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Jul 29, 2026 Review Article

Sampling in science communication survey research: a literature review

by Nils Bienzeisler , Yael Barel-Ben David , Prof. Melanie Keller

Completing a questionnaire about science that comes from science likely requires at least some trust in science. Why else would one take the time to do so? Thus, the question of whom we survey is not trivial in science communication research. Therefore, this review examines how science communication researchers approach sampling in 404 quantitative survey studies published in the Journal of Science Communication, Public Understanding of Science, and Science Communication. Our findings show that they heavily rely on non-probability samples, often drawn from access panels. Sampling procedures are often vaguely described. As a consequence, we propose five steps to improve sampling in science communication research: report sampling procedures, reserve non-probability samples for experimental or exploratory work, apply probability sampling for generalizations, foster innovation, and design meaningful quotas beyond demographics.

Volume 25Issue 42026

Jul 27, 2026 Practice Insight

Early-career scientists and communication strategy: the ETIC project experience

by Giuseppe Greco

This practice insight highlights a science communication initiative involving young researchers from the Einstein Telescope Infrastructure Consortium (ETIC), part of the effort to build the Einstein Telescope (ET), a next-generation gravitational-wave observatory expected to become operational by the late 2030s. ETIC supports a feasibility study for Sos Enattos in Sardinia, Italy, as a potential host site, while also strengthening the network of laboratories contributing to ET's scientific and technological development. To address the growing interest in Public Communication of Science and Technology (PCST), we developed the “ETIC STEM Engagement Platform”: an innovative tool designed strictly for internal use by the communication office, not intended for public access or as a direct outreach channel. The platform enables early-career scientists to independently and proactively share multimedia content with the communications office, emphasizing key aspects of their research activities. Most early-career researchers in the ETIC have enthusiastically contributed original and personal materials, including photos, videos, and detailed descriptions of their research, discoveries, and connections to the local environment. These largely unpublished and original resources have been compiled into a dedicated database and are leveraged by the communication office to develop innovative public engagement campaigns.

Volume 25Issue 42026

Jul 22, 2026 Essay

Navigating the waves of emotion in science communication

by Rainer Bromme , Dorothe Kienhues

In this essay, we draw on the existing literature to discuss the roles for emotions in science communication. There is a widespread perception that emotions are detrimental to quality, particularly as a threat to the objectivity of science. This paper challenges this view by discussing the potential positive and negative effects of emotions on both the producers and recipients of science communication. Additionally, we outline the motivational and heuristic functions of emotions. Finally, we consider the place and roles for emotions in different models of science communication. The essay aims to support both producers and recipients of science communication in reflecting on their own emotions and the emotions of their counterpart.

Volume 25Issue 42026

Jul 20, 2026 Essay

The promise of the story: harnessing the participatory capacity of stories for science communication

by Masoud Irani , Dr Gabi Mocatta , Prof. Paul Venzo , Alexander Hall

A substantial body of empirical research identifies participatory models of science communication as best practice for achieving social, ethical, or governance objectives, particularly where dialogue, inclusion and public influence are central. At the same time, storytelling has emerged as a widely used strategy for engaging audiences with scientific issues, helping audiences make informed decisions, and shaping community attitudes and behaviours regarding science-related topics. Drawing on narrative studies, this essay examines how storytelling contributes to audience engagement through processes such as narrative transportation, simulation, and p-responses. It argues that reading or listening to stories is not a passive activity, and that these forms of audience engagement can be understood as interpretive and affective involvement. Storytelling does not always support participation in the dialogic or co-productive sense (typically associated with participatory science communication), but it can always support some of the aims of participatory approaches, such as fostering reflection, empathy, and relevance. While remaining analytically distinct from participatory practices that involve audience input and influence, it plays a valuable and complementary role in science communication by enhancing audience accessibility and resonance.

Volume 25Issue 42026

Jul 15, 2026 Article

When government science organizations violate expectations: Humorous messages' effect on perceptions of the organization

by Ch'Ree Essary Ph.D. , Junyan Lu , Katie Cushing

An increasing number of government science organizations are inserting humour into their informational messages on social media. However, since individuals may expect government agencies to communicate in a more formal and traditional manner, does the use of humour influence perceptions of the organization? This study examines how humorous messages regarding three different wildlife science issues (climate change, human-wildlife interaction, and human-caused wildfires) influences perceived expertise, trustworthiness, and likability through parallel mediators, expectancy violation magnitude and the valence of that violation. Overall, results showed a significant, negative effect of humour on perceptions of the organization through the two mediators. However, these results varied slightly across issues. Government science organizations should be wary of making abrupt shifts in their tone on social media to avoid unpleasantly surprising their audiences in these spaces. Implications for future research regarding science humour and social media practice are discussed.

