Understanding Identity in Science Communication: Building Connection and Trust
December Member Meet-Up
How do identity, culture, and belief shape the way people receive and interpret scientific information? Drawing on her research into how scientists perceive the social and cultural factors that influence public understanding, SWCC board member Tara Wood explores why acknowledging these dimensions is essential to effective science communication. This interactive discussion will examine how political, religious, and cultural identities affect trust and acceptance of science messaging, and how communicators can use that awareness to build more inclusive, resonant, and meaningful engagement with diverse audiences.
Date: Wednesday, December 10 from 12:00 pm to 1:00 pm ET via Zoom
Cost: Free to all members
Hosted by: Tara Wood (SWCC Conference Chair)
Born in Scotland, I grew up in rural Ontario and attended Concordia University in Tiohtià:ke / Montréal QC. My interests include examining how trust, beliefs, and identity shape public responses to issues like climate change, nuclear power, synthetic biology, and artificial intelligence—focusing on how these factors can inform science communication, scholarship, policy, and action in a polarized world. I was privileged to present a summary of my thesis: Public Knowledge of Climate Change in Canada - A Study of Canadian Climate Academics' and Science Communicators Perspectives at SWCC 2025. I am keen to contribute to SWCC’s vision and mission, especially its focus on empowering the public to make informed decisions and deepening trust in science. I can contribute the time and have valuable expertise in conference planning and implementation, as well as experience with board functioning and governance.
LinkedIn: https://www.linkedin.com/in/tara-h-wood/
