Seeking science information online: Data mining Google to better understand the roles of the media and the education system

Which extrinsic cues motivate people to search for science-related information? For many science-related search queries, media attention and time during the academic year are highly correlated with changes in information seeking behavior (expressed by changes in the proportion of Google science-related searches). The data mining analysis presented here shows that changes in the volume of searches for general and well-established science terms are strongly linked to the education system. By contrast, ad-hoc events and current concerns were better aligned with media coverage. The interest and ability to independently seek science knowledge in response to current events or concerns is one of the fundamental goals of the science literacy movement. This method provides a mirror of extrapolated behavior and as such can assist researchers in assessing the role of the media in shaping science interests, and inform the ways in which lifelong interests in science are manifested in real world situations.