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Scientists’ perceptions of online public engagement (and the need for theory!)
Anthony Dudo, Ph.D.Assistant ProfessorDept. of Advertising & PRTexas at Austin
John C. Besley, Ph.D.Associate Professor & Ellis N. Brandt ChairDept. of Advertising & PRMichigan State
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Broad context the three moments of science communication
What brings people to science? (focus on public)
What brings science to people? (focus on scientists)
How do gatekeepers contribute?(focus on media / PIOs / bloggers)
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More attention to PES on the ground
• More PES training
• Pedagogical shifts
• Scientist-to-scientist advice
• Popular books
• Third-party resources
• Active blogging community
• Risk communication is key underlying theme
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More research on PES
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This research …has provided a strong baseline understanding of scientists’ perceptions and activity related to PES
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Aim to examine the nature of PESthink about PES from the perspective of strategic communication: planned communication with a goal in mind
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When a scientist engages …what is she or he hoping to accomplish? what are scientists’ goals? what impact do these goals have?
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Communication theory?…theory focuses on communication effects … theory focuses on information seeking … theory predicting communication choices?
Communication strategy
as planned behavior?
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5 goals from the literature …
EducateDefend science
ExciteBuild trust
Frame debates
Strategic goals
Traditional goals
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Research Questions
1
2
X
What goals do scientists prioritize when communicating with the public?
Are these goals associated with willingness to engage
(Past research focused on predictors of goal selection)
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Method
Sample
• U.S.-based, university-based Ph.D.s who were AAAS members
2013 AAAS Scientist Survey
Distribution
• Online (Qualtrics), Tailored Design Method
• All requests sent from AAAS Membership Dept. (to protect privacy)
• Incentive: 1/200 chance to win $500 amazon.com gift card or donation to AAAS
Response Rate
• 390/5,000 = 8%!!! (not adjusted for undeliverable emails)
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Descriptive Results
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2013 Scientist Survey: Past Engagement“About how many total days … did you devote to … online engagement through websites, blogs and/or social networks (e.g., Facebook, Twitter) aimed at communicating science with ADULTS who are not scientists?”
0 days about 1 day about 2 days
about 3-4 days
about 5 days
6-10 Days 11+ days0
10
20
30
40
50
60
note: treated as continuous (using dummy variable made no difference; relationship is linear)
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2013 Scientist Survey: Willingness to engage (%)“How willing would you be to take part in … online engagement through websites, blogs and/or social networks (e.g., Facebook, Twitter) aimed at communicating science with ADULTS who are not scientists?”
not at all willing
very willing0
5
10
15
20
25
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2013 Scientist Survey: Goals
messaging goal average (r = .54)
describing … in ways that make them relevant
framing research … {to} resonate …
trust goals average (r = .54)
demonstrating … openness & transparency
hearing what others think …
getting people excited about science
knowledge goals average (r = .41)
ensuring that scientists … are part of …
ensuring that people are informed …
defensive goals average (r = .63)
defending science …
correcting scientific misinformation
1 2 3 4 5 6 7
4.96
5.34
4.59
5
5.22
4.76
5.59
5.88
5.72
6.04
5.96
5.79
6.14
Strate-gic
goals
“How much should each of the following be a priority for online public engagement?”
All questions had a range of 1-7 where 1 was the “lowest priority” and 7 was the “highest priority”
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2013 Scientist Survey: Goals
messaging goal average (r = .54)
describing … in ways that make them relevant
framing research … {to} resonate …
trust goals average (r = .54)
demonstrating … openness & transparency
hearing what others think …
getting people excited about science
knowledge goals average (r = .41)
ensuring that scientists … are part of …
ensuring that people are informed …
defensive goals average (r = .63)
defending science …
correcting scientific misinformation
1 2 3 4 5 6 7
4.96
5.34
4.59
5
5.22
4.76
5.59
5.88
5.72
6.04
5.96
5.79
6.14
Strate-gic
goals
“How much should each of the following be a priority for online public engagement?”
All questions had a range of 1-7 where 1 was the “lowest priority” and 7 was the “highest priority”
Paper in Revision– Predictors of goals: • Perceived goal ethicality• Goal-specific external efficacy• Goal-specific internal efficacy• Perceptions of colleagues goals
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Additional multivariate results:Willingness to engage online
RQ: If you prioritize a goal (any goal), does that mean you might be more willing to engage?
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Predictors of online engagement willingnessModel specification for hierarchical regressions (based on theory of planned behavior)
Engage!
Controls
Goals
Attitudes
Field and Funding
Efficacy and Norms
age, gender, ideology, productivity, science news online / offline, engagement experience, comm. training
biomedicine, chemistry, physics/astronomy, social science, DOD, NSF, NIH, private, other funding
fairness: respect, fairness: career outcome, personal enjoyment
external efficacy, internal efficacy, subjective norms, descriptive norms
defend, educate, excite, build trust, messaging
willingness to engage online
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Predictors of online engagement willingnessModel specification for hierarchical regressions(based on theory of planned behavior)
Engage!
