52-3 Beyond Dinosaurs: Testing a Replicable Framework for Young Audience Earth-Science Engagement in the Digital Age

Session: Geoscience Outreach Efforts to Broaden Participation, Part II

Presenting Author:

Authors:

Abstract:

The earth sciences face a critical challenge inspiring long-term interest/commitment in younger generations. Declining undergraduate and graduate enrollments have led to the downsizing or closure of academic departments worldwide, further reducing the field's visibility and appeal. To break this cycle the earth-science community must develop strategies to actively engage with and inspire the youth audience. As Generation Z increasingly turns to social media as their primary information sources, opportunities have emerged for non-traditional communication. While some earth-science researchers have begun exploring these opportunities, impactful examples remain rare and are often confined to topics with long-established appeal (e.g., dinosaurs). This has fostered the impression that successful science communication is predicated on, and limited to, attractive subject matter. Results of a survey of successful science communicators challenge this perception, indicating success can be achieved via a narrative transformation framework that is content-independent and replicable readily across earth-science disciplines. This alternative approach has the potential to reframe technical, abstract and/or seemingly complex topics into compelling narratives that are relatable to the public. It is based on three core strategies that consistently drive engagement on social media: (1) connecting science to personal experience and local relevance, (2) creatively visualizing non-visual data and (3) emphasizing the human side of science. To assess the effectiveness of this strategy objectively, we are conducting a controlled experiment on TikTok, using two accounts: one following a traditional and fact-driven communication approach and the other consistently employing at least two narrative strategies in each post. This research provides a transparent test of each strategy's real-world performance. Such an experiment-based approach is critical if earth scientists are to develop effective, evidence-based strategies for public engagement. In today's attention economy, social media has become the most immediate bridge between science and young people. While building a strong presence there requires time, creativity and persistence, stepping into this context offers earth scientists a pathway to ensure the professional applications of the earth sciences, and activities of earth scientists, are presented in a positive, welcoming and inspiring light.

Geological Society of America Abstracts with Program. Vol. 57, No. 6, 2025

doi: 10.1130/abs/2025AM-7064

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