Mainstream media and social media reactions to the discovery of extraterrestrial life

Abstract

The rise of online social media (such as Facebook and Twitter) has overturned traditional top-down and stovepiped channels for mass communications. As social media have risen, traditional media sources have been steadily crippled by economic problems, resulting in a loss of capabilities and credibility. Information can propagate rapidly without the inclusion of traditional editorial checks and controls. Mass communications strategies for any type of major announcement must account for this new media landscape. Scientists announcing the discovery of extraterrestrial life will trigger a multifaceted and unpredictable percolation of the story through the public sphere. They will also potentially struggle with misinformation, rumours and hoaxes. The interplay of official announcements with the discussions of an extraterrestrial discovery on social media has parallels with traditional theories of mass communications. A wide spectrum of different messages is likely to be received by different segments of the community, based on their usage patterns of various media and online communications. The presentation and interpretation of a discovery will be hotly debated and contested within online media environments. In extreme cases, this could lead to "editorial wars" on collaborative media projects as well as cyber-attacks on certain online services and individuals. It is unlikely that a clear and coherent message can be propagated to a near-universal level. This has the potential to contribute to inappropriate reactions in some sectors of the community. Preventing unnecessary panic will be a priority. In turn, the monitoring of online and social media will provide a useful tool for assessing public reactions to a discovery of extraterrestrial life. This will help to calibrate public communications strategies following in the wake of an initial announcement. © 2013 Springer-Verlag Berlin Heidelberg.