Community Interest and Engagement with Science and
Technology in Victoria 2011
The Detailed Findings
Table of Contents
9 Detailed Findings .................................................................................................................. 3
9.1 Interest in Engagement with Science ................................................................................... 3
9.1.1 Interest in Science...............................................................................................................................3
9.1.2 Gender and Age Differences in Interest .....................................................................................5
9.1.3 Informed about Science ....................................................................................................................8
9.1.4 Interest in Science II ....................................................................................................................... 10
9.2 Interest and Engagement with Technology .................................................................... 12
9.3 Attitudes to Science and Technology................................................................................. 14
9.3.1 Understanding of science and technology ............................................................................. 15
9.3.2 Science, technology and society ................................................................................................. 17
9.3.3 Science and Technology in the Media ...................................................................................... 19
9.3.4 Rate of Progress of Science and Technology ........................................................................ 21
9.3.5 Comfort with Science and Technology .................................................................................... 23
9.3.6 Control and Regulation of Science and Technology........................................................... 24
9.3.7 Trust in Scientists ............................................................................................................................ 26
9.3.8 Science and Morality....................................................................................................................... 28
9.3.9 Science and the Community ........................................................................................................ 29
9.3.10 Awareness of Regulation of Science ...................................................................................... 31
9.3.11 Australian Science Leadership ................................................................................................. 32
9.3.12 Science and the Economy........................................................................................................... 33
9.3.13 Science and Job Prospects.......................................................................................................... 35
9.4 Attitudes to New Technology ............................................................................................... 36
9.5 Impacts of Science .................................................................................................................... 38
9.6 Sources of Information about Science and Technology .............................................. 41
9.6.1 Searching for Information about Science and Technology ............................................. 41
9.6.2 Search Sources .................................................................................................................................. 44
9.6.3 Success in Finding and Understanding Information ......................................................... 45
9.6.4 Passive Information Sources ....................................................................................................... 46
9.7 Trust in Science and Technology Information ............................................................... 47
9.8 Personal Influence on Science Policy ................................................................................ 51
9.9 Communication Channels ...................................................................................................... 52
9.9.1 Leisure Activities .............................................................................................................................. 52
10 Interest and Information-Seeking Segments ......................................................... 55
11 Interest and Information Seeking Segment Profiles ........................................... 56
11.1 Segment 1 – Interested in Science but not active in searching for science
information ........................................................................................................................................ 56
11.2 Segment 2 – Interested in Science, active in searching for science information
................................................................................................................................................................ 57
11.3 Segment 3 – Interested in Science, active in searching for science information,
but find it difficult find or difficult to understand ............................................................... 58
11.4 Segment 4 – Neither interested nor uninterested towards science and not
active in searching for information .......................................................................................... 59
11.5 Segment 5 – Uninterested in science and not active in searching for
information ........................................................................................................................................ 60
11.6 Segment 6 – Uninterested in science but active in searching for information 61
11.7 Attitudinal Overview of the Segments – Interesting Charts ................................... 62
11.8 Attitudinal Overview of the Segments – Correspondence Map ............................. 65
12 Interest and Information Seeking Segment Case Studies.................................. 66
13 Factor Analysis Explanation ........................................................................................ 72
13.1.1 Methodology......................................................................................................................... 72
13.1.2 Interpretation ...................................................................................................................... 73
13.2 Factor 1: Value of Science.................................................................................................... 74
13.3 Factor 2: Regulation of Science ......................................................................................... 75
13.4 Factor 3: Curiosity ................................................................................................................. 76
13.5 Factor 4: Disengagement with Science and Technology .......................................... 77
13.6 Factor 5: Trust in Science, Science Reporting and Government ........................... 78
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9 Detailed Findings
9.1 Interest in Engagement with Science
9.1.1 Interest in Science
The word ‘science’ takes on a broad range of meanings across the population but can be
quite narrowly defined by individuals. For example, one participant in the focus groups
claimed initially to be completely uninterested in ‘science’ – which he saw as being
represented by men in white lab coats – but it later turned out that he was greatly
interested by new discoveries in astronomy, and that having had his interest piqued by a
television documentary he had recently engaged with a number of blogs and websites
concerning the discovery of new planets in distant solar systems. The qualitative research
– in which we had no participants with post-graduate science education and only a small
fraction with science related bachelor’s degrees - showed that interest in science is often
very topic dependant, with most people able to name an aspect of scientific endeavour
that they find interesting, when probed.
Overall, the survey showed that almost three-quarters (73%) of Victorians are interested
in science, with a third (32%) describing themselves as very interested (see Figure 9.9.1).
This is a significant increase in the proportion of Victorians who describe themselves as
very interested in science (32% vs. 26% in 2007). The proportion of Victorians
describing themselves as not interested in science has decreased from 25% in 2007 to
16% in 2011.
Figure 9.9.1) Interest in Science16
An analysis of variance (ANOVA17) found that mean interest levels had increased
significantly between 2007 and 2011. Importantly, this increase was independent of any
differences in the two samples. When age, gender, science education, highest level of
education and working in the science industry were controlled for in the analysis, the
mean interest level in science was still significantly higher in 2011 compared to 2007.
This suggests a trend towards Victorians becoming more interested in science. Given that
media coverage has been associated with the public’s views on science (e.g., Sampei &
16
17
Q5a. Firstly, can you please tell me how interested you are in science? Base: Total respondents (n=800)
Refer to Appendix 2 for full results of ANOVA
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Aoyagi-Usui, 200718; Schäfer, 200919), it is possible that this trend is accounted for by an
increasing preponderance of science-based news stories20 such as those relating to
climate change and natural disasters, combined with an increasing reliance on
technology. Directly testing this hypothesis, however, is beyond the scope of this study.
18
Sampei, Y. and Aoyagi-Usui, M. (2009) Mass-media coverage, its influence on public awareness of
climate-change issues, and implications for Japan’s national campaign to reduce greenhouse gas emissions,
Global Environmental Change, 1, 203-212.
19
Schäfer, M. (2009) From public understanding to Public Engagement: An empirical Assessment of
changes in Science Coverage, Science Communication 2009 30:475
20
Science and the Media Expert Working Group (2011) Australian Science and the Media, from ideas to
action
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9.1.2 Gender and Age Differences in Interest
The qualitative research indicated that males often felt more comfortable contributing to
the focus groups discussion about science and in general had greater levels of enthusiasm
for scientific topics. The focus groups of over 45s also showed greater interest in the
conversation than the under 45s, and the groups with higher levels of education also
tended to be more interested. It was fairly clear from the focus groups that younger
females were the demographic least interested in science. The young women in Bendigo
were particularly disengaged – this was a group with no post-secondary education, and
most of them had memories of only being bored during science class at school.
“Science to me is always listening for what the next big breakthrough is... I’m always
fascinated by what is going on and how they do it – it’s just amazing...” – Older male,
Melbourne
“When I think of it I always think about school... I think it’s boring personally, It’s just
research” – Younger female, Bendigo
“I guess I have an interest in scientific issues predominantly because of wellbeing, health
and environment now... I’m wanting to know the logical explanation and that it’s
correct...”
– Older female, Bendigo
The survey found that interest in science is influenced by gender, particularly at the
extreme ends of the scale. Significantly more males than females describe themselves as
very interested (39% vs. 25%), and significantly more females than males describe
themselves as not interested at all (16% vs. 7%). The ANOVA procedure revealed
significant differences between the sexes, even when other important influential variables
are controlled for.
In addition, the survey found that interest in science is also influenced by age, with older
age groups significantly more interested. Figure 9.9.2, below, shows the mean level of
interest by age group. It must be noted here that the low average level of interest in 18-24
year olds can be attributed to a relatively high proportion (20%) being negative towards
science compared with other age cohorts; while in the 25- 34 year old band, there is a
relatively high proportion (16%) who are neither interested nor uninterested.
Figure 9.9.2 Mean level of Interest, by age group (1=Strongly agree, 5=Strongly
disagree)
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As can be seen in Figure 9.3 , The most common reasons given for their interest by those
interested in science relate to their work or studies (30%), closely followed by personal
interest (26%). Interested men and women are equally likely to give these reasons.
However, there are other significant differences between the sexes: a quarter (26%) of
interested men cite liking to know how developments can impact on them as a reason for
their interest, while among interested women this is reduced to one in six (17%).
Conversely, while one in twelve (8%) men cite an interest stemming from new medical
procedures or inventions, this proportion is nearly double (15%) in women.
Men are significantly more likely to suggest stimulating the brain or their work as an
engineer as a reason for their interest, while women are significantly more likely to
suggest their family upbringing or environmental issues.
Figure 9.3) Reasons for interest in science21
The qualitative research encountered one group (younger, Bendigo) with a particularly
low level of interest in science. This particular group had no post-secondary education;
scientific topics tended to remind them of school, where they had met with uninspiring
science education – a possible cause for their lack of interest. They tended to see science
21
Q5b. So why are you interested in science? Open Ended; Multiple responses possible. Base: Total
respondents interested in science (n=578)
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as boring, confusing and lacking relevance in the busy nature of their day-to-day lives.
Although some could see that they largely took science for granted, accepting that it
underpins most aspects of modern society, they were not at all committed to
understanding it.
“I just never really liked it at school. I was always much more keen on the arts and when
it comes up on TV or whatever I just think oh that’s not me, that’s other people...” –
Older Female Bendigo
Among those not interested in science, Figure 9.4, below shows that the most common
explanation was the lack of interest itself, often longstanding, with a quarter suggesting
that science is boring (25%). This view was more common among women than men
(28% vs. 19%). Other frequently provided reasons were difficulty in understanding
(16%), lack of time (14%) and a preference for other topics (also 14%).
“I just find it very contradictive... One bloke is telling me one thing and the other is
saying the complete opposite and they’re both supposed to be experts in field...” –
Younger male, Bendigo
“Sometimes ignorance is bliss...” – Younger female, Bendigo
Uninterested men are more likely to suggest that science is not relevant to their lives or
that their interest depends on the particular field of science in question, while uninterested
women are more likely to suggest that they prefer other fields of endeavour.
Figure 9.4) Reasons for lack of interest in science22
The focus groups showed that where these less interested people had been engaged by
pieces of information related to science, it tended to relate to medical advances that are
well publicised in the media, to their children’s school work or to large and significant
world events such as the Japanese earthquake.
Q5c. Why aren’t you more interested in science? Open ended; Multiple response possible. Base: Total
respondents not interested in science (n=222)
22
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9.1.3 Informed about Science
Only a few of the focus group participants spent a great deal of time reading about
science or participating in scientific aspects of their hobbies – for example a participant
interested in cars was not interested in the science that lies behind the vehicle. Those that
did take an interest in the underlying scientific concepts tended to have a broad range of
scientific interests – from engineering problems through climate change and medicine.
