|Publication type:||Article in scientific journal|
|Type of review:||Peer review (publication)|
|Title:||Space means science, unless it's about Star Wars : a qualitative assessment of science communication audience segments|
|Published in:||Public Understanding of Science|
|Publisher / Ed. Institution:||Sage|
|Subjects:||Wissenschaftsjournalismus; Evernote; Wirkungsforschung; Wissenschaftsbarometer; Audience; Media use; Perceptions of science; Qualitative method; Science communication; Segmentation analysis|
|Subject (DDC):||000: Generalities and science|
|Abstract:||Scholars of science communication have identified population segments that differ in their perceptions of and attitudes toward science as well as in their patterns of science-related information and media use. So far, however, most of these studies employed quantitative, standardized methods and their descriptions could not go into qualitative detail. This study fills this gap: It delivers an in-depth description of members of four audience segments that were identified in a prior, representative survey in Switzerland. Forty-one of these survey respondents, representing different segments, were asked to note their encounters with science in smartphone-based diaries, and diary entries were discussed in qualitative follow-up interviews. Results show that the segments differ in their criteria for identifying science, expectations toward science, and their reasons to use science communication.|
|Fulltext version:||Published version|
|License (according to publishing contract):||Licence according to publishing contract|
|Organisational Unit:||Institute of Applied Media Studies (IAM)|
|Published as part of the ZHAW project:||Vertiefungsstudie zum "Wissenschaftsbarometer Schweiz"|
|Appears in collections:||Publikationen Angewandte Linguistik|
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