![]() Massimi, Italian-born and currently based at the University of Edinburgh in Scotland, comes down on the side of the realists, and argues, in a position she calls “perspectival realism,” that science can make progress - a much-contested word in philosophy - despite being inevitably shaped by social and historical factors. Her work asks whether the process of science approaches a singular, true conception of the world, or whether it is content with simply describing physical phenomena, ignoring any sense of whether the stories it tells about the world are true. In addition to serving as a defender of the value of science, Massimi investigates issues surrounding “realism” and “anti-realism”: how, if at all, science relates to an objective reality. She argues that neither enterprise should be judged in purely utilitarian terms, and asserts that they should be allies in making the case for the social and intellectual value of the open-ended exploration of the physical world. Massimi’s prize speech, delivered earlier this week, defended both science and the philosophy of science from accusations of irrelevance. That value is asserted with gentle but firm assurance by Michela Massimi, the recent recipient of the Wilkins-Bernal-Medawar Medal, an award given annually by the U.K.’s Royal Society. On the other hand, some physicists, such as Richard Feynman and Stephen Hawking, were notoriously dismissive of the value of the philosophy of science. On the one hand, some scientists working on ideas such as string theory or the multiverse - ideas that reach far beyond our current means to test them - are forced to make a philosophical defense of research that can’t rely on traditional hypothesis testing. Determine your metrics and how you’ll judge the success of your marketing efforts.It’s an interesting time to be making a case for philosophy in science. Measure your success: To target your marketing, you need to know whether it is reaching its audience. ![]() Find the most appropriate venue for your content. Others may find success with paid ads on social media channels. Some companies may find more value in creating blog posts for their website. Determine your channels: Even the best message needs the appropriate venue.Will you be purchasing advertising? Hoping for a viral moment on social media organically? Sending out press releases to the media to try to gain coverage? Your budget will dictate what you can afford to do. Define your budget: How you disperse your messaging may depend on how much you can afford.This is your opportunity to show your potential clients how your product or service will benefit them and why you’re the only company that can provide it. ![]() Create your message: Now that you know your goals and who you’re pitching to, it’s time to create your messaging.Establish who your client is and how your product will improve their lives. If you sell power tools, you’ll choose marketing channels where general contractors may see your messaging. ![]() ![]()
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