Where ‘less informed’ focus group participants had pursued scientific information, it
tended to be more subconscious. They had not realised at the time that they were reading
something scientific, and would not have pursued it if it was labelled this way, yet their
natural curiosity had been piqued, their imagination fired. This highlights the importance
of the accessible packaging of scientific information, the need for science communicators
to appear to be ‘real people’ as opposed to donning the more authoritative white coat, and
to ‘translate’ scientific terminology in natural language. Merely the appearance of being
scientific can be enough to turn some people off.
Although in general the focus group participants were able to identify observation,
experiments and data collection as aspects of the scientific method, there was only one
mention of theory development and evaluation and virtually no appreciation of the
philosophy of science.
“I think half of it’s done accidentally, well, you know, try this, and try a bit of that...” –
Younger female, Bendigo
There also appears to be an issue with the anonymity of scientists today, with very few
people in the qualitative research able to name any famous living scientists.
“You don’t really have any names; there aren’t any outstanding people that have done
any stuff. Everyone knows Einstein. Who knows anyone that they can name now? I
wouldn’t have clue...” - Younger male, Bendigo
Figure 9.5, below, show that two-thirds (66%) of Victorians consider themselves well
informed about science, up from 61% in 2007. As we would expect given the
predominance of men in scientific occupations such as engineering, males tend to feel
more informed than females – three quarters of males (73%) feel fairly or very well
informed about science compared to six in ten (60%) females.
Figure 9.5) Informed about Science23
23
Q5e. How well informed do you feel you are about science? Base: Total respondents (n=800)
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Of interest here is the fact that only 11% of Victorians feel very well informed, where
32% are very interested. This difference could stem from an awareness of the enormous
depth and complexity of modern scientific disciplines, or it could be related to the
breadth of scientific endeavour – which covers almost every aspect of human interest.
An analysis of variance controlling for age group, gender, science education, highest
level of education, location and whether the respondent works in science found that all
these variables with the exception of age group and location were significant in
describing variance in how informed respondents feel about science. An analysis of
variance (ANOVA)24 also found that there was a significant difference between 2007 and
2011 in how informed Victorians feel about science, when other relevant variables were
controlled for.
24
Refer to appendix 2 for results of ANOVA; variables controlled for include age, gender, location, highest
level of education, science education, work in science related field
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9.1.4 Interest in Science II
Similarly to 2007, approximately two thirds of Victorians agree that ‘I was interested in
science when I was a teenager’ (67% in 2011 vs. 63% in 2007). However, while this total
agreement figure is unchanged, a higher proportion strongly agree in 2011 than in 2007
(42% vs. 30%). This difference remains statistically significant after controlling for
relevant demographic factors.25
In the present, interest in science is less strongly indicated – 29% strongly agree that
although they have the desire to explore information about science and technology a lack
of time prevents them from doing so (69% agree in total). In terms of personal
involvement in decisions about science and technology, interest declines again, with 17%
strongly agreeing that they want to be personally involved (49% agree in total).
Figure 9.6) Interest in Science26
Teenage interest in science is higher among males than females (76% of males vs. 58%
of females agree ‘I was interested in science when I was a teenager’; 36% females vs.
19% males disagree), and older Victorians are slightly more likely to agree with this
statement than younger ones.
Males are also more likely than females to indicate that they would like to look up more
information about science and technology if they had more time (33% vs. 26% strongly
agree) and that that they would like to be involved in science and technology decisionmaking (21% vs. 13% strongly agree). The younger age cohort are also more likely to
strongly agree that they would like to look up more information about science and
technology if they had more time (36% vs. 23%), while the older age group are more
likely to tend to agree (45% vs. 34%).
A desire to have involvement in decisions about scientific and technological
developments is significantly less prevalent among those aged 45 and older (37% agree
in total) than among those aged 18-44 (60% agree in total).
25
Refer to appendix 2 for results of ANOVA; variables controlled for include age, gender, location, highest
level of education, science education, work in science related field
26
Q7. I am now going to read you some statements other people have made about science and technology
and, for each one, please tell me whether you agree or disagree with the statement, and whether you agree
or disagree strongly or mildly. Base: Total respondents (n=800)
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Victorians in 2011 appear to be a little more curious about the workings of things than in
2007. Approximately one in four Victorians (27%) agree that ‘I don’t really care how
things work as long as they do’, down from one in three (32%) in 2007. Overall curiosity
about the way things work is relatively consistent with 2007 (65% compared to 61%
disagree that they don’t care). However, after controlling for all demographic factors, in
2011, Victorians are statistically significantly more likely to strongly agree with this
sentiment than they were in 2007.27
Figure 9.7) Curious Victorians28
The intellectually curious attitude is far more common among males than females, with
significantly more females than males agreeing that they don’t care how things work
(33% vs. 21%) and significantly more males than females disagreeing (71% vs. 60%).
27
Refer to appendix 2 for results of ANOVA; variables controlled for include age, gender, location, highest
level of education, science education, work in science related field
28
Q7. I am now going to read you some statements other people have made about science and technology
and, for each one, please tell me whether you agree or disagree with the statement, and whether you agree
or disagree strongly or mildly. Base: Total respondents (n=800)
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9.2 Interest and Engagement with Technology
Interest in technology is higher than interest in science, with 86% saying that they are
very or quite interested in technology, compared with 73% expressing an interest in
science (see Figure 9.9.1). While the proportion of Victorians interested in science has
increased since 2007, interest in technology appears to have remained stable.
A significantly higher proportion of males than females describe themselves as very
interested in technology (48% vs. 34%), consistent with the result in 2007.
Between the younger and older generations the overall expression of interest is similar
(85% of 18-44 year olds are interested compared with 86% of those 45 or older). Within
that interest, however, those 18-44 are more likely to declare themselves very interested
(47% compared with 34% of those 45 and older), while those aged 45 and older are more
likely to be only quite interested (51% compared with 38% of those 18-44).
Figure 9.8) Interest in Technology29
Perceptions of the overriding pervasiveness of technology were dominant in the
qualitative research. An integral and fundamental part of modern life, technology is seen
almost as the defining feature of modernity. Although when probed, almost every
conceivable tool of humankind can be seen as technology – from the humble knife and
fork to the latest electronic gadget – technology is more normally associated with
innovative products that are designed to make our lives easier or better.
The difference in perspective on technology between the older and younger groups was
also interesting. Those in the older group have seen a continual rise of technology
infiltrating every aspect of their lives, from fifty years ago when television in Australia
was still broadcast in black and white to 2011 where it is now possible to be connected to
the sum total of human knowledge via the Internet through a smartphone – things that
were unimaginable or perhaps in the realm of science fiction even twenty years ago are
now commonplace.
Older groups tended to see technology as offering a degree of luxury and convenience not
possible in their youth – they also see technology as related more to companies making
money and to economic progress. Associated with the perception among older Victorians
of technology as a luxury was a tendency to see much of it as non-essential, while
younger groups rely on computers, smartphones and the Internet to a far greater degree.
29
Q6a. How interested are you in technology? Base: Total respondents (n=800)
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In fact, other research conducted by Sweeney Research in the past year has shown that
the Internet is the number one thing that 16-30 year olds feel they could not live
without.30
On the reverse side of this statistic, the qualitative research revealed a distinct tendency
for younger groups to feel more overwhelmed by the amount of information available, by
‘information and product overload’. In addition, as they have more or less spent their
whole lives using computers and other technological wonders such as portable music
machines (from the Sony walkman for children of the 70s to the iPod for those of the
90s) they tend to see the technological ubiquity of modern times as less special. They
worry about the influence of technology on their children and especially about its
tendency to keep them from more traditional childhood pursuits such as playing outside.
“I take my kids up the bush and try to show them all that nature stuff with reptiles and try
to keep them all in touch because I think we are just losing it...”- Younger male, Bendigo
The survey revealed that seventy-three per cent of Victorians feel well informed about
technology, compared to 66% who feel well informed about science.
Consistent with the expression of less intense interest in technology, those aged 45 or
older are less likely to feel well informed about technology (67% feel informed compared
to 79% of 18-44 year olds). Males have a higher overall interest in technology compared
with females (78% vs. 68%), and more than twice the proportion of males feel very well
informed compared with females (18% vs. 8%)
Figure 9.9) Informed about Technology31
Differences between Victorians’ perceptions about their levels of knowledge of science
and their knowledge of technology are also interesting. While in general Victorians feel
better informed about technology than about science, this difference appears more acute
among males – almost a fifth (18%) claim to feel very well informed about technology
where one in eight (13%) feel very well informed about science.
“It’s dominating... the globalised world... I mean 20 years ago part of the fun going
overseas was the surprise of turning up there and now you can just Google Earth it and
look and then you think it’s only been ten years since that was available” –Older,
Melbourne
30
31
Sweeney – Lifelounge Urban Market Research 2010
Q6c. How well informed do you feel about technology? Base: Total respondents (n=800)
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“Technology is money these days, that’s what it’s about ... you build a smaller phone you
make money...” –Older, Melbourne
9.3 Attitudes to Science and Technology
In exploring the attitudes of Victorians towards science and technology several key
themes were explored. These revolve around...












Understanding of science and technology
Science, technology and society
Science and technology in the media
Comfort with science and technology
The perceived need for control of science and technology
Trust in science and scientists
Science and morality
Science and communication
Awareness of regulation
Australian Science Leadership
Science and the economy
Science and job prospects
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9.3.1 Understanding of science and technology
Victorians’ experiences of understanding science and technology are virtually identical –
33% either strongly agree or tend to agree that they find it hard to understand science and
technology, down significantly from 41% and 42% respectively in 2007.
Correspondingly, total disagreement is at 57%, significantly up from 50% and 51% in
2007. Further analysis (ANOVA) reveals that these differences are significant for both
science and technology when controlling for all relevant variables,32 Victorians were
significantly less likely to agree with these statements in 2011, than they were in 2007.
Figure 9.10) Understanding of Science and Technology33
The groups with the highest proportions experiencing difficulty in understanding science
are women (38% agree, significantly higher than the 27% of males who agree) and those
aged 45 or older (37% agree, compared to 29% of those aged 18-44).
A similar story emerges for those agreeing that they find it difficult to understand
technology – significantly more women than men agree (40% compared to 25%), with a
higher proportion of those aged 45 or more agreeing than those aged 18-44 (44% vs.
22%).
It is interesting to note that the age difference that emerges in Victorians’ self-perception
of their own understanding of science and technology correlates with the findings
presented earlier indicating that the younger cohort is more interested in being involved
in decisions about scientific and technological developments. It appears that a higher
level of understanding of science and technology could drive people to want more
personal control and input into its development.
