Preliminary Insights into Science Communication Strategies in Canadian Mining Messaging: A Mixed-Methods Perspective

This study investigates how the mining industry employs science communication tactics, specifically framing, warmth, honesty, and relatability when engaging with the public. Guided by three primary research questions, this project seeks to identify: (1) which frames and tactics Canadian mining organizations employ when communicating about mining, (2) how these tactics influence engagement among audiences with pro-, anti-, and neutral attitudes toward mining, and (3) whether the use of tactics varies based on the type of organization.

A mixed-methods approach integrates content analysis, survey responses, and thematic analysis. Advertisements, corporate websites, and corporate responsibility documents from various mining organizations are systematically coded to identify framing strategies and communication techniques. To evaluate changes in public perceptions, knowledge, and behaviours, participants complete pre-engagement surveys to establish baseline attitudes toward mining. They then engage with assigned materials in two stages: first independently and later through guided discussion and interviews conducted via Zoom. Post-engagement surveys capture immediate reactions and subsequent changes in perception, knowledge, and potential actions. Transcribed interviews from guided discussions are analyzed thematically to uncover deeper insights into how audiences engage with mining-related messaging.

This research is significant for its focus on the intersection of industry messaging and public engagement, addressing a critical gap in understanding how science communication influences public trust and opinion in resource-driven sectors. Insights from this study will inform best practices for transparent, relatable, and effective communication in the mining industry, with broader implications for improving public engagement strategies in other science-based fields.