In recent times we have allegedly witnessed a “post-truth” turn in society. Nonetheless, surveys show that science holds a relatively strong position among lay publics, and case studies suggest that science is part of their online discussions about environmental issues on social media — an important, yet strikingly under-researched, debate forum. Guided by social representation theory, this study aims to contribute knowledge about the role of science in everyday representations of livestock production on social media. The analysis identifies two central themata, namely lay publics' contestations of (1) facts and non-facts, and (2) factual and non-factual sources.


The last three decades have seen extensive reflection concerning how science communication should be modelled and understood. In this essay we propose the value of a cultural approach to science communication — one that frames it primarily as a process of meaning-making. We outline the conceptual basis for this view of culture, drawing on cultural theory to suggest that it is valuable to see science communication as one aspect of (popular) culture, as storytelling or narrative, as ritual, and as collective meaning-making. We then explore four possible ways that a cultural approach might proceed: by mobilising ideas about experience; by framing science communication through identity work; by focusing on fiction; and by paying attention to emotion. We therefore present a view of science communication as always entangled within, and itself shaping, cultural stories and meanings. We close by suggesting that one benefit of this approach is to move beyond debates concerning ‘deficit or dialogue’ as the key frame for public communication of science.


This research develops a conceptual framework for telling visual stories about science using short-format videos, termed SciCommercial videos, that draw upon marketing communication. The framework is illustrated by an exemplar, the Good Whale Watching video, which is explained using a visual rhetoric keyframe analysis. Finally, the effectiveness of the video is evaluated as a science communication tool using an empirical online survey with 1698 respondents. The results highlight the benefits of using video for storytelling about science by using our framework formula, modified from marketing practices, to produce videos that are Simple, Unexpected, Concrete, Credible, Emotional, Science Storytelling (SUCCESS).


Public confidence in research is important for scientific results to achieve societal impact. Swedish surveys suggest consistent but differing levels of confidence in different research areas. Thus, certain research-related factors can be assumed to have a decisive influence on confidence levels. This focus-group study explores the role of different narratives in shaping public confidence in research. Findings include four themes with potential to increase or decrease public confidence: Person, Process, Product and Presentation. The results offer insights as to how public confidence in research is formed and may give researchers agency in promoting confidence through their communication activities.


Student engagement is an important predictor of choosing science-related careers and establishing a scientifically literate society: and, worryingly, it is on the decline internationally. Conceptions of science are strongly affected by school experience, so one strategy is to bring successful science communication strategies to the classroom. Through a project creating short science films on mobile devices, students' engagement greatly increased through collaborative learning and the storytelling process. Teachers were also able to achieve cross-curricular goals between science, technology, and literacy. We argue that empowering adolescents as storytellers, rather than storylisteners, is an effective method to increase engagement with science.


Science and technology have become tools to legitimize messages that affect the world in terms of society, politics and economy. This paper presents part of the results of a study that analyzed the symbolic construction of the future in the scientific-technological discourse at EPCOT theme park in Orlando, Florida. The sociohistorical conditions and narrative strategies are analyzed based on the theoretical and methodological approach by John B. Thompson. The results highlighted that the construction of the notion of progress is strongly influenced by the commercial and political interests of the sponsors. In particular, the ‘Test Track’ ride totally lacks any discussion about the impact of cars on society and the environment. The future is presented as a utopian one without any possible disruption, a perception that permeated the development of the United States over the 20th century and is promoted even in the 21st century despite the evidence provided by multiple wars and crises.


Fiction is often credited with shaping public attitudes to science, but little science communication research has studied fans' deep engagement with a science-themed fiction text. This study used a survey to investigate the impacts of television series ‘Doctor Who’ (1963–89; 2005–present) on its viewers' attitudes to science, including their education and career choices and ideas about science ethics and the science-society relationship. The program's reported impacts ranged from causing participants to fact-check ‘Doctor Who’'s science to inspiring them to pursue a science career, or, more commonly, prompting viewers to think broadly and deeply about science's social position in diverse ways.


The research explores the differential impact of exposure to one-sided vs. two-sided satire about climate change on message processing. Analyzing experimental data (N =141) we find that one-sided satire offered by ‘The Onion’ ironically claiming that global warming is a hoax encourages viewers to engage in greater message elaboration and counterarguing. In contrast, two-sided satire offered by ‘The Weather Channel’ that makes jokes about those who believe in vs. reject human involvement in climate change is quickly discounted. We conclude by discussing the strategic value of incorporating one-sided satirical humor in communication efforts focused on climate change engagement.


Research shows that news consumption plays a positive role in youths' environmental engagement. This article examines if this also holds true for sceptics by comparing Swedish climate change sceptics with non-sceptical youngsters in their early and late adolescence. We conceptualise news consumption as foci of public connection and orientation rather than a source of environmental information. The results show that in their early teens, heavy news consumers among both sceptics and non-sceptics are indeed more engaged with environmental issues than their less news-oriented peers. However, in late adolescence, sceptics among news consumers show very little environmental engagement.


Keyes [2004, p. 15] says: “In the post-truth era we don't just have truth or lies but a third category of ambiguous statements that are not exactly the truth but fall short of a lie”. In this paper about Hector's and Maui dolphin management in New Zealand, we argue that some scientific knowledge about these species presented and disseminated in ways that equate to this third category and as such may be classed as ‘post-truth type communication’. This generates citizen mistrust in science, scientists and government agencies and inflames conflict among informed stakeholders. We argue trust may be rebuilt by a combination of deliberative approaches to environmental governance, transparency about uncertainties, information gaps and divergent scientific opinions, and reformulation of normal scientific approaches and assumptions to those advocated by post-normal science.


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