The Science & Entertainment Exchange is a program run and developed by
the United States National Academy of Sciences (NAS) to increase public awareness, knowledge, and understanding of science and advanced science technology through its representation in television, film, and other media. It serves as a pro-science movement with the main goal of re-cultivating how science and scientists truly are in order to rid the public of false perceptions on these topics. The Exchange provides entertainment industry professionals with access to credible and knowledgeable scientists and engineers who help to encourage and create effective representations of science and scientists in the media, whether it be on television, in films, plays, etc. The Exchange also helps the science community understand the needs and requirements of the entertainment industry, while making sure science is conveyed in a correct and positive manner to the target audience.
Officially launched in November 2008, the Exchange can be thought of as a partnership between NAS and Hollywood, as it arranges direct consultations between scientists and entertainment professionals who develop science-themed content. This collaboration allows for industry professionals to accurately portray the science that they wish to capture and include in their media production. It also provides scientists and science organizations with the opportunity to communicate effectively with a large audience that may otherwise be hard to reach such as through innovative physics outreach. It also provides a variety of other services, including scheduling briefings, brainstorming sessions, screenings, and salons. The Exchange is based in Los Angeles, California.
Examples
Watchmen
In one of its first acts of business, The Science & Entertainment Exchange connected Alex McDowell, the production designer for the 2009 film adaptation of the graphic novel Watchmen, with University of Minnesota physics professor James Kakalios.
Kakalios is the author of the book The Physics of Superheroes, and was selected as a science consultant in part because of his extensive experience incorporating comic book superheroes into his writings and lectures as a way to motivate the public to take an interest in science.
In the run up to the theatrical release of Watchmen, Kakalios and the University of Minnesota produced a short video (with more than 1,500,000 views as of April 29, 2009) explaining the science behind Dr. Manhattan's super powers to increase public awareness of the science behind the film.
Fringe
The TV series Fringe is using the Exchange to identify scientists able to address technical questions regarding scripts in development. A rapid-response team of specialists in neuroscience, epidemiology, and genetics—themes frequently featured in the series—has been gathered to assist the scriptwriters.
Thor
Thor screenwriters connected through The Exchange with Kevin Hand from Caltech's Jet Propulsion Lab, who helped them turn the comic book's mythological worlds into believable cinematic scenery.
In addition, the collaboration resulted in the film featuring Natalie Portman as Jane Foster, a female physicist. This worked towards eliminating the stereotype that many hold viewing scientists strictly as men. This action also served to portray scientists in a positive, relatable manner which so many other media productions miss the mark on completely by making scientists out to be mean, evil, and cruel. This outcome illustrates a main goal of the Exchange, to use popular entertainment media to better communicate to the public about the true realities of scientists and science information in general.
Implications on public conceptions
George Gerbner's Cultivation theory identifies television and film as a main source of information and storytelling in today's world, and Gebner researched the potential effect of portrayals of science in the media on public perceptions of science and scientists.