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This study examined the influences of perceived distance to communicator on the effects of aggressive style (i.e. personal attacks and intense languages) in communicating scientific issues such as COVID-19 to the public. With a multi-site experiment ( N = 464), we found that aggression led to a heightened violation of expected social norm regarding communication styles. However, the interpretation of violation varied depending on the individual’s perceived distance to the communicator. Close distance articulated the urgency and severity of COVID-19 risks conveyed with aggression, which further increased compliance with the message. Far distance perception amplified aggression’s negative influence on writer likeability. The findings showed that aggressive communication may generate positive outcomes when dealing with public understanding of scientific issues such as COVID-19, but communicators need to build a closer connection with their audience.

This study identifies key characteristics of current science communication training programs based in North America. We report findings from semistructured interviews conducted with science communication trainers ( N = 32) that examined programs’ curricula, trainees, and impacts. Findings suggest that the current landscape of science communication training is one where a range of well-intentioned individuals and groups provide guidance to mostly self-selecting scientists. Training typically involves helping scientists find and refine their own message and then expecting these individuals to find their own opportunities to communicate. Programs commonly emphasize technical communication skills more than strategy, rarely conduct robust evaluation, and are not typically designed to enhance inclusivity. Researcher-trainer partnerships can help maximize the reach and positive impacts of these programs.

Via the unprecedented interactivity of social media, social media personae can build strong relationships with followers. Such relationships, which carry great marketing potential, appeal to corpor...

The current study examined the effects of aggressive communication styles on individuals’ pro-environmental behavioral intentions. Two underlying mechanisms—psychological reactance and expectancy violation—as well as the moderating role played by political ideology were investigated. An online experiment ( N = 423) was conducted and the results showed that more aggressive style was more likely to trigger psychological reactance and violation of expectation, liberals responded more negatively to the aggressive message than conservatives, and expectancy violation was an important mediator. The findings provide explanations for how communication styles affect individuals’ information processing and offer implications regarding selecting communication styles wisely.

The present study investigated the effects of communication styles, source expertise, and audiences’ preexisting attitudes in the contexts of the debate regarding genetically modified organisms. A between-subject experiment ( N = 416) was conducted manipulating communication styles (aggressive vs. polite) and the expertise of the communicator (scientist vs. nonscientist) in blog articles. The results showed significant effects of communicator expertise and individuals’ preexisting attitudes on writer likability and message quality, depending on the communication style used. Expectancy violation was found as a significant mediator that explains the differences. These findings provided a plausible explanation for the way in which communication styles work in science communication contexts and offered practical implications for science communicators to communicate more strategically.

A randomized experiment of 1,024 U.S. adults was conducted to examine the effect of the war on science frame on perceptions of scientists’ credibility. Because recent use of this frame is a response to the Trump Administration, those who politically align with him (e.g., conservatives) are likely to experience identity threat when confronted with the war on science frame. Results show that when viewed as aggressive, the war on science frame prompted conservatives to report lower agreement with a scientist credibility index than liberals, suggesting that the war on science frame has the potential to further polarize science.

This study investigated how communication scholars view scientists’ public engagement as well as differences between how these scholars and natural and physical scientists think about the topic. The study used surveys of authors who recently published in five journals related to science communication alongside surveys of scientists from three prominent professional science societies. The results suggest that communication scholars ( N = 362) shared some views with the scientists ( N = 307, 373, 372) regarding scientists’ performance, factors that influence engagement activities, and communication objectives, but potentially important differences were observed as well. Scientists have more positive beliefs about engagement norms and also rate their engagement efficacy relatively high. But communication scholars have higher expectations for online engagement amount. The findings address gaps in perceptions and performances from these two communities and suggest areas of potential emphasis for science communication training.

A set of parallel surveys of scientists from multiple scientific societies finds that the most consistent predictors of willingness to take part in engagement activities with the public are a belief that she or he will enjoy the experience (attitude), make a difference through engagement (response efficacy), and has the time to engage. Age, sex, scientific field, what a scientist thinks about the public, perceived personal engagement skill (self-efficacy), and what a scientist thinks about her or his colleagues (normative beliefs) are inconsistent predictors. Research may be needed to find how to shape scientists’ engagement views in ways that are both effective and acceptable.

The current study investigated the effect of communication style in the child vaccination debate. Based on expectancy violation theory, this study tested the effects of aggressive, neutral, and polite communication styles in the contexts of child vaccination, controlling for parents' attitudes toward the issue. The online experiment showed that expectancy violation significantly mediates the relationship between message style and outcomes. The results provided a novel way to understand the effect of communication style on child vaccination message and practical implications for health communicators to operate communication style during interactions in health contexts.

Two experiments (N = 229 and N = 268) assessed the effect of aggressive risk communication about GMOs by a scientist on respondents’ perceptions of message quality and writer (the scientist...

