Adult Science Learning from Local Television Newscasts

Abstract

American adults learn about science and health from numerous sources including television. The Pew studies demonstrate that half of American adults watch a local television news show three times a week or more, making local television news the most widely used news medium. This study examines the impact of a program to increase the use of science and health stories in local newscasts. The results show substantial story recall and information retention. The analysis suggests that science and health stories in local television newscasts may either enhance viewers’ existing science/health schemas or foster the development of new schemas for less well-known constructs.