ANNEX - EUROSFAIRE

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Communicating Nanotechnology

Why, to whom, saying what and how?

An action-packed roadmap towards a brand new dialogue

Author: Matteo Bonazzi

European Commission Unit "Nano- and Converging Sciences and Technologies"

Date of publication: April 2010

This publication can be downloaded from:

http://cordis.europa.eu/nanotechnology


The views expressed in this document are entirely those of the Authors and do not engage or commit the European Commission in any way.

More information on nanotechnology at the European Commission

is available on http://cordis.europa.eu/nanotechnology

This publication can be free downloaded from: http://cordis.europa.eu/nanotechnology/src/publication_events.htm

Author: Matteo Bonazzi

Cover page:

Front page (concept): Matteo Bonazzi

Front page (artistic interpretation): BridA / Tom Kerševan, Sendi Mango, Jurij Pavlica

Front page (design): BridA / Tom Kerševan, Sendi Mango, Jurij Pavlica


http://cordis.europa.eu/nanotechnology/src/publication_events.htm

ANNEX

COMMUNICATING NANOTECHNOLOGY

Why, to whom, saying what and how?

An action-packed roadmap towards a brand new dialogue

EUR 24055 EN

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EUROPEAN COMMISSION

Directorate-General for Research, Technology and Development Directorate Industrial Technologies Unit G.4 — Nano- and converging Sciences and Technologies

E-mail: [email protected]

Contact: Matteo BONAZZI

European Commission Office: CDMA 06/127 B-1049 Brussels

Tel. (32-2) 29-54703 Fax (32-2) 29-86150 E-mail: [email protected]

Directorate-General for Research

2010 Nanosciences, nanotechnologies, materials and new production technologies (NMP) EUR 24055 EN

http://ec.europa.eu/research/research-eu/

6

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Table of contents

EC funded projects on communication outreach and ancillary projects (FP6-FP7) ........ 8

Survey across NMP National Contact Points on communication products ................... 20

Materials and methods ................................................................................................ 20

Analysis of the results ................................................................................................ 22

Figures and data .......................................................................................................... 24

Assessing outreach: measure of the TV media impact ................................................... 41

Assessing outreach: estimated measures of TV media impact ....................................... 47

Overall communication outreach (2009-2011)............................................................... 51

Essential bibliography .................................................................................................... 55

Extensive bibliography ................................................................................................... 58

EVENTS: .................................................................................................................... 58

BOOKS: ..................................................................................................................... 58

REPORTS: ................................................................................................................. 58

WEB LINKS: COMMUNICATION PLAN .............................................................. 59

WEB-LINKS on NANO DEBATE ............................................................................ 63

WEB LINKS: COMMUNICATION VEHICLES ..................................................... 65

8

EC funded projects on communication outreach and ancillary projects (FP6-FP7)

1

EuroNanoForumEuroNanoForum 20092009

Coordinator: Technology Centre of the Academy of Scienceof the Czech Republic (CZ)

Project Manager: Alexander PROKOPPO: Sophia FANTECHI

Thematic Priority: NMP-2007-4.0-10Duration: 12 months (01/11/2008-31/10/2009)

Abstract:The conference EuroNanoForum 2009 will be established as a foremost European congress in nanotechnology during the Czech Presidency in 2009, the fourth of a set of international nanotechnology conferences organized as official events of national Presidencies of the European Union and supported by the European Commission through the Industrial Technologies programme.

Support Action

““Organization of the Conference Organization of the Conference EuroNanoForumEuroNanoForum 2009 2009 ––

Nanotechnology for Sustainable EconomyNanotechnology for Sustainable Economy””

2

Project objectives Project objectives - Show the potential impact of nanotechnology on sustainable development of European industry, environment and society.

- Present the state-of-the-art of European nanotechnology products and components for different applications- Promote international collaboration and support the development of world-class competitive research and development infrastructure

ENF2009ENF2009SA

Challenges:Challenges:- Provide a favourable environment for industrial innovation to ensure that research and development is translated into sustainable wealth-generating products and processes.- Support EU policies, such as in the Energy & Environmental sector- Promote the interdisciplinary education and training of R&D personnel and support the active involvement of young people and students in the development of nanosciences and nanotechnologies

9

3

Project objectives Project objectives - Show the potential impact of nanotechnology on sustainable development of European industry, environment and society.

- Present the state-of-the-art of European nanotechnology products and components for different applications- Promote international collaboration and support the development of world-class competitive research and development infrastructure

ENF2009ENF2009SA

Challenges:Challenges:- Provide a favourable environment for industrial innovation to ensure that research and development is translated into sustainable wealth-generating products and processes.- Support EU policies, such as in the Energy & Environmental sector- Promote the interdisciplinary education and training of R&D personnel and support the active involvement of young people and students in the development of nanosciences and nanotechnologies

4

Project objectives Project objectives ::

- To engage key stakeholders, public and private, in identifying the key challengesand impact of the nanomedical field in theethical, regulatory, social, economic and public communication areas

- Provide European stakeholders with a customised set of recommendations to support their decision making regarding nanomedical innovations

NanoMED Round Table

SA

Specific challenges:Specific challenges:

- Provide stakeholders a well-organisedforum

- Identify priority areas for RTD and societal actions

- Establish clear set of recommend-ations to support decision making

- Enhance the flow of knowledge reciprocally between each of the key stakeholder groups

Expected impact:Expected impact:Stimulating innovation and investment in nanobiotechnologies formedical use by providing prudently identified cornerstone points

in the cross-cutting areas.

10

4

Coordinator: Wolfgang HECKL, Deutsches Museum München, DE

Project Manager: Ulrich KERNBACH, Deutsches Museum PO: Angela Hullmann


Participants: Deutsches Museum von Meisterwerken der Naturwissenschaft und Technik (DE), Ludwig-Maximilians-Universitaet München (DE), Fondazione Museo Nazionale della Scienza e della Tecnologia Leonardo da Vinci (IT), Università degli Studi di Milano (IT), University of Milano – Interdisc. Centre for Nanostruct. Materials and Interfaces (IT), Universeum AB (SE), Chalmers Tekniska Hoegskola AB (SE), Technopolis, the Flemish science centre (BE), Universiteit Antwerpen (BE), Science Centre AHHAA Foundation (EE), University of Tartu – Institute of Physics (EE), Fondazione IDIS-Città della Scienza (IT), National Research Council (IT)

NANOTOTOUCHNANOTOTOUCHSupport Action

“Nanosciences Live in Science Centres and Museums”

5

NANONANO--TVTV

Coordinator: iCons srlProject Manager: Mario MartinoliPO: Matteo BONAZZI


Participants: Gedeon Programmes SA (FR)Leonardo Film Gmbh (DE)Institute of Nanotechnology (UK)

Support Action

““Enhancing Enhancing public awareness public awareness on the results of European research actions in on the results of European research actions in NanosciencesNanosciences and and

Nanotechnologies through the professional use of television mediNanotechnologies through the professional use of television media a ””

11

6

NANOYOUNANOYOU

Coordinator: ORT (IL)Project Manager: Yoel ROTHSCHILD PO: Matteo BONAZZI


Participants:EUN Partnership AISBL (BE), The Chancellor, Masters and Scholars of the University of Cambridge (UK), Aarhus University (DK), Fundacio Privada Parc Cientific de Barcelona (ES), Zentrum fuer Soziale Innovation (AT), Centre de Culture Scientifique, Technique et Industrielle de Grenoble (FR), Cité de Science et de l'Industrie, Halevi Dweck & Co ARTTIC ISRAEL COMPANY LTD (IL)

Support Action

Communicating Communicating NANOtechnologyNANOtechnology to European to European YOUthYOUth

7

OBSERVATORYOBSERVATORY--NANONANO

Coordinator: Institute of Nanotechnology (UK)Project Manager: Mark MorrisonPO: Nicholas Deliyanakis


ParticipantsParticipants::VDI Technologiezentrum, Triple Innova, Technical University of Darmstadt, Nano&Micro Technology Consulting (DE), Commissariat à l' Energie Atomique (FR), Institute of Occupational Medicine (UK), National Institute for Public Health and the Environment (RIVM), MERIT, Universiteit Maastricht, Malsch Technovaluation (NE), Spinverse (FI), Bax& Willems Consulting Venturing (ES), AIRI/Nanotec (IT), Eidgenössische Materialprüfungs und Forschungsanstalt (CH), Nanoethics Centre (DK), Tecnology Centre AS (CZ)

Support Action ““European observatory European observatory

for sciencefor science--based and economic expert based and economic expert analysis of nanotechnologies, cognisant of barriers and risks, analysis of nanotechnologies, cognisant of barriers and risks,

to engage with relevant stakeholders regarding benefits and oppoto engage with relevant stakeholders regarding benefits and opportunitiesrtunities””

12

8

TIME for NANOTIME for NANO

Coordinator: Fondazione IDIS - Città della ScienzaProject Manager: Luigi AMODIOPO: Matteo BONAZZI


ParticipantsParticipants::Association Europeenne des Expositions Scientifiques, Techniques et Industrielles – ECSITE (BE), WindMania Networks SL (ES), Ciência viva Agência Nacional para a Cultura Ciêntifica e Tecnológica (PT), Centre de culture scientifique technique et industrielle (FR), Turkey Science Centers Foundation (TR), Technopolis (BE), Warsaw University of Technology (PL), Heureka the Finnish Science Centre (FI), The British Association for the Advancement of Science – ECSITE (UK), Deutsches Museum von Meisterwerken der Naturwissenschaft und Technik, OBSERVA (IT)

