Science Communication 2004 Abstracts
Science Communication Interest Group
The making of a menace? A qualitative framing analysis of how newspapers covered the prescription drug OxyContin • S. Camille Broadway and Kim Walsh-Childers, University of Florida • This study scrutinizes newspaper coverage of the prescription painkiller OxyContin between 2000 and 2002, when OxyContin abuse became a common story topic. Through qualitative analysis, the study identifies three dominant frames: menace; blame and responsibility; and pain. The study discusses the anecdotes, sources, narratives, word choice, and metaphors that make up each frame in an attempt to understand the “common sense” understanding of the issue the coverage created.
“An Examination of Scientific and Cultural Controversy Through an Ethical Lens” A Case Study of Mediated Discourse about Kennewick Man • Cynthia-Lou Coleman, Portland State University • The authors propose a reconceptualization of the technical rationality-cultural rationality framework in risk communication theory by incorporating the philosophical anthropology approach to ethics into the model. Borrowing from the work of Clifford Christians, the authors offer a framework for criticism that encompasses rationality, pluralism and ethical considerations. The authors argue that merging the numerous overlapping constructs of philosophical anthropology (Christians, 1997; Christians & Traber, 1997; Wilkins & Christians, 2001), technical progress (Habermas, 1970), positivist coverage (Priest, 1995), technical rationality (Plough & Krimsky, 1987), cultural rationality (Coleman, 1995), and news framing (Scheufele, 1999), will result in a richer theoretical understanding of news coverage of scientific controversies.
Altruism, Self-Interest, and the Reasonable Person Model of Environmentally Responsible Behavior • Julia B. Corbett, University of Utah • This study operationalized a new model of environmental behavior to test its utility in predicting the relatively hard task of getting people out of their cars. The Reasonable Person Model of environmentally responsible behavior (Kaplan 2000) hypothesizes that a mix of self-interest, altruism, personal norms, desirable choices, and participatory problem-solving are the best predictors of behavior. In a random sample telephone survey of drivers (N=344) along the Wasatch Front, all independent variables were significantly correlated to behavior with the exception of one personal control measure. Multiple regression model found that 52 percent of the variance in environmentally responsible behavior was predicted by the independent variables (R2-.52, p<.001). However, none of the measures of personal control contributed significantly to the model.
To Drill Or Not To Drill? Assessments Of News Coverage And Citizen Opinions Regarding U.S. Environmental Policies • Cindy T. Christen, Colorado State University • This experiment examined assessments of the slant and reach of local and national news articles, as well as the influence of personal opinion, on assessments of public opinion regarding two U.S. environmental policy issues: oil drilling in the Arctic National Wildlife Refuge and ratification of the Kyoto treaty on global warming. While the perceived slant of environmental news articles proved to be a fairly robust predictor of nonpartisans’ public opinion estimates, support for an effect of perceived media reach on opinion judgments was mixed. Exposure to news articles that contradicted personal views appeared to enhance the tendency of partisans and nonpartisans to project their own opinions onto others.
Social Change and Status Quo Framing Effects on Risk Perception: An Exploratory Experiment • Jessica L. Durfee, University of Utah • Operating from a “guard dog” perspective of the media, this study investigated whether “social change” or “status quo” news frames affected individuals’ risk perceptions, using an experimental design. The participants who read the story with the social change frame reported the highest level of risk awareness (F34.88, p = .00), indicating that the way the media frames a story about environmental health issues has the potential to influence the audience’s perception of risk.
An Ounce of Prevention: The Role of Critical Thinking and Message Frames in Addressing Low-involvement Environmental Risks • Susan Grantham, University of Hartford and Tracy Irani, University of Florida • This study examined the relationship of critical thinking dispositions and message frames on the attitude – intent – behavior relationship toward a low-involvement environmental risk. No interaction between critical thinking disposition and message version was observed. However, a main effect for message version indicated that respondents who received the positively framed message (benefit) held a stronger attitude and stronger behavioral intent than subjects who received the negatively framed (cost) or control message.
Optimistic Bias about Cancer Risk and Information Sources in Appalachia • Hong Ji and Daniel Riffe, Ohio University • This study examined relationships of Appalachian residents’ optimistic bias to their knowledge about cancer and information source. A significant but slight relationship between optimistic bias and cancer knowledge was found. Optimistic bias was not significantly related to the ease of access to health information, or to number and types of sources identified.
