Science stories through a cultural lens: The effects of cultural framing of storytelling in the natural and social sciences

Authors

  • Wiebke Finkler University of Otago (New Zealand).
  • Lloyd Spencer Davis University of Otago (New Zealand). https://orcid.org/0000-0003-1131-7647
  • Diane Ruwhiu University of Otago (New Zealand).
  • Loic Li University of Otago (New Zealand).
  • Nikki Lloyd University of Otago (New Zealand).
  • Nicola Beatson University of Otago (New Zealand).
  • Lei Zhu University of Otago (New Zealand).

DOI:

https://doi.org/10.7203/metode.14.26592

Keywords:

storytelling, science communication, education, cultural storytelling

Abstract

Storytelling is a critical element for the effective communication of science in online videos. However, its effect is not consistent across different cultures. Here, we review and examine cultural framing of storytelling used to communicate science, including social science, in online teaching videos. We found that students from high-context cultures engage more with online videos than do students from low-context cultures but, nevertheless, do more poorly in tests that measure knowledge obtained. Our findings highlight the need to consider the cultural framing of storytelling – cultural science communication – when communicating science to audiences from different cultures.

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Author Biographies

Wiebke Finkler, University of Otago (New Zealand).

Senior Lecturer in Marketing at the Department of Marketing of the University of Otago (New Zealand).

Lloyd Spencer Davis, University of Otago (New Zealand).

Stuart Professor of Science Communication at the University of Otago (New Zealand).

Diane Ruwhiu, University of Otago (New Zealand).

Associate Professor of Management at the Department of Management of the University of Otago (New Zealand).

Loic Li, University of Otago (New Zealand).

Lecturer in Marketing at the Department of Marketing of the University of Otago (New Zealand).

Nikki Lloyd, University of Otago (New Zealand).

Researcher at the Department of Marketing of the University of Otago (New Zealand).

Nicola Beatson, University of Otago (New Zealand).

Senior Lecturer in Accountancy and Finance at the Department of Accountancy and Finance of the University of Otago (New Zealand).

Lei Zhu, University of Otago (New Zealand).

Post-doctoral Assistant at the Department of Marketing of the University of Otago (New Zealand).

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Published

2024-01-11

How to Cite

Finkler, W., Davis, L. S., Ruwhiu, D., Li, L., Lloyd, N., Beatson, N., & Zhu, L. (2024). Science stories through a cultural lens: The effects of cultural framing of storytelling in the natural and social sciences. Metode Science Studies Journal, (14), 159–164. https://doi.org/10.7203/metode.14.26592
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Issue

Pieces of science (vol. 14, 2024)

Section

Storytelling. Science through stories

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