Personal disclosure in science communication

Revealing "the person behind the science" (i.e., personal self-disclosure) is common advice for science communicators to bridge a stereotypical distance, foster trust, and communicate effectively. A review of the literature, however, paints a disenchanting picture: Self-disclosure in science communication is a trade-off. While having the potential to increase warmth-related perceptions (e.g., closeness, benevolence, liking), it also comes at the cost of decreasing competence-related perceptions (e.g., expertise). Overall, these ambivalent effects result in lacking downstream impact (e.g., on behavioral intentions, funding and policy support) and might even bear risks. Altogether, empirical findings question the value of this popular practical recommendation and highlight the need for theory-driven, evidence-based research in science communication.