Author: Joan C. Horvath
Publisher: Stargazer Publishing Company
ISBN: 9781933277080
Category : Science
Languages : en
Pages : 0
Book Description
What Scientists Actually Do
Author: Joan C. Horvath
Publisher: Stargazer Publishing Company
ISBN: 9781933277080
Category : Science
Languages : en
Pages : 0
Book Description
Publisher: Stargazer Publishing Company
ISBN: 9781933277080
Category : Science
Languages : en
Pages : 0
Book Description
The Knowledge Machine: How Irrationality Created Modern Science
Author: Michael Strevens
Publisher: Liveright Publishing
ISBN: 1631491385
Category : Science
Languages : en
Pages : 368
Book Description
“The Knowledge Machine is the most stunningly illuminating book of the last several decades regarding the all-important scientific enterprise.” —Rebecca Newberger Goldstein, author of Plato at the Googleplex A paradigm-shifting work, The Knowledge Machine revolutionizes our understanding of the origins and structure of science. • Why is science so powerful? • Why did it take so long—two thousand years after the invention of philosophy and mathematics—for the human race to start using science to learn the secrets of the universe? In a groundbreaking work that blends science, philosophy, and history, leading philosopher of science Michael Strevens answers these challenging questions, showing how science came about only once thinkers stumbled upon the astonishing idea that scientific breakthroughs could be accomplished by breaking the rules of logical argument. Like such classic works as Karl Popper’s The Logic of Scientific Discovery and Thomas Kuhn’s The Structure of Scientific Revolutions, The Knowledge Machine grapples with the meaning and origins of science, using a plethora of vivid historical examples to demonstrate that scientists willfully ignore religion, theoretical beauty, and even philosophy to embrace a constricted code of argument whose very narrowness channels unprecedented energy into empirical observation and experimentation. Strevens calls this scientific code the iron rule of explanation, and reveals the way in which the rule, precisely because it is unreasonably close-minded, overcomes individual prejudices to lead humanity inexorably toward the secrets of nature. “With a mixture of philosophical and historical argument, and written in an engrossing style” (Alan Ryan), The Knowledge Machine provides captivating portraits of some of the greatest luminaries in science’s history, including Isaac Newton, the chief architect of modern science and its foundational theories of motion and gravitation; William Whewell, perhaps the greatest philosopher-scientist of the early nineteenth century; and Murray Gell-Mann, discoverer of the quark. Today, Strevens argues, in the face of threats from a changing climate and global pandemics, the idiosyncratic but highly effective scientific knowledge machine must be protected from politicians, commercial interests, and even scientists themselves who seek to open it up, to make it less narrow and more rational—and thus to undermine its devotedly empirical search for truth. Rich with illuminating and often delightfully quirky illustrations, The Knowledge Machine, written in a winningly accessible style that belies the import of its revisionist and groundbreaking concepts, radically reframes much of what we thought we knew about the origins of the modern world.
Publisher: Liveright Publishing
ISBN: 1631491385
Category : Science
Languages : en
Pages : 368
Book Description
“The Knowledge Machine is the most stunningly illuminating book of the last several decades regarding the all-important scientific enterprise.” —Rebecca Newberger Goldstein, author of Plato at the Googleplex A paradigm-shifting work, The Knowledge Machine revolutionizes our understanding of the origins and structure of science. • Why is science so powerful? • Why did it take so long—two thousand years after the invention of philosophy and mathematics—for the human race to start using science to learn the secrets of the universe? In a groundbreaking work that blends science, philosophy, and history, leading philosopher of science Michael Strevens answers these challenging questions, showing how science came about only once thinkers stumbled upon the astonishing idea that scientific breakthroughs could be accomplished by breaking the rules of logical argument. Like such classic works as Karl Popper’s The Logic of Scientific Discovery and Thomas Kuhn’s The Structure of Scientific Revolutions, The Knowledge Machine grapples with the meaning and origins of science, using a plethora of vivid historical examples to demonstrate that scientists willfully ignore religion, theoretical beauty, and even philosophy to embrace a constricted code of argument whose very narrowness channels unprecedented energy into empirical observation and experimentation. Strevens calls this scientific code the iron rule of explanation, and reveals the way in which the rule, precisely because it is unreasonably close-minded, overcomes individual prejudices to lead humanity inexorably toward the secrets of nature. “With a mixture of philosophical and historical argument, and written in an engrossing style” (Alan Ryan), The Knowledge Machine provides captivating portraits of some of the greatest luminaries in science’s history, including Isaac Newton, the chief architect of modern science and its foundational theories of motion and gravitation; William Whewell, perhaps the greatest philosopher-scientist of the early nineteenth century; and Murray Gell-Mann, discoverer of the quark. Today, Strevens argues, in the face of threats from a changing climate and global pandemics, the idiosyncratic but highly effective scientific knowledge machine must be protected from politicians, commercial interests, and even scientists themselves who seek to open it up, to make it less narrow and more rational—and thus to undermine its devotedly empirical search for truth. Rich with illuminating and often delightfully quirky illustrations, The Knowledge Machine, written in a winningly accessible style that belies the import of its revisionist and groundbreaking concepts, radically reframes much of what we thought we knew about the origins of the modern world.
