Researchers Analyzed Astronauts' Instagram Outreach
A study examined how three women astronauts blended scientific content with personal branding on social media.
Updated on Oct. 2, 2026 in Space
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A research team led by Karen Shalev, Shannon Pappas, and Jocelyn Steinke analyzed 194 Instagram posts shared by three women astronauts from June 24, 2024, to November 24, 2024. The study explored how these influencers integrated professional scientific achievements with personal content and pop culture.
Why it matters
The study highlights how space science influencers strategically frame their messaging to blend complex technical information with personal branding. By doing so, they reach wider audiences who may not typically engage with traditional scientific communication.
Researchers examined 194 posts from astronauts Kellie Gerardi, Norah Patten, and Shawna Pandya. Follower counts at the time of the study varied widely, with Gerardi holding 1.4 million followers, Patten 99,000, and Pandya 30,000.
The players
Kellie Gerardi
She is a science communicator and astronaut who had 1.4 million followers during the study period.
Norah Patten
She is an Irish aeronautical engineer and astronaut who had 99,000 followers during the study period.
Shawna Pandya
She is a Canadian physician and astronaut who had 30,000 followers during the study period.
Karen Shalev
She is a researcher from the University of Connecticut who served as an author on the study.
The details
The University of Connecticut researchers reviewed videos, audio, captions, and emojis to categorize how the astronauts used framing methods and attention tactics. The study, published in the Journal of Science Communication, provides insight into the intersection of personal branding and professional space exploration.
Timeline
June 2024 marked the announcement of a Virgin Galactic all-women research flight.
Researchers collected social media data between June 24, 2024, and November 24, 2024.
A commercial research flight with Virgin Galactic is scheduled for 2026.
The Big Picture
This research shifts the focus of science communication toward the digital habits of individual experts. It moves beyond traditional institutional outreach to analyze the specific methods influencers use to bridge the gap between complex research and social media audiences.
This study provides a roadmap for how scientific experts can more effectively reach the public through digital platforms. By understanding these framing tactics, followers can better discern how personal narratives are used to influence the perception of technical and scientific fields.
The takeaway
Social media influencers in scientific fields often find success by balancing professional milestones with accessible personal content. Readers interested in science can look for these framing techniques to better understand the personal motivations behind public-facing research.
What happens next
The planned Virgin Galactic all-women research flight is scheduled to occur in 2026.
Further reading
For more information on the evolving intersection of exploration and public engagement, visit the Space section.
Source note: This article includes information reported by Earth.
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