The qualitative research highlighted that there is a perception in the community that
science has its own elaborate set of customs, rules and concepts that are largely foreign to
the public. The use of unfamiliar and seemingly abstruse language can make it seem like
typical scientific discourse is designed to keep the general public at bay.
Further, the way in which scientific paradigms were taught to focus group participants in
schools apparently lent credence to the idea that science is essentially a series of hard
facts. This is in stark contrast to the way that important scientific debate often plays out
in the media, making it appear conflicted and therefore confusing for the layperson.
32
Refer to appendix 2 for results of ANOVA; variables controlled for include age, gender, location, highest
level of education, science education, work in science related field
33
Q7. I am now going to read you some statements other people have made about science and technology
and, for each one, please tell me whether you agree or disagree with the statement, and whether you agree
or disagree strongly or mildly. Base: Total respondents (n=800)
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There is a tendency – even among the more educated and literate – to want the headlines
or the executive summary, and to be able to trust that the information they are taking in is
beyond question; that it is cold, hard, indisputable fact.
“I just think that at the end of the day they don’t break it down enough for the average
person to really understand what they are trying to do. I don’t think they break it down
enough for the average person who has to feed their kids, go to work – they don’t break it
down enough for us to make a proper educated decision on what they are trying to sell us
or what they are trying to do...” – Younger male, Bendigo
“A lot of the stuff is what we live with now is just very contradictive but a lot of the older
stuff is more true and correct...” – Younger male, Bendigo
“I think it’s really hard for the average person to make a decision because there is so
much information out there coming from this side and that side and no matter where you
look...” - Older female, Bendigo
“I read the first paragraph but I just wanted an executive summary, so I just lose interest
when it gets too technical or if you have to be a specialist to understand it.” – Younger
female, Melbourne
The fact that seemingly elementary scientific topics such as gravity are still not
completely understood by physicists is beside the point to the majority of the public – this
type of scientific debate does not get played out in mainstream media, but in relatively
obscure journals.
It is important to note here that a self-rated perception of understanding is not a test of
understanding. We can’t be sure that the increase since 2007 relates to a real increase in
understanding, only that in general Victorians are more confident about their
understanding of scientific issues. This could be related to the dramatic increase in the
use of scientists in the media – the Science and Media Expert Working Group34 notes that
the past four years have seen an increase of over 50% in the use of scientists in the news
media on topics such as flu and climate change; perhaps this greater use of scientist as the
‘talking heads’ of news media has given the public greater confidence to claim an
understanding of the issues.
34
2011; Inspiring Australia Expert Working Groups on Science and the Media: from
Ideas to Action
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9.3.2 Science, technology and society
Overall, Victorians express a positive attitude to the impact science and technology has
on society. Ninety- four per cent agree with the statement ‘it is important for Government
to invest in science and technology so we are better able to respond to natural disasters’,
and 93% that ‘advances in science and technology result in beneficial new products,
services and ways of doing things’.
This sentiment was felt quite keenly in the qualitative research, where there was general
agreement that science and technology are making life better through medical advances,
labour saving devices and a greater level of connectedness – with both the wider world
and their immediate social circles.
In a slightly more abstract context, 86% believe that ‘science and technology are
improving society’ – although there is little difference between 2007 and 2011 in overall
agreement, there is a greater polarisation of opinion in 2007, with a larger proportion
strongly agreeing (46% cf. 37% in 2007). Further analysis (ANOVA) reveals that this
difference is significant when controlling for all relevant variables.35
80% of Victorian agree that ‘science prepares the younger generations to act as wellinformed citizens’.
Figure 9.11) Science, Technology and Society36
In terms of improving society and providing beneficial new products and services, a
greater proportion of males than females strongly agree (50% vs. 41% and 59% vs. 51%
respectively). Those aged 45 and older are also more likely to agree than those 18-44 that
advances provide benefits to society (58% vs. 50%). In comparison, total agreement that
science prepares the younger generations is more frequent among females than males
(84% vs. 76%).
35
Refer to appendix 2 for results of ANOVA; variables controlled for include age, gender, location, highest
level of education, science education, work in science related field
36
Q7. I am now going to read you some statements other people have made about science and technology
and, for each one, please tell me whether you agree or disagree with the statement, and whether you agree
or disagree strongly or mildly. Base: Total respondents (n=800)
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The concept of Government investment in science and technology improving the
responses to natural disasters received universal agreement, possibly driven by the many
recent and high-profile natural disasters37.
In taking advantage of science and technology, Victorians place an emphasis on personal
choice, with approximately three quarters (73%) agreeing that such decisions are up to
individuals rather than society as a whole.
Figure 9.12) Science and Personal Choice38
The focus on individual choice is stronger among males than females, with 77%
compared to 70% agreeing that the adoption of science and technology is up to them
rather than society. Those aged 45 and older are less likely than those aged 18-44 to
object to society making the choice about adopting science and technology (19% vs. 12%
disagree).
37
Earthquake in New Zealand; Cyclone Yasi in Queensland; flooding in Queensland,
New South Wales and Victoria; tsunami, earthquake and failure of Fukushima nuclear
38
Q7. I am now going to read you some statements other people have made about science
and technology and, for each one, please tell me whether you agree or disagree with the
statement, and whether you agree or disagree strongly or mildly. Base: Total respondents
(n=800)
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9.3.3 Science and Technology in the Media
The qualitative research showed that people expect to hear about new advances in science
and technology through the media – especially on television and in newspapers. It also
revealed that even those who would regard themselves as generally uninterested in
science tend to like hearing about new advances in technologies in the media; that they
expect to be told about advances that will improve their lives. However, there is some
awareness (although by no means universal) that the media can distort the findings of
scientists in the pursuit of a story.
In terms of the perceived visibility of scientific information, little has changed since
2007. Forty-two per cent of Victorians are satisfied with the amount of information they
see and hear, and only 4% believe that they see and hear too much.
A thirst for more scientific information appears to have grown in that the largest shift in
the perceived visibility of science has been in the proportion who believe that they see
and hear too little information, 52% of Victorians up from 47% in 2007. Further analysis
(ANOVA), revealed that this difference was not significant when all other relevant
demographic variables were controlled for.
Figure 9.13) Visibility of Science39
A sense of this did come across in the focus groups – it seemed that, while there was not
a top of mind awareness that science information was lacking from their lives, a natural
curiosity tended to arise around the various discussions that were had and many realised
they would like to know more about scientific topics.
The quantitative research revealed that attitudes to the amount of information about
science and technology available in the media are little changed from 2007. Forty per
cent of Victorians agree that they get enough information about science through the
media - down slightly from 46% in 2007, although further analysis (ANOVA) revealed
that this difference is not significant when controlling for other demographic variables,
while 39% disagree that they do not get enough information on technology through the
media (as in 2007).
39
Q5d. Which of these statements do you most agree with? Base: Total respondents (n=800)
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Figure 9.14) Media Content40
The appetite for more information about science in the media appears to be consistent for
both males and females (52% of males and 49% of females disagree in total), while the
appetite for more information about technology appears slightly greater among males
(53% vs. 47% agree that they don’t get enough information) and older Victorians (55%
agree that they don’t get enough information compared to 44% of those aged 18-44).
The perception that information about science presented in the media is true is held by
almost half of Victorians (48%).
Figure 9.15) Media and Trust41
Trust of the media in relation to science information is less prevalent among men than
women: 30% disagree that information in the media is generally true compared to 22% of
women.
40
Q7. I am now going to read you some statements other people have made about science and technology
and, for each one, please tell me whether you agree or disagree with the statement, and whether you agree
or disagree strongly or mildly. Base: Total respondents (n=800)
41
Q7. I am now going to read you some statements other people have made about science and technology
and, for each one, please tell me whether you agree or disagree with the statement, and whether you agree
or disagree strongly or mildly. Base: Total respondents (n=800)
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9.3.4 Rate of Progress of Science and Technology
Half of Victorians feel that science is progressing at the right speed. The proportion who
feel that the pace of change is too rapid has fallen from 27% in 2007 to just 17% in 2011;
there has been a congruent rise in those feeling that the rate of change is too slow (up
from 23% to 28%).
Figure 9.16) Rate of Progress of Science42
A higher proportion of men than women are impatient with a perceived slow rate of
change in science (33% of men say science is progressing too slowly compared to 23% of
women). Conversely, a slightly higher proportion of women express themselves as a little
uncomfortable with the rate of change (16% of women think science is progressing a
little too quickly compared to 10% of men).
Victorians are more challenged by the rate of change of technology. Although four in ten
consider technology to be progressing at the right speed, a third feel that the pace is too
fast (in line with sentiment from 2007). This sentiment – that technology is progressing
too quickly – was echoed in the focus groups, with many suggesting it was difficult to
keep up with the rate of change. The rate of progress in science is perhaps less visible,
being buried in academic journals or housed in laboratories away from the eyes of the
public.
Figure 9.17) Rate of Progress of Technology43
42
Q8. Generally speaking, how do you feel about the rate at which science is progressing? Base: Total
respondents (n=800)
43
Q10. Generally speaking, how do you feel about the rate of technological change? Base: Total
respondents (n=800)
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The gender skews show greater discomfort with rapid change in technology among
women, replicating the pattern seen for the pace of change in science.
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9.3.5 Comfort with Science and Technology
On the whole, Victorians appear to be more comfortable with science and technology
than in 2007. One in five Victorians (20%) believe that technology is out of control (not
significantly different to 2007), and only one in ten (9%) (down significantly on 2007)
agree that science is out of control. Further analysis of this data (ANOVA) revealed that
Victorians were significantly more likely to strongly disagree with these statements in
2011 than they were in 2007, when controlling for other relevant demographic factors.44
A rather meagre nine per cent of Victorians agree that science causes more problems than
it solves, the majority (81%) disagree with this sentiment, and again, this is significantly
lower than in 2007, after controlling for other relevant demographics.45
Figure 9.18) Comfort with Science and Technology46
Disagreement that science and technology are out of control is more common among
males than females (53% vs. 44% strongly disagree that science is out of control, 42%
vs. 35% strongly disagree that technology is out of control).
Among those aged 45 and older there is greater disagreement that science causes more
problems than it solves than among the younger age cohort (84% vs. 78% disagree).
The focus groups were mixed on the question of control. While very few were aware of
fundamental aspects of the scientific control process, such as ethics committees and peer
review, some thought that the community mainly exerts control over scientists through
purchasing power and through government funding.
