Testing the impact of culturally-relevant communication style on engagement with Hispanic and Latinx adults

Effective science communication for a multilingual population requires more than language translation, it also being mindful of cultural styles. This study tested the impact that style has on feelings inclusion, learning, and engagement in Earth sciences Hispanic Latinx adults. An online survey with open closed questions was used to evaluate two videos (in both Spanish English) different styles: 1) traditional, interview-based style, where experts present concept, 2) an informal conversational scientific message is shared through casual conversation. Seventy-four participants self-identified as were focus data analysis. Both video styles positively received, participant feedback emphasizing inclusion seeing Latina scientists, easy understand concepts, accessible language. adults preferred traditional video, but ranked higher other aspects, which varied based participants’ primary spoken at home. For example, had positive ability relate information their own life increase awareness careers Spanish-language speakers. Findings suggest use could improve Additional aspects culture demographics may explain some language-based results. Future are encouraged be co-designed by, for, communities emphasize values while avoiding stereotyping appropriation.