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.