44
Refer to appendix 2 for results of ANOVA; variables controlled for include age, gender, location, highest
level of education, science education, work in science related field
45
Refer to appendix 2 for results of ANOVA; variables controlled for include age, gender, location, highest
level of education, science education, work in science related field
46
Q7. I am now going to read you some statements other people have made about science and technology
and, for each one, please tell me whether you agree or disagree with the statement, and whether you agree
or disagree strongly or mildly. Base: Total respondents (n=800)
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9.3.6 Control and Regulation of Science and Technology
The sense that science and technology need to be controlled, while still high, has lessened
significantly since 2007. Agreement that the government needs to keep a close eye on it
is at 74% (80% in 2007), and 69% agree that the development of science and technology
need to be controlled (81% in 2007); further analysis47 revealed that this lessening desire
for control is statistically significant when other demographic factors are controlled for.
Young Victorians are more likely than the older age group to believe that the government
needs to monitor science and technology (41% of 18-44 year olds strongly agree
compared to 33% of those 45 and older), and that it is important to control the
development of science and technology (34% of 18-44 year olds strongly agree
compared to 27% of those 45 and older).
Figure 9.19) Control of Science and Technology48
Figure 9.20, below shows that there is a positive relationship between agreement that
technology is out of control and agreement that it is important to control the development
of science and technology. Younger age groups (18-24s, 25-34s) are more likely to agree
with both statements, perhaps because of their greater exposure to rapidly changing
technologies such as ICT.
Figure 9.20) Relationship Between Agreement that Technology is Out Of Control
and Agreement that it is Important to Control the Development of Science and
Technology49
47
Refer to appendix 2 for results of ANOVA; variables controlled for include age, gender, location, highest
level of education, science education, work in science related field
48
Q7. I am now going to read you some statements other people have made about science and technology
and, for each one, please tell me whether you agree or disagree with the statement, and whether you agree
or disagree strongly or mildly. Base: Total respondents (n=800)
49
Bubble size indicates relative size of the age cohorts
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Despite 74% of Victorians agreeing that ‘the Government needs to keep a close eye on
science and technology’, only 37% agree that ‘the government is the best body to
regulate science and technology’, a result that is broadly consistent with 2007.
Figure 9.21) Government Regulation50
Women are more likely than men to strongly agree that the government is the best body
to regulate science and technology (13% vs. 7%). Those aged 45 or older are less trusting
of the government than their younger counterparts – 53% compared to 45% disagree that
the government is the best regulatory body for science and technology.
50
Q7. I am now going to read you some statements other people have made about science and technology
and, for each one, please tell me whether you agree or disagree with the statement, and whether you agree
or disagree strongly or mildly. Base: Total respondents (n=800)
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9.3.7 Trust in Scientists
The belief that scientists can be trusted has changed little since 2007, with 61% of
Victorians in 2011 agreeing they are trustworthy. The conviction that scientists prioritise
truth over profits has increased slightly (53% up from 47% in 2007), and further analysis
revealed that this difference is significant when controlling for all relevant
demographics51.
Figure 9.22) Scientists and Trust52
The perception of scientists as trustworthy is more common among males than females
(57% of males agree that ‘scientists place truth before profits’ compared with 49% of
females, and 66% of males agree that ‘scientists are trustworthy’ compared with 56% of
females).
The belief that ‘scientists are trustworthy’ is also slightly more common among those
aged 45 and older (65% compared to 58% of those aged 18-44).
The qualitative research showed that trust in science and scientists is perhaps increasingly
moderated by perceptions of profit; the public have a growing (although not dominant)
awareness of the capacity to manipulate scientific findings to support a corporate cause.
In the abstract, 72% of Victorians agree that ‘scientists should put ethics before
advancement’. While half (49%) disagree that scientists over-promote their findings to
further their own personal causes, there are still 31% who agree, down significantly from
36% in 2007 53 - even when other demographic factors are controlled.
Figure 9.23) Integrity of Scientists54
51
Refer to appendix 2 for results of ANOVA; variables controlled for include age, gender, location, highest
level of education, science education, work in science related field
52
Q7. I am now going to read you some statements other people have made about science and technology
and, for each one, please tell me whether you agree or disagree with the statement, and whether you agree
or disagree strongly or mildly. Base: Total respondents (n=800)
53
Refer to appendix 2 for results of ANOVA; variables controlled for include age, gender, location, highest
level of education, science education, work in science related field
54
Q7. I am now going to read you some statements other people have made about science and technology
and, for each one, please tell me whether you agree or disagree with the statement, and whether you agree
or disagree strongly or mildly. Base: Total respondents (n=800)
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As we saw in the statements relating to the trustworthiness of scientists (Figure 9.22),
males appear to be more likely than females to attribute a higher standard of behaviour to
scientists. In response to the statement ‘scientists over-promote their findings to further
their own personal causes’, significantly more males than females were in agreement
(37% vs. 25%).
“You can trust science but not the person behind it necessarily...” – Older male, Bendigo
“Well I am always a little suspicious of these things these days because I think everyone
just sees dollar signs and if it’s going to benefit someone even the most trustworthy
people will sign on the dotted line for X amount...” – Older female, Melbourne
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9.3.8 Science and Morality
Six in ten Victorians (61%) agree that ‘science should never come before morality’.
Figure 9.24) Science and Morality55
Older Victorians are more likely to disagree with this sentiment than are their younger
counterparts (27% of those aged 45 or older compared to 18% of those aged 18-44).
55
Q7. I am now going to read you some statements other people have made about science and technology
and, for each one, please tell me whether you agree or disagree with the statement, and whether you agree
or disagree strongly or mildly. Base: Total respondents (n=800)
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9.3.9 Science and the Community
Agreement that it is important for the community to be aware of what’s happening in
science and technology is virtually unanimous, with 94% in agreement – unchanged since
2007.
Figure 9.25) Informing the Community56
There is strong agreement that it is important that the community should be consulted
about advances in science and technology (77% agree, down slightly from 83% in 2007).
This should be not be interpreted to mean that the public have a desire to be involved in
the professional discourse of science, but rather that they feel they have a right to be
included in the public uses of scientific information and in public sphere decision making
that is based on scientific information.
Half of Victorians (48%) agree that the Government doesn’t listen to community views
about the development of science and technology, down from 58% in 2007. This suggests
that while the community maintains its right to consultation, there is an increased
perception among the public that the Government is listening to community views.
Older focus groups tended to suggest that they thought that the community is far more
involved in paying attention to what scientists are doing in current times than they were
in the past. In general however, while people see it as nice to be involved in scientific
decision making, there is a fairly widespread view that this would be difficult – the
complexity of most mature scientific disciplines is bewildering to the layman and
potentially it would take years of study to become fully conversant with all the issues.
“It would be nice to think that we play a role, but then we could just confuse everything
to a standstill...” – Older male, Bendigo
56
Q7. I am now going to read you some statements other people have made about science and technology
and, for each one, please tell me whether you agree or disagree with the statement, and whether you agree
or disagree strongly or mildly. Base: Total respondents (n=800)
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Figure 9.26) Consulting the Community57
Dissatisfaction with the Government listening to community views is more common
among those aged 45 and older than with their younger counterparts (57% compared to
40% agree that the Government doesn’t listen). However, those aged 18-44 are more
inclined to be neutral on this issue than disagree, with one in four (26%) neither agreeing
nor disagreeing.
57
Q7. I am now going to read you some statements other people have made about science
and technology and, for each one, please tell me whether you agree or disagree with the
statement, and whether you agree or disagree strongly or mildly. Base: Total respondents
(n=800)
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9.3.10 Awareness of Regulation of Science
While four in ten feel they are very or fairly well informed about the regulation of
science, the majority (55%) do not consider themselves well informed about this matter.
Perceived knowledge levels around science regulation are consistent with 2007.
The focus groups tended to assume that the government plays a large role in the
regulation of science through the administration and granting of funds to scientists.
Beyond this, however, there was little if any awareness of any formal regulatory
structures under which scientists operate.
Figure 9.27) Awareness of Regulation of Science58
Overall, Victorians feel far more informed about science – the facts and theories – than
they do about the regulation of science. Comparing Figure 9.27 above with Figure 9.5,
earlier on page 27, we can see that while 66% of Victorians feel informed about science,
less than two thirds of these people – or 41% of Victorians overall – feel informed about
the regulation of science.
Self-claimed awareness about science regulation is higher among men than women (45%
vs. 37%).
58
Q9. How well informed do you feel about the way science is regulated? Base: Total
respondents (n=800)
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9.3.11 Australian Science Leadership
The community impression of Australia as a world leader in science and technology is
strong in 2011 as it was in 2007, with half of Victorians in agreement that Australia is a
world leader.
Figure 9.28) Australian Science Leadership59
Older Victorians are more likely to see Australia as a leader – 20% of those aged 45 or
older strongly agree compared to 12% of those aged 18-44.
Support for Government funding for science is strong amongst Victorians – 86% disagree
that funding should be cut to spend on ‘better’ things, with over half (58%) strongly
disagreeing. This suggests that most Victorians see science spending as a worthwhile
investment.
Figure 9.29) Government Funding for Science60
A large difference in support for Government funding for science is evident between
generations, in keeping with the perceptions of Australia as a leader in science (see
Figure 9.28). Ninety-three per cent of those aged 45 or older disagree that funding should
be cut (and 66% strongly disagree), while only 79% of those 18-44 years of age disagree.
59
Q7. I am now going to read you some statements other people have made about science and technology
and, for each one, please tell me whether you agree or disagree with the statement, and whether you agree
or disagree strongly or mildly. Base: Total respondents (n=800)
60
Q7. I am now going to read you some statements other people have made about science and technology
and, for each one, please tell me whether you agree or disagree with the statement, and whether you agree
or disagree strongly or mildly. Base: Total respondents (n=800)
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9.3.12 Science and the Economy
Overwhelmingly, Victorians see science as beneficial to our economy, with eight in ten
(81%) agreeing that science makes a direct contribution to economic growth in Victoria.
An even larger proportion (87%) agree that government investment in science will lead to
more productive industries, and almost three quarters (74%) agree that quicker adoption
of new technologies will lead to further economic growth.
Figure 9.30) Science and the Economy61
Consistent with the findings of the focus groups, the older generation of Victorians is
more inclined to see a link between science, technology and the economy. Forty-seven
per cent of those aged 45 or older strongly agree that ‘scientific research makes a direct
contribution to economic growth in Victoria’, compared to 35% of those 18-44 years old.
Older groups are also slightly more likely to agree that ‘government investment in
science will result in more productive industries’ (90% vs. 85%). Despite their
recognition of this link, however, they are more likely than the younger age cohort to
disagree that ‘quicker adoption of new technologies will grow the Victorian economy’
(13% vs. 7% disagree).
