Between Active Seekers and Non-Users: Segments of Science-related Media Usage in Switzerland and Germany

ABSTRACT

Citizens’ attitudes toward science are related to their use of science-related information from various sources. Evidence is scarce regarding citizens’ individual media repertoires for staying informed about science as segmentation studies so far have primarily focused on scientific attitudes. In this paper, we explore audience segments regarding their science-related information behavior and whether such segments are comparable or vary between two countries with similar information environments. Based on two surveys in Switzerland and Germany, we identify national audience segments that differ in their science-related information repertoires, and analyze their sociodemographic characteristics and science-related attitudes. In both countries, we find very comparable information user segments ranging from those who inform themselves frequently about science (“Active Seekers”/“Science Consumers”) to those who hardly get in contact with any information about science and research (“Non-Users”). Those segments which get in contact with information about science frequently show generally more positive attitudes.     

Beyond the Choir? The Need to Understand Multiple Publics for Science

ABSTRACT

Understanding different publics for science communication is more important than ever before. The articles in this special issue lay important groundwork for our field to develop a better understanding of how audience segments differ or overlap across issues, cultural contexts, stages of the issue cycle, and different analytic and methodological approaches. The long-term goal of this work should be to enable more effective communication with publics whose demographic, socio-structural, or value-based characteristics position them squarely outside of the proverbial choir that science communication is often preaching to.     

Integrating Media Studies of Climate Change into Transdisciplinary Research: Which Direction Should We Be Heading?

Research in the area of media coverage on climate change communication represents one of the most prolific areas of inquiry within communication and mass communication studies. This body of literature, which ranges from empirical to critical studies, continues to expand. Much research has focused on representations of climate change causes, effects, and human actions, while some has assessed the impacts of these representations. What is broadly missing from this literature, however, is a discussion of how we might integrate media analysis into transdisciplinary collaborative research aimed at creating solutions to the social, environmental, and economic issues intertwined with climate change. Given the magnitude of problems the society and science are currently grasping with, it behooves us to understand how media studies can contribute most effectively to characterizing and solving problems. We maintain that the move toward integrating media studies into transdisciplinary collaborative research marks an essential transition for environmental communication in general, but climate change communication in particular, given the urgency and magnitude of creating meaningful adaptation and mitigation strategies to address this pressing, complex challenge. Drawing on our work as part of a large transdisciplinary sustainability science team, we provide a case study for understanding what collaborations are key to moving media studies into a transdisciplinary context and the key opportunities and barriers that come along with that move. We argue that media studies must increasingly engage directly in collaboration with other researchers, stakeholders, and communities to serve on-the-ground decision-making and enhance society's ability to take action.     

“Science is Everywhere,but No One Knows It”: Assessing the Cultural Distance to Science of Rural South African Publics

ABSTRACT

In science communication, a prerequisite for reaching different parts of a society is to find out how these publics experience and interpret science. Since rural South African publics are perceived to exhibit a large cultural distance to science, the present exploratory study aimed to know in more detail how rural South Africans perceive and understand science in their local and social contexts. Theoretical notions on cultural distance and the methodological approach of segmentation studies were considered. Semi-structured interviews with rural South Africans were carried out in four towns (n?=?52) that differ with respect to having a large scientific installation in their vicinity, or not. Sensitively comparing local and social contexts helped identifying three different publics who differed regarding their perceptions of science; however, the large scientific installations only made a difference in perceptions for those publics who were generally less exposed to and less knowledgeable about science.     

A Short Survey Instrument to Segment Populations According to Their Attitudes Toward Science. Scale Development,Optimization and Assessment

ABSTRACT

Surveys play a key role in researching public perceptions of and attitudes toward science. Accordingly, there is a breadth of often-used survey instruments available which have also been adopted for segmentation analyses. Even though many of these segmentation solutions are similar in their aims, they often include a large numbers of variables, making it more difficult for other researchers to build on these solutions, as survey time is scarce. Therefore, we demonstrate how a large number of variables that were used for a comprehensive segmentation analysis can be reduced considerably without losing too much information. We develop and test a short survey instrument to segment populations according to their attitudes toward science. Results show that segmentation results can be replicated with over 90% accuracy by reducing the instrument from 20 to 10 variables. This reduction does not significantly affect the predictive power of segment attribution on three dependent variables, which suggests that many segmentation analyses could be similarly optimized, helping researchers save survey time and standardize segmentation analyses more.     

