Science Communicators as Commercial and Social Entrepreneurs

Abstract

Science communication provides many opportunities for budding entrepreneurs. This chapter explores two often-overlapping types of entrepreneurship - commercial entrepreneurship and social entrepreneurship, focusing on science shows as a science communication medium. In the first section, commercial entrepreneurship is discussed, beginning with the typical transition most entrepreneurs make from larger organisations to being self-employed. Aspects of commercial entrepreneurship are then considered, including cultivating relationships, marketing, customers, grants, sponsorship, in-kind support and a key entrepreneurial characteristic: spotting and seizing opportunities. The section ends with a reminder that programme quality, not profits, should be the focus for sustainable activities. The chapter then moves to social entrepreneurship, e.g. how science communication can improve lives, address human health problems or help the environment. Examples of such approaches in science centres and shows are reviewed, and research on two science shows is discussed in detail: an HIV AIDS show in South Africa and a climate change show in Australia. The research illustrates that science shows can be effective tools for the social entrepreneur to foster motivation and behaviour change in audiences and address community problems. The stories of two inspirational social entrepreneurs working in science communication in the developing world are then discussed. The chapter concludes with a call to action for science communication - especially science centres and shows - to play a greater role in addressing societal problems.