By skyforbes 
Creator
Thornton, Owen R.
University of North Carolina at Chapel Hill
Abstract
Traditional models of science communication, predominantly rooted in a unidirectional “deficit” framework, are proving increasingly inadequate in the contemporary participatory digital culture. These legacy systems, characterized by significant time lags, gatekeeping by non-expert media, and a propensity for sensationalism, have contributed to an erosion of public trust in the scientific enterprise. This paper proposes a new theoretical and practical framework — the “Parasocial Scientist” model — designed to address these shortcomings by leveraging the unique affordances of modern video-based social media platforms such as YouTube and TikTok. The proposed model is grounded in the psychological principles of parasocial interaction and perceived authenticity, which are potent drivers of trust, credibility, and engagement in online environments. Through a methodology combining a critical synthesis of existing literature with a comparative case study analysis of successful digital communicators — including medical influencer Dr. Mike Varshavski, educational channels Veritasium and Crash Course, and the varied landscape of dental influencers — this paper distills a set of actionable principles and content formats for academic researchers. The analysis demonstrates how scientists can transition from being mere disseminators of information to becoming trusted pedagogical guides. The paper further explores the significant benefits of this model, including enhanced scientific literacy and the direct countering of misinformation, while also conducting a thorough examination of the associated caveats. These include the ethical risks of oversimplification and creating glamorized portrayals of research, as well as the profound institutional barriers, such as misaligned academic incentive structures and a lack of resources, that currently hinder widespread adoption. The paper concludes that a paradigm shift in science communication is necessary, requiring both individual researchers to adopt new digital strategies and academic institutions to fundamentally reform how they value and support public engagement.
Date of publication
- September 15, 2025
DOI