What drives science media use? Predictors of media use for information about science and research in digital information environments

Abstract

This study analyzes the predictors of media use for information about science and research by drawing on the theory of planned behavior and audience orientations. It uses data from a representative survey in Switzerland. We find that both audience orientations and motivations explained the use of media to access science information. People with positive attitudes toward science were more likely to use all kinds of media to access information about science. Positive evaluations of mass media coverage predicted print media and website, television and radio use positively but social media use negatively. Thus, social media could be a way to reach people who do not appreciate the coverage of the traditional mass media as much as others but who are still positive toward science. However, people who use social media may possess lesser knowledge to assess to what extent such science information is trustworthy and correct.