ABSTRACT Background Students from Eastern cultures have historically viewed scientists differently than those from Western cultures, largely due to the high value of science in Eastern educational systems, reinforced by Eastern values and maintained by geographic distance from the Occident. With the proliferation of new media, Western (stereotypical) portrayals of scientists are now reaching a younger, more diverse, and global audience, outside of a formal education context (via social media, for example). Purpose The present study explored Eastern culture students’ perceptions of scientists in one specific type of new media modality, Graphic Interchange Formats (GIFs). Sample This study analyzed 97 adolescent aged Thai students’ (42 secondary and 55 tertiary level) perceptions of scientists as portrayed in four different GIFs from the high/low warmth and high/low competence dimensions of the pancultural Stereotype Content Model framework. Design and Methods Upon viewing each GIF through an online survey, participants narratively described their thoughts of the scientist/s therein. Responses were analyzed using directed content analysis to identify and categorize dimensions of high/low warmth and competence. Results Findings suggest that Thai students perceived scientists similarly to the High-Competence and Low-Warmth stereotype. Female scientists were perceived as equally competent (yet warmer than) their male counterparts. Conclusions The present study provides practical suggestions for enhancing warmth in portrayals of scientists in media, such as friendly imagery of scientists engaging in prosocial activities (e.g. friendly appearance, collaboration, etc.). Educators and new media creators can challenge and correct damaging stereotypical representations of scientists by understanding the role of digital media in shaping students’ perceptions of scientists around the world.
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