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The changing information environment for nanotechnology: online audiences and content
Ashley A Anderson1, Dominique Brossard, Dietram A Scheufele
1Department of Life Sciences Communication, University of Wisconsin-Madison, 1545 Observatory Dr., Madison, WI 53706 USA.
Summary
The internet is a key source for nanotechnology news, attracting diverse, knowledgeable users. Online searches focus on the future, health, and applications of nanotechnology, with health content being most prevalent.
Area of Science:
- Nanotechnology communication and public perception.
- Science communication in the digital age.
Background:
- The increasing reliance on online platforms for information dissemination impacts public understanding of scientific advancements like nanotechnology.
- Traditional media consumption is shifting towards digital sources, necessitating an understanding of online information ecosystems.
Purpose of the Study:
- To identify the demographics of individuals using online sources for nanotechnology information.
- To analyze the public's online search queries related to nanotechnology.
- To evaluate the content of online nanotechnology information.
Main Methods:
- Utilized survey data to analyze user demographics and media consumption habits.
- Compared demographic data of users visiting general news versus science-specific websites.
- Analyzed published estimates of keyword searches related to nanotechnology.
- Conducted a content analysis of online nanotechnology information across various platforms (blogs, government sites, general sites).
Main Results:
- Online science and technology news consumers are diverse in age, more scientifically informed, highly educated, male, and racially diverse compared to users of other media.
- Nanotechnology websites attracted more male, non-white users from the Western US, while general news sites attracted users with slightly higher education levels.
- Online searches for nanotechnology predominantly focus on its future, health implications, and applications.
- Health-related content is the most common topic found in online nanotechnology information.
Conclusions:
- The internet serves as a significant and diverse channel for public engagement with nanotechnology.
- Understanding online search trends and content prevalence is crucial for effective science communication.
- Future research should explore the nuances of nanotechnology content across different online platforms to inform public outreach strategies.
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