UJI researchers demonstrate a boom in science communication on the internet and call for more transparent information 



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## UJI researchers demonstrate a boom in science communication on the internet and call for more transparent information

17/10/2023 |
SCP

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A study on the online reputation of the main sources of scientific information in Spain concludes that science communication is in a phase of growth and that it has been able to take advantage of the opportunities offered by Internet communication.

A group of researchers from the Universitat Jaume I have completed the first study of the online reputation of the main sources of scientific information in Spain. Their conclusion is that science communication is expanding and has been able to take the opportunities offered by the internet to bring this type of content to a wider audience much more easily and quickly. At the same time, the study, financed by the Spanish Science and Technology Foundation (Fecyt), has shown that, although direct sources of scientific information, such as universities and research centres, do not generally achieve large audiences, they are recognised by the public as more trustworthy. Along these lines, the research has revealed the need to show sources of scientific information as a guarantee of reliability, and this requirement is considered as a good practice to be implemented by influencers or YouTubers who are involved in this kind of communication.

The study, directed by the lecturer Dr Francisco Fernández Beltrán, of the Department of Communication Sciences, has been carried out over the course of almost a year and has combined several quantitative and qualitative research techniques to lay down ten basic rules for more effective science communication on the internet. The research concluded that science communicators must give clear information about their training and knowledge, as well as any economic or business relationship associated with their role. Especially in the case of influencers and YouTubers, this gives the audience greater guarantees of credibility, which is one of the fundamental requirements for achieving a good media reputation. Dr Fernández Beltrán points out that “the reputation of science communicators depends on many factors, most importantly the visibility of their sources. Nowadays, no-one can know everything, but if you know who to turn to, you can give information or comment on any issue accurately and reliably.”

Another important element this research has highlighted is that, to achieve more effective communication science communicators must encourage the building of communities around their personal brands through presence on social media, adapting their discourse to the characteristics of each network. The proliferation of social media is also closely related to their different levels of use by different age groups. So there is very clear stratification on the different social networks, making it necessary, as the researchers have pointed out, to adapt discourse codes in each case.

Other significant elements highlighted in this research include the need for scientific communicators to appeal to their audience and encourage their followers to question themselves about how science affects their daily lives, even making changes in their personal habits or behaviour. “Bringing science into daily life is what helps translate this highly specialised knowledge into practice that makes it meaningful for the public,” says Dr Fernández Beltrán.  
An interdisciplinary group of lecturers from the Universitat Jaume I, consisting of Dr Domingo García Marzá, Dr Patrici Calvo Cabezas, Dr Elsa González Esteban, Dr Susana Barberá Forcadell, Dr Rosana Sanahuja Sanahuja and Dr Magdalena Mut Camacho, took part in the research. University lecturers and science communication professionals helped with final phase of the research: a Delphi panel to review its conclusions. María del Carmen Erviti, lecturer in Environmental Communication and Climate Change at the University of Navarra; Susana de Andrés, senior lecturer in Communication Ethics at the University of Valladolid; Pilar Buil Gazol, lecturer in Corporate Communication at the International University of Catalonia; Maite Mercado Sáez, a journalist and member of the board of directors of the Association of Environmental Information Journalists; Gemma Teso, a lecturer at the Complutense University in Madrid and coordinator of the Climate Change Communication Observatory; Laura Chaparro Domínguez, a journalist specialising in scientific information and editor-in-chief of Science Media Centre Spain; and Rocío Vidal, a science YouTuber also known as Schrödinger's Cat, were all involved in this part of the study.

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