Support Action

““Tools to increase mass engagement for nanotechnologyTools to increase mass engagement for nanotechnology””

9

ENHRESENHRES

Coordinator: Napier University (UK)Project Manager: Vicky STONEPO: Pilar AGUAR


ParticipantsParticipants:: Institute of Occupational Medicine (UK)Danmarks Tekniske Universiteit (DK)Commission of the European Communities Directorate General Joint Research Centre (BE)Institute of Nanotechnology (UK)

Support Action

““Engineered Engineered NanoparticlesNanoparticles: a Review of Health & Environmental Safety: a Review of Health & Environmental Safety””

13

10

NanoImpactNetNanoImpactNet

Coordinator: Istitute Universitaire romand de Santé au Travail - IST (CH)

Project Manager: Michael REIDIKERPO: Pilar AGUAR


ParticipantsParticipants:: 24 partner from several countries:CH, UK, NO, IE, DE, DK, NE, EL, FR, SK, FI

CoordinationAction

““European Network European Network on the Health and Environmental Impact of on the Health and Environmental Impact of NanomaterialsNanomaterials””

11

NHECDNHECD

Coordinator: University of Tel Aviv (IL)Project Manager: Oded MAIMONPO: Luisa Tondelli


ParticipantsParticipants:: Institute of Occupational Medicine (UK)Danmarks Tekniske Universiteit (DK)Commission of the European Communities Directorate General Joint Research Centre (BE)Institute of Nanotechnology (UK)

Support Action

““Creation of a commented database on the health, safety and environmental impact of nanoparticles”

14

12

COCO--NANOMETNANOMET

Coordinator: European Society for Precision Engineeringand Nanotechnology (Euspen), UKProject Manager: Theresa Burke, CEOPO: Sophia FANTECHI


ParticipantsParticipants:: National Physics Laboratory (UK), Fundacio PrivadaASCAMM (ES), SP Technical Research Institute of Sweden (SE), European Commission, Joint Research Centre, Institute for Reference Materials and Measurements, JRC (EC), Physikalisch TechnischeBundesanstalt (DK), Sofia University (BG), Danish Fundamental Metrology (DK), Middle East Technical University (TR), LaboratoireNational d'Essais (FR), Dresden University of Technology (DE), The Centre of Excellence in Metrology for Micro and Nano Technology (UK), Interuniversity National Consortium for Materials Science and Technology (IT), QinetiQ Limited (UK)

CoordinationAction

““Coordination of Coordination of NanoMetrologyNanoMetrology in Europein Europe””

13

EURONANOBIOEURONANOBIO

Coordinator: CEAProject Manager: Patrick BoisseauPO: Julien Giordani


ParticipantsParticipants::Gesellschaft fur Bioanalytik Munster EV (DE)University College of Cork – National University of Ireland (IE)Universiteit Twente (NL)Fondazione Don Carlo Gnocchi Onlus (IT)Institutului Nat. de Cercetaredez Voltaire Pentru Microtehnologie (RO)Fundació Privada Institut de Bioenginyeria de Catalunya (ES)

Support Action

““European Scale European Scale InfrasctructureInfrasctructure in in NanobiotechnologyNanobiotechnology””

15

14

ICPCNanoNetICPCNanoNet

Coordinator: IoNProject Manager: Mark MORRISONPO: Julien GIORDANI


ParticipantsParticipants::Sociedade Portuguesa de Inovacao – Consultadoria empresarial e Fomento da Inovacao SA (PT)Saint Petersburg Electrotechnical University Leti (RU)Jawaharlal Nehru Centre for Advanced Scientific Research (INDIA)Tsinghua University, Dept. of Precision Instruments, Beijing (CHINA)University of Maastricht (NE)Malsch Technovaluation (NE)

Support Action

““A web-based repository of nanoscience and nanotechnology publications, database of researchers and online forum, to inform and facilitate

networking between EU and ICPC RTD”

15

Nano2MarketNano2Market

Coordinator: University Alicante, SpainProject Manager: Michelle GRINDLEPO: Angela HULLMANN

Thematic Priority: NMP-2007-1.2-4Duration: 12 months (01/01/2009-31/12/2009)ParticipantsParticipants::IMEC (BE)Fraunhofer-Gesellschaft Förderung der angewandten Forschung e.V. (DE)France Innovation Scientifique et Transfert (FR)Barcelona Science Park (ES)Institut de Bioenginyeria de Catalunya (ES)TecKnowMetrix (FR)Nanotechnology Industries Association (UK/BE)Camera di Commercio Industria artigiariato e agriocoltura milano (IT)Brabo Ventures (BE)

Support Action

““Best practices for IPR and technology transfer in NanotechnologyBest practices for IPR and technology transfer in Nanotechnologydevelopments developments ””

16

NANOTECHNOLOGIES AND NANO-SCIENCES, KNOWLEDGE-BASED MULTIFUNCTIONAL MATERIALS AND NEW PRODUCTION PROCESSES AND DEVICES

Project objectivesProject objectives- Providing information and raising awareness about nanotechnology among the general public- Identifying main issues and expectations from different groups of stakeholders (citizens, policy makers, researchers, industry)

NANODIALOGUE:NANODIALOGUE:

““Enhancing dialogue on nanotechnologies Enhancing dialogue on nanotechnologies

and and nanosciencesnanosciences in society at the European levelin society at the European level””

Specific challenges:Specific challenges:- To visualise socially relevant aspects of nanotechnology-To attract interest of citizens and school children- To facilitate a true dialogue with open results

Expected impact:Expected impact:- Informing and sensibilising decision makers about expectations and concerns about nanotechnology from different perspectives

- Engaging citizens in nanotechnology debates- Creating exhibition modules that can be used

across Europe after the end of the project

Specific Support Action


Project objectivesProject objectives- Facilitate dialogue about the potential of nanoscience and nanotechnology applications to improve the quality of life and to create wealth - Assess the technologies’ potential societal impacts -Produce guidance and tools for stakeholders on how to address the ethical, societal and regulatory issues of nanotechnology

Specific challenges:Specific challenges:-To bring together current leading research on the social, ethical and

legal implications of nanotechnology

- To create a transparent &trustbased processes for

nanotechnologyresearch in the near future

- To produce a comprehensive communication and dissemination

strategyExpected impact:Expected impact:

Translation of civil society’s ethical, legal and social requirements on nanotechnological research into a real competitive advantage

for the European industry

NANOLOGUE:NANOLOGUE:

““Facilitating the dialogue Facilitating the dialogue betweeenbetweeen research, research,

business and the civil societybusiness and the civil society””


17


Project objectivesProject objectives- Organisation of two summerschoolson ethics of emerging technologies. - Development of an e-learning tool which will be made available for use by professors or teachers in their own courses on ethics of science and technology

ETHICSCHOOLETHICSCHOOL

SummerschoolsSummerschools on on NanoNano Technologies Technologies

and Converging Technologiesand Converging Technologies


Specific challenges:Specific challenges:- Mid term: identification of

developments related to the research which is actually taking

place in nanotechnologyresearch programmes and

networks worldwide- Long term: visionary trends and ethical considerations of different combinations of nanotechnology,

biotechnology, Information and Communication Technology and

cognitive or neurosciences converging on the nanoscale.

Expected impact:Expected impact:to contribute in the longer term to standardization of applied ethics education in nanotechnology and

converging technologies worldwide


Project objectives Project objectives To prevent knowledge of the health and environmental implications of nanoparticles from lagging behind the technological advances

IMPART:IMPART:

““Improving the understanding of the impact of Improving the understanding of the impact of

nanoparticles on human health and the environmentnanoparticles on human health and the environment””

Coordination Action

Specific challenges:Specific challenges:To foster communication between different initiatives, streamlining resources and facilitating cooperation

Expected impact:Expected impact:Improvements in the understanding of the potential impact of

nanoparticles on human health and the environment. Dissemination to and recommendations for the respective stakeholder groups

18


Project objectives:Project objectives:-definition of realistic test conditions in terms of test aerosols characteristics for use within nanotoxicology investigations - testing and certification of the efficiency of existing engineering control systems of manufacturing equipment- provision of experimental results that will be used to develop recommendations and guidelines for the European Commission.

NANOTRANSPORT:NANOTRANSPORT:

““The behaviour of Aerosols Released to Ambient Air from The behaviour of Aerosols Released to Ambient Air from

NanoparticleNanoparticle Manufacturing: A PreManufacturing: A Pre--Normative StudyNormative Study””


Specific challenges:Specific challenges:Results depend on

size distribution and concentration, such as:

-Surface activity-Morphology

-Interaction with pre-existing ambient aerosol particles

Expected impact:Expected impact:Based on results the Commission will have the necessary background

information to prioritise and initiate research to develop standard test aerosols depending on the scope of the

pursued studies/ tests/validations/ investigations


Project objectives:Project objectives:- to forge nanotechnology R&D collaborations between Europe and Latin America- to intensify collaboration between European and Latin American nanotechnology networks and centres

NanoForumEULANanoForumEULA::

NanoforumNanoforum EU / Latin AmericaEU / Latin America


Specific challenges:Specific challenges:Organisation of

- competitive visit grants for students and senior researchers (twenty short visits of

maximum 3 months duration)- two workshops on specific nanotech related

topics in Latin America, focusing on LA strengths such as nanomaterials & NEMS.

