Women astronauts use social media to reframe science and femininity together
Why can't a flight jacket be pink or purple? That was the question a 6-year-old girl asked her mother, Kellie Gerardi, an astronaut, researcher and science communicator. When Gerardi later appeared in a TV interview wearing a bright pink flight jacket, her daughter pointed to her mom on the TV screen, smiling with delight. This exchange—which appeared in a post on Gerardi's Instagram account—was…
Six women astronauts and science influencers, including Kellie Gerardi, Shawna Pandya and Norah Patten, used social media to challenge the notion that femininity and scientific credibility are mutually exclusive. The researchers analyzed 194 posts from the astronauts' Instagram accounts and found that personal experiences, identity, and platform-specific tools contributed to shaping the message.
These posts, which included photographs, videos, text, audio, hashtags, and emojis, aimed to communicate scientific information, build personal brands, and expand their audiences. The study identified six broad topics, seven message frames and five types of communication tactics used by the influencers. By sharing their personal journeys, challenges, and everyday lives, the women provided an insider perspective, fostering authenticity, connection, and engagement with a broad and diverse audience.
Their posts, which featured humor, wordplay, and references to popular culture, helped adapt the content to the platform, attract attention, and connect science with familiar forms of expression.
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