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104. March Mammal Madness and the power of narrative in science outreach

Author

Mary C Casillas, Albert Chen, Lara Durgavich, Kate M. Lesciotto, Christopher N. Anderson, Anali Maughan Perry, Olivia Pellicer, Jessica Martin, Anne C. Stone, Connor Fox Ditelberg, Stephanie G. Schuttler, Asia Murphy, Emma Willcocks, Carlos Eduardo G Amorim, Brian P. Tanis, Danielle N Lee, Valeria Pellicer, William Nickley, Melissa A. Wilson, Jesse N. Weber, Nicole M. Burt, Alyson F. Brokaw, Anne Hilborn, Josh Drew, Tara Chestnut, Kristi L. Lewton, Charon Henning, Jason Krell, Alejandra Núñez-de la Mora, Katie Hinde, Mauna Dasari, Jessica E. Light, Marc Kissel, Jennifer Kobylecky, Brian Easterling, Jeanne Dietrick, Elinor K. Karlsson, Patrice K. Connors, Hinde, Katie [0000-0002-0528-866X], Amorim, Carlos Eduardo G [0000-0002-8827-238X], Brokaw, Alyson F [0000-0003-3012-1623], Burt, Nicole [0000-0003-4453-4808], Casillas, Mary C [0000-0002-5421-4341], Chen, Albert [0000-0002-2671-9190], Chestnut, Tara [0000-0003-1009-1797], Connors, Patrice K [0000-0002-3816-1585], Dasari, Mauna [0000-0002-1956-2500], Drew, Josh [0000-0001-9072-0885], Durgavich, Lara [0000-0003-3024-2900], Hilborn, Anne [0000-0001-9504-1080], Kissel, Marc [0000-0002-4004-1996], Kobylecky, Jennifer [0000-0003-4328-1618], Lee, Danielle N [0000-0002-0488-7214], Lesciotto, Kate M [0000-0001-9537-5750], Lewton, Kristi L [0000-0003-0674-2454], Light, Jessica E [0000-0001-6462-3045], Nickley, William [0000-0001-6120-9164], Núñez-de la Mora, Alejandra [0000-0002-1609-0771], Pellicer, Olivia [0000-0002-0858-3744], Perry, Anali Maughan [0000-0001-7173-4827], Schuttler, Stephanie G [0000-0001-9523-4448], Stone, Anne C [0000-0001-8021-8314], Tanis, Brian [0000-0001-9075-4057], Weber, Jesse [0000-0003-4839-6684], Wilson, Melissa [0000-0002-2614-0285], Willcocks, Emma [0000-0001-7404-3933], Anderson, Christopher N [0000-0001-9641-853X], and Apollo - University of Cambridge Repository

Subjects
0301 basic medicine, History, QH301-705.5, Science, animal behavior, General Biochemistry, Genetics and Molecular Biology, 03 medical and health sciences, genomics, Science communication, Animals, Humans, genetics, Social media, Narrative, outreach, Biology (General), Public engagement, Students, Education and Outreach, informal learning, Mammals, education, Narration, General Immunology and Microbiology, Ecology, Behavior, Animal, General Neuroscience, 05 social sciences, Feature Article, Media studies, 050301 education, Genetics and Genomics, General Medicine, performance science, Social learning, science communication, Gamification, Outreach, Science outreach, 030104 developmental biology, Animal ecology, Medicine, animal ecology, Other, 0503 education, Social Media, Human
Abstract

March Mammal Madness is a science outreach project that, over the course of several weeks in March, reaches hundreds of thousands of people in the United States every year. We combine four approaches to science outreach – gamification, social media platforms, community event(s), and creative products – to run a simulated tournament in which 64 animals compete to become the tournament champion. While the encounters between the animals are hypothetical, the outcomes rely on empirical evidence from the scientific literature. Players select their favored combatants beforehand, and during the tournament scientists translate the academic literature into gripping “play-by-play” narration on social media. To date ~1100 scholarly works, covering almost 400 taxa, have been transformed into science stories. March Mammal Madness is most typically used by high-school educators teaching life sciences, and we estimate that our materials reached ~1% of high-school students in the United States in 2019. Here we document the intentional design, public engagement, and magnitude of reach of the project. We further explain how human psychological and cognitive adaptations for shared experiences, social learning, narrative, and imagery contribute to the widespread use of March Mammal Madness.

Published
2021

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