Audiences for Science Communication in the United States

ABSTRACT

The US National Science Foundation collects biennial data on views about science and technology (S&T). Analyses have typically focused on the degree to which demographics, knowledge, and attitudes predict S&T support or views about specific technologies or issues. Published efforts do not appear to have focused on identifying latent classes within the data. Initial analyses using latent profile analysis suggests that Americans can be categorized into six substantive audience groups when it comes to views about S&T. These groups vary by demographics, including scientific background and ideology, as well as in views about S&T. Post hoc analyses explore how “class-focused” analyses may provide additional insight beyond what can be obtained from “variable-focused” analyses.     

Between Guilt and Obligation: Debating the Responsibility for Climate Change and Climate Politics in the Media

ABSTRACT

The “common but differentiated responsibility” of developed and developing countries to mitigate climate change is a core principle of international climate politics—but there is disagreement about what this “differentiated responsibility” amounts to. We investigate how newspapers in developed countries (Australia, Germany, United States) and emerging economies (Brazil, India) covered this debate during the UN climate summits in 2004, 2009, and 2014. Newspapers in both types of countries attributed more responsibility to developed than to developing countries. In line with social identity theory, however, media in developed countries attributed less causal responsibility (blame) to other developed countries than media in emerging economies. The latter countries’ media, in turn, attributed less responsibility to other developing countries than media in developed countries. At the same time, in line with the “differentiated responsibility”, media in developed countries attributed more responsibility to their own countries than media in emerging economies.     

Protective Progressives to Distrustful Traditionalists: A Post Hoc Segmentation Method for Science Communication

ABSTRACT

This study demonstrates a post-hoc segmentation that is effective in creating distinct and robust segments of interest for researchers and practitioners in science communication. We use agglomerative hierarchical clustering to classify survey respondents based on answers to a short, five-item battery of questions drawn from variables that are frequently used in science communication. Resulting segments demonstrate strong differences in regards to demographics, issue-specific science knowledge, attention to media, sentiment toward media, and social networking site use. We assess the utility of the segments through a series of regression analyses in order to determine differences among segments with regards to intent to seek information about three science issues: fracking, nanotechnology, and synthetic biology.     

Residents’ Attitude to Pay for Urban River Restoration: Empirical Evidence from Cities in Yangtze Delta

Abstract

Public willingness to pay (WTP) for urban rivers restoration was investigated in Shanghai, Nanjing and Hangzhou in China with a sample of 1,285. The factors influencing positive WTP against zero WTP are analyzed using a binary logit model. The results indicate that income, Huji (residential registration) status, household size, home property ownership, riverfront access, and attitudes toward current water quality are statistically significant in the likelihood of positive WTP. It is also found that respondents without local Huji are less willingness to pay positively in pooled sample and Shanghai sample. In the group holding property right of house but without local Huji is less willingness to pay positively in Hangzhou. Respondents in Nanjing are more willingness to pay positively than those in Hangzhou. Most common arguments against to pay for the restoration are “government’s duty”, “low income”, “non-local-Huji” and “lack of trust in the government in how it spends money”. The results are generally consistent with the hypothesis and specific situations in China. The findings make some contributions to the non-market valuation studies as well as provide useful information for public policy making in China.     

Dividing and Uniting Through Naming: The Case of North Carolina's Sea-Level-Rise Policy

Opponents of a proposed sea-level-rise policy in North Carolina, USA, reasoned rhetorically to promote a narrative claiming that the policy supporters’ efforts had failed to meet the criteria of “good” science and the American dream expectancy of “progress.” The critics worked to hinder policy adoption by naming as “villains” scientists who provided research to support the proposed policy. In addition, the opponents named their own efforts to prevent policy based on “bad” science that would “destroy” the American dream as “heroic.” To more effectively respond to such narratives, scientists and policy proponents need to shift away from reporting just climate change “facts” in the attempt to gain stakeholder support for mitigation and adaptation initiatives. They need to move toward reasoning rhetorically to construct narratives that encourage the public to name them as the “heroes” who will achieve the American dream by their actions to mitigate climate-change outcomes.     

“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.     

Toward knowledge structuring of sustainability science based on ontology engineering

In sustainability science (SS), it is difficult to identify what needs to be solved, and it is also not clear how to solve the problems that are identified. There has been no consensus on the underlying question of “What is structuring knowledge in SS?” This paper focuses on knowledge structuring accompanied by supporting of thinking. It addresses the key challenges associated with knowledge structuring in SS, identifies the requirements for the structuring of knowledge, proposes a reference model, and develops an ontology-based mapping tool as a solution to one layer of the reference model. First, we identify the important requirements for SS knowledge structuring. Second, we develop a reference model composed of five layers based on three of the requirements. Third, we develop an ontology-based mapping tool at Layer 2 of the reference model for meeting the two major challenges for SS, namely, identifying what problems should be addressed in SS itself and proposing solutions for those problems. The tool is designed to store and retrieve information regarding SS, to provide access to a prototype ontology for SS, and to create multiple maps of conceptual chains depending on a user’s interests and perspectives. Finally, we assess whether the developed tool successfully realizes the targeted part of the reference model for SS by examining the tool’s conformity to the reference model, as well as its usability, effectiveness, and constraints. Although several issues were identified in the prototype ontology and the mapping tool, the study concluded that the mapping tool is useful enough to facilitate the function of Layer 2. In particular, the mapping tool can support thinking about SS from the viewpoint of: (a) finding new potentials and risks of technological countermeasures studied in SS; (b) helping users to get a more comprehensive picture of problems and their potential solutions; and (c) providing an effective opportunity to come up with new ideas that might not be thought of without such a tool.     

