LA DIVULGACIÓN CIENTÍFICA EN INSTAGRAM: : EL RETO DEL DISCURSO AUDIOVISUAL CIENTÍFICO ANTE LOS CONTENIDOS EFÍMEROS

Almudena Muñoz Gallego; Juciano De Sousa Lacerda; Ana Cláudia Costa Araujo

doi:10.15198/seeci.2023.56.e823

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Published: Mar 9, 2023

DOI: https://doi.org/10.15198/seeci.2023.56.e823

Keywords:

scientific dissemination, Instagram, audiovisual, Science, Youth, Communication, Narrative

Almudena Muñoz Gallego

a:1:{s:5:"es_ES";s:33:"Universidad Complutense de Madrid";}

https://orcid.org/0000-0001-7513-081X

Juciano De Sousa Lacerda

Federal University of Rio Grande do Norte

https://orcid.org/0000-0002-0876-377X

Ana Cláudia Costa Araujo

Federal University of Rio Grande do Norte

https://orcid.org/0000-0002-5128-6040

Abstract

The dissemination of science, due to its complex nature, is a difficult task for most audiovisual genres. This challenge is even bigger when the dissemination channel is a social network, with messages requiring brevity and speed. Instagram has become the main source of audiovisual consumption for the youngest audiences, whereas the construction of its contents differs more and more from scientific language. In light of this, we pose the following questions: How do we transform the scientific discourse to adapt it to Instagram consumption trends? What narrative elements ensure media effectiveness? Where lies the undiscovered balance needed to achieve success in science dissemination? In order to clarify those questions, we analysed the discourse elements of the most popular Spanish science communication audiovisual productions on the Instagram social network. Preliminary results identify that artistic merit in the use of audiovisual narrative mechanisms and a defined role as a scientific profile encourage understanding between science and younger audiences.

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How to Cite

Muñoz Gallego, A., De Sousa Lacerda, J., and Costa Araujo, A. C. (2023). SCIENCE DISSEMINATION ON INSTAGRAM: : THE CHALLENGE OF SCIENTIFIC AUDIOVISUAL DISCOURSE IN THE FACE OF EPHEMERAL CONTENT. Revista de Comunicación de la SEECI, 56, 148–175. https://doi.org/10.15198/seeci.2023.56.e823

Issue

Vol. 56 (2023)

Section

Research article

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Author Biographies

Juciano De Sousa Lacerda, Federal University of Rio Grande do Norte

Permanent Professor of the PhD in Media Studies at the Federal University of Rio Grande do Norte (UFRN), Brazil (2009-present). PhD in Communication Sciences from UNISINOS-Brazil (2004-08). Visiting Professor at the Autonomous University of Barcelona (UAB) with a grant from the Capes-Brazil Agency (Senior Stay Abroad Programme 2017-18). He is a researcher at the Laboratory of Technological Innovation in Health (LAIS/UFRN). He researches citizen communication processes and their relationship with advertising and propaganda and public health. He has published or coordinated seven books and published more than 100 texts in scientific journals and chapters in books or scientific conferences. He has given courses and guest lectures at universities in Brazil, Spain, Portugal and Colombia.

Ana Cláudia Costa Araujo, Federal University of Rio Grande do Norte

PhD student in the Postgraduate Programme in Media Studies, in the area of Social Practices at the Federal University of Rio Grande do Norte in co-tutelation with the Complutense University of Madrid. Master's Degree from the Postgraduate Programme in Production Engineering at the Federal University of Rio Grande do Norte. Degree in Social Communication with specialisation in Advertising and Propaganda (UFRN). Member of the Research Group in Communication and Media Pragmatics (Pragma/UFRN/CNPq). Researcher at the Laboratory of Technological Innovation in Health (LAIS/UFRN).

Funding data

Ministerio de Ciencia, Innovación y Universidades

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