Creating Scientists
Author: Christopher Moore
Publisher: Routledge
ISBN: 1315298570
Category : Education
Languages : en
Pages : 176
Book Description
Learn how to shift from teaching science content to teaching a more hands-on, inquiry-based approach, as required by the new Next Generation Science Standards. This practical book provides a clear, research verified framework for building lessons that teach scientific process and practice abilities, such as gathering and making sense of data, constructing explanations, designing experiments, and communicating information. Creating Scientists features reproducible, immediately deployable tools and handouts that you can use in the classroom to assess your students’ learning within the domains for the NGSS or any standards framework with focus on the integration of science practice with content. This book is an invaluable resource for educators seeking to build a "community of practice," where students discover ideas through well-taught, hands-on, authentic science experiences that foster an innate love for learning how the world works.
Publisher: Routledge
ISBN: 1315298570
Category : Education
Languages : en
Pages : 176
Book Description
Learn how to shift from teaching science content to teaching a more hands-on, inquiry-based approach, as required by the new Next Generation Science Standards. This practical book provides a clear, research verified framework for building lessons that teach scientific process and practice abilities, such as gathering and making sense of data, constructing explanations, designing experiments, and communicating information. Creating Scientists features reproducible, immediately deployable tools and handouts that you can use in the classroom to assess your students’ learning within the domains for the NGSS or any standards framework with focus on the integration of science practice with content. This book is an invaluable resource for educators seeking to build a "community of practice," where students discover ideas through well-taught, hands-on, authentic science experiences that foster an innate love for learning how the world works.
Science in the Looking Glass:What Do Scientists Really Know?
Author: E. Brian Davies
Publisher: OUP Oxford
ISBN: 0199219184
Category : Science
Languages : en
Pages : 312
Book Description
How do scientific conjectures become laws? Why does proof mean different things in different sciences? Do numbers exist, or were they invented? Why do some laws turn out to be wrong?In this wide-ranging book, Brian Davies discusses the basis for scientists' claims to knowledge about the world. He looks at science historically, emphasizing not only the achievements of scientists from Galileo onwards, but also their mistakes. He rejects the claim that all scientific knowledge is provisional, by citing examples from chemistry, biology and geology. A major feature of the book is its defence of the view that mathematics was invented rather than discovered. While experience hasshown that disentangling knowledge from opinion and aspiration is a hard task, this book provides a clear guide to the difficulties.Full of illuminating examples and quotations, and with a scope ranging from psychology and evolution to quantum theory and mathematics, this book brings alive issues at the heart of all science.
Publisher: OUP Oxford
ISBN: 0199219184
Category : Science
Languages : en
Pages : 312
Book Description
How do scientific conjectures become laws? Why does proof mean different things in different sciences? Do numbers exist, or were they invented? Why do some laws turn out to be wrong?In this wide-ranging book, Brian Davies discusses the basis for scientists' claims to knowledge about the world. He looks at science historically, emphasizing not only the achievements of scientists from Galileo onwards, but also their mistakes. He rejects the claim that all scientific knowledge is provisional, by citing examples from chemistry, biology and geology. A major feature of the book is its defence of the view that mathematics was invented rather than discovered. While experience hasshown that disentangling knowledge from opinion and aspiration is a hard task, this book provides a clear guide to the difficulties.Full of illuminating examples and quotations, and with a scope ranging from psychology and evolution to quantum theory and mathematics, this book brings alive issues at the heart of all science.
