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Into the digital wild: Utilizing Twitter, Instagram, YouTube, and Facebook for effective science and environmental communication

Pavelle, Sophie; Wilkinson, Clare

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Authors

Sophie Pavelle



Abstract

Recent years have seen an upsurge in the digital environment and the reliance placed upon it by society. This case study reports on a project which sought to examine how the digital environment can be utilized for science communication, exploring the role of social media and particularly short online videos, as an effective means through which to engage the public with science, environment and conservation messages. Using as its focus a 300-mile trek around the coast of Cornwall (Sophie's Wild Cornwall) we examine how science was communicated real-time using online videos and social media over a 5-week period, as well as data from an online public opinion survey (n = 129). The observations gleaned identify a number of key themes for others wishing to adopt digital approaches within their science communication activities, including the role of web-based presenter-led narratives, the value of accessibility and interaction on social media platforms, and online videos potential for stimulating proactive, participatory engagement, and interest in an environmental context. Effective online video use requires a balance between crafting an informative yet entertaining narrative without compromising scientific accuracy; yet ultimately, social media platforms may represent a potential "stepping-stone"for practitioners to consider implementing in a journey toward "upstream engagement".

Citation

Pavelle, S., & Wilkinson, C. (2020). Into the digital wild: Utilizing Twitter, Instagram, YouTube, and Facebook for effective science and environmental communication. Frontiers in Communication, 5, Article 575122. https://doi.org/10.3389/fcomm.2020.575122

Journal Article Type Article
Acceptance Date Sep 7, 2020
Online Publication Date Oct 16, 2020
Publication Date Oct 16, 2020
Deposit Date Sep 25, 2020
Publicly Available Date Nov 19, 2020
Journal Frontiers in Communication
Print ISSN 2297-900X
Electronic ISSN 2297-900X
Peer Reviewed Peer Reviewed
Volume 5
Article Number 575122
DOI https://doi.org/10.3389/fcomm.2020.575122
Keywords Online videos, science communication, environmental communication, conservation, upstream engagement
Public URL https://uwe-repository.worktribe.com/output/6709192

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