chapter  29
13 Pages

Science communication on social media

Current trends, future challenges
WithMiguel Alcíbar

This chapter explores the current evolution of the public understanding of science (PUS) in relation to new media. Specifically, the chapter analyses the rhetorical strategies employed in the recontextualisation of science content on YouTube. I examine what kinds of topics users typically generate, how the content is presented, and how and to what extent the videos facilitate social interaction. The focus is placed on science YouTubers with the largest following in the Spanish-speaking world. Ultimately, the study points to recurring science topics and rhetorical strategies as well as low levels of interactive social feedback; the chapter then offers reflections and directions for future research.