formidling

Formidling is the process of communicating knowledge, information, or ideas to a target audience in a way that facilitates understanding, engagement, and informed decision-making. The term is used especially in Danish and Norwegian contexts, where it denotes both dissemination and mediation of content, often by a professional formidler or communicator.

Contexts and fields include education, science communication, culture and heritage institutions, journalism, libraries, and public administration. Formidling involves translating specialist content into accessible language, as well as selecting formats and channels suited to the audience, such as exhibitions, lectures, articles, digital media, or interactive experiences.

Key elements of formidling are audience analysis, message design, channel selection, accessibility and inclusion, and evaluation of impact. Effective formidling balances accuracy with clarity, and aims to provoke curiosity and understanding rather than merely to inform.

A formidler is the person who performs formidling, shaping content to meet the audience’s needs. Methods range from storytelling and analogies to visuals, demonstrations, and hands-on activities. In digital contexts, formidling may utilize videos, podcasts, infographics, and social media to reach wider audiences.

Challenges and considerations include avoiding oversimplification, acknowledging uncertainty where present, respecting cultural and linguistic diversity, and ensuring accessibility for people with disabilities. Formidling intersects with science communication, information design, and public engagement, and complements traditional teaching by translating knowledge into usable, relatable formats.