Scientific knowledge, public trust and the risks of expert communication on social platforms. A theoretical reflection emerging from two case studies in the medical field

Abstract

Against the backdrop of distrust in science in times of polycrisis, this paper critically discusses the role of expert communicators. This theoretical contribution addresses the risks of science communication, with a focus on the medical field through a couple of case studies: the analysis of the online debate on Covid-19 in Italy and the UK, and the case of a popularizer on social platforms.
The reflections elicited by the two cases and other empirical evidence in the literature suggest that inclusive and transparent approach could bridge the gap between experts and the public, fostering a more constructive debate on science. This means communicating not only scientific knowledge, but also how science works and why science in the particular case meets the standards of competence, reliability and public interest.
Emerging results highlight the impact of communication on public trust, emphasizing the need for popularizers to adopt a less confrontational approach. In this regard, scientific discourse should be more sympathetic to misgivings and hesitations in public opinion, avoiding moralistic tones, and using clear and sincere messages, tailored for diverse audiences, and shared by trusted people.