Um olhar sobre a comunicação científica da revista Science no Instagram e Facebook: análise da revista Science no Instagram e Facebook

Suellen Cristina Rodrigues Kotz; Asdrúbal Borges Formiga Sobrinho; Marina Silva Bicalho Rodrigues

doi:10.1590/1983-3652.2026.59368

Authors

Suellen Universidade de Brasília, Departamento de Psicologia, Brasília, DF, Brasil https://orcid.org/0000-0002-8987-7065
Asdrúbal Borges Formiga Sobrinho Universidade de Brasília, Departamento de Psicologia, Brasília, DF, Brasil https://orcid.org/0000-0002-3213-4498
Marina Silva Bicalho Rodrigues Universidade de Brasília, Departamento de Psicologia, Brasília, DF, Brasil https://orcid.org/0000-0001-7636-2479

DOI:

https://doi.org/10.1590/1983-3652.2026.59368

Keywords:

Science communication, Social media, Online engagement, Science and technology

Abstract

Over the past decades, social media has transformed access to information and the ways in which it is shared. As a result, these platforms have become essential tools for science communication, expanding the reach of content and fostering interaction. This study aimed to analyze the communication strategies employed by Science magazine on its official Instagram and Facebook pages, compare engagement metrics (likes, comments, and shares), and investigate whether post formats and themes influenced audience interaction. This quantitative, descriptive, and exploratory research examined posts published over a 60-day period. Data were collected manually and subjected to descriptive and inferential statistical analyses (Mann-Whitney U and Kruskal-Wallis tests). The results indicated differences between the platforms, with higher engagement on Instagram, but no significant influence of post formats or themes. It is concluded that communication strategies should take into account the specificities of engagement across social media platforms.

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Author Biographies

Suellen, Universidade de Brasília, Departamento de Psicologia, Brasília, DF, Brasil

Ph.D. candidate in Developmental and Educational Psychology at the University of Brasília. Master’s degree in Developmental and Educational Psychology from the University of Brasília (2021). Member of the research group "Creativity, Education, and Singularity." Psychologist and educator. Conducts research on creativity in scientific contexts.
Asdrúbal Borges Formiga Sobrinho, Universidade de Brasília, Departamento de Psicologia, Brasília, DF, Brasil

Postdoctoral fellow in Education at the University of Brasília (UnB, 2024) and in Communication and Psychology at Aalborg University, Denmark (2017). Ph.D. in Psychology from the Institute of Psychology at UnB. Professor in the Department of Basic Psychological Processes and in the Graduate Program in Development and Education Processes at the Institute of Psychology at UnB. Associate editor of the journal Psicologia: Teoria e Pesquisa. His research focuses on collaboration, creativity, and communication processes in educational and professional contexts.
Marina Silva Bicalho Rodrigues, Universidade de Brasília, Departamento de Psicologia, Brasília, DF, Brasil

Master’s degree in Education and Human Ecology from the University of Brasília (2011). Ph.D. candidate in Developmental and Educational Psychology at the University of Brasília. Member of the research group “Socioemotional Development, Creativity, and Talents in Multiple Contexts.” Teacher at the State Department of Education of the Federal District.

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