CSSC Brief · Jun 2023
Scientist or influencer: who do people trust for science information?
Based on Scientists as Influencers: The Role of Source Identity, Self-Disclosure, and Anti-Intellectualism in Science Communication on Social Media, published in Social Media + Society.
Open accessThe full paper is free to read on the journal’s website.
The short version
People saw scientists as more authentic and more qualified than influencers. But among people who distrust experts, influencers were better at prompting action.
What we did
Imagine you’re scrolling through Twitter and you see two posts about climate change. One is from a well-known scientist, and the other is from a popular influencer. Who would you trust more? Who would you believe knows their stuff?
We wanted to see how people react to scientific messages on Twitter, whether they’re coming from scientists or influencers, and how personal vs. professional posts affect those reactions. We had over 1,500 people check out different Twitter profiles and rate them based on how authentic and knowledgeable they seemed. Plus, we looked at how these posts made people feel more connected to the poster (a concept called parasocial interaction, or PSI), and whether they would seek more information or do something positive (like donating to a climate organization) because of the posts.
What we found
- People thought scientists were more authentic and qualified compared to influencers. When scientists talked about their professional achievements and research (professional self-disclosure), they were seen as especially knowledgeable. And regardless of the source, Twitter profiles with professional self-disclosure were rated as more qualified than those with personal details. So, talking about your work as opposed to your midnight mac & cheese snack will give you more street cred in the science world.
- And when people felt a stronger connection with the poster (higher PSI), they were more likely to want to find out more and take positive actions based on the information. Scientists, with their higher perceived expertise, were better at fostering these connections.
- But a caveat here: some people are less willing to trust experts (we call this anti-intellectualism). These folks were less likely to trust both scientists and influencers, but interestingly, influencers still managed to inspire more positive actions from them. This suggests that influencers might a tad bit more of an edge in reaching skeptical audiences.
Why it matters
Knowing that some audiences distrust experts helps communicators tailor their messages, and influencers may be valuable partners for reaching those audiences. Also, authenticity matters a lot. Whether you’re a scientist or an influencer, being genuine helps build trust and stronger connections with your audience.
Cite the paper
Zhang, A. L., & Lu, H. (2023). Scientists as influencers: The role of source identity, self-disclosure, and anti-intellectualism in science communication on social media. Social Media + Society, 9(2), 1–16. https://doi.org/10.1177/20563051231180623