Login

Filter by author: Jocelyn Steinke

Browse all Publications
  • Oct 01, 2026 Article

    Framing science on social media: strategic science communication practices of women astronaut science influencers on Instagram

    by Karen Shalev orcid logo , Shannon Pappas , Jocelyn Steinke

    Strategic science communication is an essential tool for scientists and other science communicators seeking to engage audiences with science on social media. Recent research has focused primarily on strategic science communication training to help scientists create messages to achieve specific audience outcomes in traditional media contexts, and less research has considered its application for social media content creation. Guided by the communication process theory of framing that highlights the essential link between communicators and audiences, this study assesses framing of strategic science communication in practice on social media by examining the topics or issues selected, message frames created, and communication tactics presented in 194 publicly available Instagram posts shared by three prominent women astronaut science influencers (SIs). Findings identified six topics or issues, seven message frames, and five communication tactics, suggesting use of framing as strategic social media science communication to advance audience-centred goals and objectives and build a unique personal brand to engage diverse audiences. Findings have practical implications for strategic social media science communication training and practice and for promoting public engagement in science.

    Volume 25Issue 62026

  • Feb 28, 2024 Article

    #WomenInSTEM: exploring self-presentation of identity on Instagram

    by Jocelyn Steinke , Amanda Coletti , Christine Gilbert

    Despite prior research on portrayals of women in STEM in traditional media, fewer studies have considered portrayals on social media. This content analysis of Instagram posts (N=300) examined how individuals using the hashtag #WomenInSTEM presented their gender identity, STEM identity, and other social identities through digital self-portraits, selfies, and associated text. Results showed that those associating with this hashtag community primarily presented: 1) counter-gender-stereotyped portrayals, but occasionally reflected gender stereotypes in subtle ways; 2) STEM identity portrayals, mostly focused on self-recognition; and 3) self-promotional and lifestyle portrayals. Findings advance understanding of identity presentation and negotiation for individuals associating with the hashtag #WomenInSTEM through portrayals presented on Instagram. Implications for the use of social media to promote equity in STEM through outreach programs that feature women STEM role models are discussed.

    Volume 23Issue 012024

  • May 16, 2022 Article

    “Cover your mouth and nose”: communication about health protection behaviors by role models in YouTube COVID-19 videos for children

    by Jocelyn Steinke , Carolyn A. Lin , Tamia Duncan , Viviana Zambrano

    YouTube videos offer a potentially useful vehicle for the communication of science, health, and medical information about COVID-19 to children. Findings from this research showed that primary characters appearing in children's educational YouTube videos about COVID-19 were most often adults, with about an equal number of men and women and few characters from diverse racial and ethnic backgrounds. Primary characters frequently demonstrated and modeled protective health measures. Adult expert characters (medical professionals and scientists) appeared to some extent in these videos. Directive discourse frames appeared most frequently, followed by the informative and persuasive discourse frames when communicating scientific and health information. Changes in the use of informative, directive, and persuasive frames before and after the U.S. Centers for Disease Control (CDC) announced guidelines on how to communicate about COVID-19 with children are explored.

    Volume 21Issue 032022