Controls
Goals
Attitudes
Field and Funding
Efficacy and Norms
age, gender, ideology, productivity, science news online / offline, engagement experience, comm. training
biomedicine, chemistry, physics/astronomy, social science, DOD, NSF, NIH, private, other funding
fairness: respect, fairness: career outcome, personal enjoyment
external efficacy, internal efficacy, subjective norms, descriptive norms
defend, educate, excite, build trust, messaging
willingness to engage online
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Additional multi-item measures
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Model specification for hierarchical regressions
fairness: external procedural, four items, alpha = .86(e.g., I would be treated rudely …)
fairness: external distributive, three items, alpha = .93
(e.g. I would see my research hurt …)
subjective norms, two items, r = .83(e.g. Scientists who engage online … well-regarded by … peers)
descriptive norms, two items, r = .61 (e.g. Most scientists do not take part in …)
efficacy – external impact of goals, seven items, alpha = .88(e.g. How effective … each of the following …)
efficacy – personal skill/ability toward goals, seven items, alpha = .90
(e.g. How effective do you think could be … each of the following …)
(All other items single-item measures)
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age
conservative-Liberal
amount of training
past online media use
chemical scientist
social scientist
NIH NIH funding
federal funding-other
funding-other
fairness (audience will treat with respect)
enjoyment of communication
descriptive norms
efficacy - external impact
defense of science goal
build trust goal
-0.30 -0.20 -0.10 0.00 0.10 0.20 0.30 0.40 0.50
Beta r
Adjusted r2 = .10
Regression results (betas)
Correlation coefficientsLight orange, p > .05Standardized betas(dark orange = p > .05)
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age
conservative-Liberal
amount of training
past online media use
chemical scientist
social scientist
NIH NIH funding
federal funding-other
funding-other
fairness (audience will treat with respect)
enjoyment of communication
descriptive norms
efficacy - external impact
defense of science goal
build trust goal
-0.30 -0.20 -0.10 0.00 0.10 0.20 0.30 0.40 0.50
Beta r
Older people less willing to engage online
Adjusted r2 = .10
Regression results (betas)
Correlation coefficientsLight orange, p > .05Standardized betas(dark orange = p > .05)
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Regression results (betas)
age
conservative-Liberal
amount of training
past online media use
chemical scientist
social scientist
NIH NIH funding
federal funding-other
funding-other
fairness (audience will treat with respect)
enjoyment of communication
descriptive norms
efficacy - external impact
defense of science goal
build trust goal
-0.30 -0.20 -0.10 0.00 0.10 0.20 0.30 0.40 0.50
Beta r
Experience predicts future willingness
Adjusted r2 = .26
Correlation coefficientsLight orange, p > .05Standardized betas(dark orange = p > .05)
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Regression results (betas)
age
conservative-Liberal
amount of training
past online media use
chemical scientist
social scientist
NIH NIH funding
federal funding-other
funding-other
fairness (audience will treat with respect)
enjoyment of communication
descriptive norms
efficacy - external impact
defense of science goal
build trust goal
-0.30 -0.20 -0.10 0.00 0.10 0.20 0.30 0.40 0.50
Beta r
Field and funding do not seem to matter
Correlation coefficientsLight orange, p > .05Standardized betas(dark orange = p > .05)
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Regression results (betas)
age
conservative-Liberal
amount of training
past online media use
chemical scientist
social scientist
NIH NIH funding
federal funding-other
funding-other
fairness (audience will treat with respect)
enjoyment of communication
descriptive norms
efficacy - external impact
defense of science goal
build trust goal
-0.30 -0.20 -0.10 0.00 0.10 0.20 0.30 0.40 0.50
Beta r
Some fear of hostile audience impact on career
Adjusted r2 = .27
Correlation coefficientsLight orange, p > .05Standardized betas(dark orange = p > .05)
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Regression results (betas)
age
conservative-Liberal
amount of training
past online media use
chemical scientist
social scientist
NIH NIH funding
federal funding-other
funding-other
fairness (audience will treat with respect)
enjoyment of communication
descriptive norms
efficacy - external impact
defense of science goal
build trust goal
-0.30 -0.20 -0.10 0.00 0.10 0.20 0.30 0.40 0.50
Beta r
Perceived skill may affect willingness
Adjusted r2 = .30
Correlation coefficientsLight orange, p > .05Standardized betas(dark orange = p > .05)
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Regression results (betas)
age
conservative-Liberal
amount of training
past online media use
chemical scientist
social scientist
NIH NIH funding
federal funding-other
funding-other
fairness (audience will treat with respect)
enjoyment of communication
descriptive norms
efficacy - external impact
defense of science goal
build trust goal
-0.30 -0.20 -0.10 0.00 0.10 0.20 0.30 0.40 0.50
Beta r
Goals do not seem to matter?
Correlation coefficientsLight orange, p > .05Standardized betas(dark orange = p > .05)
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Key findings
Scientists prioritize online public communication that is designed to defend science and educate
Scientists find the least value in the goals that are most likely to lead to positive engagement outcomes: building trust and tailoring messages
Scientists’ willingness to engage online a function of past experiences with engagement and social media, concern about impact, internal efficacy
Prioritizing specific goals has little impact on willingness to engage online
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What’s next? Long-term goal: help build a community focused on evidence-based science communication
Current project PES research needs
‣ 2-year NSF-AISL “Pathways” project that will enable …
‣ Qualitative interviews with science engagement trainers
‣ Surveys with members from 10+ major US scientific societies
‣ Experiments testing messages related to communication goals
‣ Identify most important goals
‣ Establish whether TPB is best
‣ Longitudinal/experimental data
‣ Operational consistency
‣ International data
‣ What role risk?
‣ How to maximize response rate?
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Regression results
Predictors that cut across the goals
Standardized betas* p<.05, ** p<.01, ***p<.001
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Regression results
The education goal is the most different in terms of its predictors
Standardized betas* p<.05, ** p<.01, ***p<.001