A: News Media No. 1 for Science Comm

Study recommends more Support for Journalism and Fitness for Social Media

 

 

 

 

In Scandinavia, Benelux and German speaking countries like Austria news covering scientific outcomes get to the people primarily via news media like print, radio, TV and the homepages of the respective publishing houses or channels. Still, with this situation we are a minority if you compare it globally: anywhere else, though, scientific topics are being communicated first and foremost via Social Media. It happens particularly in countries where traditional media are too pricy, where there is no supply of quality media and where the national level of education is low. By the way: the lower the level of education the more users talk, discuss and share scientific content. Social Media with all their shortcomings like simplifications or fake news therefore do have an extraordinary impact how people are dealing with science as such. That´s what a huge study that was carried out with over 70.000 participants in 68 countries on all continents.

The researchers recommend for countries like Austria among others: to support Science Journalism better and to emphasize Science Comm in Social Media.

Mede/Cologna/TISP Consortium, “Public Communication about Science in 68 Countries: Global Evidence on How People Encounter and Engage With Information about Science”, in: Science Communication, , First published Oct. 24th, 2025, https://doi.org/10.1177/10755470251376615

From the practice:

For me this is crystal-clear: People do show interest in science – regardless whether they live in poor or rich countries, whether they enjoy more or less education, whether they have access to the world wide web or whether they earn their living in democracies or autocracies.

That´s fine and actually a good opportunity in my opinion. What´s now “only” crucial is to process scientific results in form and content for lay people (short, correct, consequent and benefit-oriented) and to utilize particularly social media beside traditional news media.

Scientists could be more ambitious in learning how to speak effectively into a camera, how to present their outcomes as relevant for everyday life and how to oppose fake news and myths. There is still something to do.