Theory-based Science Communication at Comic Cons

Abstract

The majority of research done on science communication happens in spaces where people already have a vested interest in or knowledge of science, such as museums and science cafes. Thus, there is a gap in understanding what theory-based science communication looks like in non-science-centered spaces. This qualitative research study, which featured cosplaying science communicators at comic conventions, offers insights into what science communication practices occur within everyday spaces. We conducted observations of and semi-structured interviews with 15 cosplaying scientists, examining how they utilized effective framing and narrative structuring when communicating science at comic cons in cosplay. Across 700 coded utterances, cosplaying scientists most often used effectively framed messaging which allowed for comic con visitors to unite their interests with STEM topics. Alternatively, we rarely witnessed cosplaying scientists using messaging that assuaged or addressed politically-polarized scientific topics, such as climate change. Our research provides evidence how science communication changes when it occurs in everyday spaces and indicates avenues for future study in these spaces.