Experimenting with visual content: online focus group on citizens’ perception and trust in science communication

Background: This paper presents part of a wider research project called TRESCA[1] which aims to develop trust in science through the innovation of communication practices. Connected with the topic of trust in sciences, in terms of the credibility and reliability of scientific information, a part of the project was dedicated to the assessment of the explanatory power of two main elements of communication: audio and video. Particular attention was given to how these two elements relate to the perception of citizens, mediating with the latent imaginaries, emotional charges and value judgements that are the basis of the framing of relevant news, and thus with the ability of people to distinguish between correct and false communication. Methods: To investigate these aspects, an ad hoc workshop was designed and implemented in three European countries with the aim of understanding how people interpret the content of a scientific communication video with particular attention to the role of images and audio. Some probe questions were carefully selected to explore content and latent imaginaries, emotional and critical aspects also related with the trust of the communication. Results: By involving citizens in discussions and innovation efforts, many suggestions and recommendations have been collected. In today’s everyday life, where the visual is very widespread, thanks to the ever-growing presence of social media, the power of images can exceed that of audio. Conclusions: Since watching a video without sound can mislead the real content of the message, especially when the source or the speaker aren’t recognisable. This can have many repercussions on people’s ability to evaluate the truthfulness of a news and, consequently, on the choice to grant trust - or distrust.