Choose the appropriate word. Many brilliant products of research end up feared and rejected by the mainstream society.Technologies such as vaccinations, genetics in agriculture or animal models in medicine can save lives, feed the world and preserve the planet but are by the majority of nonacademic people. How should science regain the trust of consumers? Probably not by doing more research. Instead, scientists are increasingly urged to come out from their academic ivory tower and become better . But is it fair to expect that scientists will do much of this communicating? Few hard-core researchers are gifted communicators. The minds that discover new drugs or new particles do so with an enormous amount of focus, and it may be to demand from them additional, completely different types of creativity. Instead, the academic leadership and administration of higher education institutions need to embrace science communication as a key pillar of their existence and enter the world of media. Most of society -- political candidates and parties, the corporate sector, nonprofits, even religions -- now engage in aggressive and technologically innovative campaigns in the struggle for influence. But not universities. Instead, scientific and educational institutions still appear reluctant to harness their accumulated intellectual, literary and technological . Yet there are enormous benefits to be reaped, financial as well as political, if higher education manages to enter mass media. For the national academy, communicating the importance of science is no longer a noble pursuit but a matter of . Scientists are smart people and would invent amazing ways to communicate their results, but only if it becomes the currency of the trade. It is currently not. The National Science Foundation supports research participation for various student groups, but that is quite different from the need to break into online chat rooms where millions of people form their opinions.

Задание

Choose the appropriate word.

Many brilliant products of research end up feared and rejected by the mainstream society.Technologies such as vaccinations, genetics in agriculture or animal models in medicine can save lives, feed the world and preserve the planet but are ... by the majority of nonacademic people. How should science regain the trust of consumers? Probably not by doing more research. Instead, scientists are increasingly urged to come out from their academic ivory tower and become better ... .
But is it fair to expect that scientists will do much of this communicating? Few hard-core researchers are gifted communicators. The minds that discover new drugs or new particles do so with an enormous amount of focus, and it may be ... to demand from them additional, completely different types of creativity.
Instead, the academic leadership and administration of higher education institutions need to embrace science communication as a key pillar of their existence and enter the world of media. Most of society -- political candidates and parties, the corporate sector, nonprofits, even religions -- now engage in aggressive and technologically innovative campaigns in the struggle for influence. But not universities. Instead, scientific and educational institutions still appear reluctant to harness their accumulated intellectual, literary and technological ... .
Yet there are enormous benefits to be reaped, financial as well as political, if higher education manages to enter mass media. For the national academy, communicating the importance of science is no longer a noble pursuit but a matter of ... .
Scientists are smart people and would invent amazing ways to communicate their results, but only if it becomes the currency of the trade. It is currently not. The National Science Foundation supports research participation for various student groups, but that is quite different from the need to break into online chat rooms where millions of people form their opinions.

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