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.     

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.     

“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.     

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.     

Attitudes toward income inequality: perspectives from farmers living in a poverty-stricken rural area of China

The attitude of the least advantaged people to income inequality is important in regard to social stability, which is also a major concern of the government and researchers in China. This paper aimed to investigate the perceptions and attitudes of the least advantaged people toward income inequality in China. An empirical analysis was conducted on farmers’ attitudes to income inequality based on a questionnaire survey of 308 farmers in four villages in Yingshan, Hubei Province. Our results show that the respondents consider the income inequality as severe, and ability, hard work, and individual choices are the major determinant factors of income. It is shown that farmers in less developed areas are more likely to accept income inequality, and they ascribe this to their own failure rather than to social injustice. However, it is not the case that people living in poverty-stricken areas are satisfied with anti-poverty policies; and these policies are expected to be further improved to increase the income of the poor.     

Science, Research, Knowledge and Capacity Building

A small part of the scientific community is seeking hard to enhance the contribution of science, knowledge and capacity building to environmentally sustainable and socially fair human development around the world. Many researchers over the globe share the same commitment – anchored in concerns for the human condition. They believe that science and research can and have influenced sustainability. Therefore their main goals are to seek and build up knowledge, know-how and capacity that might help to feed, nurture, house, educate and employ the world's growing human population while conserving its basic life support systems and biodiversity. They undertake projects, that are essentially integrative, and they try to connect the natural, social and engineering sciences, environment and development of communities, multiple stakeholders, geographic and temporal scales. More generally, scientists engaged in sustainable development are bridging the worlds of knowledge and action. This pro-active, heavily ethics- and wisdom-based "science for sustainability" can be seen as the conclusion of all dialogues and discussions amongst scientists at the World Summit on Sustainable Development (WSSD) 2002 in Johannesburg. The "Plan of Implementation" after WSSD will be based on political will, practical steps and partnerships with time-bound actions. Several "means of implementation" are going to be proofed and initiated: finance, trade, transfer of environmentally sound technology, and, last but not least, science and capacity building.Some characteristics of working scientific sustainability initiatives are that they are regional, place-based and solution-oriented. They are focusing at intermediate scales where multiple stresses intersect, where complexity is manageable, where integration is possible, where innovation happens, and where significant transitions toward sustainability can start bottom-up. And they have a fundamental character, addressing the unity of the nature – society system, asking how that interactive system is evolving and how it can be consciously, if imperfectly, steered through the reflective mobilization and application of appropriate knowledge and know-how. The aims of such sustainability-building initiatives conducted by researchers are: first to make significant progress toward expanding and deepening the research agenda of science and knowledge-building for sustainability; secondly to strengthen the infrastructure and capacity for conducting and applying science, research and technology for sustainability – everywhere in the world where it is needed; and thirdly, to connect science, policy and decision-making more effectively in pursuit of a faster transition towards real sustainable development. The overall characteristic is, that sustainability initiatives are mainly open-ended networks and dialogues for the better future. A world society that tries to turn towards sustainable development has to work hard to refine their clumsy technologies, in "earthing" their responsibility to all creatures and resources, in establishing democratic systems in peace and by heeding human rights, in building up global solidarity through all mankind and in commit themselves to a better life for the next generations.     

Sustainable agricultural attitudes and behaviors: a gender analysis of Iranian farmers

The purpose of this paper is to compare the attitudes of male and female rice growers towards environmental sustainability and identify the constructs that will influence their attitudes and behaviors. A survey methodology with systematic sampling techniques was used to select 181 households in four villages’ of Kazeroon, Iran. Results indicated that women farmers’ attitudes were more positive toward sustainability. A model was developed to explain farmers’ attitudes and behavior toward environmental sustainability. Finally, the determinants of sustainable agriculture attitudes and behavior are discussed. Readers should send their comments on this paper to: BhaskarNath@aol.com within 3 months of publication of this issue.     

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.     

Normative Framing and Public Attitudes toward Biofuels Policies

Although the power of elite issue frames to shape public attitudes toward different policies is well established, the relative influence of different types of frames in competitive framing environments remains uncertain. For example, we do not fully understand the relative influence of economic versus normative frames on the public's policy attitudes, despite the common use of both types of frames to promote the same policy in many settings. Using data from a 2010 national Internet survey, this paper investigates the relative influence of economic versus normative frames on public attitudes toward the contentious policy issue of biofuels. The results indicate the importance of normative frames in shaping public attitudes on this issue, suggesting the relevance of normative frames more generally in shaping public opinion beyond the narrow confines of typical “morality” policies such as abortion or gambling.     