Flood risk and climate change in the Rotterdam area,The Netherlands: enhancing citizen's climate risk perceptions and prevention responses despite skepticism

Effective communication about climate change and related risks is complicated by the polarization between “climate alarmists” and “skeptics.” This paper provides insights for the design of climate risk communication strategies by examining how the interplay between climate change and flood risk communication affects citizens’ risk perceptions and responses. The study is situated in a delta area with substantial geographic variations in the occurrence and potential impact of flood risk, which has led to initiatives to make the area more “climate proof.” We developed a research model that examines individual differences in processing information about climate change related flood risk, based on the postulate that individuals often make an implicit trade-off between motivation to know “what is real” and motivation to maintain prior beliefs. A field experiment, embedded in a survey (n = 1887), sought to test out how the participants responded to risk frames in which a story on flood was either or not combined with climate change information. The results show that it was possible to increase the participants’ local climate risk perception in combination with increased motivation for flood damage prevention, despite a certain level of climate change skepticism. A general implication of our study is that relevant and diagnostic information about local climate-related flood risks can stimulate citizens’ need to know “what’s real” and their willingness to take responsibility for preparedness.     

Food for Thought: Audience Engagement with Sustainability Messages in Branded Content

Branded platforms are a growing “gray-zone” of marketing and media messages, in which corporations and news journalists partner to create content that supports strategic corporate goals while aligning with a publication’s scope of editorial coverage. As corporations are key influencers of and contributors to environmental communication, this trend has the potential to change environmental dialogue. In this article, we closely examine messages about food and sustainability, created in partnership by Chipotle Mexican Grill and the Huffington Post news site. We illustrate how use of a branded platform expanded the scope of environmental topics, issues, and frames that Chipotle addresses, how frames identified here connect to frames in coverage of science-related issues, as identified by other scholars, and discuss how branded platforms allow corporations to draw attention to polarizing environmental issues while protecting stakeholder relationships and brand reputation.     

An “Asymmetric Threat” That Should Have Been Anticipated: Political Discourse on 2007 Wildfires in Greece

This paper examines the pre-election interpretative repertoires employed by the two main political parties in Greece regarding the 2007 summer wildfires, which have been recorded as the worst natural disaster in contemporary Greek history. This involved a discourse analysis of press releases, interviews, and press conference statements. While the New Democracy governing party initially followed a “business-as-usual” scenario, comparing the situation with past wildfires under the administration of PASOK (the biggest opposition party), the increasing number of deaths over time rendered any such comparison invalid. In order to regain momentum, the government launched the interpretative repertoire of “asymmetric threat”, which proved instrumental in helping the government to get re-elected. This political discourse lacked any consideration of broad socioeconomic changes in rural areas in Greece which might have contributed substantially to the severity of the disaster. Implications for wildfire policy are discussed.     

Benefits from and threats to European treeline ecosystem services: an exploratory study of stakeholders and governance

The concept of ecosystem services (ES) is being increasingly applied in environmental governance and science. To safeguard key ES in changing and complex social–ecological systems such as treeline areas, we need to (1) map key ES in different types of treeline landscapes, (2) identify the stakeholders benefiting from and threatening ES, and (3) examine how ES could be governed more sustainably. We explore these questions in European treeline areas by using quantitative and qualitative social science techniques to analyse responses from a survey of local scientific experts in 20 altitudinal and polar treeline areas in 15 European countries. In contrast to the prevalent consideration of treeline areas as a single type of a social–ecological system, we show that European treeline areas can be divided into two types that significantly differ in the delivery of ES. Our analyses allowed us to categorize stakeholders according to their benefits from and threats to ES; “Green key players” formed the most numerous group, while smaller number of stakeholder groups was categorized as “Harmless crowd”, “Occasional stressors”, and “Risky users”. However, behaviour of stakeholders is very much site-specific. Of 595 pairs of stakeholders analysed, we found <5 EU-wide “Allies” and “Opponents”. Recommendations for improved governance include adjusting governance instruments to specific problems in divergent treeline systems and creating participatory structures where stakeholders better interact with scientists and can genuinely influence management decisions.     

How Aware Are Other Nations of Climate Change? Analyzing Germans’ Second-Order Climate Change Beliefs About Chinese,US American and German People

ABSTRACT

What people believe about the beliefs of other people – second-order beliefs – has been acknowledged as a key factor that shapes public support for international climate policy. However, very little is known about their origins. Based on data from an online survey (n?=?935), we analyzed how German citizens assess the climate change awareness in their own nation as compared to those of the US and China. Even if the public climate change awareness in the US and China factually differs, we found that German citizens equivalently rate both nations similar and much lower than their own, a finding which can be explained with social identity processes and “in-group”/“out-group” biases. Hierarchical regression analyses demonstrate that the attention individuals pay towards television and social media predict second-order beliefs on climate change awareness positively, while attention to print media is a negative predictor.     

