Exploring the brand of science: implications for science communication research and practice

被引：0

作者：

Newman, Todd P. ^{[1
,2
]}

Beets, Becca ^{[1
]}

机构：

[1] Univ Wisconsin Madison, Dept Life Sci Commun, Madison, WI 53706 USA

[2] Robert F & Jean E Holtz Ctr Sci & Technol Studies, Madison, WI 53706 USA

来源：

JCOM-JOURNAL OF SCIENCE COMMUNICATION | 2023年 / 22卷 / 02期

基金：

美国食品与农业研究所;

关键词：

Public perception of science and technology; Public understanding of science and technology; Science communication; theory and models;

D O I：

10.22323/2.22020205

中图分类号：

G2 [信息与知识传播];

学科分类号：

05 ; 0503 ;

摘要：

Research on branding seeks to uncover the emotional, sensory, and cognitive meanings when a person first encounters an object, person, or idea. This exploratory study uncovers how these meanings apply in the context of science, and why a branding framework is important for science communication theory and practice. Reporting on survey data collected in April and June 2021, our results suggest a consistent functional brand image for science, yet a more nuanced context for how different branding constructs relate to science.

引用

页数：18

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