October 14th, 2019 | RESEARCH
This research develops a conceptual framework for telling visual stories about science using short-format videos, termed SciCommercial videos, that draw upon marketing communication. The framework is illustrated by an exemplar, the Good Whale Watching video, which is explained using a visual rhetoric keyframe analysis. Finally, the effectiveness of the video is evaluated as a science communication tool using an empirical online survey with 1698 respondents. The results highlight the benefits of using video for storytelling about science by using our framework formula, modified from marketing practices, to produce videos that are Simple, Unexpected, Concrete, Credible, Emotional, Science Storytelling (SUCCESS).
Document
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Team Members
Wiebke Finkler, Author, University of OtagoBienvenido León, Author, University of Navarra
Citation
Identifier Type: ISSN
Identifier: 1824-2049
Identifier Type: DOI
Identifier: 10.22323/2.18050202
Publication: Journal of Science Communication
Volume: 18
Number: 5
Related URLs
Tags
Audience: General Public | Museum | ISE Professionals | Scientists
Discipline: Ecology | forestry | agriculture | General STEM
Resource Type: Peer-reviewed article | Research Products
Environment Type: Broadcast Media | Media and Technology | Websites | Mobile Apps | Online Media