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Campanha “Cientista do Bairro”: O uso de fotografia e vídeo na humanização de cientistas
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| 30.26 MB | Adobe PDF |
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Os estereótipos relacionados com os cientistas, por exemplo a generalização de que são
“homens brancos, mais velhos, tímidos de batas branca, com cabelo despenteado, sozinhos nos
seus laboratórios” podem ser prejudiciais na promoção da ligação entre a ciência e a sociedade.
O foco deste estágio no Instituto de Tecnologia Química e Biológica António Xavier
da Universidade NOVA de Lisboa (ITQB NOVA) foi desenvolver o conceito de uma
campanha em parceria com a Câmara Municipal de Oeiras para publicidade exterior destinada
a mostrar as pessoas (e a ciência) por detrás das batas de laboratório.
Estes materiais publicitários permitiriam acesso, através de um QRcode, a curtas
entrevistas em vídeo com cada um dos cientistas apresentados na campanha. Esta ferramenta
servirá para dar a conhecer o que os levou a escolher uma carreira de investigação, como é a
sua rotina e como é fazer ciência em Oeiras, um concelho com um grande investimento na
investigação.
Durante o estágio foi possível fazer crescer a campanha de uma ideia para um piloto
completo para apresentar ao gabinete de comunicação do município. Um passo necessário para
obter a sua aprovação para espaços publicitários, bem como para começar a entrar em contacto
com outras instituições para participar e, depois de desenvolver todo o material, lançar a
campanha.
Este relatório descreve o trabalho desenvolvido durante o estágio no gabinete de
comunicação do ITQB NOVA, como a campanha acima mencionada ou a criação de conteúdos
para diferentes plataformas digitais. Estas tarefas permitiram uma recolha de práticas
relacionadas com a fotografia e o vídeo dentro de um instituto de investigação interdisciplinar
e de formação avançada.
Stereotypes related to scientists, for instance the generalization that researchers are “socially inept, older, white men in lab coats with messed up hair, alone in their labs” can be detrimental for fostering the connection between science and society. The focus of this internship at the Institute of Chemical and Biological Technology António Xavier of NOVA University of Lisbon (ITQB NOVA) was to develop the concept of a campaign in partnership with the Municipality of Oeiras for outdoor advertising meant to showcase the actual people (and the science) behind the lab coats. These advertisements link people, through a QRcode, to short video interviews with each scientist. This tool allows the audience to get to know what these scientists are like, what made them choose a research career, what their routine is, and what doing science in Oeiras is like, since the municipality invests heavily in scientific research and innovation. During the internship, it was possible to grow the campaign from an idea to a full-fledged pilot to present to the municipality’s communication office. A necessary step to get their approval for advertising spaces, as well as to start getting in contact with other institutions to participate and, after that, to launch the campaign. This report describes the work developed during the internship working at the communications office of ITQB NOVA, such as the campaign mentioned above or the content creation for the institute’s different social media channels. This resulted in a better understanding of the practices related to photography and video in an interdisciplinary research and advanced training institute.
Stereotypes related to scientists, for instance the generalization that researchers are “socially inept, older, white men in lab coats with messed up hair, alone in their labs” can be detrimental for fostering the connection between science and society. The focus of this internship at the Institute of Chemical and Biological Technology António Xavier of NOVA University of Lisbon (ITQB NOVA) was to develop the concept of a campaign in partnership with the Municipality of Oeiras for outdoor advertising meant to showcase the actual people (and the science) behind the lab coats. These advertisements link people, through a QRcode, to short video interviews with each scientist. This tool allows the audience to get to know what these scientists are like, what made them choose a research career, what their routine is, and what doing science in Oeiras is like, since the municipality invests heavily in scientific research and innovation. During the internship, it was possible to grow the campaign from an idea to a full-fledged pilot to present to the municipality’s communication office. A necessary step to get their approval for advertising spaces, as well as to start getting in contact with other institutions to participate and, after that, to launch the campaign. This report describes the work developed during the internship working at the communications office of ITQB NOVA, such as the campaign mentioned above or the content creation for the institute’s different social media channels. This resulted in a better understanding of the practices related to photography and video in an interdisciplinary research and advanced training institute.
Descrição
Palavras-chave
Comunicação de ciência Science communication Comunicação estratégica Strategic communication Fotografia Photography Vídeo Humanization Humanização Stereotypes related to scientists, Estereótipos na imagem de cientistas Social media Redes sociais