From Zukunftsblog to (new) Perspectives
The ETH Zurich opinion platform has undergone a content and visual update and is now called Perspectives. A specific question aimed at experts is designed to engage readers more directly. The rebranded platform debuts today.?
It all began in 2009, when climate scientists at ETH Zurich sought to create a platform where interested parties could obtain first-hand information on climate change directly from the researchers themselves. The Climate Blog was born.
The Climate Blog evolved and was taken over by Corporate Communications in 2014. This transition gave rise to the creation of the Zukunftsblog, which addressed a broader range of topics. The change reflected the growing interest in having ETH members share their expertise directly with the public.
The fact that Zukunftsblog posts have attracted a great deal of attention and been widely disseminated is exemplified by a blog by Professor Viola Vogel. In the midst of the first wave of the coronavirus pandemic, her blog entitled Reducing the risk of infection was not only commented on over 140 times on the ETH website but has also been viewed over 550,000 times to date and triggered a huge media response.
Closer to the reader
Scientific findings can often seem abstract and impersonal. When presented in blog format, content is given a face and a name, fostering a sense of closeness and trust with readers. This principle is further emphasised in Perspectives. The profiles of researchers are designed to stand out from other articles on the ETH website, ensuring a unique presentation. The experts are addressed by name in the title and invited to respond to a specific question.
“ETH is home to wide community of talented individuals working across various fields. With Perspectives, we provide a platform that allows them to become more visible and share their expertise in a more personal way. Our readers can easily identify the topic being discussed,” explains Rainer Borer, Head of Corporate Communications.
If it says Perspectives, expect perspectives
Perspectives provides ETH researchers with a platform to comment on issues without the need to have published a new study or paper on the subject. It also serves as a space for them to respond to current events and share their opinions on topics they feel passionately about.
Articles can express the author’s opinion on various topics, including political issues. Good examples from the Zukunftsblog include posts by Sebastian D?tterl, Professor for Soil Resources, who expressed grave concern about the Russian invasion of Ukraine in his blog Waging a war for land and soil.
Or the one by Professor Lorenz Hurni, who explains in Maps as an instrument of power why the name of the Gulf of Mexico remains unchanged in the Swiss World Atlas, despite the current American president preferring it be otherwise. This article is cited as external page a source in Wikipedia (German version).
Authors are free to write on topics of their choice, although any direct recommendations in the run-up to elections or referendums in Switzerland are not allowed in the interests of maintaining the credibility of researchers as honest brokers.
Fact-based expertise more important than ever
The goal is to produce concise, easily accessible texts to reach as wide an audience as possible. An editorial team from Corporate Communications will support experts in writing the articles and plan the topics to be addressed.
Perspectives debuts today with two contributions: Kerstin Vokinger, Professor of Law and Medicine, outlines remedies for rising healthcare costs. Volcanologist Olivier Bachmann assesses the variousnatural hazards in the Gulf of Naples.
New articles on socially relevant topics will be published at irregular intervals. Rainer Borer is clear about the need for articles in such a format: “We want to establish Perspectives as a reliable source of fact-based expertise. I firmly believe that this is more important than ever.”
How the ETH community can get involved
Is there a topic you have long been wanting to express your opinion on? Would you like to draw on your expertise and publicly assess and comment on current events? The editorial team invites ETH members to submit their ideas for Perspectives articles:
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