In an online Qualtrics panel survey experiment (N = 1620), we found that scientists posting self-portraits (“selfies”) to Instagram from the science lab/field were perceived as significantly warmer and more trustworthy, and no less competent, than scientists posting photos of only their work. Participants who viewed scientist selfies, especially posts containing the face of a female scientist, perceived scientists as significantly warmer than did participants who saw science-only images or control images. Participants who viewed selfies also perceived less symbolic threat from scientists. Most encouragingly, participants viewing selfies, either of male or female scientists, did not perceive scientists as any less competent than did participants viewing science-only or control images. Subjects who viewed female scientist selfies also perceived science as less exclusively male. Our findings suggest that self-portraiture by STEM professionals on social media can mitigate negative attitudes toward scientists.

Science blogs have become an increasingly important component of the ecosystem of science news on the Internet. Through a survey of 2,955 readers of 40 randomly selected science blogs, we created profiles of science blog users. Super users indicated reading science blogs for a wide range of reasons, including for community-seeking purposes. One-way entertainment users indicated reading blogs more for entertainment and ambiance. Unique information-seeking users indicated reading blogs more for specific information not found elsewhere. But regardless of science blog users’ motivations to read, they are sophisticated consumers of science media possessing high levels of scientific knowledge.

A national e-mail survey of public relations practitioners investigated how use of the World Wide Web and practitioners' roles and status are linked. Cluster analysis partially replicated and refined Leichty and Springston's 1996 roles typology, further challenging the traditional manager-technician dichotomy that has driven twenty-five years of roles research. Managers used the Web more than technicians for research and evaluation and more than internals for issues communication. Managers and internals use the Web more than technicians for productivity and efficiency. In general, practitioners are no longer laggards in new technology, and women have caught up with men in use of new technology, such as the Web.