Communicating Clinical Trials and Public Opinion • Maria Len-Rios, University of Kansas • The Institutes of Medicine says it is imperative to ensure that Americans become involved in the clinical research enterprise. A regional telephone survey of U.S. adults (N=426) is used to explore how people learn about clinical trials, what sources people rely on for medical information, and to predict intentions to participate in clinical trials. Results show radio is an important medium. Participants relied on physicians, books and health magazines for health information.
Teens and Contraception: Using Social Judgment Theory to Predict Young Adult Attitude Changes and Create Persuasive Campaigns • Carolyn Ringer Lepre, Cal-State University at Chico • Adolescents and young adult sexuality is a subject of considerable concern in the United States today. It is estimated that 3 million teenagers are infected with sexually transmitted diseases each year. HIV/AIDS has been the sixth leading cause of death among 15- to 24-year-olds in the United States since 1991. By December 2002, more than 301,000 persons between the ages of 20 to 34 have been diagnosed with AIDS, meaning most were probably infected while they were teens due to the long incubation period between HIV infection and AIDS diagnosis. This study uses principles of social judgment theory to create an experimental newspaper article, designed to measure how an exposure to a birth control article with an embedded message might change individual attitudes.
Media Response to Bioterrorism and Emerging Infectious Diseases: Pressing Problems and Plausible Solutions • Wilson Lowry, William Evans, Jennifer A. Robinson and Karla G. Gower, University of Alabama • In this manuscript we identify the most pressing problems faced by journalists and public information officers who respond to health-related emergencies, especially emergencies related to bioterrorism and emerging infectious diseases. We also suggest plausible solutions to these problems. This menu of key problems and proposed solutions was developed through interviews with experts in journalism, bioterrorism, public health, and health and risk communication. A framework from the sociology of news is used to contextualize our research questions and to make sense of our experts’ comments and concerns.
Conflicted Scientists: The “Shared Pool” Dilemma of Scientific Advisory Committees • Katherine A. McComas, Cornell University and Leah Simone Tuite, University of Maryland • Science advisors play an integral part in government policy making, yet these advisors are often equally attractive to regulated industry. Despite efforts to manage conflicts of interest among science advisors, allegations of conflict frequently plague advisory committee deliberations or outcomes. This paper examines the so-called “shared pool” dilemma using data collected from 92 members of 11 Food and Drug Administration advisory committees. Results examine members’ views regarding committee impartiality and fairness of conflict of interest procedures.
Public Discourse and Scientific Controversy: A Spiral of Silence Analysis of Biotechnology Opinion in the U.S. • Susanna Hornig Priest, Jaejin Lee and Gayathri Sivakumar, Texas A&M University • This analysis applies spiral of silence theory to public opinion about biotechnology in the United States. A substantial minority in the U.S. has reservations in this area. Evidence is presented that a spiral of silence, as conventionally measured, has developed. However, other dynamics – including the greater willingness to speak out of those who believe themselves more knowledgeable, as well as differences among groups who apply different forms of moral reasoning – are also at work.
Adolescent and Young Adult Processing of Science Information from a News and an Entertainment Source • Donna Rouner, Marilee Long, Lina Saldarriaga and Carrie Browder Gragg, Colorado State University • A sample of 160 responded to either a newspaper story or a proposed situation comedy script about a new birth control method. Covariates included beliefs, self-efficacy, involvement and gender. Although the newspaper story showed greater recall and more positive thoughts about the innovation, the proposed situation comedy script elicited more favorable thoughts about the medium. Gender differences on sexual beliefs, self-efficacy and thoughts elaborate the findings.
Reinforcing Cultural Representations of Gender and Science: Portrayals of Women Scientists and Engineers in Popular Films • Jocelyn Steinke, Western Michigan University • This study analyzed cultural representations of gender conveyed though images of female scientists and engineers in popular films from 1991 to 2001. While a significant number of women scientists and engineers were presented as equal and valued members of research teams, the portrayals often focused on the women’s attractiveness and beauty and their romantic relationships. Some of the traditional stereotypical images of scientists as lonely, mad, nerdy, social outcasts also were noted.
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