Confidence in the ability of new technologies to grow the Victorian economy is observed
more frequently in male than female Victorians (78% vs. 70% agree, 40% vs. 29%
strongly agree).
Figure 9.31, below, shows that there is appositive relationship between interest in science
and the conviction that government investment in science will result in more productive
industries.
Figure 9.31) Relationship Between Interest in Science, Age Groups and Agreement
That Government Investment in Science Will Result in More Productive
Industries62
61
Q7. I am now going to read you some statements other people have made about science and technology
and, for each one, please tell me whether you agree or disagree with the statement, and whether you agree
or disagree strongly or mildly. Base: Total respondents (n=800)
62
Bubble size indicates relative size of the age cohorts
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9.3.13 Science and Job Prospects
Half of Victorians (52%) agree that ‘studying science won’t necessarily get you a good
job’, with one in five (20%) strongly agreeing.
Figure 9.32) Science and Job Prospects63
The perception that studying science enhances job prospects is weaker among female
Victorians than males (45% agree compared to 60% that studying science will not
guarantee a good job), and those aged 45 or older (57% agree compared to 47% of those
aged 18-44).
In the qualitative research, the question of job prospects met with a mixed response.
There was an impression that money is increasingly the scorecard for career choice – an
area in which a career in scientific research is not seen to offer great prospects.
63
Q7. I am now going to read you some statements other people have made about science and technology
and, for each one, please tell me whether you agree or disagree with the statement, and whether you agree
or disagree strongly or mildly. Base: Total respondents (n=800)
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9.4 Attitudes to New Technology
Victorians have a strong positive disposition to technology, with seven in ten (72%)
loving or liking new technologies and gadgets (no change since 2007). One in eight
(12%) consider themselves early adopters, while a similar proportion (13%) dislike
technologies and gadgets.
Figure 9.33) Attitudes to New Technology64
Males are significantly better disposed to new technologies and gadgets than their female
counterparts (77% vs. 67% love/like respectively), although both groups are positive on
the whole. The same is true of those aged 18-44 compared to those 45 years or older,
with 77% compared to 67% respectively indicating loving or liking new technologies. In
particular love of new technologies is higher among men than women (18% vs. 5%) and
younger Victorians (17% vs. 6% of those 45 and older).
More nuanced attitudes towards new technology were uncovered in the qualitative
research. Despite 77% of 18-44s loving or liking new technology, they also tend to see
more negative aspects. They see modern life as increasingly lazy because of less manual
labour and less physical activity, due to the increasing dominance of computer based
tools and entertainment. New technologies are seen to increase our working hours, now
that we are constantly plugged in and switched on. New technologies also tend to be seen
to be causing more environmental damage – all the raw materials need to come from
somewhere. However, there are also positive aspects: medical advancements, greater
opportunities through wider access to information, increased ability to communicate with
people from around the world and the convenience of labour saving devices.
“They probably increase the working hours because people can just do their emails at
home” – Younger male, Melbourne
64
Q11. Which of the following statements would you say best describes how you feel about new
technology? Base: Total respondents (n=800)
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“I can sit at home and talk to my mum in Holland on Skype, which before was just
talking on the phone, which was really great, but now actually seeing her is great” –
Older female, Bendigo
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9.5 Impacts of Science
Victorians universally endorse the impact that science is having on health and medicine
(with 97% indicating a positive impact). Furthermore, nine in ten (92%) believe that
science is having a beneficial effect on communications. Positive disposition has
improved a few percentage points for both areas since 2007. Further analysis (ANOVA)
for both of these items revealed that the increase is statistically significant – with a
greater proportion of Victorians citing a significant positive impact, even after accounting
for demographic factors.65
Figure 9.34) Impacts of Science – Areas in which Science has the Greatest Positive
Impact66
In terms of communications, males are more likely than females to endorse a significant
positive impact (77% of males compared to 66% of females), while females are more
likely than males to endorse a small positive impact (23% of females compared to 17% of
males). Overall, however, positive endorsements are similar between the sexes.
Other areas that are seen to be positively impacted by science include the workplace, the
environment, entertainment and water. Between three-quarters and eight in ten feel that
each of these areas benefit from science, with sentiment improving significantly since
2007 on the workplace, entertainment and water areas, but not the environment. 67 This
increase is due to a greater proportion citing a significant positive impact compared with
2007.
When it comes to the environment and water, the propensity of males to attribute no
impact to science is higher than among females (7% vs. 3% and 11% vs. 5%
respectively).
There are also notable differences between the generations in their perception of the
impact of science on some of these areas: younger Victorians (aged 18-44) are more
likely than those 45 or older to feel that science is having a positive impact on the
workplace (82% vs. 76%) and entertainment (82% vs. 70%).
65
Refer to appendix 2 for results of ANOVA; variables controlled for include age, gender, location, highest
level of education, science education, work in science related field
66
Q15. For each of the following areas, do you feel that overall science is having a significant positive
impact, a small positive impact, no impact, a small negative impact or a significant negative impact? Base:
Total respondents (n=800)
67
Refer to appendix 2 for results of ANOVA; variables controlled for include age, gender, location, highest
level of education, science education, work in science related field
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Interestingly, 15% of Victorians see science as having a negative impact on the
environment – a sentiment picked up on in the qualitative research, where there were
several mentions of the greater ability of humankind to destroy and pollute the
environment thanks in part to science and technology.
Figure 9.35) Impacts of Science – Areas in which Science has Positive Impact68
“...but I would rather live in an environment from when I was a kid and I could go hike
and drink out of the rivers and stuff like that where I wouldn’t dare now...” – Younger
male, Bendigo
“I think it’s hard for the average person to make a decision [about climate change]
because there is so much information out there coming from this side and that side and no
matter where you look...someone is pushing a particular theory ...” – Older male,
Bendigo
While Victorians, overall, perceive a positive impact of science on food, homeland
security/terrorism and climate change, their recognition of the contribution of science in
these areas is moderately weaker than in the areas previously mentioned. Since 2007,
recognition of science’s positive effect on food has declined from 72% to 67%, making
this the only area to suffer a lower impact rating.
Figure 9.36) Impacts of Science – Areas in which Science has least Positive Impact69
68
Q15. For each of the following areas, do you feel that overall science is having a significant positive
impact, a small positive impact, no impact, a small negative impact or a significant negative impact? Base:
Total respondents (n=800)
69
Q15. For each of the following areas, do you feel that overall science is having a significant positive
impact, a small positive impact, no impact, a small negative impact or a significant negative impact? Base:
Total respondents (n=800)
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In relation to homeland security/terrorism and climate change, there is a greater tendency
among older Victorians (those aged 45 or older) to feel that science is having no impact
(11% of those 45 and over compared to 7% of 18-24 year olds, and 15% compared to 9%
respectively).
“...like genetically modified food – it does worry me for the future for my kids,
grandkids, I mean I look back on it and I grew up with a lot of natural foods whereas now
the foods aren’t what they used to be, kids aren’t exposed to more natural things, like
farms, cattle, where milk and eggs come from...” – Older, Melbourne
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9.6 Sources of Information about Science and Technology
9.6.1 Searching for Information about Science and Technology
The majority (60%) of Victorians actively search for information about science and
technology, with approaching three-quarters of these doing so on at least a weekly basis
(see Figure 9.37).
Active engagement with seeking science and technology information has risen, with the
total proportion seeking information increasing from 50% in 2007 to 60% in 2011.
Of the total sample, 28% are science and technology information seekers on at daily basis
(up from 23% in 2007). This statistic is significantly higher (37%) among 18-24 year
olds, and tends to be lower among those at the peak of their working careers, aged
between 25 and 54.
Figure 9.37) Searching for Information about Science and Technology70,71
Men are more likely than women to search for information about science and technology
(66% vs. 54%), and of those that do search, daily searching is far more frequent among
men than women (35% vs. 19%).
The qualitative research echoed this result – most in the groups had looked up something
related to a scientific topic recently. For a range of reasons spanning purchasing things
for the home such as double- glazed windows, understanding a little more about the
climate debate or medical information for their children, the ready availability of
information through the Internet has helped enable these behaviours. Often these searches
were not immediately thought about in terms of being related to scientific information,
but when reflected upon could easily be categorised this way.
“...Like with the argon thing, I wasn’t looking at it consciously as a science thing, I was
looking at it on our practical side and how it was beneficial to us ...” – Older female,
Melbourne
70
Q16. Do you actively search for information about science and/or technology? Base: Total respondents
(n=800)
71
Q17. How often do you search for information about science and/or technology? Base: Total respondents
who actively search for information about science and/or technology (n=480)
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Figure 9.38) Reasons for Actively Searching for Information about Science and/or
Technology72
There are many reasons for actively searching for science information that Victorians
admit to when asked. General curiosity about something seen or read (but not relevant to
work) is admitted as a reason for actively searching by nearly nine in ten (88%), while for
work purposes, this statistic drops to six in ten (60%). These proportions remain similar
for a more general curiosity about science and technology in general.
For work purposes, a requirement for background information for a discussion is the
reason most admitted for actively searching for science information, although it is agreed
to by similar proportions (62%) to the more general curiosity statements.
Whether for work or study or for other reasons, men are more likely than women to
search for information about science and technology in order to keep up to date with
public debates or issues (53% vs. 42% work/study, 79% vs. 66% other reasons) and to
source background information for a discussion (68% vs. 55% work/study, 75% vs. 64%
other reasons). Outside of work or study, men are more likely than women to search for
information about science and technology because they are curious about something they
have seen or read (91% vs. 83%) or are curious about science and technology in general
(91% vs. 80%).
For work or study, those aged 18-44 are more likely than those aged 45 or older to search
for information about science and technology for general and specific curiosity (70% vs.
52% and 71% vs. 49% respectively), as well as for interest in specific areas of science
(65% vs. 45%), specific needs (44% vs. 30%) and sourcing background information
(70% vs. 53%).
“...Just some things that you like to know from general knowledge, like something you
don’t understand instead of just not worrying about it, maybe I’ll find out about it or skim
the Internet...” – Older male, Melbourne
72
Q18a. We are now interested in why you do actively search for information about science and/or
technology. As I read out the following list, please indicate by saying YES or NO whether the reasons
explain why YOU actively search for information about science and/or technology. Base: Total
respondents who actively search for information about science and/or technology (n=467)
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“It’s good to keep up to date with what is happening in the world, like with carbon
pollution and global warming...” – Older male, Melbourne
Among the four in ten who do not proactively seek information about science and
technology, the main barriers to doing so are restricting such searches to specific needs as
they arise, using the Internet exclusively for other reasons and a lack of time.
Only a third of those who do not engage in searching for information about science and
technology attribute this to a lack of interest, although this reason is given significantly
more often by women than men (40% vs. 25%).
