Dissemination Versus Dialogic Science Communication: How Do the Deeply Involved Wish to Engage?

This study explores whether the emphasis of science news websites on dissemination over dialogue corresponds to the actual preferences of their science-oriented audiences. Based on interviews with science news website administrators ( n = 8) and readers ( n = 20) and two reader questionnaires ( n = 89; n = 55), we found that readers favor dissemination, yet certain readers may also desire interactive discussions. Readers perceive the ability to comment as beneficial for readers and administrators; however, they do not expect administrators to engage in dialogue. Younger audiences showed a somewhat greater preference for online dialogic communication than their older counterparts.