Matching science and society audiences. The case of the EMCDDA.
In the dynamic landscape of European scientific research, evaluating public institutions' scientific activities is crucial for transparency regarding the use of public funds and their contribution to citizen welfare. However, there is a stark scarcity of studies examining scientific communication strategies in European research entities, particularly among European Agencies such as the EMCDDA. This lack of evaluation is notable given these agencies' pivotal roles in areas critical to European society, including health, environmental, and policy-related research. Therefore, this study endeavours to critically evaluate the EMCDDA's scientific communication strategy from two perspectives – social and scientific – by employing a comparative analysis. The ultimate purpose is to identify potential areas for improvement and to appraise the effectiveness of this approach in aiding strategic decision-making.
Originating from a Master's Thesis and aspiring to evolve into a peer-reviewed scientific article, the study implemented a mixed-methods approach, analysing data from Twitter and Scopus over the period of 2018-2022. It involved a descriptive analysis of tweets and bibliometric evaluation of scientific publications. Additionally, the study focused on mapping actor networks and thematic trends in both realms. This approach was meticulously designed to ensure a comparable and parallel examination.
The comparative analysis revealed a notable absence of key countries like Germany in both social and scientific discourses, contrasted by the UK's predominant presence. Current issues like COVID-19 and regulatory aspects of cannabis were highly featured, while drug trafficking topic dominated Twitter discussions but was less prominent scientifically. This analysis enables the formulation of recommendations. For instance, expanding the EMCDDA's communication evaluation to encompass educational, economic, and political decision-making aspects, and enhancing collaboration with NGOs to elevate their academic presence. Additionally, it underscores the importance of a bidirectional communication tactic, integrating scientific insights with social media content.
This research marks a pioneering effort in evaluating the EMCDDA's scientific communication strategy, addressing the identified gap in assessing the outreach of European Agencies. By merging social and scientific analyses, it critically examines the EMCDDA's dissemination methods. This approach is instrumental in identifying crucial development areas and complementing the informing strategic decision-making process, especially in widening participation and diversifying thematic focus.
