Communicating effectively about Antimicrobial Resistance
Building a sustainable, international and interdisciplinary consortium for developing evidence-based communication strategies about Antimicrobial Resistance. That is the objective of a new project between researchers from Leiden University, VU Amsterdam and Stellenbosch University in South Africa, made possible by the LUGF Seed Fund.
Roosmaryn Pilgram and Alex Reuneker from Leiden University Centre for Linguistics are two researchers in the project who will focus on the linguistic elements of Antimicrobial Resistance communication.
Why is Antimicrobial Resistance communication necessary?
Antimicrobial Resistance, or AMR, is one of the most pressing global health challenges of our time, extending far beyond the scientific and medical communities. It is estimated that by 2050, it could result in up to 10 million deaths annually.
According to Pilgram and Reuneker, this growing global crisis requires not only biomedical innovation but also effective communication. This is because the language used in AMR communication greatly influences and shapes trust, attitudes and behaviours. But until now, AMR communication has remained largely unexplored.
What will the project do?
Together with science communication researchers from Stellenbosch University (Marina Joubert), VU Amsterdam (Gudrun Reijnierse) and Leiden University (Professor Science Communication, Ionica Smeets), Pilgram and Reuneker will look not only into how communication science can enhance Antimicrobial Resistance campaigns, for instance by the use of images and different media channels, but especially into the linguistic elements of AMR communication. Examples of these elements include the use of figurative language and active versus passive voice to assign or deflect agency and responsibility.
The goal is to compare, develop and test AMR communication materials for the public in both the global north (e.g., the Netherlands) and the global south (e.g., South Africa).
Collaboration lies at the heart of the project
This seed fund will be the start of a unique, long-term collaboration between Leiden University, VU Amsterdam and Stellenbosch University. A one-week meeting in Stellenbosch, South Africa, will be the kick-off of a new consortium, bringing together linguists, science and health communication experts, and public health specialists from both countries. The ultimate aim is to identify research gaps and to plan long-term collaborative research when it comes to AMR communication.
*Image by Gerd Altmann from Pixabay.