Disseminating scientific information to Generation Z through podcasts: An explanatory sequential mixed methods study
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abstract
Effective dissemination of science is imperative in order for citizens to make informed decisions. This requires the use of the proper communication channels and types of messages for the ideal audience. Generation Z does not consume the same traditional media as older generations; they prefer Internet-based communication media such as podcasts. Therefore, podcasts may be an effective way to disseminate scientific information to Gen Zers in agriculture. In order to be regularly consumed by Generation Z, podcasts must be seen as both credible and interesting by listeners. Therefore, this study aimed to explore the best ways to effectively disseminate scientific information to Gen Zers through interesting and credible science podcasts. An explanatory sequential mixed methods study was conducted. The quantitative phase collected data using a questionnaire and dial testing of a science podcast. The qualitative phase further explained participants real-time ratings of credibility and interest of the science podcast. The use of narrative versus logical-scientific communication in the podcast was also explored as well as the effects of pre-existing science attitudes on real-time interest ratings.
