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The present paper examines the phenomenon of "Sciencefluencing", meaning the use of Social Media for science communication in Germany. It investigates the role of Social Media, with a focus on Instagram, in communicating science and research to a broader public, which is not well investigated yet. Previous studies focused mainly on Twitter or other forms of online media, e.g. blogs. This study aims at filling the gap. In order to achieve that, a study is conducted including qualitative interviews with scientists and, based on the results of those, a quantitative survey that aims at understanding the use of Social Media for science communication from scientists in Germany. The theoretical framework is made up of theories of influencer marketing, opinion leadership and parasocial relations. The focus on Instagram stems from its broad relevance in the general population.
Keywords: Science Communication; Social Media; Influener; Opinion Leadership; Parasocial Relations; Gender; Online Communication; Sciencefluencer; Instagram
1 Introduction
As of 2023, no systematic study exists that measures the use of social media for science communication by scientists in Germany. At the same time, more than half of the population in Germany uses Social Media at least once a week, more than a third uses it daily (Koch 2023). Also, Social Media has increased tools for science communication and opportunities to engage the public in active dialogue (Jia et al. 2017). A study of Chinese scientists revealed that the interviewees appreciated Social Media for the opportunity to express their opinions and avoid faulty representation in traditional m ed ia (Jia et al. 2017, p. 12). However, due to the media landscape in China and state censorship, the findings are not directly applicable for Germany or other Western contexts. Thus, examining scientists' use of Social Media for science communication is long overdue.
2 Current Understanding
Science Communication
Science communication is broadly described as "the accurate and undistorted conveyance of ideas, insights, facts, and analytical frameworks derived from science to anyone who has a need to understand them." (Guidotti 2016, p. 27). Another definition describes science communication as "all forms of communication focused on scientific knowledge or scientific work [...]." (Bonfadelli et al. 2015, p. 3, own translation). Science communication is thus a process of communicating over science and scientific work to...