Scientists' Prioritization of Communication Objectives for Public Engagement
Scientists' Prioritization of Communication Objectives for Public Engagement
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DOI：
10.1371/journal.pone.0148867
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发表时间：
2016-02-25
期刊：
影响因子：
3.7
通讯作者：
Besley, John C.
中科院分区：
文献类型：
--
作者：
Dudo, Anthony;Besley, John C.
在科学领导者呼吁他们的同事成为更有效的公共传播者的背景下，本研究探讨了科学家报告推动其公众参与行为的目标。我们探讨科学家如何评估五个具体的传播目标，包括向公众宣传科学、激发公众对科学的兴趣、加强公众对科学的信任、定制有关科学的信息以及捍卫科学免受错误信息的影响。我们利用现有研究、计划行为理论和程序正义理论的见解来确定科学家对这些沟通目标的看法的可能预测因素。结果表明，科学家最优先考虑旨在保护科学免受错误信息影响并教育公众科学知识的沟通，而最不优先考虑旨在建立信任并与公众建立共鸣的沟通。回归分析揭示了与科学家优先考虑五个具体沟通目标相关的因素。我们的研究结果强调了沟通培训师需要帮助科学家为特定背景和受众选择特定的沟通目标。
Amid calls from scientific leaders for their colleagues to become more effective public communicators, this study examines the objectives that scientists' report drive their public engagement behaviors. We explore how scientists evaluate five specific communication objectives, which include informing the public about science, exciting the public about science, strengthening the public's trust in science, tailoring messages about science, and defending science from misinformation. We use insights from extant research, the theory of planned behavior, and procedural justice theory to identify likely predictors of scientists' views about these communication objectives. Results show that scientists most prioritize communication designed to defend science from misinformation and educate the public about science, and least prioritize communication that seeks to build trust and establish resonance with the public. Regression analyses reveal factors associated with scientists who prioritize each of the five specific communication objectives. Our findings highlight the need for communication trainers to help scientists select specific communication objectives for particular contexts and audiences.