Download full text
(external source)
Citation Suggestion
Please use the following Persistent Identifier (PID) to cite this document:
https://doi.org/10.17645/mac.v11i1.6080
Exports for your reference manager
Maximizing Science Outreach on Facebook: An Analysis of Scientists' Communication Strategies in Taiwan
[journal article]
Abstract
The internet, and especially social media platforms, offer scientists new opportunities to connect with a broader public. While many studies have focused on science communication on Twitter, surprisingly few have analyzed how scientists use Facebook, even though it is an essential platform for the g... view more
The internet, and especially social media platforms, offer scientists new opportunities to connect with a broader public. While many studies have focused on science communication on Twitter, surprisingly few have analyzed how scientists use Facebook, even though it is an essential platform for the general public in many countries. A possible explanation for this lack of research is that scientists keep their Facebook profiles separate from their work life and are more active on Twitter in their professional roles. Our study challenges this assumption by focusing on Taiwan as a peculiar case. Due to the local culture, Twitter is less popular there, and scientists are more active on Facebook, even in their professional roles. In our study, we analyzed 35 public pages of scientists on Facebook and assessed the factors explaining the reach of their communication using content analysis in combination with a multilevel model that allowed us to test predictors on the page level, such as the number of fans, in combination with predictors on the post level, such as the complexity of the language used. Our study shows that Facebook can play an influential role in science outreach. To effectively communicate with the audience on Facebook, it is best to use strategies that appeal to new and existing followers. Posts that address current issues and include opinions are likely to be shared widely, while humor or personal self-disclosure is likely to engage the existing audience. Our study contributes to the current debate about alternatives to Twitter in science communication.... view less
Keywords
social media; twitter; facebook; Taiwan; science; communication; public relations work; content analysis
Classification
Media Contents, Content Analysis
Sociology of Science, Sociology of Technology, Research on Science and Technology
Interactive, electronic Media
Free Keywords
science communication; self-disclosure
Document language
English
Publication Year
2023
Page/Pages
p. 228-239
Journal
Media and Communication, 11 (2023) 1
Issue topic
Science Communication in the Digital Age: New Actors, Environments, and Practices
ISSN
2183-2439
Status
Published Version; peer reviewed