Chinese scientists’ mediated participation in public outreach: Multiple direct and personal norm-mediated predictors

The rise of new media technologies has reshaped the landscape of science communication. There is little research on scientists’ outreach participation and its possible predictors in different media contexts. Based on a national survey of 8,533 scientists in China, this study examined multiple direct and personal norm-mediated predictors of scientists’ intentions to participate in public outreach via legacy media versus social media. Our findings revealed two consistent direct predictors (past outreach participation and personal norms) and two inconsistent direct predictors (descriptive norms and intrinsic rewards) that are significant only for participating via social media in the Chinese context. Moreover, our findings suggest a significant mediation effect of personal norms on the influence of various social norms (descriptive and subjective) and rewards (intrinsic and extrinsic) on Chinese scientists’ intentions to participate in public outreach via media. The theoretical and practical implications of these findings are discussed.