Science in Germany is now confronted with considerable social challenges. In an era shaped by post-factuality, trust in science is declining and parts of the public are denying its findings. In light of this, it seems all the more relevant to determine which measures and strategies can successfully and sustainably communicate scientific content. It is essential to make this content accessible to the respective target groups – including people with different approaches to science – so as to achieve the desired effects. Science communication is therefore increasingly shifting into the focus of science across disciplines.
This paper depicts the foundations of strategy development in the field of science communication and analyses the approaches with regard to their effectiveness among recipients. The findings will also enable the development of recommendations for optimising science communication so that communication measures can continue to be effective in the future against the backdrop of declining trust in science.
