{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,9,4]],"date-time":"2026-09-04T03:14:36Z","timestamp":1788491676526,"version":"build-2803163510"},"reference-count":120,"publisher":"Public Library of Science (PLoS)","issue":"10","license":[{"start":{"date-parts":[[2024,10,21]],"date-time":"2024-10-21T00:00:00Z","timestamp":1729468800000},"content-version":"vor","delay-in-days":0,"URL":"http:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"DOI":"10.13039\/100000060","name":"NIH-National Institute of Allergy and Infectious Diseases","doi-asserted-by":"crossref","award":["R01AI143288"],"award-info":[{"award-number":["R01AI143288"]}],"id":[{"id":"10.13039\/100000060","id-type":"DOI","asserted-by":"crossref"}]},{"name":"Bishop award","award":["6477160"],"award-info":[{"award-number":["6477160"]}]},{"name":"NIH Predoctoral Training grant","award":["T32AI162691"],"award-info":[{"award-number":["T32AI162691"]}]}],"content-domain":{"domain":["www.plosone.org"],"crossmark-restriction":false},"short-container-title":["PLoS ONE"],"abstract":"<jats:p>Within a changing research and media landscape, misconceptions and misinformation about microorganisms and microbiomes can arise, necessitating improvements in science communication practices through insights in public perceptions of the microbial world. Yet, little is known about public perceptions of microorganisms and microbiomes, making it difficult to develop tailored messaging. Here we perform an inductive thematic analysis with interviews and surveys from thirty adults across the United States to identify key factors to enhance microbial science communication efforts. Together, our results underscore the importance of 1) recognizing the existing and desired future knowledge of an audience, 2) aligning with broader socio-scientific issues that resonate with people in relevant channels using social networks, 3) fostering collaboration between microbiologists, social scientists, and communicators to improve messaging, and 4) appealing to people\u2019s values and emotions to establish meaningful connections. This study concludes that non-microbial interests, such as an interest in health and wellness, may lead to acquisition of microbial knowledge and that people want scientists to share microbial messages preferably on platforms like social media. Additionally, we identified confusion about microbial terms and a desire to understand human-centric benefits of microorganisms and microbiomes. We suggest that microbiologists partner with science communicators to develop microbial messaging, capitalizing on connections to non-microbial interests and appealing to people\u2019s microbial worldview.<\/jats:p>","DOI":"10.1371\/journal.pone.0312427","type":"journal-article","created":{"date-parts":[[2024,10,21]],"date-time":"2024-10-21T17:35:52Z","timestamp":1729532152000},"page":"e0312427","update-policy":"https:\/\/doi.org\/10.1371\/journal.pone.corrections_policy","source":"Crossref","is-referenced-by-count":14,"title":["Examination of public perceptions of microbes and microbiomes in the United States reveals insights for science communication"],"prefix":"10.1371","volume":"19","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-1422-6372","authenticated-orcid":true,"given":"Katherine","family":"Kokkinias","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0009-0007-1373-8927","authenticated-orcid":true,"given":"Katherine","family":"Pruneski","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Kelly","family":"Wrighton","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-8462-5689","authenticated-orcid":true,"given":"Nicole","family":"Kelp","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"340","published-online":{"date-parts":[[2024,10,21]]},"reference":[{"issue":"7758","key":"pone.0312427.ref001","doi-asserted-by":"crossref","first-page":"655","DOI":"10.1038\/s41586-019-1237-9","article-title":"Multi-omics of the gut microbial ecosystem in inflammatory bowel diseases","volume":"569","author":"J Lloyd-Price","year":"2019","journal-title":"Nature"},{"key":"pone.0312427.ref002","article-title":"A genomic catalog of Earth\u2019s microbiomes","author":"S Nayfach","year":"2020","journal-title":"Nature Biotechnology"},{"issue":"1","key":"pone.0312427.ref003","doi-asserted-by":"crossref","first-page":"35","DOI":"10.1038\/s41579-019-0265-7","article-title":"Soil microbiomes and climate change","volume":"18","author":"JK Jansson","year":"2020","journal-title":"Nature Reviews Microbiology"},{"key":"pone.0312427.ref004","article-title":"What Counts as a Microbe?","author":"ASM.org"},{"issue":"1","key":"pone.0312427.ref005","doi-asserted-by":"crossref","first-page":"103","DOI":"10.1186\/s40168-020-00875-0","article-title":"Microbiome definition re-visited: old concepts and new challenges.","volume":"8","author":"G Berg","year":"2020","journal-title":"Microbiome"},{"issue":"5","key":"pone.0312427.ref006","doi-asserted-by":"crossref","first-page":"1513","DOI":"10.1111\/1462-2920.14611","article-title":"The urgent need for microbiology literacy in society","volume":"21","author":"K Timmis","year":"2019","journal-title":"Environmental Microbiology"},{"issue":"2","key":"pone.0312427.ref007","first-page":"e00058","article-title":"Developing Science Literacy in Students and Society: Theory, Research, and Practice.","volume":"24","author":"NC Kelp","year":"2023","journal-title":"J Microbiol Biol Educ."},{"issue":"1","key":"pone.0312427.ref008","first-page":"e00019","article-title":"A Road to Microbiology Literacy (and More): an Opportunity for a Paradigm Change in Teaching.","volume":"24","author":"K. Timmis","journal-title":"J Microbiol Biol Educ"},{"key":"pone.0312427.ref009","article-title":"Promoting Science Literacy and Awareness across the Globe: the Role of Scientists as Science Ambassadors | Journal of Microbiology & Biology Education"},{"key":"pone.0312427.ref010","article-title":"The impact of fake news on social media and its influence on health during the COVID-19 pandemic: a systematic review.","author":"YM Rocha","year":"2021","journal-title":"J Public Health (Berl"},{"issue":"10","key":"pone.0312427.ref011","doi-asserted-by":"crossref","first-page":"e32425","DOI":"10.2196\/32425","article-title":"Intervening on Trust in Science to Reduce Belief in COVID-19 Misinformation and Increase COVID-19 Preventive Behavioral Intentions: Randomized Controlled Trial.","volume":"23","author":"J Agley","year":"2021","journal-title":"J Med Internet Res"},{"issue":"8","key":"pone.0312427.ref012","first-page":"875","article-title":"The COVID-19 infodemic. 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