The Effects of Discussion of Familiar or Non-Familiar Information on Opinions of Anthropogenic Climate Change

ABSTRACT

The study found that encountering new information in an online chat rather than information that participants already knew and were familiar with was more likely to reduce support for the view that climate change is due to anthropogenic causes, even though the majority of the presented information supported anthropogenic causes. Participants reported feeling more competent and knowledgeable about the topic and felt less ostracized from others in the chat when participants were already familiar with information others discussed than when information discussed by others in the chat was new information. However, they viewed other chat members as more competent and knowledgeable when those others mentioned new information. Results are discussed within knowledge deficit model of science communication and the bias for common information.     

Increasing Local Salience of Climate Change: The Un-tapped Impact of the Media-science Interface

ABSTRACT

The media play a vital role in framing the narrative on climate change, however little work exists to assess the extent to which local media outlets increase public engagement on climate change through interaction and engagement with local academics. As temperatures rise and concerns mount that we have passed the tipping point, local media play a potentially critical role in communicating how climate change exacerbates their impact. Based on a review of extant literature on this topic, and a small pilot email survey, this article argues that scientists could be more active in increasing local salience of climate change by building trusted relationships with local media. Coverage of science in the media could benefit from closer engagement with local scientists as environmental stories often get more coverage in local media (compared to national media) which constitute an important source of knowledge on climate change. This would enable constructive discussions between local media and scientists, better translation of science to publics, increased awareness and interest of science production locally, and ultimately creating a trusted intermediary in the science-public interface.     

Phony Facts and Eco-media: Fake Nature and the Call for Widespread Media Literacy

ABSTRACT

Mermaids: The Body Found privileges mythologized creatures in a fictional narrative disguised as a documentary film in order to blur the boundaries between fact and fiction. This franchise’s decisions to value factors of entertainment over educational material are not uncommon in our consumer-driven society, but the film's engagement with fake fact media potentially repositions how audiences think about important conservation issues by overshadowing critical oceanic environmental topics with fake facts. Although today’s viewers are adept in interpreting media, the mermaid franchise’s use of screen genres, corporate websites, and social media saturates viewers with fake facts making it difficult to delineate between authentic science and fictional narrative. Not a quantitative reception study of audiences, this critical analysis of multiple genres of eco-media examines the difference between fake nature documentary and other types of animal programming and mockumentaries emphasizing that the issue is not strictly a question of entertainment factors or even of the subversion of fact and fiction, alone, but that the real issue lies in the franchise’s willingness to participate in an ever-growing media moment in which programming based on fake and alternative facts has the potential to impact how the public thinks about key issues in politics and science.     

Internet Memes,Media Frames,and the Conflicting Logics of Climate Change Discourse

ABSTRACT

Media frames have been applied to news information for decades to influence the manner in which news is both delivered and interpreted. However, media frames have tended to focus on traditional news media channels, but the emergence of new media platforms now necessitates a recalibration of how media framing is understood in relation to media and communication studies. With a focus on the issue of climate change, this study explores how framing is employed by the phenomenon of Internet memes in the new media landscape. Specifically, memes presented demonstrate the representation of five common media frames from the perspectives of both the “convinced” and “skeptical” logics. It is argued that through the use of common meme templates combined with the typical humorous or ironic message they convey, Internet memes represent a potentially powerful form of socio-political participation in the online community.     

Common Values and Themes for Grazed Open Spaces: “Plant Diversity” and “Watershed” as Communication Intersections for Agriculture and Conservation Groups?

ABSTRACT

Communicating about the use and management of open spaces occurs within a complex social environment replete with diverse stakeholder opinions and meta-narratives. For western US rangelands, production-based enterprises have been the traditional use but increasingly they are valued for ecosystem services such as water, recreation, biodiversity, and aesthetics which have led to additional conflict. We surveyed Wyoming-based members of six agricultural (Ag) and four environmental/conservation (Env/Con) groups to determine grazing-centric mutual exclusivity of special interests, common values, and emergent themes. We assessed 197 survey participants; 150 from Ag groups and 47 from Env/Con groups. Of 10 values assessed, “watershed” and “plant diversity” were similarly valued by both group types. These naturally dichotomous groups also agreed that communication and reliance on science are needed. Communication and conflict resolution about the use of open spaces can benefit from addressing social presuppositions and meta-narratives of broader audiences to facilitate effective dialogue and solutions.     

