The communication of science and technology in large social contexts suggests the importance of the habermasian postulat of the preeminence of the communicative function in relation to the strategic one. The communication of science supposes expressive and fatic stakes (Jakobson‘s theory of language functions) which develops an affect‐heuristic factor that can improve the cognitive bias in the social actors decisions. Those take often decisions which are not based on scientific knowledge and which sometime are even in opposition with science. The science journalists as well as the researchers themselves participate in the interactional frame created by the media, as authorized sources of information as well as actors in the spectacularisation of the knowledge, which implies discourse strategies different from the objective language of science and which depends on the media culture (staging ideas, media stereotypes, etc.). The social effects of the science communication depends on the progressive convergence of expressive forms made possible by digitalisation and their impact on representations of the science and on the frame supposes the impact of the images having as objective showing, narrating, arguing and convincing, strategies whose aim is the increase of audiences and the stimulation of the interactivity during the broadcasting of scientific documentaries. The research is focused on the analysis of film documentaries presented by Discovery channel. Our purpose was to understand

— the relation between the expressive aparatus and the comprehension of the scientific ideas and knowledge.

—the balance between the cognitiv‐heuristic factor and the affect‐heuristic one in the perception of the scientific communication

—the effects of the media discourse and of the digital image on the social representations of science ‐how communicating research is mobilising convergenge with the society through the affect heuristic factor as result of the televisual "channelising" of the scientific information Research Methods:

—content analyse of a corpus of 30 documentaries produced by Discouvery Channel

—participative observation

—interviwes

—the analyse of conversations and debates organised and non‐organised

— the factor analyse in order to separate an affect‐heuristic factor specific for the mediating communication of science

Results: The results confirmed the hypothesis but revealed also the influence of the media stereotypes on the accuracy of the scientific results.

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Public Communication of Science and Technology

 

Mibilising Convergence
The affect‐heuristic factor and the cognitive bias of the science communication in mass media

Ana Maria Munteanu   University Constanta

The communication of science and technology in large social contexts suggests the importance of the habermasian postulat of the preeminence of the communicative function in relation to the strategic one. The communication of science supposes expressive and fatic stakes (Jakobson‘s theory of language functions) which develops an affect‐heuristic factor that can improve the cognitive bias in the social actors decisions. Those take often decisions which are not based on scientific knowledge and which sometime are even in opposition with science. The science journalists as well as the researchers themselves participate in the interactional frame created by the media, as authorized sources of information as well as actors in the spectacularisation of the knowledge, which implies discourse strategies different from the objective language of science and which depends on the media culture (staging ideas, media stereotypes, etc.). The social effects of the science communication depends on the progressive convergence of expressive forms made possible by digitalisation and their impact on representations of the science and on the frame supposes the impact of the images having as objective showing, narrating, arguing and convincing, strategies whose aim is the increase of audiences and the stimulation of the interactivity during the broadcasting of scientific documentaries. The research is focused on the analysis of film documentaries presented by Discovery channel. Our purpose was to understand

— the relation between the expressive aparatus and the comprehension of the scientific ideas and knowledge.

—the balance between the cognitiv‐heuristic factor and the affect‐heuristic one in the perception of the scientific communication

—the effects of the media discourse and of the digital image on the social representations of science ‐how communicating research is mobilising convergenge with the society through the affect heuristic factor as result of the televisual "channelising" of the scientific information Research Methods:

—content analyse of a corpus of 30 documentaries produced by Discouvery Channel

—participative observation

—interviwes

—the analyse of conversations and debates organised and non‐organised

— the factor analyse in order to separate an affect‐heuristic factor specific for the mediating communication of science

Results: The results confirmed the hypothesis but revealed also the influence of the media stereotypes on the accuracy of the scientific results.

A copy of the full paper has not yet been submitted.

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