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Social Media and Science/Health Reporting

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Abstract

The social actors, technologies, affordances and business models behind digital media and platforms, such as Facebook, X (previously Twitter), YouTube and Weibo, have changed the practices of science/health reporting. Platformisation offers new opportunities to bring valuable health/science news to audiences with limited access to and low interest in traditional media such as newspapers, magazines and television. In addition, the networked environments where science/health news circulates make it easier, and more likely, for scientists and medical experts to fact-check science and health stories, thus potentially increasing the likelihood that audiences will receive more accurate information. However, digital media innovation and platformisation have also created new pitfalls, given that science/health journalists may find themselves competing with science and health ‘storytellers’ who have far less ability for, or interest in, communicating accurate information.

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In the aftermath of the Cambridge Analytica controversy, social media platform providers such as Facebook and Twitter have severely restricted access to platform data via their Application Programming Interfaces (APIs). This has had a particularly critical effect on the ability of social media researchers to investigate phenomena such as abuse, hate speech, trolling, and disinformation campaigns, and to hold the platforms to account for the role that their affordances and policies might play in facilitating such dysfunction. Alternative data access frameworks, such as Facebook’s partnership with the controversial Social Science One initiative, represent an insufficient replacement for fully functional APIs, and the platform providers’ actions in responding to the Cambridge Analytica scandal raise suspicions that they have instrumentalised it to actively frustrate critical, independent, public interest scrutiny by scholars. Building on a critical review of Facebook’s public statements through its own platforms and the mainstream media, and of the scholarly responses these have drawn, this article outlines the societal implications of the ‘APIcalypse’, and reviews potential options for scholars in responding to it.
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Many citizens and decision- makers obtain information about science mainly, or even exclusively, from news and online media. Accordingly, social science has devoted considerable attention to the analysis of science news coverage. A review of this literature reveals a number of ongoing, substantial transformations: In line with the crisis of legacy media, the rise of online communication, and the extension of PR by many societal stakeholders, science communication is changing. Science journalism has come under pressure in publishing houses, and science journalists’ working conditions have worsened. The amount of science news coverage is stagnating, albeit after a rise that lasted several decades, and seems to navigate toward either a more controversial reporting about politicized issues such as gene editing or a less critical “churnalism” that is more strongly influenced by PR efforts than before. The implications of these changes for science communication and societal decisions regarding science communication are considered.
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As scientists increasingly communicate with the public, hype (i.e., exaggerating and/or sensationalizing communication with other scientists and with public audiences) has become a matter of concern. There are many sources of hype, some of which reinforce each other- science itself, mass media science reporting, and universities engaging in public relations and self- promotion with varying degrees of legitimacy. Competition for public attention affects science in particular when the resulting hype undermines public perception of science’s commitment to factual evidence, and hype borders on fraud when claims of discoveries prove to be unsubstantiated. Science organizations have reacted by formulating codes of conduct and trying to eliminate both practices that overstate the impact of findings and postpublication activities that distort scholarly conclusions. More research is needed on the effects of hype on public trust in science and the effectiveness of alternative ways to discourage and penalize it.