Including Cultural Context Improves Communication Outcomes for Quaternary Geoheritage: Evidence from Southeast Arabia

Abstract. Effective science communication plays a crucial role in enhancing public understanding of Quaternary science. One potential strategy for advancing public engagement involves highlighting the interconnectedness of Quaternary sites, archaeology, and human culture. Despite the recent increased focus on science communication within the geosciences, the significance and effectiveness of emphasising such geocultural connections in communicating about Quaternary geoheritage sites have rarely been explored in experimental settings.

This study investigates the efficacy of educational videos in communicating the significance of Quaternary geoheritage sites in southeast Arabia. Specifically, it examines the impact of including geocultural context information. An online experiment was conducted to evaluate the effects of videos produced with input from academics, museum professionals, and heritage administrators from the region. The study compares the impact of two different 9-minute videos—one emphasising the geocultural context, and the other focusing solely on Quaternary science—on participants' knowledge, interest, and perception of Quaternary geoheritage sites.

Both videos were found to be effective overall in enhancing participants’ self-reported knowledge of Quaternary geoheritage sites and increasing their overall interest. However, the inclusion of geocultural information resulted in improved long-term retention of information and heightened levels of interest, particularly among respondents without a specialist background in this field. Moreover, although the geocultural video was less effective as an immediate teaching tool compared to the Quaternary science-focused video, participants exposed to it reported better memory in the 3-months-after survey and demonstrated a stronger sense of the need to protect Quaternary geoheritage sites.

Although the result of this study as its participant profile is limited to highly educated people with pro-nature attitudes, this study advances our understanding of the role of geocultural connections in communicating the importance of Quaternary science and raising awareness of Quaternary geoheritage. By demonstrating the benefits of incorporating information on cultural relevance into communication strategies, the study illustrates how Quaternary scientists and geoheritage practitioners can enhance audience engagement, deepen understanding, and inspire lasting changes in attitudes. These positive findings underscore the necessity for future research to explore the applicability of this concept in various social, cultural, and/or geographical settings.