Inquiry and the National Science Education Standards
Author: National Research Council
Publisher: National Academies Press
ISBN: 0309064767
Category : Education
Languages : en
Pages : 223
Book Description
Humans, especially children, are naturally curious. Yet, people often balk at the thought of learning scienceâ€"the "eyes glazed over" syndrome. Teachers may find teaching science a major challenge in an era when science ranges from the hardly imaginable quark to the distant, blazing quasar. Inquiry and the National Science Education Standards is the book that educators have been waiting forâ€"a practical guide to teaching inquiry and teaching through inquiry, as recommended by the National Science Education Standards. This will be an important resource for educators who must help school boards, parents, and teachers understand "why we can't teach the way we used to." "Inquiry" refers to the diverse ways in which scientists study the natural world and in which students grasp science knowledge and the methods by which that knowledge is produced. This book explains and illustrates how inquiry helps students learn science content, master how to do science, and understand the nature of science. This book explores the dimensions of teaching and learning science as inquiry for K-12 students across a range of science topics. Detailed examples help clarify when teachers should use the inquiry-based approach and how much structure, guidance, and coaching they should provide. The book dispels myths that may have discouraged educators from the inquiry-based approach and illuminates the subtle interplay between concepts, processes, and science as it is experienced in the classroom. Inquiry and the National Science Education Standards shows how to bring the standards to life, with features such as classroom vignettes exploring different kinds of inquiries for elementary, middle, and high school and Frequently Asked Questions for teachers, responding to common concerns such as obtaining teaching supplies. Turning to assessment, the committee discusses why assessment is important, looks at existing schemes and formats, and addresses how to involve students in assessing their own learning achievements. In addition, this book discusses administrative assistance, communication with parents, appropriate teacher evaluation, and other avenues to promoting and supporting this new teaching paradigm.
Publisher: National Academies Press
ISBN: 0309064767
Category : Education
Languages : en
Pages : 223
Book Description
Humans, especially children, are naturally curious. Yet, people often balk at the thought of learning scienceâ€"the "eyes glazed over" syndrome. Teachers may find teaching science a major challenge in an era when science ranges from the hardly imaginable quark to the distant, blazing quasar. Inquiry and the National Science Education Standards is the book that educators have been waiting forâ€"a practical guide to teaching inquiry and teaching through inquiry, as recommended by the National Science Education Standards. This will be an important resource for educators who must help school boards, parents, and teachers understand "why we can't teach the way we used to." "Inquiry" refers to the diverse ways in which scientists study the natural world and in which students grasp science knowledge and the methods by which that knowledge is produced. This book explains and illustrates how inquiry helps students learn science content, master how to do science, and understand the nature of science. This book explores the dimensions of teaching and learning science as inquiry for K-12 students across a range of science topics. Detailed examples help clarify when teachers should use the inquiry-based approach and how much structure, guidance, and coaching they should provide. The book dispels myths that may have discouraged educators from the inquiry-based approach and illuminates the subtle interplay between concepts, processes, and science as it is experienced in the classroom. Inquiry and the National Science Education Standards shows how to bring the standards to life, with features such as classroom vignettes exploring different kinds of inquiries for elementary, middle, and high school and Frequently Asked Questions for teachers, responding to common concerns such as obtaining teaching supplies. Turning to assessment, the committee discusses why assessment is important, looks at existing schemes and formats, and addresses how to involve students in assessing their own learning achievements. In addition, this book discusses administrative assistance, communication with parents, appropriate teacher evaluation, and other avenues to promoting and supporting this new teaching paradigm.
Science Vs. Religion
Author: Elaine Howard Ecklund
Publisher: OUP USA
ISBN: 0195392981
Category : Religion
Languages : en
Pages : 241
Book Description
That the longstanding antagonism between science and religion is irreconcilable has been taken for granted. And in the wake of recent controversies over teaching intelligent design and the ethics of stem-cell research, the divide seems as unbridgeable as ever.In Science vs. Religion, Elaine Howard Ecklund investigates this unexamined assumption in the first systematic study of what scientists actually think and feel about religion. In the course of her research, Ecklund surveyed nearly 1,700 scientists and interviewed 275 of them. She finds that most of what we believe about the faith lives of elite scientists is wrong. Nearly 50 percent of them are religious. Many others are what she calls "spiritual entrepreneurs," seeking creative ways to work with the tensions between science and faith outside the constraints of traditional religion. The book centers around vivid portraits of 10 representative men and women working in the natural and social sciences at top American research universities. Ecklund's respondents run the gamut from Margaret, a chemist who teaches a Sunday-school class, to Arik, a physicist who chose not to believe in God well before he decided to become a scientist. Only a small minority are actively hostile to religion. Ecklund reveals how scientists-believers and skeptics alike-are struggling to engage the increasing number of religious students in their classrooms and argues that many scientists are searching for "boundary pioneers" to cross the picket lines separating science and religion.With broad implications for education, science funding, and the thorny ethical questions surrounding stem-cell research, cloning, and other cutting-edge scientific endeavors, Science vs. Religion brings a welcome dose of reality to the science and religion debates.
