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Journal of Promotional Communications

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Published

2016-01-30

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Vol. 3 No. 3 (2015)

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"Wow, I didn't know that before; thank you": How scientists use Twitter for public engagement.

Alison Smith

Abstract

In recent years there has been a rhetorical shift from 'deficit' to 'dialogue' and 'engagement' in discourse about science communication. The extent to which any rhetorical shift has translated into everyday communications practice is unclear. This exploratory study aims to develop insights into the ways that scientists use microblogging site Twitter for science communication. Users of social media determine to a considerable degree which communicative function their activity can realise, and how accessible it will be to non-scientists; therefore the importance of scientists' assumptions about the process they are involved in and the people they are communicating with cannot be underestimated. Science blogs were heralded for their potential to transform dialogue between science and society, yet studies suggest they have failed to do so. This study investigates reported practices and discourses of U.K and U.S. scientists on Twitter. The analysis employs a theoretical lens informed by Irwin's (2008) taxonomy of 'orders' of engagement and draws on the notion of 'imagined audiences'. I find some evidence of dialogue and engagement talk, however, reported practice does not reflect this talk. Scientists tweet by and large what they find interesting; despite the deficit-like approach of individual scientists, I conclude that given Twitter's unique characteristics, the effect of all this science tweeting does appear to offer the potential to break down barriers between scientists and non-scientists.

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