The construction of awe in science communication

Awe is a frequently represented and commonly experienced emotion in science communication. According to a popular account of this emotion, awe is an innate and universal human affective experience that occurs when a person evaluates a target as vast, forcing a shift in their worldview. This shift is portrayed in science communication as resulting in an enhanced interest in the scientific material at hand. Based on the latest research in affective science, however, we challenge this narrow version of awe in science communication and instead advocate a broader account of this emotion in line with a constructionist perspective. We argue that there are a variety of awe types in science communication, each with different forms and functions in relation to the mandates within the multiplicity of contexts in this cultural space. We also contend that people’s awe experiences result from their previous interactions with this emotion and the unique affordances provided by the science communication situation.