LEADER 03797nam 2200697 a 450 001 9910969327303321 005 20251116231712.0 010 $a9786611767327 010 $a9780309134354 010 $a0309134358 010 $a9781281767325 010 $a1281767328 010 $a9780309119351 010 $a0309119359 035 $a(CKB)1000000000539250 035 $a(OCoLC)240669874 035 $a(CaPaEBR)ebrary10246304 035 $a(SSID)ssj0000119935 035 $a(PQKBManifestationID)11130235 035 $a(PQKBTitleCode)TC0000119935 035 $a(PQKBWorkID)10079846 035 $a(PQKB)10460110 035 $a(OCoLC)646761785 035 $a(MiAaPQ)EBC3378391 035 $a(Au-PeEL)EBL3378391 035 $a(CaPaEBR)ebr10246304 035 $a(CaONFJC)MIL176732 035 $a(OCoLC)923279200 035 $a(Perlego)4736024 035 $a(BIP)19628823 035 $a(EXLCZ)991000000000539250 100 $a20111110d2008 uy 0 101 0 $aeng 135 $aurcn||||||||| 181 $ctxt 182 $cc 183 $acr 200 10$aChanging the conversation $emessages for improving public understanding of engineering /$fCommittee on Public Understanding of Engineering Messages, National Academy of Engineering of the National Academies 205 $a1st ed. 210 $aWashington, D.C. $cNational Academies Press$dc2008 215 $a1 online resource (163 p.) 300 $aBibliographic Level Mode of Issuance: Monograph 311 08$a9780309119344 311 08$a0309119340 320 $aIncludes bibliographical references. 327 $aFront Matter -- Preface -- Acknowledgments -- Contents -- Executive Summary -- 1 Introduction -- 2 Development of a Positioning Statement, Themes, and Messages -- 3 Research Results -- 4 Conclusions and Recommendations -- Appendix A: Biographies of Committee Members -- Appendix B: In-Depth Interviews: Interviewer's Guide -- Appendix C: Focus Groups: Moderator's Guide-Parents -- Appendix D: Focus Groups: Moderator's Guide-Teens -- Appendix E: Youth Triads: Moderator's Guide -- Appendix F: Online Survey. 330 $aCan the United States continue to lead the world in innovation? The answer may hinge in part on how well the public understands engineering, a key component of the 'innovation engine'. A related concern is how to encourage young people--particularly girls and under-represented minorities--to consider engineering as a career option. Changing the Conversation provides actionable strategies and market-tested messages for presenting a richer, more positive image of engineering. This book presents and discusses in detail market research about what the public finds most appealing about engineering--as well as what turns the public off. Changing the Conversation is a vital tool for improving the public image of engineering and outreach efforts related to engineering. It will be used by engineers in professional and academic settings including informal learning environments (such as museums and science centers), engineering schools, national engineering societies, technology-based corporations that support education and other outreach to schools and communities, and federal and state agencies and labs that do or promote engineering, technology, and science. 606 $aEngineering$zUnited States 606 $aEngineering$xSocial aspects$zUnited States 606 $aEngineers$zUnited States$xPublic opinion 615 0$aEngineering 615 0$aEngineering$xSocial aspects 615 0$aEngineers$xPublic opinion. 676 $a620.00973 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910969327303321 996 $aChanging the conversation$92715323 997 $aUNINA