How cultural evolution can inform the science of science communication\u2014and vice versa

Abstract

Cultural evolution research is the study of how cultural traits (e.g., beliefs and behavioral patterns) stabilize, change and diffuse in populations, and why some cultural traits are more “attractive” (i.e., more likely to spread) than others. As such, cultural evolution is highly relevant for the emerging “science of science communication” (SSC) in that it can help organize and guide the study of science communication efforts aimed at spreading scientifically accurate information and inspiring behavioral change. Here, I synthesize insights and theory from cultural evolution with central findings and concepts within the SSC with the aim of highlighting the inherent, but underexplored, consilience between these two fields. I demonstrate how cultural evolution can serve as an unifying framework for the SSC and how, conversely, science communication can serve as a fertile testing ground for applying, exploring, and advancing cultural evolutionary theory in a real-world setting that matters. Lastly, I highlight merits and limitations of previous applications of cultural evolution to science communication and conclude with some particularly outstanding questions that emerge at the intersection between cultural evolution and science communication research.