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Leona Yi-Fan Su & Dietram A. Scheufele Department of Life Sciences CommunicationUniversity of Wisconsin-Madison
NISE Net’s Digital Footprint
June 2015Network-wide Meeting
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Tracking NISE Net’s Online Footprint
Emerging online communication technologies63% of Americans use Internet to learn about specific scientific issuesUbiquitous use of social media (e.g., Twitter)Information dissemination and consumptionPublic engagement
Analysis of NISE Net’s online footprint
SENTIMENT ANALYSIS
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Sentiment analysis of online discourseTrack and analyze all online discourse about NISE Net activities: NanoDays and Nano mini-exhibitionCapitalizing on advantages of both human coding and computer-based analysisReliable, valid, and efficient for large-scale data
Research Area 1: NanoDays Su, L. Y.-F., Scheufele, D. A., Brossard, D., & Xenos, M. (2015, February). Engaging the public in nano: How science museums and centers are using social media. Paper presented at the annual convention of the American Association for the Advancement of Science. San Jose, CA.
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Overall volume of discussion on Twitter and Facebook
Tweets
Research Area 1: NanoDays Predicting Total Volume of Tweets about NanoDays
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Zero- Order
Model 1 Model 2 Model 3 Model 4
Block 1: Educational attainment % residents with baccalaureate degree or more .27 .27 .15* .14 .08 Incremental R2 (%) 7.2 Block 2: State population Population .85*** .83*** .56* .26 Incremental R2 (%) 67.8 Block 3: Twitter active users by state Number of Twitter active users .85*** .29 .10 Incremental R2 (%) 0.8 Block 4: Presence of science centers and museums by state Number of participating science centers and museums by state .89*** .57*** Incremental R2 (%) 7.2*** Total R2 (%) 83.0***
* p ≤ .05; ** p ≤ .01; *** p ≤ .001
States with more participating science centers and museums have higher levels of engagement in communicating about NanoDays on Twitter
Research Area 1: NanoDays Information, Engagement, and Community Building
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Functions of science center and museums’ social media updates
Research Area 1: NanoDays Mostly One-way Communication
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Cross-year comparison of tweet functions Use of Twitter tools
Research Area 2: Nano Mini-ExhibitionExamining Real-World Impacts of NISE Net
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Using CATPAC to analyze the transcriptTie-ins with other research program(s) within NISE NetWord/concept associations in transcribed conversations among visitorsMost frequently used words in different concept spaces used as keywords for sentiment analysis
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Overall volume of discussion about nano associated with “butterfly” exhibit(KW: butterfly, wing, or blue) in social media, blogs, and online news
How Mini-Exhibit Themes Can Get Amplified by NanoDays:The “Butterfly” Exhibit as an Example …
Nanotechnology
Nanotechnology and Butterfly
Slice down to a specific theme
Nano Days
A Few Concluding Thoughts
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Research Area 1Measurable impact of the NISE Net member sitesCommunication is mostly one-way and largely based on information dissemination
Research Area 2Ability to track specific exhibit themes or themes emerging from transcriptsDiscussions about NISE Net events may be overlapping or amplify each otherDigital footprints have relatively limited half-life