Understanding the public, the visitors, and the participants in science communication activities.

Despite the promotion of public engagement in science, there has been little empirical research on the sociocultural and attitudinal characteristics of participants in science communication activities and the extent to which such individuals are representative of the general population. We statistically investigated the distinctiveness of visitors to a scientific research institution by contrasting samples from visitor surveys and nationally representative surveys. The visitors had more cultural capital (science and technology/art and literature) and believed more in the value of science than the general public, but there was no difference regarding assessment of the levels of national science or of the national economy. A deeper examination of the variations in the visitors' exhibit-viewing behaviors revealed that individuals with more scientific and technical cultural capital viewed more exhibits and stayed longer at the events. This trend in exhibit-viewing behaviors remained consistent among the different questionnaire items and smart-card records.