- fact finding missions for key European researchers to Latin American nanotech

research centres

Expected impact:Expected impact:- improved competitiveness of European nanotech industries - access to emerging markets for European products & technologies- contribution to the UN Millennium Development Goals

19


Project objectives:Project objectives:Foresight and roadmap for nanotechnologies standards Identification of:-needs for measurement tools and standards- priorities for pre-normative research- barriers and societal needs

NANONANO--STRAND:STRAND:

““Standardization related to Research and Standardization related to Research and

Development for NanotechnologiesDevelopment for Nanotechnologies””


Specific challenges:Specific challenges:Collaboration between:

- national government agencies that draft regulations,

- National, European and International standardization bodies that draft

standards, - research organisations that feed

standardization and industry needs, - industries that need to produce safe

productsExpected impact:Expected impact:Europe to play an active role at worldwide level regarding standardisation for nanotechnologies

20

Survey across NMP National Contact Points on communication products

Materials and methods

Ex-post assessment is usually considered a secondary task in communication practice,

though theory pinpoints its crucial role. In fact, evaluating EC communication

developed so far on nanotechnology is crucial to identify future areas for improvement.

Communication coverage has been proposed as the appropriate measure of outreach for

EC developed communication products with respects to the messages in various areas,

i.e. Fundamentals, general info, project specifications, S&T, Applications and Markets.

The communication products have been grouped in categories, reflecting the overall

picture of existing communication products on nanotechnology developed by

Directorate Industrial Technologies, Unit nano- and converging sciences and

Technologies A. Print material: Booklets1; Reports

2; Posters

3; Magazine/Newsletters

(selected contributions4); Project summaries & leaflets (selected

5). B. Audiovisual

material: exhibitions, Videos6/Movie; Interactive exhibition (selected

7); General

audiovisual presentation8; Project-specific presentations (selected

9). C. Participative

events: Conferences, meetings, events (selected)10

, workshops in EU science-museums

(selected)11

; Technology platform-related events. D. Web-based material: Web

pages12

.

1 (a) European Commission (2004): Nanotechnology : innovation for a future world;; (b) European Commission

(2004): Nanosciences and nanotechnologies: An action Plan for Europe 2005-2009; (c) European Commission

(2004):, Towards a European Strategy for Nanotechnology, COM(2004)338; EC, Brussels, 2004, at:

http://cordis.europa.eu.int/nanotechnology/actionplan.htm; (d) European Commission (2004): Nanotechnology

in the ERA (6 annexes), EC, 2004. 2 (a) European Commission (2005): EU Technology Platform on Nanomedicine; (b) European Commission (2004):

Vision 2020:Nanoelectronics at the centre of change 3 European Commission (2005): Nanotechnology in Europe: an integrated and responsible approach 4 European Commission (2006): RTD magazine , eg. "RTD special issue on nanomedicine", 2006 edition; CORDIS

focus n°22 , 2006,– Exploring the nano-world n° 22. 5 Selected examples: (a) Frontiers ; (b) Nano2life ; (c) Nanodialogue; (d) Ipart-nanotox; (e) nanoRoad; (f)

Nanoresearch project scales up for commercialisation. A similar leaflet has been recently presented at ECSITE

Conference (Milan, June 2009) by the NANOTOTOUCH project on communication outreach, presenting interesting

―hands-on‖ improvements. 6 (a) European Commission (2003 and 2004): Nanotechnology (2003 & 2004 editions); (b) European Commission

(2005): Nanotechnology: the next dimension (2005 edition); 7 Exhibits developed by Nanodialogue project, whose outreach has been estimated around 1 million visitors over the

year 2006. 8 European Commission (2004): How can we explain what is meant by nanotechnology? Power Point presentation by

Renzo Tomellini, HoU, distributed in selected school networks in the EU. 9 On the European Commission intranet: G:\G4\PO_Work_Area\PowerPoints\Project_presentations 10 Main events are considered: Euronanoforum 2003-2005-2007 (proceedings & posters); Communicating European

Research, EC, Brussels, 14-15 November 2005, see:

http://ec.europa.eu/research/conferences/2005/cer2005/index_en.html ; exhibitions in 8 EU science-museum

developed by the project Nanodialogue; 11

Euronanoforum 2003-2005-2007 (proceedings & posters); exhibitions in 8EU science-museum

developed by the project Nanodialogue; 12

(a) Nanotechnology CORDIS website: http://www.cordis.lu/nanotechnology/; (b) www.nanoforum.org

http://cordis.europa.eu.int/nanotechnology/actionplan.htm

http://ec.europa.eu/research/conferences/2005/cer2005/index_en.html

http://www.cordis.lu/nanotechnology/

http://www.nanoforum.org/

21

This analysis outlines a first tentative picture of current communication outreach on

nanotechnology carried out by the EC. First, quantity and quality of information carried

by each vehicle is analysed (i.e. communication product, eg. video, booklets). For doing

this, the quantity and quality of information are evaluated through surveys circulated

through different groups of end-users of communication (National Contact Points,

Commission civil servants, informal network of nano-information consumers).

Thanks to a survey extended to Directorate Industrial Technologies' National Contact

Points, informal networks and Commission civil servants an assessment exercise based

on multiple matrix methodology has been set up. This matrix reflects the content of

information associated to each communication product, and for each message

identified by each goal. The content of information is attributed for each communication

product in terms of information-points: it will be assessed for each message (from not

relevant=0 to very high=5), and is evaluated in terms as weighted average of the info

content of all communication products belonging to a given communication category,

print, audiovisuals, events and web (more details in Annex ).

For assessing current communication, the following information messages are

considered and clustered from communication categories:

1. Information on fundamentals; 2. General information; 3. Project-(& call)-

specific information; 4. S&T information; 5.Applications and markets

Starting from general survey carried out by CORDIS, and available at the quoted sites,

the following consideration can be deduced13

; still a specific Survey set on the

nanotechnology webpage could allow to fine tune this preliminary picture in the future.

This methodology is based on three steps:

1. The content of information (i.e. info-content) is attributed for each communication

product in terms of information-points: it is assessed for each message (from not

relevant=0 to very high=5).

2. the sensitiveness of each audience is assessed: this depends both on the message and

the vehicle used to convey it: accordingly, a matrix to assess them by audience has been

set up (details in Annex).14

The following audiences are considered: Industry, Academy,

NCPs, NGOs, Nano-consumers, Media, Schools, Educated Public, General Public.

3. communication outreach is evaluated in terms of percentage message coverage for

13

Main features of CORDIS surveys: http://user-survey.cordis.europa.eu/

More information on the size of target audience amongst the CORDIS registered users by the strings

NMP and nanotechs in http://stats-

cordis.mainstrat.com/logs/php/index.php?mode=day&year=2008&month=11&week=&d=20081105&sec

tion=OtherIndicators More information on visits to FP7-NMP is available under http://stats-cordis.mainstrat.com/logs/php/servicios/index.php?mode=month&d=&month=10&year=2008&week=&service=302&service=307&section=Generales (update: October 2008) 14

Its basic pattern has been evicted from literature and field studies, see Annex (CITIZENS’

DECLARATION ON THE CITY OF TOMORROW (2005); WEB LINKS: COMMUNICATION PLAN

(2),(3), (5), (9), (21) (26), (30); WEB LINKS: COMMUNICATION VEHICLES for AUDIENCES, (4),

(9), (12), (13), (18), (27, pp.17-19) ), and assessed by informal networks of governance experts.

http://user-survey.cordis.europa.eu/

http://stats-cordis.mainstrat.com/logs/php/index.php?mode=day&year=2008&month=11&week=&d=20081105&section=OtherIndicators



http://stats-cordis.mainstrat.com/logs/php/servicios/index.php?mode=month&d=&month=10&year=2008&week=&service=302&service=307&section=Generales



22

each vehicle per audience. Then average outreach of main audiences is calculated. This

allows to assess the average outreach for the given audiences related to each message

conveyed via a certain vehicle, eg. Info on fundamentals via print material. This

measure gives an idea of how effective is communication for a given set of audiences,

and how effectively a message (and its related content of information) is conveyed via a

given vehicle for an average of audiences.

Outreach Formula :

COMMUNICATION OUTREACH ( (audience, message, vehicle)) =

= SENSITIVENESS ((audience, vehicle, message) * INFO CONTENT (

(message, vehicle))

Results in terms of average Outreach Coverage by vehicle: overall, each can be

reached in different ways; according to the vehicle used and the message conveyed,

different degree of outreach are achieved. Values are calculated for each audience, then

averaged. All this reflects the communication choice developed so far by the EC.

- Messages: overall, the main messages of the current communication activities are

expected to be focussed on Project/Call-specific info, Applications & Markets and

S&T info, while General information is slightly less and Fundamentals is by far the less

represented.

- Vehicles: overall, Print material and Webs are expected to be the vehicle most used,

while Events and Audiovisuals are less used. While Print material, Webs and Events

cover well messages such as Project/Call-specific info, Applications & Markets, S&T

info and General information, Audiovisuals well communicate on Fundamentals and

Application & Markets.

