Trust Cues in Content about Science: How the Media Presents Female and Male Scientists Differently

Schröder, Justin T. (2025): Trust Cues in Content about Science: How the Media Presents Female and Male Scientists Differently. In: Fage-Butler, A.; Ledderer, L. und Nielsen, K. H. (Hrsg.): Science Communication and Trust. Singapore: Palgrave Macmillan. S. 385-406

Abstract

Scientific information reaches public audiences predominantly via a variety of (digital) media outlets. In this case, media serve as intermediaries of trust. Media mediate trust between, what the field of communication research refers to as, “an object of trust” (here: science) and “a subject of trust” (here: public audiences). When trust is mediated, it is through the employment of linguistic components, such as language or characteristics that present public audiences reasons to trust science—so-called trust cues. Since female and male scientists are not equally represented in science media coverage, it stands to reason that the use of trust cues may differ qualitatively between female and male scientists. To identify trust cues, and to compare their use between female and male scientists, this study applied a deductive-inductive qualitative content analysis to a sample (n = 158) of science media content. The trust cues identified (n = 1,329) matched the dimensions of trust established in the literature (i.e., expertise, integrity, benevolence, transparency, and dialogue). Comparing female and male scientists, similarities (e.g., focus on expertise when referring to a scientist’s qualification) and differences (e.g., personal biography only presented for female scientists, scientific advice only given by male scientists) in trust cues were revealed.

• Dokumententyp: Buchbeitrag
• Keywords: Science communication; Trust in science; Epistemic trust; Trust cues; Gender research; Female scientists; Male scientists; Expertise; Integrity; Benevolence; Transparency; Dialogue; Qualitative content analysis
• Fakultät: Sozialwissenschaften > Institut für Kommunikationswissenschaft und Medienforschung (IfKW)
• Themengebiete: 300 Sozialwissenschaften > 380 Handel, Kommunikation, Verkehr
• ISBN: 978-981-96-1289-5
• Ort: Singapore
• Sprache: Englisch
• DFG: Gefördert durch die Deutsche Forschungsgemeinschaft (DFG) - 456602133