Using Social Marketing to Protect Wisconsin’s Lakes

Wisconsin’s lakes are one of its many treasures. However, the lakes and their surrounding ecosystems are fragile and susceptible to change. Over the decades, more lakeshore property owners have developed their shorelines by removing natural vegetation to take advantage of their lakes’ recreational opportunities, as well as added lawns and beaches to achieve the look they want. Unfortunately, these actions may be harmful to water quality and wildlife habitat. [caption id="attachment_10281" align="alignleft" width="300"] A shoreline that would benefit from being more natural. Photo courtesy of Bret Shaw.[/caption] Life Sciences Communication associate professor Bret Shaw has been working with University of Wisconsin-Extension and the Wisconsin Department of Natural Resources to find the best ways to encourage shoreline property owners to adopt more natural shorelines.
December 1, 2014

Tom Still: Public perceptions of science, tech often filtered through values versus data

The following column was written by Tom Still, president of the Wisconsin Tech Council and an LSC senior lecturer. It's been published by the Wisconsin State Journal and republished here.  A recurring phrase from candidates in the fall 2014 elections, especially those hoping to deflect questions about climate change, the Keystone pipeline or labeling of genetically modified foods, was, “I’m not a scientist …”
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LSC Announces New Scholarship Program

The Department of Life Sciences Communication is pleased to announce the creation of a new scholarship program, thanks to a generous donation from Farm Journal Media. [caption id="attachment_10211" align="alignright" width="300"] Photo courtesy of Farm Journal Media.[/caption] The program is a ten-year, $60,000 scholarship program to help students interested in agricultural journalism learn about the exciting field. The scholarships are co-funded by Farm Journal and its CEO, Andy Weber.
November 10, 2014

Recent Publications

  • Liang, X., Su, L. Y.-F., Yeo, S. K., Scheufele, D. A., Brossard, D., Xenos, M. A., Nealey, P., & Corley, E. A. (2014) Building buzz: (Scientists) communicating science in new media environments. Journalism & Mass Communication Quarterly, doi: 10.1177/1077699014550092

  • Scheufele, D. A. (2014). Science communication as political communication. PNAS 2014 111: 13585-13592.


  • Howell, A., Shaw, B.R. & Alvarez, G. (2014). Bait Shop Owners as Opinion Leaders: A Test of the Theory of Planned Behavior to Predict Pro-Environmental Outreach Behaviors and Intentions.  (more…)

  • Kim, J., Yeo, S. K., Brossard, D., Scheufele, D. A., & Xenos, M. A. (2014). Disentangling the influence of value predispositions and risk/benefit perceptions on support for nanotechnology among the American public. Risk Analysis, 34(5), 965-980. doi: 10.1111/risa.12141


+ More Publications