Publisher: OUP USA
ISBN: 0195392981
Category : Religion
Languages : en
Pages : 241
Book Description
That the longstanding antagonism between science and religion is irreconcilable has been taken for granted. And in the wake of recent controversies over teaching intelligent design and the ethics of stem-cell research, the divide seems as unbridgeable as ever.In Science vs. Religion, Elaine Howard Ecklund investigates this unexamined assumption in the first systematic study of what scientists actually think and feel about religion. In the course of her research, Ecklund surveyed nearly 1,700 scientists and interviewed 275 of them. She finds that most of what we believe about the faith lives of elite scientists is wrong. Nearly 50 percent of them are religious. Many others are what she calls "spiritual entrepreneurs," seeking creative ways to work with the tensions between science and faith outside the constraints of traditional religion. The book centers around vivid portraits of 10 representative men and women working in the natural and social sciences at top American research universities. Ecklund's respondents run the gamut from Margaret, a chemist who teaches a Sunday-school class, to Arik, a physicist who chose not to believe in God well before he decided to become a scientist. Only a small minority are actively hostile to religion. Ecklund reveals how scientists-believers and skeptics alike-are struggling to engage the increasing number of religious students in their classrooms and argues that many scientists are searching for "boundary pioneers" to cross the picket lines separating science and religion.With broad implications for education, science funding, and the thorny ethical questions surrounding stem-cell research, cloning, and other cutting-edge scientific endeavors, Science vs. Religion brings a welcome dose of reality to the science and religion debates.
What Science Is and How It Really Works
Author: James C. Zimring
Publisher: Cambridge University Press
ISBN: 1108476856
Category : Philosophy
Languages : en
Pages : 407
Book Description
A timely and accessible synthesis of the strengths, weaknesses and reality of science through the eyes of a practicing scientist.
Publisher: Cambridge University Press
ISBN: 1108476856
Category : Philosophy
Languages : en
Pages : 407
Book Description
A timely and accessible synthesis of the strengths, weaknesses and reality of science through the eyes of a practicing scientist.
Scientific Literacy and the Myth of the Scientific Method
Author: Henry H. Bauer
Publisher: University of Illinois Press
ISBN: 9780252064364
Category : Science
Languages : en
Pages : 196
Book Description
What is science? Is social science a science? Why are more and more so-called scientific discoveries being exposed as outright frauds? Henry Bauer tackles these and many more intriguing questions that are emerging from within the academic and scientific communities and attracting attention from the popular media and the general public. Whether one is a specialist or generalist, scientist or humanist, thinker or activist, it is important to understand the place of science and technology in modern life. Popular views about the nature of science and scientific activity contain serious misconceptions that were discarded decades ago by most historians and philosophers of science. The perpetuation of these misconceptions usually surface in the form of frustrating and unproductive discussions about everything from setting policy and defining technical matters to whether one individual's point of view is ''right'' because it is supported by ''scientific facts.'' According to Bauer, the most serious and widespread misconceptions are that ''science'' can be discussed as though all sciences share a great deal in common and as though ''the scientific method'' characterizes all sciences. ''Science,'' argues Bauer, ''can be understood only if one recognizes it as a quest by fallible human beings who have evolved ways of interacting that help them gain relatively objective knowledge.'' In other words, science is a social activity, not simply the result of impersonal methods. Concern has recently arisen over the quality of American education and our declining scientific and research orientation. Debates are emerging about what direction public universities should be taking as we head into the twenty-fist century. Why and to what extent should society support basic scientific research? What should everyone in a democratic society know about science? This book will help readers come to an informed understanding about the place of science and technology in today's world.''Provocative. . . . Bauer argues that science does not proceed by the scientific method. If it did, experiments would inspire hypotheses which would then be tested until they generated reliable theories. As Watson and Crick's work [on DNA] shows, an elegant idea is often a headier lure than mere facts.''--Newsweek ''Sound, sensible . . . and very easy to read. . . . I would strongly recommend this book to anyone who hasn't yet heard that the scientific method is a myth.''--Science ''This is a book that every science teacher should read and consider. It will certainly affect their views of what science really is and influence their teaching.''--The Science Teacher
