Title: Space means science, unless it's about Star Wars : a qualitative assessment of science communication audience segments
Authors : Koch, Carmen
Saner, Mirco
Schäfer, Mike
Herrmann-Giovanelli, Iris
Metag, Julia
et. al : No
Published in : Public Understanding of Science
Publisher / Ed. Institution : Sage
Issue Date: 18-Oct-2019
License (according to publishing contract) : Licence according to publishing contract
Type of review: Peer review (publication)
Language : English
Subjects : Wissenschaftsjournalismus; Evernote; Wirkungsforschung; Wissenschaftsbarometer; Audience; Media use; Perceptions of science; Qualitative method; Science communication; Segmentation analysis
Subject (DDC) : 000: Generalities and science
Abstract: 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.
Departement: Applied Linguistics
Organisational Unit: Institute of Applied Media Studies (IAM)
Publication type: Article in scientific journal
DOI : 10.1177/0963662519881938
ISSN: 1361-6609
URI: https://digitalcollection.zhaw.ch/handle/11475/18546
Published as part of the ZHAW project : Vertiefungsstudie zum "Wissenschaftsbarometer Schweiz"
Appears in Collections:Publikationen Angewandte Linguistik

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