Facts, hopes, and fears: Recontextualising experimental drug results for diverse audiences

Abstract

As the digital environment has become the primary conduit for broad audiences to learn about scientific and technological developments, it is crucial to examine how new knowledge is transformed to be accessible, engaging, and relevant for the public, and to what extent this recontextualised content remains anchored in the original published findings. This case study investigates the online uptake of results from the third clinical trial for an experimental Alzheimer’s drug (Van Dyck et al., 2023; online November 29, 2022), focusing on how knowledge claims (KCs) are modified when communicated to diverse audiences. The analysis is based on a set of digital texts retrieved through an internet query and published within four weeks of the original announcement. Findings reveal selective transfer of KCs, a tendency to amplify desirable claims, and a pronounced shift in the salience of recontextualised content, reflecting audience expectations and media priorities. The study also highlights limited traceability of information intended for broad audiences and considers the implications of these transformations for public understanding of the findings and informed decision-making in health and therapy.