Assessing the role of consumers in sustainable product policies

A global analysis shows that considerable forces contribute nowadays to the perpetuation of the so-called “developed” model of consumption, and its extension to growing parts of the world, despite reiterated calls for “modification of production and consumption patterns”. Environmental product regulation can be situated in this general perspective. This paper returns to the framing of policies devoted to ecologically sustainable consumption, taking the example of the Integrated product policy at the European level. How are the objectives of such policies defined? What instruments are privileged? Comparing theoretical approaches with policy design, we focus on the role devoted to consumers in these contexts. Bringing in literature evidence, survey results and findings from an original study, we argue that appropriate knowledge of the diversity of consumers’ attitudes and about the limitations of their possible actions is not properly taken into account in product policies, notably when information and voluntary tools are dominant. From this point of view, environmental product regulations are well justified, but they should, as all policy instruments implicating consumers, take careful notice of their situation.     

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.     

YouTube,Social Norms and Perceived Salience of Climate Change in the American Mind

This online experiment explored how contextual information embedded in new media channels such as YouTube may serve as normative social cues to users. Specifically, we examined whether the number of views listed under a YouTube video about climate change would elicit inferences regarding how “others” feel about the climate issue and, consequently, might influence perceptions of issue salience. Participants in this experiment were exposed to a YouTube video about climate change using two experimental conditions, one providing a small number of views under the video and the second listing a large number of views. Results suggest that the “number of views” cue did, indeed, influence participant perceptions of the importance assigned by other Americans to the issue of climate change. Further, compared to low self-monitoring participants, high self-monitoring participants registered an increase in their own judgment of issue importance.     

What is “Chernobyl Syndrome?” The Use of Radiophobia in Nuclear Communications

This article examines the use of “radiophobia,” “Chernobyl syndrome,” “irrationality,” and other similar concepts in communications on nuclear issues. Historically, these terms have been used in two ways: to describe psychological effects among people affected by nuclear disasters such as Hiroshima or Chernobyl, and to explain the concerns of the unaffected lay public about radiation or nuclear power projects. The latter was actively used in the Soviet Union and in post-Soviet countries such as Belarus to rejects citizens’ complaints and to denounce the arguments of the anti-nuclear camp. This study argues that although the terms can legitimately be used in many situations, their use in communications about nuclear issues can be problematic.     

基于百度指数的湖南旅游目的地城市旅游者网络关注度及其空间格局研究

网络关注度从赛博空间层面反映了旅游者对旅游目的地的整体感知。通过社会网络分析方法,以综合运用"直接取词法"和"范围取词法"选定的与湖南旅游目的地城市旅游活动密切相关的共计103个关键词的百度指数构建而成的网络关注度指数为分析数据,对湖南旅游目的地城市的网络关注度及其空间格局进行了系统分析。研究发现:(1)旅游者对湖南各旅游目的地城市的网络关注程度有所差别,但是上述旅游目的地城市的网络关注度在年度周期内呈现出同步波动态势,具有较强的"共现性";(2)旅游者对湖南各旅游目的地城市的网络关注度构成了相对完整的关联结构,但是岳阳与其他旅游目的地城市之间网络信息互动较弱,娄底和益阳与其他旅游目的地城市之间基本没有网络信息互动;(3)旅游者对湖南各旅游目的地城市的网络关注度的网络影响力呈现出明显的等级结构,其中,长沙、郴州和株洲具有显著的"结构洞"优势,对湖南各旅游目的地城市之间的信息流动起到的"桥接"作用明显;(4)旅游者对湖南各旅游目的地城市的网络关注度的空间关联网络可以划分4个板块:其中湘西州位于"经纪人"板块;衡阳等4个节点位于"献媚"位置;长沙等6个节点位于"首属人"位置;娄底、岳阳和益阳则位于"孤立"位置;(5)旅游者对湖南各旅游目的地城市的网络关注度在很大程度上反映了湖南各旅游目的地城市的资源禀赋和旅游产业发展状况,但两者之间并不完全匹配。湖南各旅游目的地城市的资源禀赋和旅游产业是旅游者对湖南各旅游目的地城市产生网络关注度的基础,而网络关注度则主要通过促进或阻碍地理空间因素的方式对湖南旅游目的地城市网络关注度及其空间格局产生影响。鉴于上述研究发现,论文提出,要促进湖南省的旅游产业发展,各旅游目的地城市除了需要强化自身的优质资源建设,凸显各自的旅游发展特质之外,还需要扩大各旅游目的地城市之间的旅游信息交流和合作,尤其需要促进湖南各旅游目的地城市与其他区域之间的旅游者、旅游信息等要素的自由流动,逐步形成多中心、多网络协同发展的旅游空间格局。