What is it about?
Better understanding their visitors is one of the great interests for science communicators. However, there is little data showing how visitors to scientific exhibitions are distinct from the general public. We clearly elucidated socio-cultural and attitudinal distinctiveness of highly engaged visitors in science communication activities by statistically contrasting them to the respondents of nationally representative surveys. Further, we explored determinants of visitor behaviors by utilizing different methods of measurement.
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Why is it important?
Our findings suggest that highly engaged visitors have a large amount of cultural capital, and show more positive attitude toward practical value of scientific research than the general public, but there are no significant difference regarding assessment of the levels of national science, art, or of the national economy.
Perspectives
Usually, for science communicators or scientific experts, the people with whom they engage in dialogue during scientific outreach activities are the 'general public". However, our findings suggest that there are not only socio-cultural and attitudinal differences between visitors to the exhibits and the general public but also behavioral differences between highly engaged visitors and other visitors. The results provide essential information for scientific experts or practitioners involved in the institutional communication of science by providing insight into potential or non-attending visitors.
Dr. Naoko Kato-Nitta
The Institute of Statistical Mathematics
Read the Original
This page is a summary of: Understanding the public, the visitors, and the participants in science communication activities, Public Understanding of Science, August 2017, SAGE Publications,
DOI: 10.1177/0963662517723258.
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