Communicating Complex Marine Science: Does Media Format Matter?

Considering the deteriorated state of the ocean, maximizing the impact of scientists' media communication is essential for gaining public interest in, and support for, marine conservation initiatives. Unlike conventional news, that involves journalists' interpretation, the media Q&A offers scientists a way to convey insights on complex marine ecosystem issues in their own words. However, the Q&A approach for communicating marine science and conservation issues has not been empirically examined for format-related differences in impact.The modality theory in multimedia learning suggests that information is more effective for accelerating learning and retention when visuals are combined with narrated words, than when combined with written text. This study compared the effects of identically framed information presented in two different media Q&A formats: narrated multimedia (a video on YouTube) and written text with photos (designed to resemble an online mainstream news article). In both formats, a marine scientist explained the complex phenomenon of marine ecosystem tipping points.In an online experiment, 116 respondents were randomly assigned to either view the video or read the article. Effects on knowledge, awareness, and motivation were tested for format-related differences. Data related to time spent on the interventions were used to test the effects of attention retention on awareness and motivation gains. Additionally, the study gauged participants' assessment about the effectiveness of the communication features and framings used and suggestions for enhancing communication effectiveness.Findings showed positive effects on knowledge, awareness, and motivation irrespective of media format, suggesting that other communication aspects such as the messengers, the scientist's communication style, educative content, and message frames probably contributed to impact. Findings also suggest that multimedia formats, which tend to be more costly, may not necessarily be more effective.