Prof. Yurij Castelfranchi holds a degree in Physics, a Master's degree in Scientific Communication, and a PhD in Sociology of Science and Technology. He is an Associate Professor at the Faculty of Philosophy and Human Sciences of the Federal University of Minas Gerais (UFMG, Brazil), where he coordinates the InCiTe Observatory (Innovation, Citizenship, Technoscience) and the Specialization Course in Public Communication of Science - Amerek. He is a researcher at the National Institute for Public Communication of Science and Technology (INCT-CPCT).

Abstract

Science Communication informed by evidence: learning from public perception of science to renew engagement and foster trust

Public interest in and trust toward science and technology remain strong in many countries but have been increasingly undermined, both by socioeconomic crises and disinformation designed to erode confidence in institutions, technologies, and specific areas of research. Recent studies suggest that fostering public engagement and rebuilding trust requires more than improving scientific or information literacy. It also demands a deeper understanding of the public’s doubts, beliefs, concerns, moral values, and expectations. In this talk, we will explore such data and discuss how it can inspire innovations in storytelling, co-creation, and interactive museum experiences, as well as enhance strategies for public policies and the interfaces between scientists and policymakers.

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