Have you ever wondered how people around the world access scientific information and engage with it? A recent large-scale study conducted across 68 countries provides valuable insights into this question. The research, involving contributions from Claus Lamm and his team, Kimberly C. Doell, Jonas P. Nitschke, Boryana Todorova, and Ekaterina Pronizius, revealed substantial cross-cultural differences in how individuals encounter and interact with science.

The study found that the primary sources of science communication vary widely: in some countries, traditional media and personal networks continue to play a central role, while in others, social media has become the dominant source of science-related information. Interestingly, the researchers also observed that science museums remain under-visited in several regions, suggesting that their potential as venues for public engagement is far from fully realized.

These findings carry important implications. For policymakers and educators, the results emphasize that a one-size-fits-all approach does not work in science communication. Efforts to strengthen science literacy must be tailored to local contexts—some regions may benefit most from enhancing science museum accessibility, while others might require targeted social media strategies or fact-checking initiatives to counter misinformation. For researchers, the message is equally clear: scientific communication theories and models must account for cultural diversity and be tested across multiple societies, not only within specific populations.

The University of Vienna played a significant role in this global project, demonstrating how large-scale international collaborations are enriched by local academic expertise.

Full text is avaliable here: doi.org/10.1177/10755470251376615

(c) Image: pixabay.com/photos/museum-modern-art-shade-246222/