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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.