Filter by author: Laura L. Moorhead

Through 19 interviews with scientists, this study examines scientists' use of media logic and their relationships with journalists using research as the focal point. The authors identified that the scientists shared a basic understanding of media logic classified in three patterns. Two patterns were previously identified by Olesk: 1) adaption (ability to explain research in a simple, engaging fashion but with a reactive approach to journalist interaction) and 2) adoption (proactively create and manage media interactions for strategic aims through a more active use of media logic). The other emerged as a new, third pattern, affiliation (enthusiastic contributors to journalists' production practices and desire to engage in public outreach).