“…1 This implies moving beyond the traditional surveys of public perceptions of S&T. Hence, the present study will assess how rural South Africans perceive, experience, and understand science, by making use of theoretical considerations of cultural distance (e.g. Raza, Singh, & Shukla, 2009) and using an exploratory design as well as the methodological approach of segmentations studies (e.g. Hine et al, 2014;Schäfer, Füchslin, Metag, Kristiansen, & Rauchfleisch, 2018;Slater, 1996).…”