Why are we in academia?
We create a path while going upstairs in science and we may forget the aim of doing so. And I don’t mean we must create practical knowledge only, but there is a huge void between our work and what happens in the field, in reality. Thomas Kuhn emphasizes science not shared is like it does not exist. And yes, Industry has been really close with scientists but we just cannot assume everyone has the facility to incorporate high technology and research in their problems.
We must put effective science communication in front of making numbers and I think the best way to achieve this is by recognizing fieldwork by ourselves, getting involved in the day-to-day routine and the lifestyle of those people, since we also have to know how to communicate in that context.
I have seen farmers using masks who don’t know how to read or write and people who graduated from universities being anti-vax. Science communication is an important part of whatever we want to change.