Adoption of media by European scientists for the creation of scientific transmedia storytelling

Abstract

The purpose of this paper is to show a research plan on the adoption of user-generated media for the creation of scientific transmedia storytelling. The transmedia universe, currently becoming one of the most widely used generalist content dissemination strategies, has hardly any previous experiences in science communication. Its potential is enormous and to integrate it the scientist assumes a participant and active role in the transfer of knowledge to the society, spreading its work strategically by all communication media available. When it is time to study the role of the European scientist in this transmedia context, the first problem we encountered is its own implication. For this purpose, this study is based on the Unified Theory of Acceptance and Use of Technologies (UTAUT) model, which proposes that the intention to adopt technologies and the real adoption are positively influenced by the performance expectancy and negatively by the effort expectancy. We will investigate the current degree of media use through a questionnaire and will develop a group experiment with stimuli, to test the causality of the variables. The final objective of the research will be to know the effect of the variables on the actual use of the media and potentially to open new ways in scientific communication towards the scientific transmedia storytelling, as part of the work of the researchers, to reach a greater amount of public access to scientific knowledge.