EO-04. Does Science Communication Style Impact Engagement with Hispanic and Latinx Adults?
Effectively communicating science with a multilingual population requires more than language translation, it also requires being mindful of cultural communication styles. This study tested whether communication style impacts inclusion, learning, and engagement in the Earth sciences for Hispanic and Latinx adults. An online survey with open and closed questions was used to evaluate science videos with two different communication styles: 1) a traditional, interview-based style, where experts present a science concept, and 2) an informal conversational style, where a scientific message is shared through a casual conversation between friends. A total of 110 adults responded, of which 74 self-identified as Hispanic and Latinx. Results indicated that although most Hispanic and Latinx adults preferred the traditional video style, responses varied based on the primary language spoken at home (Spanish, English, or bilingual). Although all results are presented, emphasis is given to Spanish-speakers as scientific content is limited for this community within the United States. Spanish-speakers ranked the conversational video highest in ability to convey relatable scientific information and increase awareness of Earth science career options. Feedback indicated Spanish-speaking participants liked the conversational video style because it was fun and engaging, made them feel included, and had a relatable communication style. Participant feedback suggests the use of both video styles to positively improve inclusion and engagement of, and learning by, Hispanic and Latinx adults. Future scientific educational videos are encouraged to be co-designed by, for, and with Hispanic and Latinx communities to emphasize cultural values while avoiding stereotyping and cultural-appropriation.