4 research outputs found
The power of storytelling and video: a visual rhetoric for science communication
This research develops a conceptual framework for telling visual stories about science using short-format videos, termed SciCommercial videos, that draw upon marketing communication. The framework is illustrated by an exemplar, the Good Whale Watching video, which is explained using a visual rhetoric keyframe analysis. Finally, the effectiveness of the video is evaluated as a science communication tool using an empirical online survey with 1698 respondents. The results highlight the benefits of using video for storytelling about science by using our framework formula, modified from marketing practices, to produce videos that are Simple, Unexpected, Concrete, Credible, Emotional, Science Storytelling (SUCCESS)
Infotainment may increase engagement with science but It can decrease perceptions of seriousness
We presented 867 participants with one of two videos about climate change that differed
only in terms of whether they had an infotainment or expository narration. They were available
in either English or Spanish. The participants consisted of two distinct clusters: one in which all
were over 30 with a university degree, and another dominated by younger participants without
a university degree. The infotainment version produced a significantly reduced perception of the
seriousness of climate change for the planet in the latter cluster. Furthermore, viewers of the English
versions, who were predominantly residents in countries with low-context cultures, perceived the
risk of climate change for the planet to be significantly higher after watching the video with the
expository narration. Using infotainment for science communication is a two-edged sword: while
it may help engagement, making light of a topic can reduce perceptions about its seriousness. We
suggest that the use of infotainment should be determined by the aims of the communicators and
the nature of the target audience. If the purpose is simply to convey information, then infotainment
is likely to be the most effective and it has the additional benefit of engaging recipients that lack a
university education. However, if the purpose is to affect attitudes and persuade an audience, then
an expository narration is likely to be most effective
The power of storytelling and video: a visual rhetoric for science communication
This research develops a conceptual framework for telling visual stories about science using short-format videos, termed SciCommercial videos, that draw upon marketing communication. The framework is illustrated by an exemplar, the Good Whale Watching video, which is explained using a visual rhetoric keyframe analysis. Finally, the effectiveness of the video is evaluated as a science communication tool using an empirical online survey with 1698 respondents. The results highlight the benefits of using video for storytelling about science by using our framework formula, modified from marketing practices, to produce videos that are Simple, Unexpected, Concrete, Credible, Emotional, Science Storytelling (SUCCESS)
Infotainment may increase engagement with science but It can decrease perceptions of seriousness
We presented 867 participants with one of two videos about climate change that differed
only in terms of whether they had an infotainment or expository narration. They were available
in either English or Spanish. The participants consisted of two distinct clusters: one in which all
were over 30 with a university degree, and another dominated by younger participants without
a university degree. The infotainment version produced a significantly reduced perception of the
seriousness of climate change for the planet in the latter cluster. Furthermore, viewers of the English
versions, who were predominantly residents in countries with low-context cultures, perceived the
risk of climate change for the planet to be significantly higher after watching the video with the
expository narration. Using infotainment for science communication is a two-edged sword: while
it may help engagement, making light of a topic can reduce perceptions about its seriousness. We
suggest that the use of infotainment should be determined by the aims of the communicators and
the nature of the target audience. If the purpose is simply to convey information, then infotainment
is likely to be the most effective and it has the additional benefit of engaging recipients that lack a
university education. However, if the purpose is to affect attitudes and persuade an audience, then
an expository narration is likely to be most effective