Promises and reservations towards science and technology among South African publics: A culture-sensitive approach

What drives science media use? Predictors of media use for information about science and research in digital information environments

This study analyzes the predictors of media use for information about science and research by drawing on the theory of planned behavior and audience orientations. It uses data from a representative survey in Switzerland. We find that both audience orientations and motivations explained the use of media to access science information. People with positive attitudes toward science were more likely to use all kinds of media to access information about science. Positive evaluations of mass media coverage predicted print media and website, television and radio use positively but social media use negatively. Thus, social media could be a way to reach people who do not appreciate the coverage of the traditional mass media as much as others but who are still positive toward science. However, people who use social media may possess lesser knowledge to assess to what extent such science information is trustworthy and correct.

"Space means Science, unless it's about Star Wars": A qualitative assessment of science communication audience segments

Scholars of science communication have identified population segments that differ in their perceptions of and attitudes toward science as well as in their patterns of science-related information and media use. So far, however, most of these studies employed quantitative, standardized methods and their descriptions could not go into qualitative detail. This study fills this gap: It delivers an in-depth description of members of four audience segments that were identified in a prior, representative survey in Switzerland. Forty-one of these survey respondents, representing different segments, were asked to note their encounters with science in smartphone-based diaries, and diary entries were discussed in qualitative follow-up interviews. Results show that the segments differ in their criteria for identifying science, expectations toward science, and their reasons to use science communication.

Science communication scholars use more and more segmentation analyses: Can we take them to the next level?

Science communication scholars are publishing more and more segmentation analyses as they further our understanding of different audiences and their characteristics. They follow different aims, are therefore difficult to compare and do not lend themselves to more generalisable and theoretical knowledge production. Our field has the potential to follow a demand for more systematic efforts by taking advantage of our high-quality representative data sets focusing on public perceptions of science. Beforehand, however, science communication scholars using segmentation analyses have to identify common goals and overcome a number of hurdles concerning variable selection, methodological approaches, and transparency. Ultimately, a collaborative and systematic application of segmentation analyses could result in truly relevant insights for our field.

Researching multiple publics through latent profile analysis: Similarities and differences in science and technology attitudes in China, Japan, South Korea and the United States

How science and technology attitudes vary across the United States, China, South Korea and Japan - all of which top Bloomberg's list of high-tech centralization - is explored through data from the sixth wave of the World Values Survey (2010-2014). The following study examines the presence of different types of attitudinal groups using latent profile analysis. Not only do unique attitudinal groups exist in each country, but each group is uniquely influenced by select demographic characteristics, including education, age, gender, religiosity, employment status and individual interaction with technology. The findings provide insight into public attitudes towards science and technology across social and cultural contexts and generate nuanced understandings of similar and different attitudinal groups in East Asia and the United States.

The different audiences of science communication: A segmentation analysis of the Swiss population's perceptions of science and their information and media use patterns

Few studies have assessed whether populations can be divided into segments with different perceptions of science. We provide such an analysis and assess whether these segments exhibit specific patterns of media and information use. Based on representative survey data from Switzerland, we use latent class analysis to reconstruct four segments: the "Sciencephiles," with strong interest for science, extensive knowledge, and a pronounced belief in its potential, who use a variety of sources intensively; the "Critically Interested," also with strong interest and support for science but with less trust in it, who use similar sources but are more cautious toward them; the "Passive Supporters" with moderate levels of interest, trust, and knowledge and tempered perceptions of science, who use fewer sources; and the "Disengaged," who are not interested in science, do not know much about it, harbor critical views toward it, and encounter it-if at all-mostly through television.