"Social" Science

"Social" Science: Sci-comm in the age of social media

by Kylie Sahota, Madeline Brooks, and Ellen Ng

Photo: Christian Dani via Unsplash

Whether we like it or not, social media is ushering in a new age of communication. This includes how scientific research and science-related topics are shared with the public. An estimated 68% of Americans get their news from social media. Many scientists have followed suit, now using social media to share their work and communicate with peers and the public.

The traditional scientific process involves research being published after months or years, and personal opinions are filtered. By contrast, social media allows an almost instantaneous transmission of upcoming research, interesting findings, and the more pure opinions of fellow scientists from around the world. Studies have shown that using social media also allows scientists to reach a broader audience, and engage with the public in more interactive and rewarding ways than before.

However, science communication via social media is not a panacea; that is, it comes with its own set of challenges. The unregulated sprawl of social media presents its own problems, as “viral-worthy” posts can gain traction without adequate scientific backing. In addition, there arises the possibility of creating a “bubble” among scientists sharing, congratulating, and reposting content only from each other, thus excluding the public and losing the benefts of social media.

With so many distinct social media platforms now available, there are a variety of ways people have commandeered these public outlets of expression for their own scientific interests. We spoke to three creators of science content on social media to learn more about their outlook.

Virtual Geology with Professor Nick Zentner

by Kylie Sahota

A 30-year geology professor at Central Washington University, Nick Zentner is also a viral sensation with over eight thousand subscribers on YouTube who has been live-streaming lectures for over two decades. His audience continues to grow due to the wide scope of his videos which teach both the basics and fresh topics without being condescending to his viewers. Zentner initially engaged with social media because he realized that the public was curious about geology, and knew that he could satisfy a larger audience using a virtual platform. He fondly remembers interactions with adolescent viewers - as young as six years of age - who listen intently to his material and ask extremely sophisticated questions. He sees that he is able to make a mark on current and future generations through YouTube, and is just happy to talk about geology to whoever cares to listen.

Though he has a deep passion for geology now, Zentner commented that he had “no real interest in science” earlier in his life. He described himself as a college dropout who was more interested in things such as sports and dating. But this all changed when he got a summer job at Glacier Park pumping gas, an in-person experience in nature that revealed his passion for geology. He quickly returned to the University of Wisconsin and immediately enrolled in Geology 101, setting him on a path that would inform the rest of his career.

Since the very inception of Zentner’s geological interests were a result of face-to-face, in-person experiences, it supports the notion that these still hold tremendous value. Zentner commented that it is hard to read the energy of his audience on YouTube as opposed to in person lectures, which can make effective teaching diffcult. He also claims that social media is the “wild wild west” of science communication since fndings can be presented in slanted ways through these platforms. Zentner says that the most reliable and engaging science communication on social media often comes from people with prior teaching experience. This in-person “apprenticeship” is critical, because you can’t just wake up one day and start teaching something that you know little about.

Nick Zentner filming a geology lecture.

Photo courtesy of Nick Zentner

Zentner also stressed that we are in a “dark ages’’ of science today, with a high distrust of scientists held by the public. He believes that this is because the University system is “essentially a cult” and does not put enough value in people outside the academic world. But social media could be a step in the right direction in righting these wrongs. Zentner stated that we need to get more smart-science people involved in social media who are full of respect and curiosity for “non-cult” members. Ideally we would all get out in the community and help each other to create the most valuable connections and interactions, but social media could work similarly in facilitating more personal and honest conversations about science with a broader audience than ever before possible.

Whales on the Web with Dr. Alistair Dove

by Madeline Brooks

Dr. Alistair Dove, the Vice President of Research and Conservation at the Georgia Aquarium in Atlanta Georgia, is responsible for overseeing all research and conservation activities for Georgia Aquarium. In addition to being one of the leading authorities on whale shark biology, he is also a passionate science communicator, contributing to and editing the marine biology blog DeepSeaNews as well as being an active user on Twitter (@DrAlistairDove). After obtaining Honors in Zoology and Parasitology and Ph.D in his home country of Australia, Dove moved to the US, where he held various positions at universities such as Cornell, Stony Brook, and Columbia, before eventually joining the Georgia Aquarium team in 2006. Like most going into STEM careers, Dr. Dove’s initial plans for his future changed over time. His description for this adjustment in career paths in a word? “Serendipitous”.

