Date of publication
Oct 01, 2026
Category:
Article
Framing science on social media: strategic science communication practices of women astronaut science influencers on Instagram
by
Karen Shalev
,
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.