Understanding the early formation of attitudes towards emerging technologies, such as quantum science & technology (QS&T), is essential for aligning the effect of science communication in...Show moreUnderstanding the early formation of attitudes towards emerging technologies, such as quantum science & technology (QS&T), is essential for aligning the effect of science communication in practice with its intentions. This study explores the application of natural language processing (NLP) techniques to investigate the influence of news articles on social media comments regarding QS&T. We curated a dataset of 217 articles and 14, 391 top-level comments from Reddit. Employing GPT-4, a semi-automated annotation method was developed to label comments for sentiment and engagement towards QS&T, achieving a Cohen’s kappa of 0.82 when pooling over multiple labelling repetitions and comparing with human annotations. We then used support-vector regression to determine if news article embeddings could be used to predict comment sentiment and engagement. After experimenting with various embedding strategies, including Sentence-BERT and RoBERTa models, no significant correlations were found between article content and comment sentiment or engagement towards QS&T. Further interdisciplinary work in empirical communication research and NLP is suggested to explore alternative representations for news articles and their ability to predict perceptions in news comments.Show less
This thesis describes and discusses the different archaeological channels that broadcast archaeological content on YouTube. Archaeological channels on the platform provide opportunities for...Show moreThis thesis describes and discusses the different archaeological channels that broadcast archaeological content on YouTube. Archaeological channels on the platform provide opportunities for practicing archaeological science communication and for interaction between archaeologists and the general public. For instance, the scientific YouTube channels Ant Lab and Archaeoduck are great examples of science communication on YouTube. The channel owners, entomologist Smith and archaeologists Duckworth demonstrate that scientific YouTube channels can make science more interesting for the general public and create a closer (and more personal) connection between the viewer and the scientist. Regardless, archaeological channels can also disseminate inaccurate information or incorrectly represent the archaeological discipline. It is therefore important for the archaeological discipline to understand the archaeological content that is currently available on YouTube. On the basis of former research within the field of archaeology and science communication, a data set of 80 different archaeological channels was produced and analysed in this thesis. The content analysis shows an extremely diverse set of archaeological channels that vary in subscriber size, content type, purpose, level of interaction, target audience, content producer, and reliability. Most archaeological channels from the data set provide accurate scientific information and are targeted towards enthusiasts of archaeology. However, apart from a few significant outliers, these scientific archaeological channels remain relatively small in subscriber count in comparison to the other non-scientific archaeological channels. Archaeological channels on YouTube mostly inform or educate their audiences. Yet, a combination of entertaining aspects and (scientific) information is an effective format for reaching larger audiences. Moreover, the content of archaeological channels is produced by individuals, archaeological organisations/institutions, and larger television/documentary networks. Also the level of interaction between channels and viewers varies significantly per channel and suggest that the three main models of science communication (deficit model, dialogue model, and participation model) are each represented on YouTube independently.Show less