Public Attitudes Towards Policy Instruments for Congestion Mitigation in Shanghai

Abstract

Congestion causes many externalities for the society, including time delays, excessive fuel consumption, air pollution, noise and safety concerns. In Shanghai, various policy options have been explored, piloted or applied; however, not all of them may be understood and accepted by the public. A survey was conducted to investigate people’s attitudes towards several policy options. The main findings reveal that Shanghai residents are resistant to certain policies, such as congestion charges, higher parking charges in congested areas and car restrictions. Instead, they favor public transport provisions. The paper suggests that there is a case for promoting public transport and more efficient trips when the car ownership is still low, and for investing in a policy of educating the public on the ‘true’ costs and causes of congestion before embarking on an intensive policy of congestion charges or restrictions.     

Exploring relationships of environmental attitudes,behaviors, and sociodemographic indicators to aspects of discourses: analyses of International Social Survey Programme data in the Philippines

Data from the International Social Survey Programme 2000 and 2010 environment modules were analyzed to explore the relationships between attitudes, behavior, and sociodemographic variables to citizens’ preferences to aspects of environmental discourse in the Philippines. Overall, significantly more people agree to multilateralism, equity, and the link between the environment and economic progress in 2010 as compared to 2000. A series of multinomial logistic regressions were conducted to determine significant predictors to peoples’ disposition to variables related to three overarching environmental discourses. After controlling for other covariates, the study found that the more the Filipinos adhere to statements toward science and nature that are negatively connoted: the more likely they are to agree to international multilateral commitments and ascribe to equity for poorer countries in environmental efforts; and less likely to disagree to the aspects of multilateralism, equity, and the link between the environment and economic progress. Furthermore, the results showed that demographics and civic participations generally did not have a statistically significant impact on Filipino’s agreement or disagreement to environmental discourses. The paper then discusses the implications of the findings and conclusions of the study.     

Examining the Impact of Expert Voices: Communicating the Scientific Consensus on Genetically-modified Organisms

Scholars are divided over whether communicating to the public the existence of scientific consensus on an issue influences public acceptance of the conclusions represented by that consensus. Here, we examine the influence of four messages on perception and acceptance of the scientific consensus on the safety of genetically modified organisms (GMOs): two messages supporting the idea that there is a consensus that GMOs are safe for human consumption and two questioning that such a consensus exists. We found that although participants concluded that the pro-consensus messages made stronger arguments and were likely to be more representative of the scientific community’s attitudes, those messages did not abate participants’ concern about GMOs. In fact, people’s pre-manipulation attitudes toward GMOs were the strongest predictor of of our outcome variables (i.e. perceived argument strength, post-message GMO concern, perception of what percent of scientists agree). Thus, the results of this study do not support the hypothesis that consensus messaging changes the public’s hearts and minds, and provide more support, instead, for the strong role of motivated reasoning.     

Effects of environmental illiteracy and environmental awareness among middle school students on environmental behavior

This study proposes and employs a structural model to examine the effects of environmental literacy, environmental awareness, environmental attitudes, and environmental behavior among middle school students in Eski?ehir on their purchase of environmentally friendly products. In the proposed structural model, environmental illiteracy and environmental awareness were the exogenous latent variables, while pro-environmental attitude, pro-environmental behavior, and the purchase of environmentally friendly products were the endogenous latent variables. The latent variable of environmental illiteracy did not have a statistically significant effect on environmental attitudes and purchase of environmentally friendly products, whereas environmental awareness had a positive effect on pro-environmental attitudes and the purchase of environmentally friendly products. These findings indicate that students with environmental awareness also develop positive attitudes toward the environment, and the presence of a positive attitude toward the environment leads them to display pro-environmental behaviors and adopt a positive attitude toward environmentally friendly products.     