- Audiences: communication addressing schools, media, NGOs, Nano-consumers and

general public is less effective than that addressing scientists, industry, educated

public. Accordingly, dedicated actions and associated vehicles should be put in place by

the EC.

Analysis of the results

i) SCIENTISTS/ACADEMY: Project/Call-specific info, and S&T info take clearly

the lion’s share, while General information , Applications & Markets and Fundamentals

show very little importance; Print material, Webs, Events cover quite well these

messages, while Audiovisuals less: overall, the outreach is good, well equilibrated and

satisfying, although Audiovisuals use could be improved;

ii) INDUSTRY: Applications & Markets, Project/Call-specific info and S&T info

are more important, while General information less important and Fundamentals shows

no importance; Print material, Webs and Events are more important than

Audiovisuals: overall, the outreach is good, well equilibrated and satisfying, although

Audiovisuals use could be improved;

iii) NATIONAL CONTACT POINTS: Project/Call-specific info, Applications &

Markets, and General information are by far more important than S&T info and

23

Fundamentals; Print material, Webs, Events and Audiovisuals are efficiently used:

overall, the outreach is quite good, although use of Audiovisuals and Web should be

improved.

iv) SENSITIVE NGOs: Project/Call-specific info, Applications & Markets, are by

far more important than General information, S&T info and Fundamentals; Print

material, Webs, Events and Audiovisuals are efficiently used: overall, the outreach is

quite good, although use of Audiovisuals, Print material and Web should be

improved.

iv) NANO-CONSUMERS: Project/Call-specific info, Applications & Markets,

S&T info are by far more important than General information, and Fundamentals; Print

material, Webs, Events and Audiovisuals are efficiently used: overall, the outreach is

good, although use of Audiovisuals, Print material and Web should be improved.

v) SCHOOLS: Fundamentals, Applications & Markets are by far more important;

Audiovisuals and Events are used quite efficiently, although their use could be

expanded; Print material and Webs are not properly addressed: overall, the outreach

should be improved, basically through Web, Print material and Audiovisuals.

vi) EDUCATED PUBLIC: Applications & Markets, S&T info and Fundamentals

are slightly more important than Project/Call-specific info and General information,;

Print material, Webs, Events and Audiovisuals are efficiently used: overall, the

outreach is moderately good, but the use of the Web shuld be improved.

vi) GENERAL PUBLIC: Applications & Markets and Fundamentals are clearly

more important than S&T info Project/Call-specific info and General information;

Audiovisuals and Events are quite efficiently used together with Print material and

Webs: overall, the outreach is quite good, although use of Audiovisuals, Web and

Print material should be improved.

vii) MEDIA: Applications & Markets and Fundamentals are more important than

S&T info Project/Call-specific info and General information; Audiovisuals and Events

are use with Print material and Webs: overall, the outreach is moderately good,

especially for specialised scientific media, although use of Audiovisuals, Web and

Print material should be significantly improved, to reach more effectively mass media.

24

Figures and data

Coverage MESSAGE by VEHICLE

0

4

8Fundamentals on N&N

General Information

Project-specific InfoS&T

Applications & Markets

PRINT MATERIAL

WEBS

EVENTS

AUDIOVISUALS

25

COMMUNICATION OUTREACH by AUDIENCE

Effective communication to SCIENTISTS/ACADEMY

0

20

40

Fundamentals

General information

Project/Call-specific infoS&T info

Applications & markets

PRINT

WEB

EVENTS

AUDIOVISUALS

Effective communication to INDUSTRY

0

20

40

Fundamentals

General information



PRINT

WEB

EVENTS

AUDIOVISUALS

26

Effective communication to NATIONAL CONTACT POINTS (NCPs)

0

20

40

Fundamentals

General information



PRINT

WEB

EVENTS

AUDIOVISUALS

Effective communication to NGOs

0

20

40

Fundamentals

General information



PRINT

WEB

EVENTS

AUDIOVISUALS

27

Effective communication to NANO-CONSUMERS

0

20

40

Fundamentals

General information



PRINT

WEB

EVENTS

AUDIOVISUALS

Effective communication to SCHOOLS

0

10

20

30

Fundamentals

General information



AUDIOVISUALS

EVENTS

PRINT

WEB

28

Effective communication to EDUCATED PUBLIC

0

20

40

Fundamentals

General information



PRINT

WEB

EVENTS

AUDIOVISUALS

Effective communication to GENERAL PUBLIC

0

7

14

Fundamentals

General information



AUDIOVISUALS

EVENTS

PRINT

WEB

29

Effective communication to MEDIA

0

10

20

30

Fundamentals

General information



AUDIOVISUALS

EVENTS

PRINT

WEB

30

Info content by message and vehicle

Information

content

Very high = 5

High = 4

Medium = 3

Low = 2

Very low = 1

Not relevant = 0

INFO CONTENT by MESSAGE for VEHICLE (2003-2007)

Communication products Message

FUNDAMENTALS

on N&N GENERAL

INFORMATION PROJECT-SPECIFIC

S&T INFO

APPLICATIONS & MARKETS

PRINT MATERIAL

Booklets Nanotechnology : innovation for a future world 5 4 2 3 5

Nanotechnology & Nanoscience: Action Plan 2005-2009 0 3 1 0 1

Towards an EU strategy for Nanotechnology 0 4 1 0 1

Nanotechnology in the ERA ( and 6 annexes) 0 1 5 4 4

Poster Nanotechnology in Europe 0 1 0 0 0

Reports

EU Technology Platform on Nanomedicine 0 2 5 4 4

Vision 2020: Nanoelectronics at the centre of change 0 2 5 4 4

Magazine RTD Articles & contributions on Nanotech & Nanosciences 1 2 5 4 4

Project-specific project summaries & leaflets 0 1 5 4 4

TOTAL INFO-POINTS 1,5 5 7,25 5,75 6,75

AUDIOVISUALS Video "NANO: the next dimension" for all public 5 3 2 3 5

Video "NANOTECHNOLOGY" for kids 5 4 1 0 4

Power point presentations of FP6 projects 0 2 5 4 4

Power point presentation for kids: "How to explain nano?" 5 3 0 1 3

TOTAL INFO-POINTS 3,75 3 2 2 4

EVENTS Euronanoforum 2003 (proceedings & posters) 1 2 5 5 4

Museums (eg.Nanodialogue) 5 3 1 3 5

TOTAL INFO-POINTS 3 2,5 3 4 4,5

WEBS http://www.cordis.lu/nanotechnology/; 1 4 5 5 4

www.nanoforum.org 1 4 5 5 4

TOTAL INFO-POINTS 1 4 5 5 4

Total score FUNDAMENTALS

on N&N GENERAL

INFORMATION PROJECT-SPECIFIC

S&T INFO

APPLICATIONS & MARKETS

PRINT MATERIAL 1,5 5 7,25 5,75 6,75

AUDIOVISUALS 3,75 3 2 2 4

EVENTS 3 2,5 3 4 4,5

WEBS 1 4 5 5 4

PARTICIPATORY MECHANISMS Announcement of

the Conference on the web

Applicants to the

conference

Citizens’ concerns & expectations on nanotechs

Identification of what

citizens’ need to know on nanotechs

31

Communication sensitiveness by audience

GOAL: APPROPRIATE COMMUNICATION SENSITIVINESS by VEHICLE for Audience

Target AUDIENCE

SCIENTISTS/ACADEMY

Vehicle PRINT AUDIOVISUALS EVENTS WEB

Message

Fundamentals 0 1 0 0

General information 1 1 2 2

Project/Call-specific info 5 3 4 5

S&T info 5 3 5 5

Applications & markets 1 1 0 2

Target AUDIENCE

INDUSTRY


Message




S&T info 4 3 4 4


Target AUDIENCE

NATIONAL CONTACT POINTS (NCPs)


Message




S&T info 1 2 2 1


Target AUDIENCE

SENSITIVE NGOs (env, consum, eth)


Message




32

S&T info 1 3 2 1


Target AUDIENCE NANO-CONSUMERS (medical,

industry)


Message




S&T info 3 3 3 5


Target AUDIENCE

SCHOOLS


Message




S&T info 0 0 0 0


Target AUDIENCE

EDUCATED PUBLIC (STUDENTS)


Message




S&T info 2 4 3 4


Target AUDIENCE

GENERAL PUBLIC


Message




S&T info 0 1 0 0


Target AUDIENCE

33

MEDIA


Message




S&T info 0 2 2 0


34

Communication Outreach by audience

EFFECTIVE AUDIENCE COVERAGE =

SENSITIVENESS * INFO CONTENT

Target AUDIENCE

SCIENTISTS/ACADEMY


Message

Fundamentals 0 3,75 0 0


Project/Call-specific info 36,25 6 12 25

S&T info 28,75 17,25 20 25

Applications & markets 6,75 6,75 0 8

Target AUDIENCE

INDUSTRY


Message




S&T info 23 6 16 20

Applications & markets 33,75 20 22,5 20

Target AUDIENCE



Message



Project/Call-specific info 36,25 10 15 25

S&T info 5,75 4 8 5

Applications & markets 20,25 16 18 16

Target AUDIENCE



Message




S&T info 5,75 6 8 5


35


industry)


