Diane Scherzler

M.A.
Südwestrundfunk · SWR.de

Diane Scherzler is editor and project manager in the online department of Suedwestrundfunk (SWR), a major German Public Broadcasting Company. As author of journalistic contributions the trained archaeologist regularly writes about scientific topics as well as about cultural events. Occasionally she also worked for the radio programme SWR2. Diane gained experience with television when working for the digital channel EinsPlus (ARD).

For more than 15 years Diane Scherzler has been concerned with the subject area "science, the media, and the public" (science in the sense of: science and humanities). The editor advises scientific organizations on their public relations. Her publications appear in learned journals and books. Diane is founder and head of the Euroscience workgroup "Science Communication" and vice chairperson of Deutsche Gesellschaft für Ur- und Fruehgeschichte (German Society for Pre- and Protohistory).

Research interests

  • Interests
    Science Communication, Prehistory, Science Journalism, Public Archaeology, Journalism

Research experience

  • Teaching: Diane regularly teaches Südwestrundfunk's trainees during courses that are lasting several weeks (writing skills
  • Teaching: writing for the internet). She works as lecturer at Tübingen University and at Freiburg University
  • Teaching: where she teaches science communication and writing skills. She regularly gives media trainings for academics who want to improve their media strategy and collaboration with journalists.

Education

  • Oct 2000
    Südwestrundfunk, ARTE, DRS
    Diane did a journalistic education at SWR, at the French-German Public Broadcaster ARTE and at the Swiss Public Broadcaster DRS. She learned in 2001/2001, how broadcasting works.
    Stuttgart, Baden-Baden (Germany), Strasbourg (France), Bern (Switzerland)
  • Oct 1990–
    Aug 1996
    Eberhard Karls University
    Prehistory, Geology, Prehistoric Anthropology · M. A.
    Germany · Tübingen

Other

  • Languages
    English, French, Spanish. Qualifications in Latin and Classical Greek.
    Basic skills in Polish and Italian
  • Scientific Memberships
    Deutsche Gesellschaft für Ur- und Frühgeschichte
    European Association of Archaeologists
    Euroscience
    Netzwerk Recherche
    Netzwerk Wissenschaft und Medien
    Society for American Archaeology
    World Archaeological Congress

Publications

  • A look in the mirror and the perspective of others. On the portrayal of archaeology in the mass media

    Diane Scherzler

    01/2012;

  • Das Ende des Frontalunterrichts. Beobachtungen zu Archäologie und Web 2.0 im Frühling 2011

    Diane Scherzler

    Archäologische Informationen. 01/2010; 33:99-111.

    In March 2011, the German tabloid „Bild“ launched an expedition to Lake Izabal in Eastern Guatemala. Reporters and a „Maya expert“ wanted to find eight tons of Maya gold in a supposed sunken city. This article examines on the basis of this „treasure hunt“ how scientists can participate in and influenc... [more] In March 2011, the German tabloid „Bild“ launched an expedition to Lake Izabal in Eastern Guatemala. Reporters and a „Maya expert“ wanted to find eight tons of Maya gold in a supposed sunken city. This article examines on the basis of this „treasure hunt“ how scientists can participate in and influence such scenarios. Against the background of two qualitative surveys – of archaeologists and „Bild“ readers - the opportunities and risks of blogs, Facebook comments and Wikipedia articles for the non-scientific representation and reception of archaeological facts are discussed. How do social media and networks change the communication of scientists and citizens? What steps do archaeologists need to go, who want to use the new possibilities? Download full text: http://www.diane-scherzler.de/downloads/AI_33_Scherzler.pdf
  • How Can We Make a Friend Out of an Enemy? How astronomers and journalists can get along better

    Diane Scherzler

    Communicating Astronomy with the Public Journal (CAPjournal). 11/2009;

    Stories about unpleasant experiences when collaborating with journalists circulate among many scientists. Some of them regard journalists as potential enemies against whom they have to be prepared. But is the idea that a journalist must be either friend or foe appropriate at all? This article briefl... [more] Stories about unpleasant experiences when collaborating with journalists circulate among many scientists. Some of them regard journalists as potential enemies against whom they have to be prepared. But is the idea that a journalist must be either friend or foe appropriate at all? This article briefly examines the changing relationship between astronomers, science journalists and the general public over the last few decades. It then gives a view from inside science journalism and finally suggests some ideas on how to establish a better relationship between scientists and journalists. Available online: http://www.capjournal.org/issues/07/07_30.pdf
  • Wissenschaft und Journalismus: Über die Problematik des Blicks von außen

    Diane Scherzler

    Archäologische Informationen. 12/2008; 31:127-135.

    Who determines what journalists should be allowed to write about archaeology? How to define good science journalism? Does archaeology need journalism for reaching the public? How to get coverage of high quality in the press, on the internet, and in TV and radio? Some archaeologists try to develop an... [more] Who determines what journalists should be allowed to write about archaeology? How to define good science journalism? Does archaeology need journalism for reaching the public? How to get coverage of high quality in the press, on the internet, and in TV and radio? Some archaeologists try to develop an idea of high quality science journalism that is in fact based on their very own perceptions and prejudices. This article tries to demonstrate the methodological weakness of such approaches and tries to show that a reliable result is not possible. By including sources from science journalism itself this text tries to sketch journalism’s self-perception. Furthermore, it wants to give an little idea how archaeologists could cooperate constructively with journalists. Available online (German): http://www.diane-scherzler.de/downloads/AI_31_Scherzler.pdf
  • Important for Good Press Relations: Accessibility

    Diane Scherzler

    Communicating Astronomy with the Public Journal (CAPjournal). 02/2008;

    Available online: http://www.capjournal.org/issues/02/02_29.pdf
  • Journalists and Archaeologists: Notes on Dealing Constructively With the Mass Media.

