Linda Pfeiffer

Associate Professor, Purdue University

lpfeiff@purdue.edu

Linda earned a bachelor’s degree in psychology from the University of Wisconsin-Madison, a master’s in community counseling from Winona State University, and a Joint PhD in mass communication and environment and resources from the University of Wisconsin-Madison. Her research interests center around the communication of complex science to the public. Specifically, they include the systemic factors that affect the construction and effective translation of messages to engage the public in scientific issues. Effective messaging occurs at the intersection of message construction and the public beliefs, values, experiences, and the cultural cognitions that the audience brings to the process (rather than a simple deficit in science information). Additionally, messaging is affected by resources, institutional practices, and political processes in the public sphere. Given the recent rise in highly controversial science issues, the study of systematic factors affecting science messaging is an important and emerging area in research on science communication.