Guidance in the chaos: Effects of science communication by virologists during the COVID-19 crisis in Germany and the role of parasocial phenomena

Abstract

During the COVID-19 pandemic, virologists gained a prominent role in traditional and social media in Germany; several participated in regular podcasts. Using a two-wave survey ( n = 696/361 at Time 1/2), we explore which impact the strong media presence of virologists had on media users and what role parasocial phenomena (asymmetric interactions and relationships with virologists) played. People who favored a specific virologist scored higher on various cognitive, affective, and behavioral outcomes. Exposure to the virologist was related to these outcomes and parasocial phenomena turned out as an intervening variable between exposure and subjective and objective knowledge (time 1), solace, and behavioral engagement (both times). We did not, however, find effects over time when controlling for the time 1 values, which rather speak against more long-term media effects. A higher need for leadership also predicted the formation of parasocial phenomena. We discuss the theoretical implications for the role of parasocial phenomena in science communication via digital media.

The relationship between a health communication podcast and audience engagement: A social media case study

“…Already one decade ago, Birch and Weitkamp (2010) showed that audiences view podcasts as valuable sources of scientific information. A high frequency of exposure to health-related podcasts showed increased strength of parasocial phenomena, which mediated between frequency of listening to podcasts and cognitive (e.g., knowledge), affective (e.g., solace) as well as behavioral (e.g., engagement) outcomes (Utz et al, 2022). Hence, Utz et al (2022) demonstrated that the development of social bonds with science communicators matters, and longer conversational formats comprise a value for science communication.…”

“…Highly personalized science communication approaches may engage the audience even in a one-way communication setting: Utz et al (2022) demonstrated that parasocial phenomena, i.e., the perceived familiarity and asymmetrical interaction with a science communicator, mediates several cognitive, affective, and behavioral variables like content knowledge, solace, and engagement.…”

“…With the rise of social media platforms, science communication is no longer in the hands of communication professionals alone, but also organizations, scientists, and amateurs (Nisbet & Scheufele, 2009;Utz et al, 2022;Welbourne & Grant, 2016). The growth of social media use and its importance for communication processes is also visible among scientists (Bik & Goldstein, 2013;Utz et al, 2022). Social media has been shown to partially simplify the process of communicating and engaging with the public (Dalrymple et al, 2016;Tetro, 2018).…”

“…The German public service broadcaster Norddeutscher Rundfunk (NDR) produces a podcast called Coronavirus Update, in which the virologist Christian Drosten was interviewed about specific topics concerning SARS-CoV-2 and the subsequent illness of COVID-19. Christian Drosten is one of the world's leading experts on coronaviruses (Kupferschmidt, 2020) and the most famous and favored virologist during the COVID-19 pandemic in Germany (Utz et al, 2022). While German science journalists complain about the difficulty of reasonable investigations, because research institutions and health authorities started to be very cautious about giving out information (Wormer, 2020), the podcast audience receives first-hand information from one of the leading experts in the field at a high frequency.…”

“…In his science communication approach, he tries to illustrate the dynamics and uncertainty of existing research (Heimstädt, 2020). Empirical data based on YouTube comments demonstrated that the podcasts supported listeners to deal with the pandemic and reduced fear (Utz et al, 2022).…”