Social Media
Nonetheless, scientists have increasingly been engaging in science communication, together with universities, being pressured by the demand for „accountability“.
Among scientists, the need for media attention and gaining visibility has created a competitive field, increasing the risk for tainting scientific knowledge with an underlying motive of gaining the attention of as many persons as possible. Some scientists have achieved a status as „visible scientists“ by actively engaging in popularization in order to increase their public visibility, however, this popularity is often not just owed to the fact that they have made particularly fascinating discoveries, but is also due to assuming controversial positions or being flamboyant in their status as a public figure.
When looking at individual scientists, it is especially difficult to distinguish between their motives when it comes to science communication, as it is hard to recognize whether their goal is genuine communication to the public or self-promotion.
Social media has proven to be a powerful tool to do both of these things simultaneously – performance indicators can be summed up in numbers enable comparability across the disciplinary boundaries, enhancing social media usage following this principle of quantified reputation. There has also been a noteworthy increase of the potential reach that can be achieved through the internet and altmetrics which can be controlled through quantitative indicators have been expanded. The motives of self-promotion merges perfectly with the demand for democratization, as platforms such as YouTube, Blogs, or Facebook are propagated as tools for direct communication that is not influenced by any intermediate gatekeepers, thus suggesting that scientists can genuinely communicate eye to eye with the public. What is not taken into account, however, is whether the appropriate audience is reached within the undifferentiated public. Furthermore, it must also be questioned whether social media communication offers content of sufficient quality and credibility as does communication through traditional mass media outlets. Also, there is a widespread uncritical usage of social media in the age of data capitalism which follows political and the advertising industry’s interest.
Social media communication is on the rise, with many scientists, institutes, and universities performing science communication through these channels. Understandably so, as it offers opportunities and can be beneficial, however, it is necessary to keep some factors in mind. Major social media platforms are heavily dependent on income via advertisement fees. Of course, the advertisement industry is also present in other mass media tools, particularly newspapers, however, there is one significant difference, as journalists can operate independently next to the mass of advertisers. Social media operates on algorithms that seemingly optimize and personalize the contents for the user, which in turn means that communication is selected based on user preference. Social media communication tends to follow major opinions, creating spaces where users encounter content that reinforce their opinions and beliefs. A principle, that counters the actual intention of science communication, which is supposed to be informative, share new developments and foster critical thinking within the recipients.
Social media platforms, however, are not neutral, as, for example, an incident with Facebook has shown where they indirectly admitted to actively influencing the „trending news“ part.
The lack of quality control on social media is a factor that definitely needs to be considered, especially seeing as the access to the medium is essentially unlimited. So, how much trust can be put into the mediums and channels?
It is certainly something to keep in mind, since social media is an important source for scientific knowledge. An important factor here is to make sure that the source of the knowledge is made known and can be considered credible. As scientists make more use of social media to share their progress, they are usually aware of the sources of the shared information. Therefore, to ensure successful, truthful science communication through these channels, it is essential to secure the credibility of communication and have a trustworthy communicator.
Source: Weingart, P. and Guenther, L. (2016). ‘Science communication and the issue of trust’. JCOM 15 (05), C01.
https://jcom.sissa.it/article/pubid/JCOM_1505_2016_C01/
https://doi.org/10.22323/2.15050301
Discussion
If scientists wish to be effective when it comes to communicating, they need to understand the beliefs of the relevant interest groups, businesses, policy makers, and other stakeholders in discussions that are in need of scientific expertise.
Communicating ineffectively can be detrimental to both science and society. Science depends on the support of the public, requiring the people’s values and trust in science. Properly learning how to communicate is therefore invaluable, as it can help scientists to understand and address the questions their audiences are asking.
Source: The Science of Science Communication, S.465 https://www.pnas.org/doi/epdf/10.1073/pnas.1312080110
Personal Conclusion
While the upper paragraphs are heavily focused on some of the challenges and even dangers that arise through methods of science communication, the author of this paper still believes that the newly arising channels are of great importance to the society, as there also lies so much potential in them, especially when it comes to the possibility of accessing knowledge, obtaining information with easy access, and enabling a public discourse, only to name a few. Still, the arising issues are something that need to be communicated too, as awareness when it comes to these factors will help the consumer to distinguish credible sources from non-credible ones at least to some extent. Communicating neutrally is, for sure, an immense challenge, and especially when one is working towards a cause or representing an institution, one will lean toward communicating findings in a way that benefits them in some way – be it in order to gauge a certain reaction, to strengthen an image, to secure funding, or to increase visibility. It is this author’s opinion that communicators should work on assuming more neutral and objective positions, and to be aware of the responsibility they carry when they communicate scientific knowledge to a broad public.
But also the general public has an obligation, which is to not lose their capability of critical thinking and to take on the responsibility of concerning and informing themselves properly and in-depth in order to make informed decisions.
The public needs to be aware and educated on these underlying critical topics, as they are undeniably influencing how, when and why we are being presented with certain information, and that may not be an easy task, as it has become easy to get comfortable with being fed information without even having to search for it. This, however, lacks conscious differentiation between credible and non-credible sources and puts one in danger of consuming content within a bubble that does not consider information outside of it. Sharing and obtaining knowledge requires effort from both sides – the scientific community and the general public.