A comunicação pública da ciência nas editoras universitárias brasileiras: por uma (re)aproximação entre ciência e sociedade

Abstract

University presses (EUs) are considered cultural projects of universities and research centers to communicate scientific and technological knowledge to society. However, Brazilian EUs primarily publish books aimed at researchers and undergraduate and postgraduate students and teachers. This editorial choice limits the cultural action of the EUs, as knowledge does not reach broader sections of the population. Publishing literary works, however, is not the only activity promoted by the EUs to democratize knowledge. They also take part in events and produce content for online and offline media outlets. In a context in which technoscience has become central to the functioning of contemporary democracies and scientists and science institutions are not the only actors producing discourses on science and technology in the public sphere, communication has become more relevant. In addition to transmitting information, science communication, especially communication outside the walls of academia, needs to help people fully exercise their citizenship. This research aims to identify the public science communication (PSC) actions carried out by Brazilian EUs in order to understand the extent to which they can contribute to the democratization of scientific knowledge and to bringing science and society closer together. A quantitative survey was carried out using a digital survey sent to 126 university presses affiliated to the Brazilian Association of University Presses (ABEU), of which 68 responded. Qualitative research was then carried out to complement the information collected. Five publishers were chosen for this stage. Their actions were analyzed based on documentary research, carried out on their websites and social media profiles, and in-depth interviews with their representatives. It was possible to observe that the EUs carry out a wide variety of PSC actions, with events and digital communication standing out. With regard to events, the most frequently mentioned activities were launches, book fairs, chats and round tables. Courses and cultural activities appear in smaller numbers. As far as digital communication is concerned, the most used media are social networks, with a predominance of Instagram, the websites of the publishers and the institutions they are linked to. Despite these efforts, the actions are marked by amateurism and improvisation, mainly due to the lack of qualified professionals and financial resources. Another characteristic is the predominance of the deficit model (communication as the transmission of information from scientists to society), to the detriment of models that promote dialog and participation. Both the activities are conceived by EU professionals and their authors, without the involvement of other social groups, and the themes to be disseminated are defined on the basis of the books that will be launched, to the detriment of the public interest.