Message




S&T info 17,25 6 12 25


Target AUDIENCE

SCHOOLS


Message

Fundamentals 7,5 18,75 15 4

General information 5 9 7,5 8


S&T info 0 0 0 0

Applications & markets 20,25 20 18 12

Target AUDIENCE



Message




S&T info 11,5 8 12 20


Target AUDIENCE

GENERAL PUBLIC


Message

Fundamentals 1,5 11,25 9 1



S&T info 0 2 0 0


Target AUDIENCE

MEDIA


36

Message




S&T info 0 4 8 0

Applications & markets 27 20 22,5 16

37

Audience coverage

EFFECTIVE AUDIENCE COVERAGE =

SENSITIVINESS * INFO CONTENT

Target AUDIENCE

SCIENTISTS/ACADEMY


Message




S&T info 115 69 25 50


Target AUDIENCE

INDUSTRY


Message




S&T info 92 24 20 40


Target AUDIENCE



Message




S&T info 23 16 10 10


Target AUDIENCE



Message




S&T info 23 24 10 10


38


industry)


Message




S&T info 69 24 15 50


Target AUDIENCE

SCHOOLS


Message




S&T info 0 0 0 0


Target AUDIENCE



Message




S&T info 46 32 15 40


Target AUDIENCE

GENERAL PUBLIC


Message




S&T info 0 8 0 0


Target AUDIENCE

MEDIA


39

Message




S&T info 0 16 10 0


40

EC-developed communication and dialogue outreach by product and audience

EC developed communication and dialogue outreach by product

2.005 2.006 2.007 2.008

Audiovisuals 1.420 3.140 3.440 2.240

School material 1.200 1.420 2.110 1.830

Printed material 1.245 2.459 3.520 2.890

Events 23.720 34.115 27.145 35.606

Web 37.200 42.150 193.395 96.066

Exhibitions 30.000 330.000 1.130.000 430.000

totals 66.790 85.290 231.617 140.640 524.337

EC developed communication and dialogue outreach by audience

2.005 2.006 2.007 2.008

Journalists 210 1.820 1.920 1.020

Youngsters 3.410 2.740 3.630 3.150

NCP 1.245 2.459 3.520 2.890

Industry 3.720 4.115 5.145 5.606

Researchers 37.200 42.150 193.395 93.066

Lay public 30.000 330.000 830.000 830.000

totals 47.790 55.290 209.617 107.740 420.437

EC developed outreach on dialogue by product

2.005 2.006 2.007 2.008

Open web consultation - - 320 145

Scientific events 3.372 5.115 4.145 4.606

Exhibitions and events 310 3.121 8.014 1.400

totals 5.377 7.121 6.472 6.759 25.729

41

Assessing outreach: measure of the TV media impact

Experience shows that it will not be possible to track all broadcasting made by all target TV stations.

The nature of the distribution model, using large feeds such as the Eurovision World Feed, would

make it impossible to identify all individual broadcastings made by TV stations. The distribution of

the audiovisuals will of course known, the effective broadcasting not. Only a number of these

broadcastings, constituting a lower bound of success, will be tracked with the help of the network of

correspondents at the TV stations.

The NANO-TV project will therefore perform a quantitative analysis of the overall media impact of its

distribution and broadcasting activities, in order to provide the NMP Theme with a non-trivial, critical

assessment of the project results, on the basis of audience data and of a series of media indicators.

Two different sets of indicators will be defined and measured:

Audience indicators, providing basic information on actual broadcasts and audience data

Performance indicators, aiming to provide a quantitative assessment of media relevance and

thoroughness of the actual broadcastings.

A. Audience indicators

The project will implement several instruments to assess and measure the overall media impact of the

project. The first, necessary step to perform these measures is the collection of data regarding the

highest possible number of broadcast of project’s VNRs, their format, their duration, etc. These data

will be collected in model grids, called

1. B = Tables of broadcasting = information on NANO-TV broadcasting on all European

target TV station in period P (P=lifetime of the project).

These tables will contain basic data on broadcastings, such as time, channel, program,

audience, etc. and will provide accurate information on the media penetration capacity of the

project and will constitute the main performance indicators about the effective success of

distribution and broadcasting achieved by the project. The data contained in the tables are:

Name and country of the TV station.

Name and time of the program

Name of the NANO-TV broadcast film(s) broadcasted

Type of edit made by the TV station

Audience data, if available.

These tables have already been successfully provided by the NANO-TV partnership in other

similar EU-funded initiatives.

On the basis of the tables of broadcasting, listing all project broadcastings, the overall audience reach

of the project will be calculated according to the following formula:

42

2. A = Audience = sum of audience data of all effectively broadcast VNRs on all TV stations

in period P (P=lifetime of the project)

The audience A will be provided in an aggregated form and will give information about the

total audience reach of the NANO-TV audiovisuals. However, this indicator can be further

broken down per country, per VNRs, per type of program, etc, in order to provide an

analytical assessment of the audience reach of NANO-TV audiovisuals. Audience is a very

basic indicator for TV media. NANO-TV will collect for each registered broadcast the

audience data of the programming segment where the video has been effectively broadcast,

where possible. Alternatively, average audience data based on historical series will be

retrieved. This work shall be carried out in co-operation with the partner TV stations from the

very beginning of the project.

B. Media indicators

In addition to the performance indicators, and in particular to the tables of broadcasting, the project

will try to perform quantitative analysis of its audience reach, through the implementation of a number

of media indicators.

The assumption for the development of new media indicators is the belief that audience data are not

fully representative of the quality of the message which has reached the final user, i.e. the TV

watchers. This can be easily assessed by analysing the typical use of the delivered VNRs made by TV

stations:

News can reach a larger audience on a larger number of TV channels. They target the

news/information segment, are short, they can be produced in large number and address a

very large number of topics and issues, and can be easily inserted into a variety of

programming slots. They can be more easily handled by multipliers and exchanges, such as

the Eurovision. On the other side, reportages of the (typical) duration of 3 minutes can just

bring forward basic messages, and often do not have the strength to ―go inside‖ the message

they refer to. News treatment is thus positioned in that grey area between information and

communication, depending on the way TV broadcasters treat them.

Longer, edited documentaries (features) packaged on the delivered VNR footage and

materials have a more limited audience, as they are non-editable stuff, and impose to the TV

broadcasters a pre-defined editorial vision. Under this point of view, they have a much

smaller market than news. As a consequence, one should expect that the audience reached by

fully edited documentaries is much smaller in absolute terms than the one made by news.

Additional difficulties are constituted by price (they are more expensive to produce than

simple news) and language (which voiceover?). On the other side, a long documentary can

much better represent the message to be carried across the media, and explore with a very

high degree of accuracy all aspects connected to the treated issues.

43

It is clear that we are in the presence of two very different models of communication. We will

tentatively define two main new indicators aiming to give quantitative representation to the model

described above and exemplified in the graph below:

The project will calculate and deliver two different indicators measuring the impact of the

broadcasting on its audience:

3. M = Media relevance = number of registered broadcasts in period P / duration of period

P (P=lifetime of the project)

This indicator gives a measure of the media relevance for each audiovisual distributed and

broadcast by the totality of European TV stations. High values of M imply a large interest on

the subject by the media. Period P will be typically a time window of about 8 to 10 weeks

from their initial distribution date. We expect high values of M for news treatment, less for

longer reportages. The calculation of M shall be seen in a wider perspective, as it can provide

in the medium-term the Commission Services and the Editorial Committee with additional

guidance about the themes and the treatments which are most attractive for the TV media. Last

but not least, M can be broken down per country, type of TV stations and a variety of way,

and provide information about local impact of the audiovisuals. In a normalised scale from 0

to 1, which will be adopted by the project, values superior to 0.7 would be considered

indication of a very successful media coverage for a given audiovisual productions.

4. T = Thoroughness = average duration of registered broadcasts in period P / duration of

period P (P=lifetime of the project)

This indicator monitors the duration of the reportages as they appeared in TV programs. By

dividing the average duration of broadcasts for the period P (again, typically between 8 and 10

weeks from their distribution), we obtain a raw indication of the way a subject has been

treated. We experienced that TV stations can build rather long reportages on the basis on the

audiovisual and supporting information delivered to them. We expect high values of T for

long reportages, less for news treatment. In a normalised scale from 0 to 1, which will be

adopted by the project, values superior to 0.7 would be considered indication of a very

successful accuracy and wish to get inside the subject for a given audiovisual productions

Audience reach

Accuracy and

thoroughness

Features

News

44

High values of T indicate a high thematic interest by the media, and a wish to go more in-depth in

understanding and knowledge.

As for M, also this indicator can be used by the Commission Services and the Editorial Committee to

fine tune commitment and guide the thematic choice of subjects for broadcasters.

Other aggregated indicators, to be calculated on the basis of the four basic quantities A, B, M and T

and their derivates, might be developed by the project during its lifetime.

Comparison of these two indicators, at the end of the project, will provide a fair photography on how

TV media perceive the issues put forward by the through audiovisual dissemination.

C. AUDIENCE DATA

On the basis of previous experiences we can make an a priori estimate of the total audience of

the NANO-TV broadcasts per each of the three main distribution channels we operate on.

