My research explores exploring how digital spaces and emerging technologies shape the public communication and understanding of science. I examine the message strategies and communication techniques used by scientists to effectively inform and engage social media audiences in the contexts of science, environment, and risk. With a professional background as both a science journalist and a chemist, I bring an interdisciplinary perspective that informs my work. My research aims to build positive and meaningful relationships between scientists and the public and promote evidence-based communication strategies that not only enhance public understanding of, but also inspire public engagement and interest in science.
I employ a variety of both quantitative and qualitative methods, including survey experiments, surveys, content analysis, and semi-structured interviews. My research has been published in peer-reviewed journals such as New Media & Society, Social Media & Society, Science Communication, and The ANNALS of the American Academy of Political and Social Science. My work has been supported by several successful grants totaling over $34,000, including a National Science Foundation (NSF) Doctoral Dissertation Research Improvement Grant in Decision, Risk and Management Science, as well as the University of Michigan’s Rackham Predoctoral Fellowship.
Strategic science communication
How can scientists effectively use social media to communicate their work? My research investigates the communication techniques and message strategies scientists use on digital platforms to engage the public. This includes analyzing the impact of different practices that social media users often engage in (like sharing personal information, or trying to present themselves in different ways) that scientists on these platforms also do. How does that impact audience perceptions and engagement, then?
The goal is to identify best practices that make scientific content more approachable and interesting while also being transparent about their work. This research is vital because effective science communication fosters public trust and understanding, making science more accessible to everyone. For scientists, understanding how social media strategies can (or cannot!) enhance their ability to reach and inspire a broader audience is important for evidence-based strategic practices in these spaces.
Inclusive participation in sciCOMM
How do diverse voices shape the conversation about science on social media? My work also focuses on the experiences of underrepresented groups in science, such as Black scientists using hashtags like #BlackInSTEM to share their work and advocate for equity. The aim is to understand what role social media plays in highlighting and amplifying voices from underrepresented communities, and whether these platforms can be used to promote inclusive scientific dialogue and reflect diverse perspectives.
So, too, what it does mean for public perceptions of scientists to have this more comprehensive and nuanced understanding of science? Does it change how people think about who can be a scientist, what a scientist does, and the experiences of scientists? Does it influence how they feel towards scientists who reflect their backgrounds and experiences? Reflecting on these will give us a better understanding of the role of social and digital media in fostering inclusive communication practices and promoting a more equitable scientific community.
Navigating New Media Technologies
The digital landscape is rapidly evolving, and new media technologies are revolutionizing how scientific information is shared and consumed. My research explores how digital and social media and online communities can be leveraged to improve the dissemination and reception of scientific, health, and environmental information and improve trust in science. I work to develop effective communication strategies that leverage these technologies while mitigating risks such as misinformation. As new media technologies are reshaping how we access and share scientific information, this work provides a framework for utilizing cutting-edge tools to enhance science communication and outreach efforts.
Annie Li Zhang 