Online visual communication of science focuses on interactive sharing and participatory collaboration rather than simple knowledge dissemination. Visuals need to be stunning to draw people in and engage them, and a cross-media approach together with digital multimedia tools can be used to develop a clear and engaging narrative to communicate complex scientific topics. On the web both science communicators and the public manage co-create, shape, modify, decontextualise and share visuals. When it happens that low science literacy publics devoid a picture of its information assets, caption or source, they distort image meaning and perpetuate misinformation.
AbstractRepresentations of science and technology; Science and media; Visual communication
KeywordsPhotography would not exist but for scientific investigation, and science would hardly have the form it has today without photography [Wilder, 2009]. Images have long been used by scientists to illustrate scientific theories and principles. Whether in the form of natural history illustrations, hand-drawn anatomical tables, symbolic reproductions, creative imagery used to visually represent non-physical data, graphics or macro and microscope photographs, pictures have been playing a prominent role both in the evolution of sciences (medicine in particular) and in the perception of science by the general public [Stafford, 1998].However, in the past few years, the vast majority of the imagery produced by scientists has been functional to scientific papers rather than to science popularisation [Frankel, and Depace, 2012]. At the same time, science popularisers have relegated images to a merely decorative role, integrating them less and less with the text and deemphasising their explanatory and informative function [Rodríguez Estrada and Davis, 2015]. With the advent of the new web-based information channels in the media landscape, such function appears to have faded up to almost disappear.