    Diane Scherzler

    European Journal of Archaeology (EJA). 01/2007; 10:185-206.

    Over the past few decades the mass media have increasingly shaped public awareness. For many people, television, the radio, or the press are the only sources for archaeological topics and it is essential, therefore, to be able to collaborate with the world of journalism. It is not only sensational n... [more] Over the past few decades the mass media have increasingly shaped public awareness. For many people, television, the radio, or the press are the only sources for archaeological topics and it is essential, therefore, to be able to collaborate with the world of journalism. It is not only sensational news stories that have an opportunity of being covered by the media, but also serious issues — provided that they are well told. Communicating scientific results to an audience outside one's own specialist subject is, however, not only a question of good will, but also of skill. This article focuses on how to get the attention of the mass media, how to exert influence on the quality of a newspaper article, radio or film, and how to communicate what is really important. It provides an overview of public and media relations and tries to give some helpful suggestions.
  • Sein Publikum ernst nehmen - Der Blick einer Journalistin auf den Umgang mit der breiten Öffentlichkeit

    Diane Scherzler

    Archäologische Informationen. 01/2007; 30:111-120.

    Although archaeologists know, that they don’t have just one, homogenous audience, but many different ones, many of them still don’t behave so: They lump the native together with the visitor, or the journalist with the politician. Many scientists still tend to understate a differentiated view on thei... [more] Although archaeologists know, that they don’t have just one, homogenous audience, but many different ones, many of them still don’t behave so: They lump the native together with the visitor, or the journalist with the politician. Many scientists still tend to understate a differentiated view on their public or see it as a marginal detail. If archaeologists communicate the same to all people, or expect the same from everybody, they don‘t reach most of their audiences, but actually lose many of them. They miss chances to share their knowledge, to exchange ideas and opinions, and to call attention to a fascinating discipline. Getting to know more about highly differentiated publics is an essential need of public archaeology. – Mass media work with precisely defi ned audiences, when they communicate archaeology in TV, radio, or in the press. Editors have an idea of what their public is interested in, what they already know, and what they expect from a certain topic. This paper examines how far journalism‘s methods and strategies to understand its audiences could be transferable to the scientific discipline and might contribute to communicating archaeology. Available online: http://www.diane-scherzler.de/downloads/AI_30_Scherzler.pdf
  • Review of the journal "Spektrum der Wissenschaft Verlagsgesellschaft mbH (Hrsg.): Abenteuer Archäologie".

    Diane Scherzler

    European Journal of Archaeology (EJA). 01/2006; 9:293-296.

    Available online: http://www.diane-scherzler.de/downloads/EJA_9_Scherzler.pdf
  • "Es geht uns nicht um Gold und Sensationen" - Pressearbeit für Archäologen

    Diane Scherzler

    Archäologische Informationen. 01/2005; 28:153-159.

    Many archaeologists want to arouse public interest in their research. So amongst other strategies, researchers are trying to get the attention of the mass media. They start writing press releases or create a new website. Some scientists give interviews and are cited in press, radio and television. B... [more] Many archaeologists want to arouse public interest in their research. So amongst other strategies, researchers are trying to get the attention of the mass media. They start writing press releases or create a new website. Some scientists give interviews and are cited in press, radio and television. But archaeologists often lack experience in how to cooperate with the media. In consequence, they are often irritated by what is fi nally written or broadcast. The purpose of this text is to familiarize archaeologists with the media. Readers will learn how to present their topics better to the mass media. Answers will be given to what kind of information journalists actually need from scientists for writing an excellent article. Available online: http://www.diane-scherzler.de/downloads/AI_28_Scherzler.pdf
  • "Kein Bild gefunden". Berichte über die Plünderung irakischer Kulturschätze in führenden deutschen Print- und Online-Medien

    Diane Scherzler

    Archäologische Informationen. 01/2003; 26:153-154.

    Available online: http://www.diane-scherzler.de/downloads/AI_26_Scherzler.pdf
  • Der tönerne Ring vom Viesenhäuser Hof - Ein Hinweis auf medizinische Versorgung in der Vorrömischen Eisenzeit?

    Diane Scherzler

    Fundberichte aus Baden-Württemberg 22/1. 01/1998;

  • Der tönerne Ring vom Viesenhäuser Hof - Ein Hinweis auf medizinische Versorgung von Frauen in der vorrömischen Eisenzeit?

    Diane Scherzler:

    01/1998: pages 303-329;

    ISBN: 3-9805839-1-0

  • Der tönerne Ring vom Viesenhäuser Hof Hof - Ein Hinweis auf medizinische Versorgung in der Vorrömischen Eisenzeit?

    Diane Scherzler

    Archäologische Informationen. 01/1997; 20:203-206.

    Available online: http://www.diane-scherzler.de/downloads/AI_20_Scherzler.pdf
  • Materielle Kultur und kulturelle Identität - ein außerschulisches Bildungsprojekt von COURAGE Culture Care e. V.

    Diane Scherzler, Babette Ulmer

    Archäologische Informationen. 01/1997; 20:137-139.

  • Archaeologists, Mass-Media and the Public

    Diane Scherzler, Babette Ulmer, Patrick Preisser

    NEWS 95 International Rock Art Congress, Torino; 09/1995

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