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If it says science, it must be science? An innovative, smartphone-diary method with 41 respondents conducted by Mike Schäfer (University of Zurich) as well as Carmen Koch, Angelika Hüsser, Iris Herrmann and Mirko Saner (ZHAW) and Julia Metag (University of Fribourg) finds that recipients use the word "science" to identify scientific content. Based on different recipient types decucted from the «Wissenschaftsbarometer Schweiz», the study also concludes that many respondents have fewer encounterings with science than they would have thought. In a recent blog post by the ZHAW as well as in its magazine Impact, the main findings of the study are discussed.