Communication activities via television media require specific attention. In fact, news can

reach a larger audience on a bigger number of TV channels, targeting the news/information

segment: they are short, they can be produced in great quantity and they address a very large

number of topics and issues. News also has the added advantage of fitting into a variety of

programming slots easily. They are very versatile when handled by multipliers and

communication gateways, such as the Eurovision. On the other hand, reportages in form of

―teasers‖ with a typical duration of 3 minutes can just bring forward basic messages, and

often do not have the strength to ―go inside‖ the message they refer to. So TV news occupies

a kind of grey area between straight information and communication, depending on the way

broadcasters use the footage.

Anyway, there is a downside to longer, edited documentaries (features) packaged like a full-

edition video footage and materials: they have a more limited audience, as they are non-

editable and they tend to impose a pre-defined editorial vision on broadcasters. From this

point of view, they have a much smaller market than news. As a consequence, one should

expect that the audience reached by fully edited documentaries will turn out to be much

smaller than the audience reached by news. Costs (documentaries are more expensive to

produce than straight news) and language (voiceovers need to be translated) are additional

difficulties. On the other hand, a long documentary can put the message across much better,

and explore many more angles of an issue with far greater accuracy.

According to these considerations, an adjustment formula has been applied to each of the ten

Video News Releases (VNRs) of NANO TV (an additional four of them, which will target

young people, are not taken into account here). This is meant to avoid an artificial inflation of

the VNRs’ audience. For instance, if we take Euronews as the leading gateway for NANO TV

distribution, we can safely say each 4-minute long VNR broadcast in 8 languages from a

previous similar series reached an audience of 7 million people. Since, on a weekly average,

Euronews broadcasts the same video between 10 and 20 times over, and since Euronews’

audience is known to have a high turnover, audience data of any single VNR on a weekly

basis dramatically increases up to an estimated 20-25 million people, a figure which takes the

audience correction factor into account already.

45

However, a significant share of the same audience on such an international gateway (which is

known to reach 244 million households) is overlapping and will be reached almost ten times.

Assuming that more broadcasts do generate an increasing feedback and dialogue within the

same audience, this should guarantee an increased quality of the expected feedback and

dialogue. By applying the same adjustment formula to the whole set of 10 VNRs and by

taking these overlaps into account, we can estimate a total outreach of around 35 to 40 million

people on Euronews only.

When it comes to the Eurovision/EBU gateway, which is another other distribution pillar of

NANO TV, this would allow to reach an average of 8 national channels per VNR, accounting

for an average audience of about 3 million people each. These broadcasts are generally longer

and closer to a talk show approach. So the associated overall broadcasts of fourteen VNRs can

reach an estimated audience of about 21 million people, if an audience overlap, as mentioned

above, is taken into account again.

Finally, the one-to-one distribution strategy (the third pillar of NANO TV media distribution)

accounts for an average audience of about 3 million viewers per VNRs, bringing the total

estimated audience for broadcasts generated by this distribution channel to another 21 million

people, according to the same correction pattern adopted for broadcasts generated by the

Eurovision/EBU distribution.

Considering that the production and distribution of NANO TV’s videos will take place

between 2009 and 2011, the total figures for television outreach over this whole period can be

prudently estimated at around 82 million people, as summarised in the following table.

Table 15. NANO TV annual outreach via television channels and gateways (2009-2011)15

Distribution

channels/gateways Euronews

EBU/Eurovision

Worldfeeds

One-to-One

communication to TV

networks

Estimated

audience per item

20-25 million people Approx. 3 million people Approx. 3 million people

Estimated audience per item

35-40 million people

(for approx. 60% of

delivered VNRs)

Approx. 21 million people Approx. 21 million people

TOTAL AUDIENCE (2009-

2011)

Approx. 82 million people

Number of TV stations

actually broadcasting

1

(for approx. 60% of

delivered VNRs)

From 5 to 10 (from

youris.com historical

series)

From 4 to 8 (from

youris.com historical series)

15

Personal Communication from Ing. Mario Martinoli, coordinator NANOTV.

46

Distribution

channels/gateways Euronews

EBU/Eurovision

Worldfeeds

One-to-One

communication to TV

networks

Target

News / Features Mostly News Mostly Features

Languages

9

(English, French,

German, Spanish, Italian,

Portuguese, Russian,

Arab, Turkish)

All, but depending on

downloads

All, but depending on

contacts

Broadcasting time span from

distribution

1 week

Several months Several months

Tracking of broadcasting

Complete Complete up to 6 weeks

from satellite broadcasting

Complete for TV channels

providing data

An overall 20% figure can be assumed for feedback outreach (around 16 million people),

while outreach figures for active dialogue can be estimated at 2% of this amount, around

300,000 people.

47

Assessing outreach: estimated measures of TV media impact

48

Country TV Station

The

Ecologic

Way to

Paradise

Comm.

Heritage

Turns

Green

Growing

Ecologic

Buildings

A Green

Energy

I Drive

with

Your

Waste

Stop

Wasting

the

Waste

The

Waltz of

the

Mirrors

Grey

Water to

Heat my

Apart.

Heat

from the

Centre of

the Earth

The End

of Fossil

Energy

Hydrog.

Test

Drive

Power

from the

Islands

TOTAL

27 June

2008

27 June

2008

27 June

2008

2 July

2008

2 July

2008

2 July

2008

16 July

2008

21 Oct.

2008

21 Oct.

2008

22 Oct.

2008

22 Oct.

2008

23 Oct.

2008

ALGERIA Enterprise Nationale

de Television YES YES YES 3

ALGERIA Télédiffusion

d’Algerie YES YES 2

BELGIUM TV Oost Vlaanderen

NV YES 1

BELGIUM Vlaamse Radio en

Televisieomroep YES YES YES 3

CHINA China Central

Television YES 1

CROATIA Hrvatska

Radiotelevizija YES YES YES YES YES 5

CROATIA Kapital Network YES 1

CZECH

REPUBLIC Ceska Televize YES YES YES YES YES YES YES YES YES YES 10

EGYPT Ana YES YES YES YES YES 5

EUROPE Euronews YES YES YES YES YES YES YES 7

FINLAND Yleisradio Oy YES YES YES 3

FRANCE France 3 YES 1

FRANCE Canal+ YES 1

FRANCE Métropole 6 YES 1

GERMANY TVT.media GmbH YES 1

GERMANY Pro Sieben YES YES 2

49

Country TV Station

The

Ecologic

Way to

Paradise

Comm.

Heritage

Turns

Green

Growing

Ecologic

Buildings

A Green

Energy

I Drive

with

Your

Waste

Stop

Wasting

the

Waste

The

Waltz of

the

Mirrors

Grey

Water to

Heat my

Apart.

Heat

from the

Centre of

the Earth

The End

of Fossil

Energy

Hydrog.

Test

Drive

Power

from the

Islands

TOTAL

27 June

2008

27 June

2008

27 June

2008

2 July

2008

2 July

2008

2 July

2008

16 July

2008

21 Oct.

2008

21 Oct.

2008

22 Oct.

2008

22 Oct.

2008

23 Oct.

2008

GERMANY Phoenix (joint ARD-

ZDF venture) YES 1

GERMANY ZDF YES 1

IRELAND Radio Telefis

Eireann YES YES 2

ISRAEL Israel Broadcasting

Authority YES 1

ISRAEL The Sports Channel YES 1

LUXEMB. Broadcasting Center

Europe YES YES YES 3

LUXEMB. CLT Multi Media YES YES 2

MALTA GO plc YES 1

MEXICO

Productora y

Comercializadora de

Television S.A.

YES YES YES YES YES 5

MONTE

NEGRO

Radiotelevisija Crne

Gore YES 1

NEW

ZEALAND

Television New

Zealand Ltd. YES YES YES 3

NORWAY Norsk

Rikskringkasting As YES 1

POLAND Telewizja Polska SA YES 1

PORTUGAL Radiotelevisao

Portuguesa Ep YES YES YES YES YES YES YES YES YES YES YES YES 12

PORTUGAL

Sociedade

Independente de

Comunicacao S.A.

YES YES YES YES 4

SAN

MARINO San Marino RTV YES YES YES 3

SERBIA RTS YES YES YES YES 4

SPAIN TVE YES YES YES YES 4

50

Country TV Station

The

Ecologic

Way to

Paradise

Comm.

Heritage

Turns

Green

Growing

Ecologic

Buildings

A Green

Energy

I Drive

with

Your

Waste

Stop

Wasting

the

Waste

The

Waltz of

the

Mirrors

Grey

Water to

Heat my

Apart.

Heat

from the

Centre of

the Earth

The End

of Fossil

Energy

Hydrog.

Test

Drive

Power

from the

Islands

TOTAL

27 June

2008

27 June

2008

27 June

2008

2 July

2008

2 July

2008

2 July

2008

16 July

2008

21 Oct.

2008

21 Oct.

2008

22 Oct.

2008

22 Oct.

2008

23 Oct.

2008

SPAIN Canal 4 Castilla y

Leon YES YES YES 3

SWITZER

LAND

Dominique Curchod

Communications

S.A.

YES 1

SWITZER

LAND EBU YES YES YES YES YES YES YES YES YES YES YES YES 12

TURKEY CAN YES YES 2

TURKEY GYG YES YES 2

UNITED

KINGDOM BBC YES 1

UNITED

STATES OF

AMERICA

NBC YES 1

TOTAL

8 8 6 8 8 6 12 10 10 14 17 12 119

51

Overall communication outreach (2009-2011)

OUTREACH MEASURED AS COVERAGE, FEEDBACK

AND DIALOGUE VIA MULTIPLIER-AUDIENCES (Figures represent end-audiences (E), i.e. citizens, attained via multiplier-audiences )

Legenda:

OUTPUT Coverage

OUTTAKE Feedback

OUTCOME Dialogue

MULTIPLIER-AUDIENCES

A.

