To Selfie or Not to Selfie - How Can Scientists Foster Public Trust on Instagram?

We plan to test whether a series of scientists humanizing themselves on Instagram (posting friendly photos of themselves in scientific contexts), interacting with their followers, or displaying honesty (Hendriks, Kienhues & Bromme, 2016) may enhance perceptions of scientists’ warmth, and understanding and trust in information they share. We will conduct studies employing multiple methods, including (1) an observational study of scientists’ use of Instagram, to explore relationships between visual characteristics of posts and viewer engagement (comments, likes, etc); (2) a lab experiment to explore causal links between humanizing aspects of scientists’ Instagram posts and viewers’ perceptions; and (3) a similar online survey experiment using a broad sample of Instagram users and/or U.S. adults.

For all experiments, we will use fabricated scientist Instagram accounts as well as participant “viewing” accounts so that all content to which participants are exposed is curated and controlled. We will be working with scientists experienced in using Instagram to create realistic stimulus materials. Following content exposure, we will ask participants to rate the warmth and credibility of the Instagramers as well as scientists in general, among other related outcome measures. Participants will be debriefed following experiments and directed to follow the real scientists upon which the stimulus content will be based.

Example of stimulus image series: A) science-only, B) male human element, C) female human element.  

We will initially explore the following research questions:

• What individual factors are related to perceptions of scientists’ warmth and competence?

• Does the presence of a smiling face in scientists’ Instagram posts influence perceptions of warmth / competence of scientists?

• When the smiling face of the scientist is present in scientists’ Instagram posts, does the gender or ethnicity of the face influence perceptions of warmth / competence of scientists?

• Does interaction between scientists and their followers, in the form of replies to comments, significantly influence perceptions of warmth / competence?

• Does the admission of an experimental/methodological error in the caption of a scientist’s Instagram post influence perceptions of warmth / competence of scientists, as compared to no admission or to another expert pointing out the error in a comment?

• Do greater perceptions of warmth enhance perceived credibility / recall / understanding of scientific information shared via scientists’ Instagram captions?