Koswatta, Taniya Jayani (2021-07). Public Perception of Science Communication: Factual vs. Nonfactual Information About Organic Foods. Doctoral Dissertation.
Thesis
This dissertation focuses on factors affecting public perception of science when communicating controversial scientific issues. First, following an integrative literature review method, five categories of factors that influence public perception of science were identified: type of science, audience beliefs, socio-demographics, source of communication, and environment. A conceptual framework, Rings of Public Perception of Science, was developed to show the factors and their degree of influence on public perceptions of science. Second, using organic foods as the type of science communicated, associations between levels of agreement with scientific information about organic foods and 19 identified factors from the rings of public perception of science were examined. Data from a descriptive survey (N = 763) were analyzed following multinomial and multiple linear regression. Benefit perceptions contributed most, having a negative association with agreement levels, while trust in scientists and credibility of communicator had positive associations. Food preference, overall trust in science, and events related to science (in particular, COVID-19) had weak associations with agreement levels. Third, using a posttest-only control group design (N = 640), factual and nonfactual information influence on public perception of organic foods was tested. Participants were randomly assigned to watch one video, and then asked to indicate changes in perception. Data were analyzed using one-way ANOVA and two-way ANOVA tests. The nonfactual video had the most influence on public perception of organic foods. Findings confirmed the effect of misinformation was greater for individuals who had preexisting beliefs consistent with the message communicated and people with average to a high frequency of exposure to news about health effects of foods and drinks. Communication about organic foods should be designed considering the audience's preexisting beliefs, frequency of news exposure, and perceived benefits about organic foods. Such communication should be aimed to increase healthy skepticism to reduce susceptibility for misinformation and convey scientific facts by engaging trusted scientists or nutritionists. Studies identifying context-specific factors are needed because of changing communication forms. Additionally, measuring changes in perception using two scales (numerical rating and summed scale) provides better insights into the influence made by the message.