SCHOOLS B. SCIENCE

CENTRES C. MEDIA D. SCIENTISTS /

INDUSTRY / BUSINESS E.

NGOs F. POLICY MAKERS

Activity

1 630.000 15.000

50.000 13.500

9.045

1.350

422.100 12.000

12.500 7.920

5.306

792

105.525 6.000

2.500 3.960

2.653

396

2 3.925.032 855.821

37.500 6.750

6.750

1.200

2.653.456 580.960

9.375 3.960

3.960

600

560.525 131.751

1.875 1.980

1.980

240

2.1 75.600 3.021

56.700 2.024

51.030 506

2.2 75.600 18.000

56.700 12.060

22.680 3.015

2.3 65.016 75.600

56.564 56.700

50.908 22.680

2.4 56.700 75.600

51.030 56.700

20.412 22.680

2.5 56.700 20.300

51.030 13.601

20.412 3.400

52

2.6 75.600 720.000

56.700 482.400

51.030 96.480

2.7 56.700

51.030

20.412

2.8 2.010.000

1.346.700

336.675

2.9 345.000

231.150

115.575

2.10 56.700

51.030

20.412

2.11 6.000

5.100

2.040

2.12 1.260.000

844.200

42.210

2.13 550.000

368.500

20.268

3 3.000 2.417.700

2.723 1.500

23.438

3.750

900 1.633.980

817 750

15.703

1.875

90 474.702

82 300

3.926

750

3.1 2.010.000

1.346.700

336.675

3.2 345.000

231.150

115.575

3.3 56.700

51.030

20.412

53

3.4 6.000

5.100

2.040

4 2.700 1.920.000

8.250 7.500

25.000

2.250

810 1.286.400

2.475 3.750

16.750

1.125

81 51.456

248 1.500

4.188

450

5 820.000

5.000 18.000

25.000

11.250

549.400

3.750 10.800

16.750

5.625

21.976

2.813 8.100

4.188

2.250

6 550.000

16.500 13.500

50.000

5.625

368.500

4.950 8.100

33.500

2.813

20.268

495 6.075

8.375

1.125

7 15.000

5.000 31.250

11.250

8.438

3.000

3.750 20.938

5.625

4.219

300

2.813 5.234

2.250

1.688

8 15.000

82.000.000 125.000

11.250

3.750

4.500

16.000.660 83.750

5.625

1.875

450

300.812 20.938

2.250

750

9 904.200

9.500.000 125.000

250.000

3.750

605.814

3.800.000 83.750

167.500

1.875

12.116

2.850.000 20.938

41.875

750

10 15.000

9.900 250.000

170.544

62.500

4.500

2.970 167.500

85.272

41.875

450

297 41.875

63.962

10.469

11 9.900 7.500

25.000

127.908

2.970 3.750

16.750

63.954

297 1.500

4.188

47.971

12 7.500 25.000

10.125

3.750 16.750

5.063

1.500 4.188

2.025

13 250.000

54

10.125

167.500 5.063

41.875 2.025

14 112.200

56.100

42.080

15 125.000

83.750

20.938

16 125.000

83.750

20.938

Totals years 2009-2011

A.

SCHOOLS B.

SCIENCE CENTRES C.

MEDIA D. SCIENTISTS/

INDUSTRY/BUSINESS E.

NGOs D.

POLICY MAKERS

4.560.162 7.527.721

91.644.773 1.123.888

588.214

249.883

3.077.095 5.049.054

19.844.217 725.958

359.970

135.684

666.203 719.469

3.162.231 223.765

136.640

70.461

Legenda: Grand Totals

OUTPUT Coverage Coverage 105.694.640

OUTTAKE Feedback Feedback 29.191.977

OUTCOME Dialogue Dialogue 4.978.769

ratio Feedback / Coverage (%) 27,6

ratio Dialogue / Coverage (%) 4,7

55

Essential bibliography

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www.nanotech.org.uk.

BMRB international (2007), Public perceptions about nanotechnology: risks, benefits and trust,

London, 2007, in www.nanotech.org.uk.

Bonazzi, M. (2009A): "Communication outreach in nanotechnology: focus on young audiences",

EuroNanoForum2009,, proceedings, poster n° 169, http://www.czech-in.org/euronano/website/posters.pdf and

Bonazzi, M. (2009B): "EU communication outreach in nanotechnology: EC-funded projects", presentation and

article in session "New nano projects in the ECSITE network", ECSITE-Annual Conference 2009, Proceedings,

5-6 June 2009, p. 48, at http://www.ecsite-conference.net/content/user/File/2announcement2009final.pdf Bonazzi, M.(ed.), (2007A): Working paper resulting from the workshop on: Strategy for communication

outreach in nanotechnology,, EC, Brussels, 6th

February 2007,


Bonazzi, M. and Palumbo, J. (eds.), (2007): Report from the workshop - Communication Outreach in

Nanotechnology: from recommendation to action,, EC, Brussels, 24-25th

October 2007,


Bonazzi, M. (2004): Survey on communication outreach in nanotechnology through National Contact Points,

European Commission, DG RTD G.4, internal working paper.

Capurro, R., (2004): "EGE Opinion No. 21: "Ethical Aspects of Nanomedicine", in

EURONANOFORUM 2007, March 2007; Brussels, 2007.

Capurro, R. (2004): "Reflections on Benefits, Risks, Ethical, Legal and Social Aspects of

Nanotechnology", in Nanoforum (2004), Brussels, 2004.

Cobb, M.D.; Macoubrie, J, (2002): "Public attitudes towards nanotechnology" (2002): Bainbridge,

W.S., J.Nanoparticle Res. 2002, 4 , 561-570.

Cobb, M.D.; Macoubrie, J, (2004): "Public perceptions about nanotechnology: risks, benefits and

trust". J.Nanoparticle Res., 2004, 6, 395-405.

Cobb, M.D.(2002): Public attitudes towards nanotechnology (2002): Bainbridge, London, 2002.

(La) Commission Nationale de l’Informatique et des Libertés (CNIL) has named its 2006 annual

report: ―Alerte à la société de surveillance‖ (―Alert to the Surveillance Society‖

http://www.cnil.fr/fileadmin/documents/La_CNIL/publications/CNIL-

27erapport-2006.pdf).

Crain, W.C. (1985): Theories of Development. Prentice-Hall. pp. 118-136.

EURONANOFORUM 2009, in http://www.euronanoforum2009.eu/

European Commission (2001): ―Europeans, Science and Technology‖ in Eurobarometer 55.2,

Brussels, December 2001;

http://www.nanotech.org.uk/

http://www.czech-in.org/euronano/website/posters.pdf

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56

European Commission (2004): Towards a European Strategy for Nanotechnology, COM(2004)338;

EC,

Brussels, 2004, at: http://cordis.europa.eu.int/nanotechnology/actionplan.htm

European Commission (2005): Nanosciences and nanotechnologies: An action plan for Europe 2005-

2009, COM (2005) 243 , EC, 2005, Brussels, at:


European Commission (2004): Nanotechnology: views of the general public (2004), EC, Brussels.

European Commission (2005): Nanosciences and nanotechnologies: An action plan for Europe 2005-

2009, COM(2005)243, Brussels, 2005.

European Commission (2006): "Europeans and Biotechnology in 2005: Patterns and Trends", in

Eurobarometer, Brussels, July 2006.

European Commission (2007): Communication outreach in nanotechnology: from recommendation to

action, EC, Brussels, 2007.

European Commission (2007): Strategy for communication outreach in nanotechnology, EC, Brussels.

European Commission (2007): Open consultation on a strategy for communication outreach in

nanotechnology, EC, Brussels, 2007.

European Commission (2009): Art and Science: creative fusion, EC, Brussels, 2009.

EURONANOFORUM (2004) Ethical Aspects of Nanomedicine,

http://www.capurro.de/nanoethics.html.

Gaskell, G.; Allum, N.; Stares, S. (2003): Europeans and Biotechnology in 2002: Eurobarometer 58.0;

Methodology Institute, London School of Economics, London U.K.

Gilligan, C. (1977). "In a Different Voice: Women's Conceptions of Self and Morality". Harvard

Educational Review, 47.

Lemoine, P. (2006), Nanotechnologie, Informatique et Libertés, Communication du 12 janvier 2006 -

special report on Nanotechnology, privacy and data protection, CNIL, Paris, 2006.

http://www.cnil.fr/fileadmin/documents/approfondir/dossier/technologies/Com-phl-

Nanotechnologies.pdf

NANODIALOGUE (2007) "Nano-technologies and Nanosciences: A discussion of ethical, legal and

social aspects", Nanodialogue final Conference, 5th February 2007, Brussels, 2007.

NANODIALOGUE (2007) "Nano-technologies and Nanosciences", Nanodialogue final Conference,

5th February 2007, Brussels, 2007.

