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Nov 22, 2021 Article
Exploration of social cues in technology-mediated science communication: a multidiscipline analysis on ‘Ask Me Anything (AMA)’ sessions in Reddit r/science

by Ying Tang, Jessica M. Abbazio, Khe Foon Hew and Noriko Hara

Social cues are used to facilitate online science communication, yet little is known about how they may play a role in online public engagement with science sites. This mixed-method study investigates r/science Ask Me Anything (AMA) sessions on Reddit through content analysis and an online survey to identify the types and variations of social cues manifested in six r/science AMAs across varying disciplines. The study's contributions are twofold. One is to investigate social cue uses in online science communication; the other is to develop a coding scheme for social cues that incorporates both positive and negative social cues in the analysis.

Volume 20 • Issue 07 • 2021