Institutional Space Communication

  • Fulvio DriganiEmail author
Part of the Space and Society book series (SPSO)


This chapter gives an answer to the basic questions of the communication process, i.e., who delivers the messages, why they do that, who the recipients are and how the messages are delivered. After having established that the focus of the book is institutional communication as carried out by space Agencies and Research Centres, it analyses the practice’s strengths and weaknesses in today’s society. One of space communication’s greatest strengths is certainly in the messages that it conveys, but it faces several problems, including the following: a good part of the public is not interested in it, or is even hostile towards it; it is hard, in today’s media world, to make your voice heard; public awareness tends to be very superficial, and space research can be subject to severe criticism when it comes to such matters as launch failures. Despite all of these difficulties, the chapter stresses how important space communication is, and underlines its benefits, not only for space research, but for the society as a whole, providing strategies on how to create awareness, how to attract and retain larger and larger portions of the public and how to defend space organisations in crisis situations.


  1. About Pew Research Center: (2019). Accessed 9 July 2019
  2. Bundy, J., Pfarrer, M.D., Short, C.E., Coombs, T.: Crises and crisis management: integration, interpretation, and research development. J. Manage. XX(X), 1–32 (2016). Accessed 26 July 2019
  3. Chambers, L.: Climate is changing—but some believe the threat has been exaggerated. YouGov. (2013). Accessed 9 July 2019
  4. Cox, D., Navarro-Rivera, J., Jones, R.P.: Believers, Sympathizers, and Skeptics: Why Americans are Conflicted about Climate Change, Environmental Policy, and Science. PRRI/AAR, Religion, Values, and Climate Change Survey. (2014). Accessed 10 July 2019
  5. Dahlgreen, W.: Space Exploration Still Seen as Important. YouGov. (2013). Accessed 11 July 2019
  6. Fan Page List: (2018). Accessed 28 Feb 2018
  7. Friend or Follow: (2018). Accessed 28 Feb 2018
  8. Kuefler, J.: Media Fragmentation: 10 Things You Can Do Right Now. (2019). Accessed 9 July 2019
  9. Moore, P.: Younger Americans are Much More Skeptical of Vaccination than their Elders. YouGov. (2015). Accessed 26 July 2019
  10. National Research Council of the National Academies: Pathways to Exploration -Rationales and Approaches for a U.S. Program of Human Space Exploration. (2014). Accessed 23 July 2019
  11. Newport, F.: On Darwin’s Birthday, Only 4 in 10 Believe in Evolution—Belief Drops to 24% Among Frequent Church Attenders. Gallup. (2009). Accessed 10 July 2019
  12. O’Brien, J., Sherden Amy: Astronaut Samantha Cristoforetti returns from record-breaking space mission, becomes internet sensation. ABC news, 24 Feb 2016. Accessed 12 July 2019
  13. Pew Research Center: Public and Scientists’ Views on Science and Society. (2015). Accessed 9 July 2019
  14. Pew Research Center: Majority of Americans Believe It is Essential That the U.S. Remain a Global Leader in Space. Public’s policy priorities reflect changing conditions at home and abroad. (2018). Accessed 12 July 2019
  15. Strong, Jr., E.K.: The Psychology of Selling and Advertising. McGraw-Hill Book Co., New York (1925)Google Scholar

Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  1. 1.FrascatiItaly

Personalised recommendations