Photo: Dorothea Oldani via Unsplash

While running science programs at the Georgia Aquarium, Dove had an epiphany about how scientists were doing a substandard job of communicating to the public. He explained how the mission of aquariums - education, entertainment, research, and conservation - hinge on how effectively information is conveyed to the public. In addition, Dove explained how marine science specifcally is underrepresented in science media, even though it is every bit as interesting as other flashy topics in popular science. Dove first got into science communication while writing for the blog “Deep Sea News” in 2006, and spoke fondly about his time there, learning from other writers such as Craig McClain and Miriam Goldstein, about developing an individual voice through his work.

In an effort to expand his reach past long form blogging, Dove began using Twitter as a form of science communication. He explained how using Twitter began out of necessity. Long form blogging was more time consuming and took time away from his work and family, whereas social media was faster and more effective at reaching a broad audience. Dove commented on the backlash he initially got from his scientifc community, as they questioned “What could you possibly communicate about science in 140 characters?” he laughed, “Turns out, quite a lot!”.

Dove, spoke on his past experiences in science communication, pointing out how “Back in those days it was almost sacrilege to say ‘Look, I’m going to talk to the public directly about the science I’m doing, I’m going to skip the PR department, I’m going to skip the journalistic interpretation, or mis-interpretation, of my science, and I’m going to talk directly to the public to share my enthusiasm’”. Now, with this instantaneous platform for sharing anything, at any time, with anyone, skipping that PR department means reaching a broader audience and engaging the public like never before.

Dove believes that issues exist concerning the use of non-traditional platforms. For instance, social media naturally groups people together within their niche, so there is a constant battle of making sure that bubble is breached and larger audiences are reached. In addition, the limited regulation on social media means “going viral” in the science world could happen with limited substance behind the story. Traditional science moves at a “glacial pace”, yet topics on social media can spread like wildfire. It’s clear that using social media as a vector for science communication is a double edged sword, but for now those like Dr. Dove are using it to their advantage to spread awareness and engage the public.

Saving Shrimp with Jake Colvin

by Ellen Ng

It is an overcast day on the Oregon coast. Jake Colvin patrols the beach, armed with a clam gun. Ever so often, he stops at one of the holes exposed by the low tide and begins excavating mud with the clam gun. When the hole is large enough, he reaches a hand in and pulls out its resident - a mud shrimp. He carefully turns the animal over, pries its gills open, and removes what appears to be a white roly-poly bug.

The bug is a Griffen’s isopod, a parasitic invasive species that has a castrating effect on its host. First noticed in the late 1980s, the parasite has since decimated mud shrimp populations along the west coast. Oregon is the last place to still have sizable populations.

Luckily, these shrimp have a secret weapon on hand: the Internet. An Oregon native, Colvin flms his shrimp-saving activities and uploads the videos onto TikTok.

TikTok has rapidly gained popularity over the last two years to become the latest trending social media platform. Users post short videos of up to 60 seconds, and can add text, visual effects, and music in-app.

Colvin came across the app a year ago, when he had just moved from inland Oregon to the coast. He started posting videos of the animals and fossils he found on the beach. When those videos went viral, Colvin realised he had an opportunity to share something more profound.

“People want to see weird, interesting things,” he explains. “The parasites are a weird, interesting thing... We can teach people something in a fun way.”

“But [people] aren’t interested in just a thing - they are interested in stories.”

He began producing his parasiteremoval videos, which he narrates like a tale of adventure. He names the shrimp and other animals, transforming them into characters.

The strategy has paid off. As of April, Colvin’s account @jake.pnw had the largest TikTok following in Oregon. The road to viral shrimp saving has not been straightforward, however. Colvin jumped through several different professions before becoming a content creator. Given all that, he is grateful for the TikTok success.

Colvin showing a parasite removed from a shrimp.

Photo: Jake Colvin

“TikTok feels like the one platform where you can really be yourself…I love ocean animals, and I get to talk about them.”

He also fnds the app useful for cross-promotion. A 60-second TikTok can only fit so much information. However, short videos are easier to consume, so they quickly gain virality. If leveraged properly, one can use TikTok to promote other ventures. In Colvin’s case, he directs internet traffc to his YouTube channel. There, he talks about a wider host of marine animals such as whales and seals.

Still, Colvin isn’t called the ‘Shrimp Guy’ for nothing. His YouTube still features shrimp and parasites. The longer videos allow him to provide more information about the Griffen’s isopod and its ecological effects.

Ultimately, Colvin admits that just removing a few parasites will not save the shrimp populations. “But what we can do is raise awareness.”

Jake Colvin

Photo courtesy of Jake Colvin