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https://doi.org/10.17645/mac.v8i1.2536
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Why Are Scientific Experts Perceived as Trustworthy? Emotional Assessment within TV and YouTube Videos
[Zeitschriftenartikel]
Abstract Due to the rise of the Internet, the effects of different science communication formats in which experts appear cannot be neglected in communication research. Through their emotional and more comprehensible communication 'sciencetubers' - who frequently differ from the stereotypical image of scienti... mehr
Due to the rise of the Internet, the effects of different science communication formats in which experts appear cannot be neglected in communication research. Through their emotional and more comprehensible communication 'sciencetubers' - who frequently differ from the stereotypical image of scientists as white, old men - may have a considerable effect on the public’s perceived trustworthiness of scientists as well as their trust in science. Thus, this study aims to extend trust and trustworthiness research to consider the role of emotion in science communication in the context of emerging online video content. Therefore, perceived trustworthiness was examined in an experimental online survey of 155 people aged 18–80. We considered different potential influencing variables for trustworthiness (expertise, integrity, benevolence) and used six different video stimuli about physics featuring scientific experts. The video stimuli varied according to format (TV interviews vs. YouTube videos), gender (male vs. female), and age of the experts depicted (old vs. young). The results suggest that: (1) Scientific experts appearing in TV interviews are perceived as more competent but not higher in integrity or benevolence than sciencetubers - while scientists interviewed on TV are regarded as typical scientists, sciencetubers stand out for their highly professional communication abilities (being entertaining and comprehensible); (2) these emotional assessments of scientists are important predictors of perceived trustworthiness; and (3) significantly mediate the effect of the stimulus (TV interview vs. YouTube video) on all dimensions of perceived trustworthiness of scientific experts.... weniger
Klassifikation
Wirkungsforschung, Rezipientenforschung
interaktive, elektronische Medien
Freie Schlagwörter
YouTube; entertainment; public trust; science communication; science video; stereotype; television; trustworthiness
Sprache Dokument
Englisch
Publikationsjahr
2020
Seitenangabe
S. 191-205
Zeitschriftentitel
Media and Communication, 8 (2020) 1
Heftthema
Emotions and Emotional Appeals in Science Communication
ISSN
2183-2439
Status
Veröffentlichungsversion; begutachtet (peer reviewed)