Exposure to radon in Swedish dwellings — Attitudes and elimination

Owners of 208 dwellings with radon daughter concentrations of 400 Bq/m³ EER or above were asked about attitudes and measures toward elimination via mailed questionnaires. The response rate was 88% and some steps toward elimination had been taken in 83 dwellings. For the remaining houses, no improvements had been made either because of financial problems, lack of technical advice, or doubts about radon daughter exposure as a health hazard. The results of this study suggest the need to more definitely assess the risk through epidemiologic studies, as well as to provide more information about technical solutions and financial support to house owners.     

Communicating in the Public Sphere: Attitudes Toward Different Public Instructional Communication Methods

An effective response to global environmental challenges requires analysis of communication patterns, processes and approaches. In addition, improving communication through emerging information and communication technologies (ICT) also must be explored. Understanding recipients’ perception of the innovations used in information diffusion is also necessary. This study, using a sample of 120 subjects, examined attitudes of leaders of community-based natural resources organizations toward two approaches used in public instructional communication in the Okavango Delta, Botswana. The quasi-experimental study also explored the effect of demographic variables on subjects’ attitudes. The results demonstrated more favorable attitudes toward the visualized method than the traditional verbal method, suggesting subjects’ preference and acceptance for the visualized public instructional communication approaches. Results also indicated a differential effect of age on attitude toward methods of communication. The results of the study highlight the importance for practitioners to use integrated communication approaches in the public sphere. Suggestions for future research are offered.     

Using Visual Impact Metaphors to Stimulate Environmentally Friendly Behavior: The Roles of Response Efficacy and Evaluative Persuasion Knowledge

ABSTRACT

Although people often are aware of the importance of adopting environmentally friendly lifestyles, they might be reluctant to do so as they believe that their actions do not make a difference (i.e. low response efficacy). Furthermore, they might experience reactance (e.g. negative attitudes) towards environmental messages that encourage them to adopt an environmentally friendly lifestyle. Therefore we experimentally tested whether it is possible to stimulate people to adopt an environmentally friendly lifestyle (i.e. recycle more clothing) by using visual impact metaphors that convey the message that old clothes deserve a new life. The findings show that a message in the form of a visual impact metaphor (vs. no visual impact metaphor) results in more positive attitudes towards recycling and stronger recycling intentions. This effect was mediated by two different underlying mechanisms: Response efficacy and more positive attitudes towards the persuasive attempt (i.e. positive evaluative persuasion knowledge).     

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.     

Providing sound theoretical roots to sustainability science: systems science and (second-order) cybernetics

After its infant stage, a new science usually starts reflexing on its identity and theoretical roots. Sustainability science is not an exception, and the needs of self-reflection are even more pressing because of its inter- and trans-disciplinary characters, which involve a plenty of different approaches, theories and practices. In fact, such a variety does not provide a consistent ground for its future development. Without a solid grounding on a reliable base, the plethora of different theories that currently crowds its arena could in the near future produce a rejection from disciplinary specialized researchers, thus confining sustainability science to a scientific fad. Convincing theoretical roots can be found in systems science and cybernetics, and in particular second-order cybernetics, once amended from autopoiesis theory and radical constructivism, which raise serious doubts of validity and applicability. If sustainability science acknowledged its systemic and cybernetic nature and adopted second-order cybernetics in its amended version, it would gain a powerful reference paradigm and a theoretical common denominator and language to support its researchers and facilitate their knowledge exchange. From their part, systems science and cybernetics would be better understood and embraced as powerful sources of knowledge for understanding modern challenging problems, and second-order cybernetics, after decades of scarce relevance for other scientific disciplines, would be revitalized and would finally evolve adequately in a promising science and social practice.     

Bringing the Heat Home: Television Spots about Local Impacts Reduce Global Warming Denialism

ABSTRACT

Efforts to educate the general public about global warming and the potential policy solutions that could mitigate its effects have relied on the diffusion of facts. But, cognitive scientists have documented that psychologically distant events like global warming elicit less concern and motivation to act relative to immediate, proximal and certain events. This paper documents a quasi-experiment that tested the effect on attitudes of a television campaign that emphasized the temporally, geographically and socially proximal impacts of global warming on the ecosystems and business activity of a historically conservative area of the United States. The campaign aired on one cable provider. Subscribers of that and of competing providers in the same zip-codes were polled after the campaign. Respondents exposed to the campaign were more likely to believe that global warming is happening, to accept the scientific consensus, to be more concerned about impacts and more supportive of policy solutions.