A solid camp with flowing soldiers: heterogeneous public engagement with science communication on Twitter

The science communication community is constantly evolving. However, limited research has explored the relationship between engagement heterogeneity and fluctuations in science communication. This study aims to address this issue by examining the dissemination of scientific research on Twitter using network analysis. The findings reveal the sensitivity of low-engagement users in two distinct aspects. First, low-engagement users' dissemination of scientific information is positively associated with the overall trend of scientific communication on social media, suggesting their heightened susceptibility to fluctuations and disengagement compared to other users. Second, low-engagement users show decreased attention to health-related topics during fluctuation periods. In light of these findings, an analytical model is developed to integrate the heterogeneity of information acceptance thresholds and external shocks. The simulation results of the model are consistent with empirical observations, highlighting the heterogeneity of information acceptance thresholds in science communication. This study contributes to the understanding of fluidity as the essence of science communication. As the proverb goes, a solid camp is guarded by ever-changing soldiers. The solid camp stabilizes science communication communities while flowing soldiers enable the influence of science communication to cross communities.

Bin Yang, Naipeng Chao, Cheng-Jun Wang