Television weathercasters as potentially prominent science communicators

Abstract

An important, but mostly overlooked aspect of science communication is the potential role US television weathercasters may perform. In some cases, these specialists may be the only source of scientific information that some people encounter on a regular basis. Audience research indicates that the weathercast is the most-watched part of the local newscast and the primary reason people choose a local television news product. But very little is known about the qualifications of weathercasters as a group and their inclinations as individuals to educate viewers about scientific topics. This study begins with results from the largest survey ever conducted about television weathercasters. Most of them say their broadcasts are appropriate venues for teaching their audiences about science, and most of them are already doing so. Other results provide a baseline foundation on a variety of other work-related factors, including the consistent public service function for most television weathercasters that includes science communication in their communities. Finally, the study discusses the increasing number of initiatives recently being developed to formalize this potentially powerful role of television weathercasters as prominent science communicators.