City Research Online

Abstract

Social media engagement is typically associated with actions such as sharing, liking, or commenting, and is often measured as such in quantitative analyses. This essay explores what is being captured through these methods by `unpacking' such engagement, arguing for a practice-oriented approach that takes into account the mundane ways in which non-scientists may encounter and use scientific content. We describe practice theory in the context of media production and use, before illustrating the approach with material from comments on Facebook posts produced by science-related sources. In showing the uses of science content in maintaining social bonds or performing particular identities (for instance), we argue that science communication research needs to study the wider contexts of how and why users encounter science online, and that the notion of social media practices can help us to do so.

Publication Type:	Article
Additional Information:	Copyright The Author(s). This article is licensed under the terms of the Creative Commons Attribution — NonCommercial — NoDerivativeWorks 4.0 License. All rights for Text and Data Mining, AI training, and similar technologies for commercial purposes, are reserved.
Publisher Keywords:	Digital science communication, Public engagement with science and technology, Science communication: theory and models
Subjects:	H Social Sciences > H Social Sciences (General) Q Science > Q Science (General) T Technology
Departments:	School of Health & Psychological Sciences School of Health & Psychological Sciences > Healthcare Services Research & Management
SWORD Depositor:	Symplectic Administrator

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