Science must acknowledge the importance of language, communication styles, and media outreach. We must accept that sometimes the messenger is more influential than the message. We must recruit “ambassadors of science” who can communicate with the target audience in a language they can identify with.
Scientific research is complicated and is associated with elitism and the upper echelons of society in many communities. Further confounding matters is the mistrust and suspicion that exists in many communities regarding mainstream media. How do we make more people feel invested in scientific research? The solution is to recruit “ambassadors of science” who not only speak and understand the native tongue but also understand communication styles and cultural nuances. More importantly, the target population must view these individuals as their own. If these ambassadors can utilise local mediums and outlets, we can reach disenfranchised populations.