Engaging with Online Audiences: A cross-country analysis of use of the Web for communicating biomedical science to public audiences.

This research project is an examination of the websites of biomedical research institutes to identify the extent to which the Web is used to communicate science to public audiences. Through a review of the literature, it was found that biomedical research institutes can communicate information effectively by targeting content at particular segments of their audience; providing in-depth yet accessible information; endeavouring to take an open approach to communication, in order to build trust, which does not attempt to shield the public from uncertainty; and blending different approaches to, or models of, communication. This research was accomplished through a content analysis of the websites of 68 biomedical research centres in the United Kingdom, Ireland, United States, Canada and Continental Europe. The websites were examined for their attribution and transparency; content and currency; interactivity and navigation; design; and accessibility. Further data was obtained through questionnaires from communication practitioners in the institutes in order to validate content analysis results. Research has shown that biomedical research institutes in the United States surpass the other countries in their efforts to communicate with public audiences via the Web. Of the five highest scoring websites, four were located in the United States. On a whole however, the public communication of biomedical research does not appear to be the primary aim of online communication and the deficit model is still widely used with very little opportunity provided for user discussion or interaction.

Name dc:type.qualificationname

ma

Level dc:type.qualificationlevel

masters

Grantor dc:publisher.institution

Dublin City University

Year dc:date.issued

2010

Author dc:creator

• Cody, Lindsay

• Communication

Language dc:language

en