The present study explored the effects of switching between reading an online article and checking Facebook on recognition memory, moderated by polychronicity, or preference for multitasking. The results of the study indicated that participants recognized online information less efficiently when they were required to check Facebook (forced multitasking) and when they could choose to check Facebook if and when they wanted (voluntary multitasking) compared with the control, non-multitasking, condition. I.e., the opportunity to multitask interfered with the efficiency of online information processing as much as actual multitasking. Polychronicity was a significant moderator of the multitasking effects. Low polychronics were negatively affected by multitasking to a greater extent than high polychronics. Their article recognition levels were lower than those of high polychronics. Two recognition measures derived from the signal detection theory: recognition sensitivity and criterion bias, were used. The study indicated that forced and voluntary multitasking affected high and low polychronics differently. Low polychronics showed greater cognitive effort than high polychronics when they engaged in voluntary media multitasking, while the amount of cognitive resources allocated to processing increased in high polychronics in the non-multitasking (control) condition. When high polychronics did not have control over switching to Facebook (forced multitasking), their recognition of the online article content decreased. Theoretical, methodological, and managerial implications of the study are discussed. Opportunity to multitask interfered with memory as much as actual multitasking.Multitasking negatively affected low polychronics more than high polychronics.Recognition increased in high polychronics who had control over using Facebook.Low polychronics showed higher cognitive effort during voluntary multitasking.High polychronics showed higher cognitive effort in the nonmultitasking condition.

As health organizations increasingly use the Internet to communicate medical information and advice (Shortliffe et al., 2000; World Health Organization, 2013), studying factors that affect health information processing and health-protective behaviors becomes extremely important. The present research applied the elaboration likelihood model of persuasion to explore the effects of media multitasking, polychronicity (preference for multitasking), and strength of health-related arguments on health-protective behavioral intentions. Participants read an online article about influenza that included strong and weak suggestions to engage in flu-preventive behaviors. In one condition, participants read the article and checked Facebook; in another condition, they were exposed only to the article. Participants expressed greater health-protective behavioral intentions in the media multitasking condition than in the control condition. Strong arguments were found to elicit more positive behavioral intentions than weak arguments. Moderate and high polychronics showed greater behavioral intentions than low polychronics when they read the article in the multitasking condition. The difference in intentions to follow strong and weak arguments decreased for moderate and high polychronics. The results of the present study suggest that health communication practitioners should account for not only media use situations in which individuals typically read about health online but also individual differences in information processing, which puts more emphasis on the strength of health-protective suggestions when targeting light multitaskers.

A survey ( N = 524) examined how frequently college students engage in multitasking with social media, texting/instant messaging (IM), and music while studying/working and what motivates them to multitask with each medium. Four out of five participants multitasked with Facebook and texting/IM, and two out of three multitasked with music. Habit was the strongest motivation for multitasking that positively predicted multitasking frequency. Overall, multitasking with Facebook, texting/IM, and music differed by motivations. Multitasking with music was associated with entertainment and efficiency needs, while multitasking with Facebook/texting/IM was related to satisfying socialization, passing time, and escaping needs.

In the past few years, expenditure on influencer marketing has grown exponentially. The present study involves preliminary research to understand the mechanism by which influencer marketing affects consumers via social media. It proposes an integrated model—the social media influencer value model—to account for the roles of advertising value and source credibility. To test this model, we administered an online survey among social media users who followed at least one influencer. Partial least squares (PLS) path modeling results show that the informative value of influencer-generated content, influencer’s trustworthiness, attractiveness, and similarity to the followers positively affect followers’ trust in influencers’ branded posts, which subsequently influence brand awareness and purchase intentions. Theoretical and practical implications are discussed. Nanyang Technological University This study was funded by the 2017 Nanyang Technological University Start-up Grant [grant number M4081983.060].

With the development of information and communication technologies (ICTs), there are increasingly more Internet-based communication methods available for older adults besides traditional methods (e.g., in-person or landline phone). However, older adults’ preferred communication methods remain under-investigated. The purpose of this study is to explore the communication preferences and patterns of older adults in the United States, with emphasis on technologically-mediated environments. In this study, 17 semistructured interviews were conducted with participants from a midwestern state in the United States. The goal was to examine older adults’ communication patterns and preferences with family members and friends, as well as their views about the impacts of modern technology on communication. Three themes (communication preferences and reasons, communication barriers, and the impacts of technology) were generated from the interviews. The findings showed that although face-to-face communication is ...

This study looks at how United States–based academic scientists from five professional scientific societies think about eight different communication objectives. The degree to which scientists say they would prioritize these objectives in the context of face-to-face public engagement is statistically predicted using the scientists’ attitudes, normative beliefs, and efficacy beliefs, as well as demographics and past communication activity, training, and past thinking about the objectives. The data allow for questions about the degree to which such variables consistently predict views about objectives. The research is placed in the context of assessing factors that communication trainers might seek to reshape if they wanted get scientists to consider choosing specific communication objectives.

In this study, we present results from an extensive survey of US-based microbiologists (adults) to explore these scientists’ perceptions and behaviors related to communicating their research. Specifically, we explored the frequency with which microbiologists engage in public communication, how they evaluate their public communication experiences, and the factors associated with their willingness to engage in face-to-face and online public communication in the future. Data from a multi-wave online survey suggest that microbiologists (N = 903) are somewhat frequent communicators who derive great value from their outreach efforts. The results further suggest that social and psychological drivers of future intentions to engage with the public are consistent with the Theory of Planned Behavior (TPB). Specifically, microbiologists with more positive attitudes toward engagement were more willing to partake in direct and online communication activities. Similarly, microbiologists who believe they possess communication skills are more willing than their less efficacious colleagues to do either type of outreach. Our results also indicate that more-senior and more-active researchers are more willing to participate in direct and online engagement. Implications for communication training are discussed.