Who works in science communication? Identifying and characterising professional profiles in Spain

Abstract

This research aimed at understanding the professional contexts of science communicators in Spain and at identifying which profiles emerged when exploring the group from a multidimensional perspective. We ran a survey with science communicators based in Spain (N = 242). A statistical cluster analysis was performed to classify survey responses into subgroups. This research has identified six professional profiles of science communication in Spain. They have been labelled as: 1) the emerging talented communicator; 2) the experienced institutional communicator; 3) the atypical communicator; 4) the AI-critical communicator; 5) the entrepreneurial communicator, and 6) the senior communicator. The article explores each of them in detail. Moreover, we have obtained data about the general characteristics of science communicators in the country, such as that they work mostly in the public sector (58.3%) and in “Institutional or corporate communication” (54.5%), “Social media and large digital platforms” (38%) and “Journalism and media” (31.8%); they primarily work in research centres (35.48%) and universities (10.89%) and, gender wise, they are mostly women (71.25%). Finally, barriers and opportunities of the profession, as well as the use of artificial intelligence, are also explored. This study identified, for the first time, the main professional profiles of science communication in Spain and the characteristics defining those dedicated to it. The findings have implications for the fostering of science communication professionalisation in the country.