The different audiences of science communication: A segmentation analysis of the Swiss population’s perceptions of science and their information and media use patterns

Few studies have assessed whether populations can be divided into segments with different perceptions of science. We provide such an analysis and assess whether these segments exhibit specific patterns of media and information use. Based on representative survey data from Switzerland, we use latent class analysis to reconstruct four segments: the “Sciencephiles,” with strong interest for science, extensive knowledge, and a pronounced belief in...