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