Table 2.

Advantages and disadvantages of interactive media for neuroscience communication.

Mode		Advantages	Disadvantages
Podcast	Audio or video broadcast that can be downloaded to computer, PDA, or mobile phone.	Can convey a great deal of information in a form that is brief and easily understood.	Requires some technical skill to produce.
		Room for creativity in explanations (graphics, sound effects, humor).	Short length is challenging for the complexity inherent to neuroscience information.
		Ubiquitous to the Web.	Requires some marketing and partnership for promotion.
		Likely to increase within the next five years.
		Very easy technical distribution via iTunes, YouTube, Blip.tv and many more channels.
Blog	Website used to log activities, thoughts, events, and other media such as pictures and videos; similar to an online daily column.	A contemporary mainstream format for news.	Current neuroscience blogs tend to be exclusive, written by and for experts using expert language that is inaccessible to the public.
		Can be updated easily, quickly and frequently.	Requires some technical knowledge of back-end interfaces.
		Can include all media (photos, illustrations, interactive graphics).	Requires good partnerships with known brands and excellent marketing to reach mainstream public.
		Current gap in the blogosphere for good, accessible neuroscience is a growth opportunity.
Twitter	Text-based posts of up to 140 characters; updates are displayed by followers.	Extremely easy interface.	Launch of a Twitter feed requires some technical savvy.
		Can be easily and frequently updated.	Must be updated daily to keep audience engaged.
		Feeds can be updated by numerous people.	Brevity is a given, so communication of complex topics is limited.
		Feeds are public and do not require subscription or membership.
		Dynamic through interactive messaging.
		Growing audience base.
		Few feeds are currently focused on neuroscience and represent another a growth opportunity.
Online Discussion Forum	Public conversation through the World Wide Web (WWW).	Available to the global community.	Requires curator to ensure accurate and meaningful dissemination of information and prevent propagation of “neuromyths.”
		A topic thread can be ongoing.
		Hyperlinks to brain images and other neuroscience sites augment text-based discussions.
		Archived for future referencing.
		Driven both by neuroscientists and non-experts who can suggest topics.
Salon	Informal panel discussion in which a host presents topics for debate amongst panelists and audience.	Opportunities to meet neuroscientists.	Limited to local community.
		Moderator can facilitate communication between scientists and public.	Topics controlled by moderator.
		Can be webcasted live and videotaped for later use.	Often a one-time event.
		Clarifications can be made in real-time.
Café Scientifique	Public lecture and discussion, usually in a coffee house or other informal public setting.	Opportunities for neuroscientists and the public to interact in casual setting.	Limited to local community.
		“Neuromyths” can be corrected in real-time.	Requires comfort and skill in speaking with public extemporaneously.