"I never would have thought to say this": Example-Based Exploration to Balance Scientists' Writing Preferences with Public Science Communication Strategies

TL;DR

This paper explores how contrastive examples can help scientists adapt social media writing strategies that balance their preferences with effective public science communication, considering audience and context.

Contribution

It introduces a system using contrastive examples to assist scientists in adopting social media writing strategies aligned with audience preferences.

Findings

Contrastive examples aid scientists in evaluating narrative options.

Scientists gain confidence in applying social media strategies.

Effectiveness varies by topic and individual preferences.

Abstract

Public-facing science communication is important in garnering interest, engagement, and trust in science. Social media platforms provide scientists with opportunities to reach broader audiences, yet many resist adopting social media writing strategies because the strategies conflict with traditional science writing norms and personal preferences. To address this gap, we first evaluate readers' preferences for strategies such as examples, walkthroughs, and personal language. While many readers enjoyed science narratives that used these strategies, their effectiveness was nuanced and context-dependent, varying by topic and individual preference. Building on these findings, we design a system that uses contrastive examples to help scientists adopt and integrate these social media science writing strategies. In a user study with scientists, we found that presenting contrastive examples helped writers critically evaluate different narrative options, balance competing goals, and gain confidence in adapting social media writing strategies to fit both their topic and audience.