Conceptual Framework for Strategic Science Communication
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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
Formative
Process
Summative
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
Outputi
- 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