Abstract

he communication of science in mass media is a vital part of society that influences evidence-based decision-making, sparking interest in science, technology, engineering, and mathematics (STEM), and informing public policy. In the current era of rapid scientific advances, the importance of understanding science communication through the lens of mass communication theory has become increasingly salient. Specifically, cultivation theory has continued to adapt and provides insight into the impact of science communication in the media. This paper examines science communication in the media through the evolving lens of cultivation theory to provide practical applications for modern science communication research and practice. Several changes in cultivation’s history (mainstreaming/resonance, psychological process explanations, genre-specific research, and new media environments) are discussed while situated within the context of key historical moments and innovations. Implications for cultivation theory’s evolution and original postulations—and their durability in the emerging digital environment— are developed to aid science communicators’ efforts to disseminate overarching media system impacts with audiences.

Key Words: Cultivation Theory; Science Communication; Mass Communication, Communication Theory; Science, Technology, Engineering & Mathematics (STEM).

About the Authors

*    Amanda Coletti is a doctoral candidate in the Department of Communication, University of Connecticut, Storrs, Connecticut, United States of America.  Her research interests include science communication, training and development, and narrative storytelling.

**  Rory McGloin, Ph.D., is an Associate Professor with the University of Connecticut, Storrs, Connecticut, United States of America. He holds a joint-appointment with both the School of Business and the Department of Communication and also serves as the Associate Director for Entrepreneurial Communication and Research at the Connecticut Center for Entrepreneurship and Innovation. His current research is focused on the training and development of business communication skills in both organizational and entrepreneurial settings.

*** David Atkin, Ph.D., is a Professor of Communication at the University of Connecticut, Storrs, Connecticut, United States of America and is an Associate Editor with Journalism and Mass Communication Quarterly. His research interests include the diffusion of emerging media and program formats, political communication and digital media policy.

****Emily Hamlin is a doctoral candidate in the Department of Communication, University of Connecticut, Storrs, Connecticut, United States of America. She is also the Learning Effectiveness Director at Travelers. Her research interests include organizational communication, particularly relational development in workplace environments.

^JCMR Journal of Communication and Media Research, Vol. 15, No. 2, October 2023, pp. 1-13.

© Association of Media and Communication Researchers of Nigeria (AMCRON).

Article Citation

Coletti, A., McGloin, R., Atkin, D., & Hamlin, E. (2023). Examining the evolution of cultivation theory as a means of understanding contemporary science communication in the media. Journal of Communication and Media Research, 15 (2): 1-13.

Full Article

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