Dr. Dudo Studies Intersection of Science and Media

Dr. Anthony Dudo is an assistant professor and one of three new faculty members in the Department of Advertising & Public Relations this year. Prior to joining the faculty here at Texas, Dr. Dudo received his undergraduate degree from Muhlenberg College in 2000, his master's degree from the University of Delaware in 2005 and his Ph.D. from the University of Wisconsin-Madison earlier this year.

Here Dr. Dudo discusses the intersection of media and science, his research and MythBusters.

What made you decide to join the faculty here at Texas? Judging from your other degrees, you seem like a guy used to colder climates.

Ha! Indeed, I am no stranger to long, dark, and cold winters. As sad as I was to sell my down jacket, I was thrilled to move to sun-soaked central Texas. But the weather was only a small factor. My decision centered on the quality of UT-Austin and the Dept. of Advertising. Exciting things are happening here both within the department and college and across the university. As an educator and researcher I can't think of a better place to be.

Why science? It seems like most of your work as a researcher and your background prior to your graduate education centers around the study of this topic as it relates to media.

Some of my earliest memories are of watching the PBS program Nova with my dad. I didn't realize it for a long time, but it seems clear to me now that these experiences left quite an imprint–I'm perpetually fascinated with the pursuit of knowledge and I regard scientists and engineers as modern day heroes. As an undergrad I became interested in the profound impact of media in our lives, and some exceptional mentors helped me realize that I could marry my interests in media and science. The rest is history.

Why do you believe it's important for scientists to engage in any form of public communication? What's the ideal relationship between the scientific community and the media?

The stakes are growing. Scientific innovation is becoming increasingly relevant to ordinary citizens. Pressing environmental challenges, medical advancements, and emerging technologies all pose implications–ethical, legal, social, philosophical–that will directly influence the quality of our lives. Improved communication between the expert community, policy-makers, media professionals, and the general public about these issues is essential if these issues are to be integrated into society most beneficially. Quite simply, these groups need to engage more regularly.

The relationship between the scientific community and media has been historically thorny. While both professions aim to uncover knowledge via objective methods, their occupational norms are starkly different. Scientists, for example, operate amid uncertainty and generate questions, while journalists aim to simplify complex situations and provide answers. Both groups tend to approach each other with skepticism. Yet they need each other. Media move scientists' work beyond the lab and raise its visibility, and scientists are journalists' conduit to some of the most important issues facing society. Simply realizing this fundamental connection might help improve the relationship between scientists and journalists.

How important is the way in which a scientific issue is positioned in the minds of the public by the media to affecting the direction of scientific research?

The connections between media depictions of scientific issues, public perceptions relative to these issues, and the direction of scientific research are quite complex. Mediated messages about science vary greatly and these messages resonate with different people in different ways. This resonance is largely dependent on an individual's predispositions, which often filter these messages to complement their world views. Studying these relationships is challenging, but fun.

Some recent science communication research has focused on how the generation of scientific knowledge can be influenced by media. Scholars exploring a concept called "medialization" have noted how anticipated media coverage may influence how scientists do their jobs. For instance, scientists may avoid working on research topics that they believe may be perceived as controversial by media and the public. This is a very interesting area of research that is helping us understand how the scientific process may itself be influenced by factors far outside the scientific community.

What's your take on science in popular television shows like MythBusters or in segments like ESPN's SportsScience? Is this benefiting the promotion of interest in the scientific community or is this just junk science.

I'm not familiar with ESPN's SportsScience, but I am a huge fan of MythBusters. MythBusters brings the scientific process to life in a way that High School science textbooks never could and never will. MythBuster's approach to science is quite balanced: it manages to be fun and engaging but is also sophisticated when it comes to the scientific method and ethics. Speaking more broadly, entertainment media -- TV, films, even video games -- has incredible potential to enhance formal and informal science learning. Traditionally, we've tended to focus on how entertainment media can erode public understanding of science (and it can), but we're starting to take more seriously its positive effects.

What research are your working on now that most excites you?

Tough question. I have a lot of projects either underway or in the pipeline. I'm most excited to collaborate with my new colleagues here at UT. Over the next couple years, Prof. LeeAnn Kahlor and I will be doing some exciting research associated with UT's famous Hot Science, Cool Talks lecture series. I'm also eager to continue pursuing my research on science and entertainment media, especially how video games may be contributing to public understanding of science. And I'll continue to explore how scientists communicate with non-scientists. I'm especially interested in how new media technology is opening up new communication possibilities between scientists, journalists, and the public. One thing is for sure–these are exhilarating times for those of us who are interested in the connections between media and science.

Next semester you're going to be teaching Integrated Communications Management. What can students expect from that class?

ICM is a terrific class. It's challenging, fun, and rewarding for the students. The ICM students are upper-classmen who are getting close to the end of their coursework. To capitalize on their knowledge, I try to structure the class in a way the allows everyone to learn from each other and obtain experience operating in the grey area of communications management. The course centers on using the case method to navigate complex Integrated Brand Promotion situations, and I try to integrate current events into our class as much as possible. For example, in my ICM class this fall we discussed the Netflix customer service debacle, the legacy of Steve Jobs to brand management, and the launch of a new niche brand of beer for women, Chick Beer. I'll be using the same approach next semester.