Long-term media effects on public attitudes toward science in Switzerland: A panel survey of the Swiss population.

Abstract

Understanding how media influence public attitudes toward science during societal challenges is crucial for effective science communication. This study examines the role of media use and sociodemographic factors in shaping public attitudes toward science in Switzerland using panel data from three surveys over 6 years (N₂₀₁₆ = 1,051; N₂₀₁₉ = 339; N₂₀₂₂ = 122). Results show that media usage and sociodemographics influenced attitudes, especially during the COVID-19 pandemic. Lower education and stronger religiosity correlated with reduced interest in or trust in science. Use of online legacy media showed rally-around-the-flag effects, but we found no clear differences between public and private broadcasters regarding their impact on science attitudes. These findings highlight the relationship of media use, sociodemographics, and public attitudes during societal uncertainty and over time, offering insights for targeted, context-sensitive science communication.