Figure 9.39) Reasons for not Actively Searching for Information about Science
and/or Technology73
Older Victorians who do not actively search for information about science and
technology are more likely than their younger counterparts to attribute this to a lack of
understanding of the way that information is presented (49% of those 45 and older vs.
38% of those 18-44) and a feeling that they are exposed to enough information about
science and technology already (59% vs. 44%). Non-searchers aged 18-44 are more
likely than those 45 or over to cite a lack of time (73% vs. 48%) and the use of the
Internet for gathering other types of information (88% vs. 56%).
If, as indicated in Figure 9.39, 90% of those who claim not to ‘actively’ search for
information claim that they do actually search when they need some specific information,
then their interpretation of ‘active’ searching must relate to more general, day-to-day
looking for scientific information, rather than the searching that they might do every now
and then for specific information.
Q18b. We are now interested in why you don’t actively search for information about science and/or
technology. As I read out the following list, please indicate by saying YES or NO whether the reason
explains why YOU don’t actively search for information about science and/or technology. Base: Total
respondents who don’t actively search for information about science and/or technology (n=326)
73
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9.6.2 Search Sources
Figure 9.40) Information Search Tools74
Search engines (and Google in particular) are the dominant channel for seeking science
and technology information.
After search engines, academic websites, text books, newspapers, academic journals and
Wikipedia are the most common reference points.
74
Q19. When you have actively searched for information about science and technology, where do you
normally look first? Where else do you look? Base: Total respondents who actively search for information
about science and/or technology (n=467)
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9.6.3 Success in Finding and Understanding Information
Seven in ten (69%) information seekers are successful in locating information that they
can comprehend, up significantly from 2007. However, for three in ten, the result of their
search culminates in incomprehensible information or failure to find anything relevant at
all.
Figure 9.41) Success in Finding and Understanding Information75
While men and women are equally likely to find information that they can understand,
there is a greater propensity for women to find information but have difficulty
understanding it (28% vs. 19% of men).
Those aged 18-44 are more likely than their older counterparts to be able to find
information they can easily understand (74% vs. 65%).Figure 9.42 shows that this
difference is completely due to those aged 25-44, those 18-24 have the same level of
success as those aged over 44.
Figure 9.42 Success in Finding Information - by Age Group
75
Q20. When you have looked for information about science and technology in the past, have you
generally been able to find what you were looking for? Base: Total respondents who actively search for
information about science and/or technology (n=467)
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9.6.4 Passive Information Sources
Victorians are passively exposed to science and technology via the media, and in
particular, newspapers and television. While television remains one of the top two
sources, it is surpassed by newspapers in 2011 – which could be related to the growing
use of the websites of traditional newspapers as a source of information. Also, the role of
the Internet and word-of-mouth has increased moderately since 2007, from their
respective levels.
Figure 9.43) Information Sources when not Actively Searching76
Television as a passive source of information about science and technology is more likely
to be experienced by females than males (55% vs. 45%).
The qualitative research echoed these results – people really do expect to hear about new
discoveries and developments through traditional main media such as newspaper and TV.
The expectation is that if it is important and has the potential to change peoples’ lives,
then they will hear about it.
76
Q21. Where do you usually come across information or news about science and technology when you are
not actively looking for it? Base: Total respondents (n=800)
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9.7 Trust in Science and Technology Information
Scientists and scientific bodies are most frequently nominated as being best positioned to
explain the impacts of scientific and technological advance to the Victorian public;
mentioned by a third (34%) of respondents. Another 15% mentioned experts in their field
or those with appropriate knowledge, and an eighth (12%) mentioned CSIRO.
Overall, 53% of Victorians mentioned either the scientists themselves, qualified experts,
the people doing the research or the developers of the technology (some mentioned more
than one of these). Clearly the people who are intimately involved in actually doing the
research are most trusted to explain the findings to the public.
Interestingly, public servants and government departments were mentioned by about one
in twelve Victorians (8%) as being well qualified to explain the impact of scientific and
technological advances to the public, and journalists were mentioned by one in twenty
(5%).
Figure 9.44) The People and Organisations Best Qualified to Explain the Impacts of
Scientific and Technological Advance to the Public77
Scientists in the media were definitely the most trusted sources of information cited by
the focus group participants; journalists and politicians inspired little trust. Expertise in a
given area was a fundamental reason given for this attitude, however, few participants
could say for sure how these qualifications should be measured, or how they would be
checked.
Scientific and technological information presented by CSIRO is the most trusted overall,
with two-thirds of Victorians (64%) placing a great deal of trust in the organisation –
significantly more than in 2007 after controlling for other relevant factors. 78
77
Who are the best qualified people and organisations to explain the impact of scientific and technological
advance to the public? Open Ended, Multiple Responses possible. Base: Total respondents (n=800)
78
Refer to appendix 2 for results of ANOVA; variables controlled for include age, gender, location, highest
level of education, science education, work in science related field
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Well known scientists such as Tim Flannery and Fiona Wood and scientists working for
universities or research institutions and hospitals enjoy similar levels of trust to CSIRO
(each trusted by around nine in ten). There is little change in these figures since 2007.
Figure 9.45) Trust in Science and Technology Information – Most Trusted79
CSIRO and hospitals are more likely to inspire a great deal of trust in the science and
technology information they provide in men than in women (67% vs. 60% and 53% vs.
43% respectively), while a greater proportion of women than men indicate that they have
a great deal of trust in well-known scientists (66% vs. 51%).
Levels of trust are reasonably strong for science and technology information from noncommercial media and science and medicine commentators. Trust in information from
environmental groups has softened since 2007, down 6 percentage points to 59%.
Figure 9.46) Trust in Science and Technology Information – Also Trusted80
79
Q23. How much trust do you have in the science and technology information provided by the following
groups? Please tell me whether you have a great deal of trust, a moderate level of trust, a small amount of
trust or no trust whatsoever. Base: Total respondents (n=800)
80
Q23. How much trust do you have in the science and technology information provided by the following
groups? Please tell me whether you have a great deal of trust, a moderate level of trust, a small amount of
trust or no trust whatsoever. Base: Total respondents (n=800)
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Information from non-commercial media and environmental groups is more likely to be
trusted a great deal or to a moderate level by women than men (85% vs. 78% and 65%
vs. 53% respectively), and men are more likely than women to feel no trust whatsoever
for environmental group information (13% vs. 7%). Young Victorians aged 18-44 are
also more likely than their counterparts aged 45 or older to have a great deal of trust in
non-commercial media and environmental groups (38% vs. 27% and 16% vs. 8%
respectively).
Among the least trusted sources of information about science and technology are
religious groups and commercial media. While the former may be seen to lack specific
knowledge, the latter can be seen to have specific agendas. That said, trust in commercial
media supplied information has improved ten percentage points since 2007. The focus
groups showed that some place a great deal of trust in the commercial media and tend to
believe that if it is published, it must be true.
“Well I am always suspicious of these things these days because I think everyone just
sees the dollar sign and if it is going to benefit someone I mean even the most trustworthy
people will say I’ll sign on the dotted line for X amount.” – Older Female, Melbourne
“I am very interested in global warming and out came this great big article probably
around the Christmas holidays, a double spread in the Herald Sun so it must be true, and
it was the ‘top twenty reasons why climate change isn’t happening’ and it was saying we
haven’t had the hottest summer, we have had the mildest summer for seven years, and
that really gets you confused, when something is presented to you so clear cut it is hard
not to believe it.” – Older Male, Melbourne
“I like Andrew Bolt and he is a bit of [climate change] sceptic like me and I like him so I
pretty much go his way and I am not saying that I am a true sceptic but I haven’t come to
any conclusion yet.” – Older Female, Melbourne
Worthy of note are the four to five in ten who have little if any trust in science and
technology information emanating from scientists working for private companies, as well
as the Federal and State Government. However, trust in State Government information
has increased by seven percentage points since 2007.
Figure 9.47) Trust in Science and Technology Information – Least Trusted81
81
Q23. How much trust do you have in the science and technology information provided by the following
groups? Please tell me whether you have a great deal of trust, a moderate level of trust, a small amount of
trust or no trust whatsoever. Base: Total respondents (n=800)
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Further analysis revealed that this increase in trust in both the State Government and the
commercial media between 2007 and 2011 is significant after controlling for other
demographic factors. 82
As we saw at Figure 9.46, Victorians aged 18-44 have a greater propensity to trust than
those aged 45 and over. They are more likely than their older counterparts to place a
great deal of trust in the information from Federal and State Government (12% vs. 6%
and 10% vs. 5% respectively), and from scientists working for private companies (9% vs.
4%). It also appears that women are more likely than men to trust the information
dispensed by commercial media (50% vs. 43%).
82
Refer to appendix 2 for results of ANOVA; variables controlled for include age, gender, location, highest
level of education, science education, work in science related field
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9.8 Personal Influence on Science Policy
The majority of Victorians (six in ten) feel they should have a substantial say on the
scientific policy- making that is important to them.
Figure 9.48) Personal Influence on Science Policy83
Males are marginally more likely than women to expect substantial input into policy
making about scientific issues that are important to them.
Focus group participants revealed that although they would like more influence over
science policy, they could see how this was unlikely to occur.
83
Q25. How much influence, if any, do you think you personally should have on policy making about
scientific issues that are important to you? Base: Total respondents (n=800)
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9.9 Communication Channels
9.9.1 Leisure Activities
Approaching nine in ten Victorians access the Internet from a computer on at least a
weekly basis. Six in ten watch documentaries and half (54%) read about science at least
once a week.
The proportion visiting cafés and restaurants on at least a monthly basis has increased
since 2007 (from 78% to 83%).
Figure 9.49) Most Frequent Leisure Activities84
Among the less frequent activities, libraries are visited by one in five Victorians on at
least a weekly basis, while sporting events are attended by one in four on at least a
weekly basis.
On at least a monthly basis, zoos and botanical gardens and galleries and art shows are
frequented by one in ten Victorians, and museums by slightly fewer. It is more likely for
men than women to say that they never go to galleries or zoos.
Figure 9.50) Less Frequent Leisure Activities85
84
Q27. How often do you do each of these: daily, weekly or more, fortnightly, monthly, every 2-3 months,
every six months, less often or never? Base: Total respondents (n=800)
85
Q27. How often do you do each of these: daily, weekly or more, fortnightly, monthly, every 2-3 months,
every six months, less often or never? Base: Total respondents (n=800)
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Reflecting the rapid growth of smartphones and tablets, 45% of Victorians access the
Internet via a mobile device on a weekly basis or more often, with most of these doing so
on a daily basis. As many never access the Internet via a mobile device – predominantly
these are older Victorians (64% of those aged 45 and over compared to 23% of those
aged 18-44).
