Keywords: Science Communication, Mixed-Method Research

In an era marked by increasing polarization and distrust of institutions, the challenge of communicating scientific information and ensuring information integrity has become paramount. This paper explores how Gallup International and Bakamo Social addressed this challenge by combining survey research and social media intelligence to understand and navigate the complexities of public perceptions of science in Austria.

Our main research questions were: how to navigate, measure, and communicate science topics in a polarized world where "anti-science" sentiments seem to be on the rise. We aim to understand the nature and extent of these "anti-science" attitudes and develop effective communication strategies to bridge the divide between science and the public.

We began by conducting a representative public opinion survey among the Austrian population to quantitatively measure the prevalence of "anti-science" sentiments and atitudes across different demographics. This provided a valuable overview of the issue and helped identify key segments of the population where distrust was most pronounced.

However, recognizing the limitations of quantitative data alone, we delved deeper using qualitative social media intelligence. This allowed us to explore the narratives and motivations behind both "pro" and "anti" science segments, uncovering the underlying beliefs and concerns that shaped their perspectives.

Our findings were both provocative and transformative. We discovered that even those labeled as "anti-science" often subscribed to the scientific method, viewing science as either the "angel of God" or a "corrupted angel." This challenged the assumption that these individuals outrightly rejected science, suggesting that distrust stemmed more from concerns about the application or interpretation of science rather than its fundamental principles.

Furthermore, we identified the "elite-ness" of the main scientific institustutions and scientists as a potential source of distrust, highlighting the need for more inclusive and transparent communication strategies.

By combining the rigor of quantitative survey research with the nuanced insights of social media intelligence, we were able to develop a comprehensive understanding of public perceptions of science on one hand and a framework how to develop communication strategies that addressed the root causes of distrust and fostered a more informed and engaged public.

Our work demonstrates the power of state-of-the-art mixed method research combining methodologies to protect information integrity and empower decision-making in a polarized world. By understanding the complexities of public opinion about science, we can bridge divides, foster trust, and ensure that science remains a guiding light in addressing the challenges of our time.