ABSTRACT
Polls show that Americans hold favorable views of science and scientists; at the same time, many people see scientists as odd, think scientific work is dangerous, and disagree with the scientific community on issues such as climate change, genetically modified foods, vaccines, and evolution. Many Americans also stereotype scientists as white men (often with glasses, lab coats, and wild hair). Such perceptions matter because they set the stage for what scientific research takes place, who conducts it, who participates in it, and how it affects both public policy and individual behaviors. This chapter draws on theories of cultivation, priming, framing, and social models to present a framework explaining how media messages shape perceptions of science and scientists. It then outlines how the book uses case studies, content analyses, surveys, and experiments to look at media portrayals of science and their effects on audience members.
