Work

Unpacking social media `engagement': a practice theory approach to science on social media

Year: 2024

Type: article

Abstract: Social media engagement is typically associated with actions such as sharing, liking, or commenting, and is often measured as such in quantitative analyses. This essay explores what is being captured through these methods by `unpacking' such engagement, arguing for a practice-oriented approach that takes into account the mundane ways in which non-scientists may encounter and use scientific content. We describe practice theory in the context of media production and use, before illustrating the approach with material from comments on Facebook posts produced by science-related sources. In showing the uses of science content in maintaining social bonds or performing particular identities (for instance), we argue that science communication research needs to study the wider contexts of how and why users encounter science online, and that the notion of social media practices can help us to do so.

Source: Journal of Science Communication

DOI: 10.22323/2.23060402

Authors: Sarah R. Davies, Rebecca Wells, Fabiana Zollo, Joseph Roche

Institutions: City St George's, University of London, University of Vienna, Ca' Foscari University of Venice

Language: English

Topic: Media and Digital Communication

Subfield: Computer Networks and Communications

Field: Computer Science

Domain: Physical Sciences

Open Access status: diamond

Funder: European Commission

Awards: QUality and Effectiveness in Science and Technology communication, G434337789