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Constructing and influencing perceived authenticity in science communication: Experimenting with narrative
Lise Saffran1, Sisi Hu2, Amanda Hinnant2
1Department of Public Health, University of Missouri, Columbia, Missouri, United States of America.
Plos One
|January 16, 2020
Summary
Scientists can improve public trust by communicating their authenticity. This involves highlighting unique personal qualities beyond their institutional roles to enhance the perceived credibility of scientific messages.
Area of Science:
- Science Communication
- Social Psychology
Background:
- Public trust in science is crucial for societal engagement with research.
- Existing research focuses on credibility factors like integrity and benevolence.
- The role of perceived authenticity in science communication remains underexplored.
Purpose of the Study:
- To develop and validate a measure for perceived authenticity in science communication.
- To investigate communication strategies that enhance the perceived authenticity of scientific messages.
Main Methods:
- Development of a novel scale to quantify perceived authenticity.
- Exploration of various communication techniques through empirical testing.
Main Results:
- The study successfully developed a reliable measure of perceived authenticity.
- Communication strategies aimed at showcasing individual scientist qualities were effective in enhancing authenticity.
- Perceived authenticity emerged as a distinct and valuable dimension alongside trust and credibility.
Conclusions:
- Authenticity, defined as the perception of a scientist as a unique individual, is a significant factor in science communication.
- Highlighting personal qualities beyond institutional affiliations can bolster the perceived authenticity and credibility of scientific information.
- This research offers a new perspective on building trust in science by emphasizing the human element of researchers.
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