Less than one in five participate in a science related public activity at least once a month,
while around one in ten attend a science related public meeting, debate or lecture at least
once a month. Half, however, never attend a public meeting, debate or lecture related to
science.
Figure 9.51) Least Frequent Leisure Activities86
86
Q27. How often do you do each of these: daily, weekly or more, fortnightly, monthly, every 2-3 months,
every six months, less often or never? Base: Total respondents (n=800)
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The Detailed Findings
10 Interest and Information-Seeking Segments
The segmentation system developed in the 2007 survey is based around responses to
three questions: interest in science, active searching for science information, and ability
to find and understand the information found. These segments are relatively simple to
allocate and parsimonious to use – they allow an audience to be placed into different
segments with relatively few questions.
Further analysis carried out in 2011 showed that this segmentation system also tends to
predict attitudinal variables fairly well – those that are interested in science and do search
for information tend to have more positive attitudes towards science and those less
interested tend to have more negative attitudes.
In running the 2011 survey, we elected to maintain the questions used to derive the 2007
segment solution to provide a further point of comparison between the two points in time.
Alongside the general increase in Victorians’ interest in science and technology, the sizes
of these segments have changed. In particular, the size of Segment 2 – the most interested
and engaged segment – has grown from 27% of the population in 2007 to 37% of the
population in 2011, and Segment 5 – the least interested and engaged group – has shrunk
from 19% of the population in 2007 to 13% of the population in 2011.
The segments in summary






Segment 1 – 19% of the population: Interested in science but not active in
searching for science information
Segment 2 – 37% of the population: Interested in science, active in searching for
science information and able to find information they can easily understand
Segment 3 – 16% of the population: Interested in science, active in searching for
science information but unable to find it or when they do find it have difficulty
understanding it
Segment 4 – 9% of the population: Neither interested nor uninterested in science
and not active in searching for science information
Segment 5 – 13% of the population: Uninterested in science and not active in
searching for science information
Segment 6 – 6% of the population: Neutral or disinterested in science but active in
searching for science information
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11 Interest and Information Seeking Segment Profiles
11.1 Segment 1 – Interested in Science but not active in searching for science
information
Segment 1 has decreased to 19% of the population, from 23% of the population in 2007.
A third (31%) of this segment is over 65 – they are the oldest segment overall. They are
more likely to be mature couples or singles with no children at home. They are quite well
educated, with a third (34%) holding either a bachelors or postgraduate degree, but they
tend to be from lower income households.
Nearly half of this segment find it hard to understand science (44%) and technology
(46%), and are more likely than average to suggest that they were interested in science as
a teenager.
They like to hear about developments that can impact their lives – a third (31%) claim
this as their main reason for taking an interest in science, with stories of medical
advances among the most popular.
Nearly half (48%) of this group feel they get enough information about science through
the media, however Segment 1 have the second lowest frequency of internet usage –
behind only segment 5, with only 57% accessing the internet daily via a computer, and
24% via a smartphone. They tend to be in the mid-range of the technological adoption
curve, neither truly lagging nor leading.
Although overall they are moderately trusting of science and the institutions of science,
Segment 1 are most likely to suggest that it is important that the community should be
consulted about advances in science and technology – five in six (84%) of them agree
with this sentiment. They are also most likely to suggest that the government needs to
keep a close eye on science and technology. In line with this, only a third (35%) feel
informed about the way that science is regulated.
Segment 1 are the most likely to agree that ‘scientists should put ethics before
advancement, with over half (54%) strongly agreeing with the statement. Related to this,
they are also the group most likely to agree that ‘Science should never come before
morality’, with 43% strongly agreeing, and a further 26% tending to agree.
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11.2 Segment 2 – Interested in Science, active in searching for science
information
Segment 2 has increased to 37% of the population from 27% in 2007. With no strong
skew in age bands, people in Segment 2 are slightly more likely to be under 45; 60% of
this segment are male. They are more likely to be in households made up of young people
– either sharing or couples without children – than the other segments.
This group is the most educated, with six in ten (59%) having either a bachelors or
postgraduate degree. They also tend to have the highest incomes of all the segments.
Over six in ten (63%) of Segment 2 studied science post-secondary school, and a third
(32%) currently work in a scientific industry, with a further sixth (15%) having worked in
a scientific industry in the past.
Strong supporters of science and scientific industries, 93% believe that government
investment in science will result in more productive industries, and that quicker adoption
of new technology is important to grow the Victorian economy. Half (49%) feel informed
about how science is regulated.
A third (36%) suggest that science is progressing too slowly and only one in ten (10%)
feel it is progressing to quickly – about half the proportion observed in the Victorian
population as a whole and a third that of segment 5.
Five in six (84%) of this group think science will have a positive impact on
entertainment, although they generally believe in the power of science to positively
impact on all the areas tested.
Nearly eight in ten (78%) search for science information at least weekly, with a third
(31%) searching daily. Two thirds (68%) of the time it is for work or study purposes.
Segment 2 tend to watch documentaries and read about science regularly – approximately
three-quarters (74% and 77% respectively) participate in these activities at least weekly.
Nearly nine in ten (89%) use a computer, and almost half (46%) access the Internet
through a mobile device on a daily basis – alongside Segment 6 they have the highest
usage of computers and internet.
This group are active in attending public debates and lectures – around one in ten (11%)
attend one monthly, behind only segment 3 in their level of participation.
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11.3 Segment 3 – Interested in Science, active in searching for science
information, but find it difficult find or difficult to understand
Segment 3 has remained stable since 2007 at 16% of the population. People in Segment 3
are a little more likely to be under 24 or over 55. Household structure is a little more
likely to be a nuclear family with younger children than in other segments. Well
educated, 45% hold either a bachelors or postgraduate degree. Around half (48%) studied
science post-secondary school. One in five (20%) currently work in a scientific industry,
and another fifth (19%) did at an earlier time.
Overall this groups is very pro-science; behind only segment 2 in their level of positivity
towards science.
This group is most likely to want to see more information about science in the media.
Only a quarter (24%) believe they get enough already, and seven in ten (69%) believe
they don’t get enough information about technology through the media.
Somewhat paradoxically, they are also the most likely to disagree that the information
they receive through the media is generally true. This group is the most likely to suggest
that if they had more time, they would use it to look up more information about science
and technology.
Seven in ten (71%) of Segment 3 search for science information at least weekly, with a
quarter of them (24%) searching daily. They are heavy users of the library, with four in
ten (39%) visiting one at least fortnightly. They also like to watch documentaries, with
three quarters (74%) watching them at least weekly. A similar proportion (77%) read
about science at least weekly. They are also the most active in attending public meetings
or debates on scientific topics, with one in six (16%) attending at least monthly.
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11.4 Segment 4 – Neither interested nor uninterested towards science and not
active in searching for information
Segment 4 has increased slightly from 2007 to 9%, from 8% of the population in 2007.
This segment are the most likely to have an Australian upbringing – 92% of segment four
grew up in Australia, and are the least likely to live outside of Melbourne. Over half
(53%) live in the outer suburbs of Melbourne.
With lower levels of formal education, one in six (17%) hold either a bachelors or
postgraduate degree, however, 28% have a TAFE qualification – this group is the most
likely to hold this type of post-secondary qualification. However only 6% of this segment
studied science post-secondary school and 23% studied elective science subject during
secondary school; this group has the second lowest participation rate in non-compulsory
science study. In line with this, they are the least likely to have worked in a scientific
industry.
Nearly half (48%) of Segment 4 find science hard to understand, but only 5% feel that
science is out of control. Around half (49%) have no further interest in science – they
would not use extra time to look up more information about science and technology.
This group is least likely to suggest that studying science prepares the younger
generations to be well informed citizens, and only a quarter (26%) suggest that they feel
informed about the way that science is regulated.
If they had more time, people in Segment 4 might seek out more information about
science: two thirds (66%) agree that that they don’t have the time to spend, and a clear
majority (84%) tend to use the Internet for other types of information, while 93% will
look up science information when they need to solve a particular problem – which is
presumably not very often, given they not active searchers.
This group is quite positive about the ability of science to help solve some of the world’s
problems, nine in ten (89%) are positive about science’s ability to help the environment
and seven in ten (69%) think that science will positively benefit our ability to manage
water. However, they are least likely to suggest that science will positively impact our
workplaces.
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11.5 Segment 5 – Uninterested in science and not active in searching for
information
Segment 5 has decreased to 13%, from 19% of the population in 2007. This group is a
little more likely to be between the ages of 18-24. Two thirds of this group (66%) are
female. More likely to be in households with children over 13, members of this group are
also the most likely to be single parents. A third (31%) of this group have Year 10 as
their highest level of education; in line with this, they also tend to hail from lower income
households.
Seven per cent of this segment studied science post-secondary school and 14% studied
elective science subjects at secondary school – overall the lowest participation rate in
non-compulsory science study of all the segments. Ninety-five per cent have never
worked in a scientific industry – a similar proportion to Segment 4.
Where 85% of study participants grew up in Australia, this segment had the highest
proportion of people that grew up in another country, with only 79% having grown up in
Australia.
Three quarters of this segment (76%) find science hard to understand. A quarter (25%)
think that science is out of control, and four in ten (39%) think that technology is out of
control; they are more than twice as likely to hold these opinions compared with the
general Victorian population. One in five (20%) believe that science causes more
problems than it solves – a similar proportion (18%) believe that government funding for
science should be cut, and over half (54%) believe that the government is the best body to
regulate science and technology.
Segment 5 are also much more likely to believe they already get enough information
about science through the media – nearly six in ten (58%) feel they get enough, and six in
ten (61%) would not use extra time on finding more out about science.
Six in ten (60%) of Segment 5 agree that studying science doesn’t guarantee a good job,
although a very large majority (94%) agree that government investment in science to help
us respond to natural disasters is important.
On the whole this group are more likely to feel that both science (32%) and technology
(51%) are progressing too quickly, and a third (35%) don’t like new technology, with one
in twelve (8%) avoiding it at all costs.
Segment 5 have the lowest levels of computer usage, only half (51%) use one daily, with
a further fifth (19%) using one weekly.
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11.6 Segment 6 – Uninterested in science but active in searching for
information
Segment 6 has decreased to 6% of the population, from 8% of the population in 2007.
This group are most likely to be under 45 and nearly two-thirds (62%) are female. More
likely to be families with young children than other segments, they are also most likely to
be living outside of Melbourne, with approximately a third (32%) living in regional
Victoria and a further 5% living in rural Victoria.