Publisher: University of Illinois Press
ISBN: 9780252064364
Category : Science
Languages : en
Pages : 196
Book Description
What is science? Is social science a science? Why are more and more so-called scientific discoveries being exposed as outright frauds? Henry Bauer tackles these and many more intriguing questions that are emerging from within the academic and scientific communities and attracting attention from the popular media and the general public. Whether one is a specialist or generalist, scientist or humanist, thinker or activist, it is important to understand the place of science and technology in modern life. Popular views about the nature of science and scientific activity contain serious misconceptions that were discarded decades ago by most historians and philosophers of science. The perpetuation of these misconceptions usually surface in the form of frustrating and unproductive discussions about everything from setting policy and defining technical matters to whether one individual's point of view is ''right'' because it is supported by ''scientific facts.'' According to Bauer, the most serious and widespread misconceptions are that ''science'' can be discussed as though all sciences share a great deal in common and as though ''the scientific method'' characterizes all sciences. ''Science,'' argues Bauer, ''can be understood only if one recognizes it as a quest by fallible human beings who have evolved ways of interacting that help them gain relatively objective knowledge.'' In other words, science is a social activity, not simply the result of impersonal methods. Concern has recently arisen over the quality of American education and our declining scientific and research orientation. Debates are emerging about what direction public universities should be taking as we head into the twenty-fist century. Why and to what extent should society support basic scientific research? What should everyone in a democratic society know about science? This book will help readers come to an informed understanding about the place of science and technology in today's world.''Provocative. . . . Bauer argues that science does not proceed by the scientific method. If it did, experiments would inspire hypotheses which would then be tested until they generated reliable theories. As Watson and Crick's work [on DNA] shows, an elegant idea is often a headier lure than mere facts.''--Newsweek ''Sound, sensible . . . and very easy to read. . . . I would strongly recommend this book to anyone who hasn't yet heard that the scientific method is a myth.''--Science ''This is a book that every science teacher should read and consider. It will certainly affect their views of what science really is and influence their teaching.''--The Science Teacher
Data Scientists at Work
Author: Sebastian Gutierrez
Publisher: Apress
ISBN: 143026599X
Category : Computers
Languages : en
Pages : 348
Book Description
Data Scientists at Work is a collection of interviews with sixteen of the world's most influential and innovative data scientists from across the spectrum of this hot new profession. "Data scientist is the sexiest job in the 21st century," according to the Harvard Business Review. By 2018, the United States will experience a shortage of 190,000 skilled data scientists, according to a McKinsey report. Through incisive in-depth interviews, this book mines the what, how, and why of the practice of data science from the stories, ideas, shop talk, and forecasts of its preeminent practitioners across diverse industries: social network (Yann LeCun, Facebook); professional network (Daniel Tunkelang, LinkedIn); venture capital (Roger Ehrenberg, IA Ventures); enterprise cloud computing and neuroscience (Eric Jonas, formerly Salesforce.com); newspaper and media (Chris Wiggins, The New York Times); streaming television (Caitlin Smallwood, Netflix); music forecast (Victor Hu, Next Big Sound); strategic intelligence (Amy Heineike, Quid); environmental big data (André Karpištšenko, Planet OS); geospatial marketing intelligence (Jonathan Lenaghan, PlaceIQ); advertising (Claudia Perlich, Dstillery); fashion e-commerce (Anna Smith, Rent the Runway); specialty retail (Erin Shellman, Nordstrom); email marketing (John Foreman, MailChimp); predictive sales intelligence (Kira Radinsky, SalesPredict); and humanitarian nonprofit (Jake Porway, DataKind). The book features a stimulating foreword by Google's Director of Research, Peter Norvig. Each of these data scientists shares how he or she tailors the torrent-taming techniques of big data, data visualization, search, and statistics to specific jobs by dint of ingenuity, imagination, patience, and passion. Data Scientists at Work parts the curtain on the interviewees’ earliest data projects, how they became data scientists, their discoveries and surprises in working with data, their thoughts on the past, present, and future of the profession, their experiences of team collaboration within their organizations, and the insights they have gained as they get their hands dirty refining mountains of raw data into objects of commercial, scientific, and educational value for their organizations and clients.
