I thought that it was rather ironic to read the subtitle “Britain is failing to teach essential scientific literacy” in today’s “Times”. This is the same edition where the Countryside Editor claims that Great Bustard chicks “were born the previous day”. No wonder the birds are declining if they have to give birth to their chicks!
Male Bustard
But going back to the leading article, I do wonder whether there are similar lessons for PR practitioners. The article argues that the gulf between scientists and literary intellectuals is a problem of language. It claims that much scientific argument is presented in inaccessible jargon. Does the language of new media create a similar gulf with practitioners? Terms like ‘mashable’, ‘digital platforms’, ‘APIs’, ‘UGC’ which appear in job adverts, blogs and articles can create a divide between those “in the know” and those who may feel in the same camp as the “natural luddites” (described by C.P.Snow). Is it a case where the jargon can lead to incomprehension by clients and colleagues or is the shorthand simply that – the language of experts?
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