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Summary

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Data visualizations convey more than just data; they communicate social meanings influencing public trust and reception. Understanding these "vibes" is key to improving science communication.

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Area of Science:

Communication studies
Information visualization
Linguistic anthropology

Background:

Public data communication faces challenges due to misinformation and distrust in science.
Current visualization research often prioritizes accurate data transmission over deeper engagement.
Existing paradigms struggle to explain varied reader responses to data visualizations.

Purpose of the Study:

To explore how data visualizations convey social, indexical meaning beyond propositional content.
To investigate the role of visualization design features in shaping reader inferences about social provenance.
To demonstrate how these social attributions influence engagement and reception of data visualizations.

Main Methods:

Ethnographically-informed interviews with visualization readers.
Analysis of reader assessments of visualization "vibes" based on design features.
Theoretical framing using linguistic anthropology and socio-indexicality.

Main Results:

Readers make rich inferences about a visualization's social origins based on its design.
These "vibes" significantly influence whether readers engage receptively or adversarially.
Engagement is tied to perceived alignment with the visualization's imagined producers.

Conclusions:

Data visualizations possess a socio-indexical function, evoking social contexts and identities.
This function, previously understudied in visualization, is crucial for public data communication.
Addressing socio-indexicality offers a path to troubleshooting breakdowns in science communication.