Publisher: Apress
ISBN: 143026599X
Category : Computers
Languages : en
Pages : 348
Book Description
Data Scientists at Work is a collection of interviews with sixteen of the world's most influential and innovative data scientists from across the spectrum of this hot new profession. "Data scientist is the sexiest job in the 21st century," according to the Harvard Business Review. By 2018, the United States will experience a shortage of 190,000 skilled data scientists, according to a McKinsey report. Through incisive in-depth interviews, this book mines the what, how, and why of the practice of data science from the stories, ideas, shop talk, and forecasts of its preeminent practitioners across diverse industries: social network (Yann LeCun, Facebook); professional network (Daniel Tunkelang, LinkedIn); venture capital (Roger Ehrenberg, IA Ventures); enterprise cloud computing and neuroscience (Eric Jonas, formerly Salesforce.com); newspaper and media (Chris Wiggins, The New York Times); streaming television (Caitlin Smallwood, Netflix); music forecast (Victor Hu, Next Big Sound); strategic intelligence (Amy Heineike, Quid); environmental big data (André Karpištšenko, Planet OS); geospatial marketing intelligence (Jonathan Lenaghan, PlaceIQ); advertising (Claudia Perlich, Dstillery); fashion e-commerce (Anna Smith, Rent the Runway); specialty retail (Erin Shellman, Nordstrom); email marketing (John Foreman, MailChimp); predictive sales intelligence (Kira Radinsky, SalesPredict); and humanitarian nonprofit (Jake Porway, DataKind). The book features a stimulating foreword by Google's Director of Research, Peter Norvig. Each of these data scientists shares how he or she tailors the torrent-taming techniques of big data, data visualization, search, and statistics to specific jobs by dint of ingenuity, imagination, patience, and passion. Data Scientists at Work parts the curtain on the interviewees’ earliest data projects, how they became data scientists, their discoveries and surprises in working with data, their thoughts on the past, present, and future of the profession, their experiences of team collaboration within their organizations, and the insights they have gained as they get their hands dirty refining mountains of raw data into objects of commercial, scientific, and educational value for their organizations and clients.
Marketing for Scientists
Author: Marc J. Kuchner
Publisher: Island Press
ISBN: 1610911733
Category : Science
Languages : en
Pages : 248
Book Description
It's a tough time to be a scientist: universities are shuttering science departments, federal funding agencies are facing flat budgets, and many newspapers have dropped their science sections altogether. But according to Marc Kuchner, this antiscience climate doesn't have to equal a career death knell-it just means scientists have to be savvier about promoting their work and themselves. In Marketing for Scientists, he provides clear, detailed advice about how to land a good job, win funding, and shape the public debate. As an astrophysicist at NASA, Kuchner knows that "marketing" can seem like a superficial distraction, whether your daily work is searching for new planets or seeking a cure for cancer. In fact, he argues, it's a critical component of the modern scientific endeavor, not only advancing personal careers but also society's knowledge. Kuchner approaches marketing as a science in itself. He translates theories about human interaction and sense of self into methods for building relationships-one of the most critical skills in any profession. And he explains how to brand yourself effectively-how to get articles published, give compelling presentations, use social media like Facebook and Twitter, and impress potential employers and funders. Like any good scientist, Kuchner bases his conclusions on years of study and experimentation. In Marketing for Scientists, he distills the strategies needed to keep pace in a Web 2.0 world.
Publisher: Island Press
ISBN: 1610911733
Category : Science
Languages : en
Pages : 248
Book Description
It's a tough time to be a scientist: universities are shuttering science departments, federal funding agencies are facing flat budgets, and many newspapers have dropped their science sections altogether. But according to Marc Kuchner, this antiscience climate doesn't have to equal a career death knell-it just means scientists have to be savvier about promoting their work and themselves. In Marketing for Scientists, he provides clear, detailed advice about how to land a good job, win funding, and shape the public debate. As an astrophysicist at NASA, Kuchner knows that "marketing" can seem like a superficial distraction, whether your daily work is searching for new planets or seeking a cure for cancer. In fact, he argues, it's a critical component of the modern scientific endeavor, not only advancing personal careers but also society's knowledge. Kuchner approaches marketing as a science in itself. He translates theories about human interaction and sense of self into methods for building relationships-one of the most critical skills in any profession. And he explains how to brand yourself effectively-how to get articles published, give compelling presentations, use social media like Facebook and Twitter, and impress potential employers and funders. Like any good scientist, Kuchner bases his conclusions on years of study and experimentation. In Marketing for Scientists, he distills the strategies needed to keep pace in a Web 2.0 world.