Strategies of creators of scientific content on social networks: climate change and circular economy as emerging fields

The phenomenon of creators of scientific content on social networks represents a way of bringing scientific knowledge closer to society, outside of institutional channels. This article tries to identify these strategies and to analyse the impact of incorporating content related to climate change and the circular economy into their publications, as emerging areas. To obtain information, we chose to collect data by means of a questionnaire distributed among a group of creators of scientific content with a diversity of profiles on social networks. Among the results, the use of strategies typical of the digital field in the generation of the message is prominent, a perception of one's own credibility still linked to the verification of the academic field, as well as a positive opinion regarding the possible social impact of the contents referring to the climate change and the circular economy highlight. The latter perception differs from the effects that the creators themselves observe when they develop publications related to climate change and the circular economy, and denotes a relative interest of the audience towards these topics.