The point of the campaign is to show people that science is hip, and cool, and sexy, and [insert other adjective here], but in each shot the scientists are fawning over the musicians. The message this photo campaign sends is, “Yeah, being a scientist cool but, if I could be, I would really want to be [insert rock star name here].” Thus, people looking at this campaign aspire to also be rockstars. Not scientists.
And (via Isis), Bora scooped GQ back in 2006:
In this day of mass communications, it is logical to use modern technology to further your aims, so popularization of science should do the same. Turning some scientists into radio personalities, talk-show hosts, TV stars, movie stars and Internet stars (MySpace and blogs, for instance) should be a part of a multi-prong strategy to spread the scientific reasoning and rationality, as well as excitement for knowledge about the natural world.
What do you think? Could scientists become as famous as rockstars (and get featured in US Weekly – “Scientists! They’re Just Like Us!”)? Will this help change the perception of scientists as boring and science as a high-status but low-income career path? And frankly, do we actually need more scientists when there’s few decent jobs for the PhDs that we already have?