Table 1 Overview (non-exhaustive) of the three main sets of psychological and social factors relevant for science communication, presented here as an integrative cultural evolutionary framework.
From: How cultural evolution can inform the science of science communication—and vice versa
Factors | Brief description | Examples | Some cultural evolutionary implications |
---|---|---|---|
Content properties | The content and form of cultural traits | •Eliciting of emotions •Social relevance •Intentionality •Narratives •Framing | •Some traits are inherently more “attractive” and likely to spread than other traits •“Cultural linkage” |
Individual conditions | Personal beliefs, attitudes, values, identities, worldviews, knowledge, cognitive styles and needs, etc. | •Inductive biases •“Epistemic vigilance” •Locus of control •Cognitive reflection •Ideology; religiosity; spirituality | •Some traits appeal more to some individuals than others •“Cultural linkage” •Polarization |
Social dynamics | Social learning and social incentives | •Social norms •“Cultural cognition” •Social learning strategies •Sources of information •Social network characteristics | •Traits can spread and stabilize independently of content and personal appeals •“Spillover effects” •Tipping points •Polarization |