According to Zuzana Válková, a communication manager in IOCB Tech and IOCB Boston, modern science communication faces severe systemic hurdles during global crises, often leaving researchers exposed to public backlash, political attacks, and death threats without institutional backing.
The Communications Breakdown During Global Crises
During the COVID-19 pandemic, researchers were suddenly pulled from university lectures and academic labs to brief populations on fast-moving health threats. Válková notes that this dynamic places experts in an intensely dangerous position. According to Válková, scientists are expected to act as maternal and paternal figures to a panicked nation—a communication discipline for which no researcher receives formal training. When epidemiologists and virologists step up to explain incoming crises, they frequently become targets for politicians who reject expert findings to avoid being overshadowed.
To counter this, Válková proposes establishing national scientific communication teams and specialized training for researchers who wish to engage the public. Rather than relying on a single expert, Válková envisions a multi-disciplinary orchestra of virologists, epidemiologists, psychologists, sociologists, and anthropologists passing the communication baton to address how crises impact daily life.
Pro Tip: When communicating complex scientific developments to the public, experts should anchor their findings in everyday concepts rather than academic jargon, ensuring that concepts like clinical trial phases or preventative testing are clearly understood without causing alarm.
Overcoming Disinformation Through Interdisciplinary Platforms
Efforts to bridge the gap between experts and the public already exist in isolated formats. Válková points to the Interdisciplinary Group for Epidemic Situations (MeSES), led by epidemiologist Petr Smejkal, as a positive model of multi-field collaboration whose recommendations ultimately stalled when a premier chose to disregard expert guidance.
Despite political friction, grassroots initiatives are scaling up. The platform currently unites roughly 400 scientists answering public inquiries ranging from daily coffee consumption limits to the meaning of human existence. According to Válková, users can select their preferred reading depth—from a three-line summary to detailed paragraphs—making verified expertise accessible without overwhelming the reader.
The Threat of the Wellness Industry and Manipulative Narratives
Válková cautions that organized disinformation agents are not the sole threat to public scientific literacy. Instead, she identifies the wellness industry and unchecked online influencers as primary sources of consumer manipulation. According to Válková, influencers frequently trigger panic regarding health products—such as claiming chemical UV filters in sunscreens cause cancer—to alter consumer purchasing habits without genuine scientific grounding.
To help researchers anticipate these hurdles, Válková is developing a taxonomy of recurring misinformation narratives, categorized into frameworks such as “The Usual Suspects” (the narrative that experts and pharmaceutical companies are hiding preventative cures) and fears surrounding children’s health or non-natural chemical toxicity. Válková argues that the most effective counterweight to these hostile narratives is humor, noting that absurdist framing helps dismantle panic without mocking individuals who fall victim to misleading claims.
Frequently Asked Questions
Q: What is the “Zeptej se vědce” platform?
A: It is a Czech network of approximately 400 scientists and researchers who answer public questions on health, science, and everyday phenomena across multiple tiers of depth and simplicity.
Q: How can scientists protect themselves from public hostility during crises?
A: According to Zuzana Válková, researchers need institutional support at the input stage—understanding what topics currently trouble the public, utilizing keywords effectively, and structuring their messaging around familiar human concerns.
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