Nearly half (47%) of this segment studied elective science subjects at school, and one in
eight (12%) studied science post-secondary school. The main reason this group doesn’t
search for information is because of a general lack of interest in science and technology –
true of nearly seven in ten (68%). Six in ten (61%) believe that they are exposed to
enough information about science and technology without searching for it, and two thirds
(65%) have difficulty in determining whether to believe in the veracity of the information
they do find.
Interestingly, this group is most likely to be neutral towards most of the attitudinal
statements tested, they are either undecided or tend to have no strong opinion either way.
This group is least likely to agree that scientists are trustworthy, and – along with
Segment 5 – are the most likely to suggest that it is up to individuals as to whether they
want to take advantage of science and technology, rather than for society to decide.
Only one in five (22%) feel informed about the way that science is regulated.
Segment 6 is most pessimistic about science’s impact on the environment, with a third
(34%) believing that the impact is largely negative, and one in ten (10%) saying that it
has a significant negative impact. This general pattern holds across other ‘environmental’
areas science could impact, such as water, food and climate change as well, although to a
lesser extent.
A third (35%) of Segment 6 search for information on science at least weekly, with a
further half (49%) searching either fortnightly or monthly. Nine tenths (90%) of Segment
6 use a computer daily and nearly half (46%) access the internet via a mobile phone on a
daily basis.
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11.7 Attitudinal Overview of the Segments – Interesting Charts
Figure 11.1, below, shows that there is a negative relationship between agreement that
science is hard to understand and the opinion that Australia is a world leader in science
and technology; those who find science hard to understand are less likely to see Australia
as a world leader.
Figure 11.1) Relationship Between Agreement that Science is Hard to Understand
and Agreement that Australia is a World Leader in Science and Technology87
As shown in Figure 11.2, below, the relationship between not caring about how things
work and satisfaction with the amount of science and technology media coverage is
positive; those with less curiosity are more likely to be satisfied with the amount of
passive information.
Figure 11.2) Relationship Between Agreeing that ‘I Don’t Really Care How Things
Work as Long As They Do’ and ‘I Feel I Get Enough Information About Science
and Technology Through the Media’88
87
88
Bubble size indicates relative size of the segments
Bubble size indicates relative size of the segments
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Figure 11.3) Relationship Between Agreeing that ‘I Was Interested in Science as A
Teenager’ and Agreement that Science Prepares the Younger Generations to Act as
Well-Informed Citizens’89
89
Bubble size indicates relative size of the segments
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Figure 11.3, above shows that those groups more interested in science as a teenager are
more likely to suggest that science prepares the younger generations to act as wellinformed citizens. Segments 2 and 3 are most likely to agree with both statements.
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11.8 Attitudinal Overview of the Segments – Correspondence Map
A series of attitudinal statements were asked in Question 7 of the quantitative survey. On
the following page, we have run a correspondence map showing how the segments relate
to these attitudinal statements.
This indicates that segments 2 and 3 are attitudinally aligned with each other around their
general positivity towards science – they tend to strongly agree with statements like
‘science makes a direct contribution to economic growth’ and ‘Science helps Victorian
businesses respond to changes in their environment’. Segments 1, 4 and 6 tend to
associated more with concern and control – and are more likely to strongly agree with the
statements ‘Scientists should put ethics before advancement’ and ‘The community should
be consulted about new advances in science and technology’.
We suggest that in this case the general interpretation of the axes of the correspondence
map could be x axis: (left to right) positivity towards science, with left being more
positive; and y axis: (down to up) being desire for control, with up representing greater
desire for controls over science.
Figure 11.4) Correspondence map indicating relationship between strong agreement
to Q7 statements and interest and information seeking segments
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12 Interest and Information Seeking Segment Case Studies
These case studies are provided for illustrative purposes only – we have changed names
and some details to ensure confidentiality. They are derived from the qualitative research,
and in particular the journals that focus group participants completed before their
sessions.
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13 Factor Analysis Explanation
13.1.1 Methodology
Factor analysis allows researchers to simplify complex data structures. In this case factor
analysis allows us to reduce the 35 attitude items included in Q7 to a reduced number of
latent ‘factors’ that explain the variance in the individual questions. The reduced number
of dimensions makes it easier to interpret the structure of the data, allowing us greater
insight into what factors might underlie Victorians’ attitudes towards science. The factor
analysis posits therefore that Victorians’ attitudes to and engagement with science can be
broadly explained through understanding how individuals value science, the importance
they place in science regulation, their interest in science, their engagement with science
and finally their trust in science and the institutions of science.
An exploratory principal components analysis (PCA) was conducted on the 35 attitude
items to explore their structure. Cases where data was ‘missing’ from more than 30% of
the statements at Q7 (i.e., 10 or more statements were answered with ‘not sure’ by a
respondent, n=6) were excluded from the factor analysis. Any missing values for the
remaining 794 cases were estimated using the EM procedure in SPSS Version 19. The
factors were extracted using PCA to increase the stability of the data, given the high level
of skewness demonstrated by most of the items. An oblique rotation was used as the
factors were expected to be correlated – as is usual in the social sciences.
The results for the 794 cases showed that the items were significantly correlated with
each other to enable a confident PCA solution. Using Kaiser’s criterion (i.e., factors are
defined when their eigenvalues are greater than 1) a total of 9 factors were identified.
However the scree plot suggested 5 factors. Five factors were therefore extracted which
explained 39.60% of the variance.
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13.1.2 Interpretation
It must be noted when interpreting these factors that throughout the Q7 items, a lower
score means ‘agree’ while a higher score means ‘disagree’.
We have included an analysis of the factor scores by gender, age group and segment
membership. Although the questions that underlie each of the segments were not
included in the factor analysis, the interest and information seeking segments from the
2007 study tend to predict factor scores well, with congruent relationships between our
understanding of each of the segments and their scores on each of the factors.
Thus, although a segmentation model was run based on the attitudinal items from Q7, we
feel that it adds little to the overall insights and so do not present it here.
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13.2 Factor 1: Value of Science
This factor is associated with items that indicate the value that individuals place in
science, with a lower score indicating a higher value placed on science, and a higher
score indicating a lower value placed on science. The contributing items are...
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Government investment in science will result in more productive industries
Advances in science and technology result in beneficial new products, services
and ways of doing things
Science and technology are improving society
Government funding for science should be cut because the money can better spent
elsewhere (loads negatively)
Science causes more problems than it solves (loads negatively)
It is important for Government to invest in science and technology so we are
better able to respond to natural disasters
Quicker adoption of new technologies will grow the Victorian economy
Science and technology help Victorian businesses respond to changes in their
environment
Scientific research makes a direct contribution to economic growth in Victoria
Science is out of control (loads negatively)
It is important for the wider community o be awake of what’s happening in
science and technology
Science prepares the younger generations to act as well-informed citizens
Figure 13.1, below, shows the Value of Science factor plotted by age group and gender.
In general males and those over 45 years old tend to value science more highly.
The more interested Segments 1, 2 and 3 tend to place a higher value on science, while
Segment 5, the uninterested non-searchers, place the lowest value on science of any of
the subgroups tested.
Figure 13.1) Value of Science Factor Scores by Sub-Group (Higher scores indicate
science less valued)
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13.3 Factor 2: Regulation of Science
This factor explains the importance that people place in the regulation of science. A
higher score indicates that individuals think that science should be less regulated. The
items contributing to this factor are...
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It is important to control the development of science and technology
The government needs to keep a close eye on science and technology
Science should never come before morality
Scientists should put ethics before advancement
It is important that the community should be consulted about advances in science
and technology
Scientists over promote their findings to further their own personal causes
Figure 13.2, below, indicates that desire for regulation tends to decrease with age, but
somewhat unexpectedly drops off after retirement age. There appears to be little
relationship between gender and desire for regulation of science.
Segment 2, those interested in science and who actively search for information, have the
least desire to see further regulation of science, although Segment 3 and Segment 4 have
similar scores.
Segment 1, those interested in science but who do not actively search for information,
have the strongest desire to see science further regulated.
Figure 13.2) Regulation of Science Factor (Higher scores indicate lesser desire for
regulation)
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13.4 Factor 3: Curiosity
This factor is associated with items that indicate an individual’s curiosity about science; a
higher score means that people have a lower interest in science. It’s contributing items
are...
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I was interested in science when I was a teenager
I want to be involved in decisions about scientific and technological
developments
If I had more time, I would like to look up more information about science and
technology
I find it hard to understand science (loads negatively)
I don’t really care how things work as long as they do (loads negatively)
Figure 13.3, below, shows that males and younger groups tend to have greater levels of
curiosity. Segments 2 (interested searchers) and 3 (interested searchers with difficulty
understanding) as expected have the highest level of curiosity in science and technology.
Segments 4, 5 and 6 have the lowest levels of curiosity.
Figure 13.3) Interest in Science Factor, by Subgroup (Higher score indicates lower
interest)
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13.5 Factor 4: Disengagement with Science and Technology
This factor indicates an individual’s disengagement with science and technology, a higher
score means less disengagement. The items contributing to this factor are...
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The Government doesn’t listen to community views about the development of
science and technology
I find it difficult to understand technology
Technology is out of control
It is up to individuals to decide whether they want to take advantage of science
and technology not up to society to decide for them
Studying science won’t necessarily get you a good job
Figure 13.4, below, indicates that males and younger people have greater belief in the
benefits of science and technology.
As expected, Segment 5 are the most disengaged with science and technology, while
Segment 2 are the least disengaged.
Figure 13.4) Disengagement with Science Factor, By Subgroup (Higher score
indicates greater disengagement with science)
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13.6 Factor 5: Trust in Science, Science Reporting and Government
This factor indicates an individual’s trust in science and the institutions of science; a
higher score indicates lower trust. The items contributing to this factor are...
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The information I hear about science in the media is generally true
I feel I get enough information about science through the media
I don’t feel I get enough information about technology through the media (load
negatively)
Australia is a world leader in science and technology
The government is the best body to regulate science and technology
Scientists are trustworthy
Scientists place truth before profits
Figure 13.5, below, shows that males tend to have higher trust in science and the
institutions of science than do females. It also indicates a non-linear relationship between
age group and trust in science, with those of approximately family-rearing age tending to
have higher levels of trust in science.
Segment 2 (interested searchers) have the greatest level of trust in science and the
institutions of science. Segments 1 (interested non-searchers) and 5 (uninterested nonsearchers) have the next greatest level of trust.
Segment 4 (neutral non-searchers) have the least trust overall. Interestingly, Segment 3
(interested searchers with difficulty understanding) have quite low levels of trust in
science overall, with much of this apparently stemming from scepticism of the media’s
reporting of science.
Figure 13.5) Trust in Science Factor, By Subgroup (Higher score indicates lower
trust)
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