Regional Research Capacity-Building in Sustainability Science: Facts,Gaps, and Futures in Northeast Asia

Abstract

Evidence shows that some conceptual ideas relevant to both local and global sustainability have been adopted in some official documents in northeast Asian nations, particularly China, South Korea, and Japan. This seems to be a very positive signal for the future development of sustainability science in this region. However, studyes show that there are still some major gaps there. One is the problem of how to build up the regional research capacity of sustainability science among northeast Asian research institutes across different disciplines as well as different political systems. Another is how to shift the conceptual frameworks of sustainability science into the operational policy frameworks. There are four major obstacles to the enhancement of regional research capacity-building in sustainability science. In order to build up the regional research capacity in sustainability science and to realize both local and global goals of the sustainable development in northeast Asia, this paper proposes some basic frameworks, including regional institutional innovations, establishment of a regional sustainability information network, initiatives of the regional assessment programme, and focus on the regional education and training of sustainability knowledge.     

Communicating Haze Crisis Online: Comparing Traditional Media News and New Media Perspectives in Singapore

ABSTRACT

To understand haze-related online communication in Southeast Asia, this exploratory study took a mixed method approach to conduct web analysis of online communication during haze crisis in Singapore, followed by textual analysis of traditional and new media content during peak days. First, web analytics showed that Singapore’s haze online communication occurred mostly on the Twitter platform with primary negative sentiments. Next, textual analysis results found that majority of traditional media-affiliated news provided informative haze reports and centered on positive measurements taken by government and authorities, similar to Public Information Model for crisis management. In comparison, haze-related new media content had diverse topics reflecting laymen’s viewpoints with critical tones and negative sentiments. News portals and blogs used two-way asymmetrical and symmetrical model for crisis management, respectively. Additionally, Social Cognitive Theory’s media diversity perspectives were applied to understand people’s media choices among traditional and new media during natural crisis with environmental influences.     

Exploration of Science Parks

Abstract

Science parks have developed greatly in the world, whereas empirical researches have showed that science parks based on linear model cannot guarantee the creation of innovation. Hi-tech innovation is derived from flow and management of information. The commercial and social interactions between in-parks and off-park firms and research institutions act as the key determinant for innovation. Industrial clustering is the rational choice for further developing Chinese science parks and solving some problems such as the lack of clear major industries and strong innovation sense, etc.     

Routine Reporting of Environmental Risk: The First Traces of Micropollutants in the German Press

ABSTRACT

This article analyzes the emergence of a new environmental issue in the German press. Since the 1990s, scientists have detected traces of pharmaceuticals, hormones and chemicals in all segments of the water cycle. These micropollutants have negative effects on aquatic life and might affect human health. Their sources are manifold and include private households. Yet although micropollutants of are direct concern to media audiences, they are a challenging topic for news reporting. Although this issue is systemic and fraught with uncertainty, it does not easily translate into news stories. Our content analysis of 444 articles (1995–2015) reveals that the societal risk was rarely presented as a stand-alone topic. Instead, the issue was mostly covered as part of local routine reporting and framed as a challenge for experts to solve. Over time, the reporting became more managerial, while media framings of micropollutants gained more substance and scope. We contend that local routine reporting should receive more attention as a public forum for addressing emerging environmental concerns.     

Science Communication and Stakeholder Expertise: Insights from Sustainability Science*

Communicating science is a multifaceted and complex process, particularly in sustainability science where researchers directly engage with non-academic stakeholder partners. In this insight, we explore the relationship between science communication behaviour and perceptions of stakeholder scientific expertise in a large-scale sustainability-focused research project in the Northeastern United States. We find that higher levels of perceived scientific expertise are associated with dialogic and participatory models of communication, and lower levels of perceived scientific expertise are associated with dialogic and diffusion models of communication. This work, while small in scope, highlights the utility of attending to perceptions of expertise within stakeholder engagement contexts. Implications, limitations, and opportunities for future research are discussed.     