Volume 25Issue 42026

Jul 13, 2026 Practice Insight

Including lived experience voices in science communication to combat mental illness stigma: insights from India

by Kadambari Patil , Anushka Banerjee , Imtiaz Zafar , Ipsa Jain , Meghna Prakash , Dr Pavithra Jayasankar , Ms Varsha Kini , Vasundhra Teotia , Ashitha S Niranjana Murthy , Dr Bhagyalakshmi Mallapura Shankarappa , Swarna Buddha Nayok , Jayant Mahadevan , Suhas Ganesh , Biju Viswanath , Reeteka Sud

Outreach on mental illness presents a unique challenge for science communication, in that it requires approaches to actively address associated stigma. A significant barrier to treatment and recovery, stigma shapes the lives of those diagnosed with mental illnesses alongside their clinical symptoms. Evidence suggests that active involvement of person(s) with lived experience (PwLE) may be a promising strategy to combat stigma. However, such interventions remain under-documented in low- and middle-income countries like India. To address this gap, we designed a series of innovative events, co-produced with PwLE. We engaged approximately 260 participants and displayed 191 creative artefacts. This article presents and reflects on our science communication practices to address mental illness stigma by integrating arts-based participation with principles from contact theory.

Volume 25Issue 52026Transitions in Science Communication: Continuity and Change (PCST 2025)

Jul 13, 2026 Article

Shared gatekeeping: comparing relevance criteria for selecting science information

by Janise Brück

Science communication experiences major transitions: alongside science journalists, scientists, their institutions, and public relations departments increasingly select and communicate science information to publics, thereby stepping into gatekeeping roles. To better understand this “shared gatekeeping” and how different science communicators select topics, this article investigates relevance criteria that guide selection and communication decisions of science information. Drawing on 57 interviews with German-speaking science journalists, science public relations practitioners, and scientists, the study identifies and compares relevance criteria for each group based on the hierarchy of influences model. Findings reveal a wide range of relevance criteria as well as similarities and differences at individual, communication routines, organizational, and social institutional levels. Although all groups seem to be guided by similar, partly journalistic, relevance criteria (e.g., overlapping goals, topic characteristics), they operate within distinct professional contexts and thus weigh these criteria differently.

Volume 25Issue 52026Transitions in Science Communication: Continuity and Change (PCST 2025)

Jul 13, 2026 Article

Effective communication of popular science short video in public health crisis: a grounded theory study on Chinese social media

by Qingyang Chen

Social media made a huge transition in science communication during the public health crises. Social media amplified the audience communication effect of popular science short videos and played a positive role in containing epidemics and stabilizing social sentiment. The purpose of this article is to investigate the effective communication and alignment mechanism of popular science short videos on social media. Applying grounded theory and combining case studies with interviews, this article investigates the factors that influence the effective communication of popular science short videos on social media platforms in China during public health crises. The research identifies audience demand, content quality, platform diversity, and media matrix integration as key factors driving effective communication during public health crises. This study attempts to thoroughly examine the communication process of popular science short videos and propose further suggestions for the future development of popular science media.

Volume 25Issue 52026Transitions in Science Communication: Continuity and Change (PCST 2025)

Jul 13, 2026 Article

Transforming narratives: gender equity struggles in Latin American and Caribbean science museums

by Bianca Hipólito de Oliveira BHO , Alessandra Bizerra , Miss Mirelly de Oliveira Soares

Science museums are undergoing a transition, expanding their role in science communication to engage with equity and inclusion actively. Although women and gender-diverse individuals constitute a significant proportion of museum audiences, they remain underrepresented in exhibitions and leadership roles. This study examines how science museums can address gender equity. Based on a survey of science museum professionals across Latin America and the Caribbean, we identified respondents reporting gender-focused transformative actions. We conducted a thematic analysis of gender-focused transformative actions. Five key elements were developed: female participation, identity negotiation, disruption of normative gender narratives, historical recovery, and activism. The initiatives demonstrate significant transformative potential but are constrained by persistent challenges. By examining these evolving practices in contexts shaped by both structural inequalities and historical struggles for rights, this study contributes to an understanding of how science museums can act as spaces for social transformation.

Volume 25Issue 52026Transitions in Science Communication: Continuity and Change (PCST 2025)

Jul 13, 2026 Editorial

Transitions in science communication: agendas, approaches, and voices

by Declan Fahy , Alice Fleerackers , Ana Claudia Nepote , Guoyan Wang

This editorial introduces the JCOM special issue on “Transitions in Science Communication: Continuity and Change”. The issue positions continuity and change within four historical processes that have shaped the development of the field: institutionalisation, professionalisation, internationalisation, and diversification. Within these broad field-shaping processes, the issue seeks to capture moments of transition in science communication by featuring selected contributions to the 2025 conference of the Global Network for the Public Communication of Science and Technology (PCST). The special issue combines three genres of contributions: research articles, practice insights, and an invited essay. Across these different contributions, the issue captures three types of transitions, focussed on agendas, approaches, and voices. It illustrates ongoing transitions within the institutions of science communication and transitions in professional roles and institutional responsibilities. It features contributions that show how the processes of internationalisation and diversification lead to new agendas, new approaches, and, crucially, new voices that can take science communication in new directions.

Volume 25Issue 52026Transitions in Science Communication: Continuity and Change (PCST 2025)

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