Astronauts Reframe Science & Femininity
Women astronauts use social media to challenge stereotypes, with a study analyzing 194 Instagram posts from Kellie Gerardi, Shawna Pandya, and Norah Patten
A 6-year-old girl's question to her mother, Kellie Gerardi, sparked a moment of inspiration: why can't a flight jacket be pink or purple? Gerardi, an astronaut and science communicator, later wore a bright pink flight jacket in a TV interview, delighting her daughter and making a statement about femininity and scientific credibility.
The exchange was shared on Gerardi's Instagram account and was one of 194 posts analyzed in a study published in the Journal of Science Communication. The study examined the Instagram activity of three women astronauts and science influencers: Gerardi, Shawna Pandya, and Norah Patten. The researchers, Karen Shalev, Shannon Pappas, and Jocelyn Steinke, analyzed all components of the posts, including photographs, videos, written text, audio, hashtags, and emojis.
The study found that the three science influencers were strategic in framing messages on Instagram, aiming to communicate scientific information and build their personal brands. The posts were published between June 24 and Nov. 24, 2024, following the announcement of an upcoming Virgin Galactic research mission.
## What the study reveals The researchers discovered that science communication on social media involves more than just explaining facts and concepts. Personal experiences, the communicator's identity, and platform-specific tools all contribute to shaping the message. According to Jocelyn Steinke, the study's lead author, the influencers used these elements to foster public interest and engagement in science, technology, engineering, mathematics, and medicine (STEMM).
## Why it matters The study highlights the importance of social media in reframing science and femininity. By sharing personal experiences and using platform-specific tools, women astronauts and science influencers can challenge stereotypes and build their personal brands. This can help to increase diversity and inclusion in STEMM fields, making them more accessible and appealing to a wider audience.
The study's findings have implications for science communication and the use of social media in promoting STEMM fields. By understanding how women astronauts and science influencers use social media, we can better appreciate the role of personal experiences and identity in shaping the message and engaging the public.
