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Department of Communication and Media Research Science Communication

SAGE Blog: Do You Know Your Audience?

As in many other countries, science enjoys a large amount of interest and public acceptance in Switzerland. While interesting, such overall findings for a population of more than eight million citizens are hardly useful for any science communication efforts. A study by Mike S. Schäfer, Tobias Füchslin, Julia Metag, Silje Kristiansen and Adrian Rauchfleisch constructed different subgroups within the Swiss population regarding people’s attitudes towards science and research. This resulted in four distinct types, ranging from science-enthusiasts to those more disengaged.

Link to article in SAGE Blog