Contexti
  • Social
  • Competitive
  • Internal
  • Historical
  • Media System
  • Environmental
  • Technological
  • Geographical
  • Epidemiological
  • Socio-cultural
  • Socio-economic
  • Ethical
  • Legal
  • Political
  • Paradigms of Science Communication:
    • Deficit Model: experts talking, transfer knowledge, passive recipients
    • Dialogue Model: exchange, trust and relevance, active recipients
    • Participation Model: joint knowledge production, co-creation with recipients
  • SciComm ecosystem is shaped by actors (their relations & environment), and the structural and ideational dimension
Purpose & Interest i
  • Explore
  • Test
  • Explain
  • Improve
  • Report
  • Explore audience perceptions, prior knowledge, misconceptions, engagement with science
  • Test effectiveness of SciComm interventions/formats
  • Explain factors influencing success of formats
  • Improve accessibility, inclusivity, and audience-centeredness
  • Report (un)intended effects to audiences/stakeholders
Methods i
Data Collection:
  • Quantitative and / or qualitative
Design Strategies:
  • Pre- and / or posttest
  • Randomized / non-randomized
  • Experiments
  • Usage / Visitors data analysis
  • Content and media analysis
  • Surveys
  • Observations
Data Collection:
  • Integration into Formats: Embedded Evaluation, Authentic/Non-invasive
  • Non-reactive, Participatory, Narrative-based
Design Strategies:
  • Multi-method
  • Proxy Indicators (indirect metrics)
  • Anecdotal vs. Systematic Feedback
  • Unintended Audiences vs. Randomization
  • Short- vs. Long-term Effects
Quality Assessment i
  • Validity
  • Responsibility
  • Reliability
  • Transparency
  • Reflexivity
  • Contextual Validity: Methods & interpretation fit SciComm setting & audience
  • Ethical & Audience-centered: Protect lay audiences, minors & ensure low-threshold participation
  • Pragmatic Reliability: Credible & actionable results under real-world constraints; no strict replicability required
  • Transparency: Purpose, methods, limitations, effect attribution
  • Reflexivity: Evaluator role, assumptions, evaluation purpose
  • Distinction from Research: improving interventions, not generalizable knowledge
EVALUATIONi
Formative
Process
Summative
NEEDS ANALYSISi
STRATEGYi
Goalsi
Individual / Organization:
  • Awareness for organization
  • Accountability
  • Reputation
  • Recruiting
With regard to Science & Research:
  • Awareness for issues or research fields, disciplines etc.
  • Acceptance and trust
  • Political support for science
  • Legitimacy of science

With regard to Society:

  • Education and knowledge transfer
  • Public Understanding of Science
  • Dialogue with citizens
  • Participation/co-creation
  • Evidence-based / rational decision making (influence behavior)
Target Groupi
  • Sociodemographic characteristics
  • Stakeholders
  • Media usage / information behavior
  • Special needs
  • Knowledge
  • Vulnerability
  • Attitudes
  • Relationship with science
  • Special interest
PRODUCTIONi
Inputi
  • Information
  • Financing
  • Personnel
  • Material
  • Organization
  • Other resources
Evidence:
  • Research
  • Evaluation
Expertise:
  • Credibility
  • Reputation
Outputi
  • Media / non-media
  • Reach
  • Setting/Location
  • Communication mode (linear, dialogic, participatory)
  • Epistemic Focus (informative/ educational vs. persuasive)
  • Narrative style (e.g. storytelling, visual aids)
EFFECTSi
Outcomei
  • Emotions
  • Attention / Awareness (Information Processing)
  • Interest
  • Agenda Setting
  • Knowledge
  • Attitude
  • Trust
  • Behavioral intentions, Behavioral change, Decision-making
Impacti
  • Social level: social norms, media reporting, public opinion, political agendas, policies
  • Shift in societal expectations & cultural practices
  • Media coverage, topic prominence & framing
  • Policy & political influence: informing legislation, funding, public campaigns, and collective decision-making
  • Initiatives in & collaborations among institutional and actor networks
Audiencei
  • Intended and / or unintended
  • Intended and / or unintended
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