Sharing Failures Boosts Public Trust in Scientists and Science

In today's world, where public trust in science is increasingly challenged, scientists are actively encouraged to engage with the public directly. However, identifying the most effective communication strategies for building this trust remains a significant challenge. Researchers at the University of Michigan embarked on an experiment to shed light on this issue, exploring how scientists' online communication can influence public perception and support for science.

Understanding the Impact of Sharing Failures

The study involved 1,843 participants who viewed realistic X (formerly Twitter) threads created by fictional scientists in astronomy or geosciences. These threads varied in content, showcasing either research successes or failures, and whether they included personal anecdotes about the challenges faced during the research process. The researchers meticulously analyzed how these different communication strategies affected public perceptions of the scientists' competence, warmth, integrity, openness to feedback, and overall honesty.

Identifying with Scientists: A Key Factor

The findings revealed that scientists who openly shared their failures were perceived as more caring, honest, and open by the public—without any perceived decrease in competence. This positive perception stemmed from the public's ability to identify with the scientist when they acknowledged their struggles. By showcasing vulnerability, scientists humanized themselves, fostering a stronger connection with their audience.

The Ripple Effect of Humanization

Interestingly, the increased perceptions of warmth and openness fostered by scientists sharing their failures directly translated into greater support for science and a higher intention to seek out scientific information among the public. This highlights the crucial role that perceptions humanize scientists in shaping public attitudes towards science.

The study's implications are far-reaching, suggesting that embracing transparency and vulnerability can be powerful tools for scientists to build trust and encourage public engagement with scientific endeavors. By acknowledging their failures and sharing their experiences openly, scientists can bridge the gap between themselves and the public, fostering a more collaborative and informed scientific community.

However, it is important to note that future research should explore how these findings may apply to more politically sensitive topics, such as vaccines or climate change, where the reception of sharing failures might differ due to pre-existing societal biases and beliefs.