NANOLOGUE (2007), Europe-wide dialogue on benefits, risks and social, ethical and legal

implications of nanotechnology. at: www.nanologue.net/

NANOTOTOUCH Annex I, Description of Work, contract n°, NMP-CSA-2-233473, EC, DG RTD,

G.4 Brussels

NANOTV Annex I, Description of Work, contract n°, NMP-CSA-2-233486, EC, DG RTD, G.4

Brussels



http://www.capurro.de/nanoethics.html

http://www.nanologue.net/

57

NANOYOU Annex I, Description of Work, contract n°, NMP-CSA-2-233433, EC, DG RTD, G.4

Brussels

Piaget, J. (1932): The moral Judgment of a Child

http://www.archive.org/details/moraljudgmentoft005613mbp

TA-Swiss project (2006): Swiss publifocus on nanotechnologies, (2006), in TA-SWISS, the Centre

for Technology Assessment

The European Group on Ethics in Science and New Technologies (EGE) advisory of the EC President,

(2007): Opinion on Nanomedicine at: http://ec.europa.eu/european_group_ethics/avis/index_en.htm

The Royal Society, (2004) "Effects of nanotechnology on the environment", Nanotechnology

Applications (http://www.understandingnano.com/nanotech-applications.html), London, 2004

The Royal Society (2007) Towards an RFID policy for Europe (http://ec.europa.eu/information

_society/policy/rfid/index_en.htm), London, 2007

TIMEFORNANO Annex I, Description of Work, contract n°, NMP-CSA-2-233481, EC, DG RTD, G.4

Brussels

http://www.ta-swiss.ch/e/

http://www.ta-swiss.ch/e/

http://www.understandingnano.com/nanotech-applications.html

58

Extensive bibliography

EVENTS: GOVERNANCE & SCIENCE in a knowledge-based EU society, (2005) EC seminar, SDME 02/136-137, 24-25 November 2005 COMMUNICATING RESEARCH(2005) international conference, Brussels, 14-15 November 2005 CITIZENS’ DECLARATION ON THE CITY OF TOMORROW (2005), presentation at the European Parliament, Brussels, 5 December 2005

BOOKS:

Carrada, A . (2005): Comunicare la Scienza, I quaderni del MdS, ITER Ed., Milano, Italy Workbook on Communication Management and Media Skills for Scientists & Engineers (2002), Foundation for Education, Science and Technology, adapted from notes of Jenny Metcalfe, Econnect, Sydney, Australia

Citizens as Partners (2001), OECE, Paris

REPORTS:

Science and Society (2000) report published by the House of Lords Select Committee Dialogue with the public: practical guidelines (2002) report published by the Research Councils

UK, People Science & Policy Ltd & Taylor Nelson Sofres

Excellence and Opportunity-Science and Innovation White Paper (2000), Office

for Science & Technology, UK, Ministry Industry & Trade, 2000

The “ten commandments” of nano-communication or how to deal with public

perception (2005), The Innovation Society Ltd, St.Gallen ½, Switzerland

Seminar Science and governance (2005): short presentation of projects, pp37-46, 49-65, 72-

77; EC, Brussels, November 2005

Bio to Nano: learning the lessons, interrogating the comparison (2004): working paper,

Lancaster University and Demos, Lancaster, UK

Big Picture on nanoscience (2005): issue 2, Wellcome Trust, London

The SPIN project: Strategic communication planning (2003): Independent Media institute,

San Francisco, U.S.A.

Making USGS information effective in the e-age, open-file Report (2003):, New York,

SciZmic, executive reports on viewpoint cards (2005): New York

Meeting of Minds, Results of Citizens’ convention (2005): information brochure and report,

Meeting of Minds Europe, Brussels

59

Communication planning for organizations (2003): Ministry of agriculture, food and rural

affairs, Ontario, Canada

Nanotechnology: opportunity and risks (2005): Trans-disciplinary case study, ETH,

Zurich, Switzerland

Nanotechnology, risk and sustainability (2005): progress report, Lancaster University and

Demos, Lancaster, UK

Smalltalk (2005); research policy, Parliament magazine, Brussels

SCA-IT convergence communication plan - vehicle analysis (2005): executive report,

USDA , New York

WEB LINKS: COMMUNICATION PLAN

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WEB-LINKS on NANO DEBATE

1) Center for Responsible Nanotechnology- The mission of CRN is to raise

awareness of the issues presented by nanotechnology> the benefits and dangers,

and the possibilities for responsible use.

2) ETC Group- Action group on erosion, technology and concentration

3) Encouraging early public engagement with nanotechnology- This research asks

whether the public debate around new technologies can be moved upstream, closer

to the heart of nanotechnology R&D processes. By looking at the development of

nanotechnology applications in healthcare, computing, energy, new materials and

cosmetics, the research aims to develop techniques for incorporating sustainability

considerations early in the development of the technologies and associated

regulatory processes.

4) Global Dialogue on Nanotechnology and the Poor - Opportunities and Risks- The

goals of the project are to raise awareness about the implications of

nanotechnology for the poor; close the gaps within and between sectors of society

to develop an action plan that addresses opportunities and risks; and identify ways

that science and technology can play an appropriate role in the development

process.

5) Greenpeace- Greenpeace is an independent non-profit global environmental

campaigning organization.

6) Hazards Magazine briefing on nanotechnology

7) ICON Environmental, Health and Safety Database- The world's first online

database of scientific findings related to the benefits and risks of nanotechnology.

8) Institute of Occupational Medicine Risk Assessment of Nanoparticles

9) International Council on Nanotechnology- ICON says its mission is to assess,

communicate, and reduce nanotechnology environmental and health risks while

maximizing its societal benefit.

10) NIOSH on Nanotechnology- Information on nanotech from the US National

Institute for Occupational Safety and Health.

11) NanoJury- The Nano Jury brought together twenty randomly-chosen people from

different backgrounds who heard evidence about a wide range of possible futures,

and the role that nanotechnologies might play in them. Over five weeks, the jurors

heard from a variety of witnesses with widely varying perspectives, which they

drew on in coming up with a set of recommendations. These will inform how

debates as to how this emerging and potentially revolutionary technology should

http://www.reef.crc.org.au/forcrcreef/CommunicationPlan.htm

http://nanotechweb.org/resources/follow/5527











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develop. It is sponsored by the IRC in Nanotechnology at the University of

Cambridge, Greenpeace UK, the Guardian and the Policy, Ethics and Life

Sciences Research Centre at the University of Newcastle.

12) Nanologue EU European dialogue project- Europe-wide dialogue launched on

benefits, risks and social, ethical and legal implications of nanotechnologies.

13) Nanotechnology and News Production - scientists', journalists' and editors' views-

This is an ESRC-funded project investigating the production and coverage of news

on nanotechnology as it applies to medicine. The project examines how scientists,

journalists, and editors, respectively, see their roles in the production of news on

nanotechnology and the key factors affecting press coverage. In exploring these

issues it aims to reveal the nature of the relationship between science and news

media and how this may shape coverage of science issues, and thereby advance

understanding of public responses to nanotechnologies.

14) Project on Emerging Nanotechnologies- Established in April 2005, the project is a

partnership between the Woodrow Wilson International Center for Scholars and

the Pew Charitable Trusts.

15) Safety of Nanomaterials Interdisciplinary Research Centre- The Safety of

Nanomaterials Interdisciplinary Research Centre (SnIRC) is based on existing

collaborations between the Institute of Occupational Medicine in Edinburgh, UK,

Napier University, UK, Aberdeen University, UK, Edinburgh University and the

US National Institute of Occupational Safety and Health (NIOSH).

16) Scientists for Global Responsibility (SGR)- SGR promotes ethical science and

technology - based on the principles of openness, accountability, peace, social

justice, and environmental sustainability. Our work involves research, education,

lobbying and providing a support network for ethically-concerned scientists.

17) The Center for Biological and Environmental Nanotechnology at Rice University,

US- The Center for Biological and Environmental Nanotechnology fosters the

development of this field through an integrated set of programs that aim to address

the scientific, technological, environmental, human resource, commercialization,

and societal barriers that hinder the transition from nanoscience to

nanotechnology.

18) The Ecologist- Established in 1970, The Ecologist is the world's longest running

environmental magazine. Published in London, The magazine is read in over 150

countries by people with an interest in environmental, social and economic issues.

19) The Royal Society and Royal Academy of Engineering (UK) study of

nanotechnology - The Royal Society and the Royal Academy of Engineering were

commissioned by the UK Government to investigate the potential benefits and

possible problems associated with nanotechnology and nanoscience. Find out the

results of the study here.

20) The University of Toronto Joint Centre for Bioethics (JCB)- The University of

Toronto Joint Centre for Bioethics (JCB) is a partnership between the University

of Toronto and affiliated hospitals. The JCB studies important ethical, health-

related topics through research and clinical activities. The JCB is a network of












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over 160 multidisciplinary professionals seeking to improve health care standards

at both national and international levels.

21) UK Health & Safety Executive- HSE says it wishes to interact with those

developing and using these new technologies to ensure that the knowledge of any

potential health and safety implications develops at the same time as

nanotechnologies are commercialised.

22) University of South Carolina NanoScience Studies - Societal and Ethical

Implications- A group of researchers at USC trained in a variety of disciplines who

pursue scholarly research and education about the societal, epistemological, and

ethical dimensions of nanotechnologies.

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to reach a member of the target audience. This is not so important when the ...

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