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Science Communicators and Audience Values #aejmc14
Science Communicators and Audience Values #aejmc14
Science Communicators and Audience Values #aejmc14
Science Communicators and Audience Values #aejmc14
Science Communicators and Audience Values #aejmc14
Science Communicators and Audience Values #aejmc14
Science Communicators and Audience Values #aejmc14
Science Communicators and Audience Values #aejmc14
Science Communicators and Audience Values #aejmc14
Science Communicators and Audience Values #aejmc14
Science Communicators and Audience Values #aejmc14
Science Communicators and Audience Values #aejmc14
Science Communicators and Audience Values #aejmc14
Science Communicators and Audience Values #aejmc14
Science Communicators and Audience Values #aejmc14
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Science Communicators and Audience Values #aejmc14

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Science communicators' perceptions of audience values, and how these perceptions affect their selection and production of (news) stories about science. By Paige Brown and Rosanne Scholl. Full paper @F1000Research, http://f1000research.com/articles/3-128/v1.

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  • They share values of science, values of journalism, and values of science communication
    Science communicators must also make assumptions of the values of audiences
    “What does my reader care about? What does he/she value?”

  • * “Science” here includes but is not limited to basic physical sciences, biology, engineering, medicine and environmental science.
    Why such a variety of science communicators (roles and formats)? In order to develop a broad theory of the interests and values science communicators cater to in their audiences, not just those in a particular discipline or media role (just journalists or just bloggers).
  • This matters because it shapes what types of information reaches lay audiences
  • Might want to mention that it is interesting that communicators appeal heavily to both SECURITY values and SELF-DIRECTION values in communicating science, as these exist in opposition to one another according to the value ‘wheel’. However, it seems that for some subjects communicators appeal to Security values (medicine, biology) while for other subjects, they appeal to Self-Direction values (space exploration, etc.). Also, some science communicators might appeal to values and interests in their audiences that fit their OWN value orientations (more self-direction than security, for example).
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