Research core and framework of sustainability science

This paper reviews recent achievements in sustainability science and discusses the research core and framework of sustainability science. We analyze and organize papers published in three selected core journals of sustainability science: Sustainability Science, Proceedings of the National Academy of Sciences of the United States of America, and Sustainability: Science, Practice, & Policy. Papers are organized into three categories: sustainability and its definition, domain-oriented research, and a research framework for sustainability science. First, we provide a short history and define the basic characteristics of sustainability; then we review current efforts in the following research domains: climate, biodiversity, agriculture, fishery, forestry, energy and resources, water, economic development, health, and lifestyle. Finally, we propose a research framework for sustainability science that includes the following components: goal setting, indicator setting, indicator measurement, causal chain analysis, forecasting, backcasting, and problem–solution chain analysis. We emphasize the importance of this last component for improving situations and attaining goals.     

“Hey Friend,Buy Green”: Social Media Use to Influence Eco-Purchasing Involvement

This study addresses the use of message carriers to convey corporate social responsibility information to promote eco-purchasing involvement. The work tests various media formats transmitted via social media. The effects of corporate vs. peer communication in a corporate social responsibility campaign in stimulating self-reported eco-purchasing involvement are indicated. The research varies communication dimensions of a fictional corporate social responsibility campaign sent through social media. Multiple media formats; new release; article; and advertisement were tested, as was the inclusion of social media persuasive sentiment. The analysis of source/format combinations and source/format/sentiment combinations found statistically significant differences for consumer-to-consumer communication in stimulating eco-purchasing involvement in certain circumstances. This research suggests an emerging role for the consumer communicator as a content co-creator and validates the effective use of articles and news releases instead of advertising on social media, yielding managerial and scholarly implications.     

Translocal celebrity activism: shark-protection campaigns in mainland China

ABSTRACT

Shanghai-born Yao Ming, a retired star player with the American National Basketball Association, is the celebrity face of translocal conservation campaigns to stop the consumption of shark-fin soup in Chinese restaurants worldwide. The standard justification for such communication practices is that they will generate media publicity and save shark populations, by encouraging increasingly affluent Chinese consumers to stop eating a luxury food item based on cruel and unsustainable practices. To date, there has been limited research on the nature of shark-protection campaigns in mainland China, the proclaimed major future market for shark fin. This paper fills that gap. It contends that these campaigns have missed their target, being heavily influenced by communication strategies used in international campaigns and providing incoherent local framing. Declining demand for shark fin demonstrates instead that government austerity measures have had a greater impact on luxury consumption practices, inadvertently highlighting the potential of “authoritarian environmentalism.”     

A Missed Opportunity?: NOAA’s Use of Social Media to Communicate Climate Science

In the current media landscape, organizations often communicate about science directly with publics through online channels rather than relying on journalist gatekeepers. Online platforms present organizations with the opportunity to participate in two-way communication in order to increase engagement with science. The present study examined how the National Oceanic and Atmospheric Administration (NOAA) utilizes social media to interact with publics. Results suggest that NOAA does not fully utilize the dialogic potential of social media, which could enhance both the public’s science literacy and trust in science regarding climate change specifically. This study informs how public relations theory may complement science communication theory and practice as deficit model-thinking transitions to contemporary approaches for public engagement with science.     

Educational initiative of Osaka University in sustainability science: mobilizing science and technology towards sustainability

One of the most important and yet difficult challenges that modern societies face is how to mobilize science and technology (S&T) to minimize the impact of human activities on the Earth’s life support systems. As the establishment of inter-disciplinary education programs is necessary to design a unified vision towards understanding the complexity of human nature, the Research Institute for Sustainability Science (RISS) launched a new program on sustainability science in April 2008. The program expects to address the issue of how to use knowledge more effectively to understand the dynamic interactions between nature and human society. This paper first offers an overview of international and Japanese initiatives on sustainability education in which we highlight the uniqueness of the attempt by the Integrated Research System for Sustainability Science (IR3S). The paper then introduces the RISS program for sustainability science, addressing the principles and curriculum design of the program. The paper discusses the main problems and constraints faced when developing the program, such as institutional barriers in building a curriculum and obtaining cooperation from faculty. To challenge these barriers and limitations, the RISS uses the program as a platform to disseminate the idea of sustainability science across the university. This attempt helps us to obtain the continuing cooperation necessary to improve and maintain the program.