The characteristics of your audience will shape your narrative. How much scientific information do you need to add? What type of language should be used? What about the factor of relatability? The answers to these questions will help you choose the right channel and frame your content effectively.

Exploring Popular Methods in Science Communication

With your goal and audience in mind, let’s explore some of the most popular and effective methods in today's science communication landscape.

1. Short-Form Videos
One rising trend is the use of short-form videos. This quick and snappy format has recently gained immense popularity. Vertical short-form (~15–90 s) videos are being shared as "Shorts" on YouTube and as "Reels" on Facebook and Instagram, giving science communicators a new medium to connect with the public and reach broader audiences. With over 900 million Internet users in India, and Bain & Company projecting that by 2025, three in four Internet users will consume short-form videos, the advantages of this medium-high penetration and diverse language use—are evident.

2. Podcasts
If you wish to go beyond the attention-grabbing short-form videos to dive deeper into a topic, podcasts offer a more immersive experience. Just like videos, podcasts are accessible and can be consumed on the go, while allowing for longer, elaborate discussions that cater to curious minds looking for a more detailed understanding of the subject. Podcasts are an evolution of radio channels and can be great for communicating science. They are popular due to their accessibility, low production cost, and on-demand listening, allowing for sustained engagement with scientific topics.

3. Gamification
Though short-form videos and podcasts are passive forms of content consumption, to increase engagement and spark interest, a more interactive learning experience is needed. For this, gamification offers a digital, immersive experience. Fitness and health monitoring apps use gameplay elements like rewards and progress tracking, which encourage users to achieve their goals. This method can be extrapolated for teaching users in a fun and engaging way, making it an effective tool in science communication.

4. Hands-On Learning
To bring the immersive experience into the real world, hands-on learning methods provide a practical approach to science communication. Workshops have been observed to work well for school kids, and many institutes, schools, and universities employ them. This method is excellent for engaging younger audiences, but it can also be used effectively to engage and teach adults.

5. Theatre and Performing Arts
Another immersive way to engage rural and urban audiences alike is Theatre. Theatre in India has been an interactive experience that promotes critical thinking. It uses entertainment and cultural relevance to engage diverse audiences. In addition to theatre, Indian artists have employed dance, music, and movies to entertain and educate their audiences. While this approach is still unique due to the effort required to reimagine science in such mediums, it has great potential for wider reach and high impact.

6. Visual Communication
While there are science communicators who work in regional languages, the language barrier has been a concern for science communication in India. One methodology that transcends language barriers and engages diverse groups is visual communication. This method uses photographs, illustrations, and comics to tell a story and has a unique appeal in capturing people’s interest. The human brain can process images up to 60,000 times faster than words, and studies have shown that people remember 10% of what they hear, 20% of what they read, but 80% of what they see and do. Hence, visual communication is a great method for increasing the retention of your content.

7. Popular Science Articles
Another effective method of communicating science is popular science articles—like this one. Writing for science magazines, newspaper columns, blogs, etc., has been in practice for several years, whether through institutions or at the individual level. This approach allows for reflective, in-depth discussions and caters to an audience that prefers reading.

Conclusion: Find Your Best Fit
Ultimately, the key to effective SciComm is finding the right method for your message. Whether it’s through a podcast, a hands-on workshop, or an Instagram reel, the possibilities are endless. So, experiment, adapt, and find your best fit in this evolving landscape of science communication.

 Edited by Neha Kumari