A new study published in the Journal of Science Communication examines how three women in the space sector use Instagram to communicate science, blending professional expertise with personal authenticity to challenge stereotypes and inspire future generations. The research, led by Karen Shalev, Shannon Pappas, and Jocelyn Steinke of the University of Connecticut, focuses on American astronaut Kellie Gerardi, Irish scientist Norah Patten, and Canadian physician Shawna Pandya, all of whom are assigned to a Virgin Galactic research mission in collaboration with the International Institute for Astronautical Sciences (IIAS), scheduled for 2026.
The study analyzed 194 public Instagram posts published between June 24 and November 24, 2024, following the announcement of the all-female mission. Using the Infegy platform, researchers collected posts in their entirety, including text, photographs, videos, captions, hashtags, emojis, audio, and overlaid text. They applied qualitative thematic analysis, developing a coding system that allowed multiple codes per post, to identify the strategies and messages conveyed rather than measuring the effectiveness of individual posts.
Six major themes emerged from the analysis: professional experiences and scientific research; being a woman in STEM and medicine; career paths; advocacy and representation; personal life; and work as an influencer. The researchers also identified seven recurring narrative frames, such as introducing oneself to the public, celebrating achievements, countering stereotypes, encouraging access to scientific disciplines, and highlighting teamwork. Five communication strategies were observed, including the use of Instagram formats and features, trends, humor, and objects or images that make messages immediately recognizable.
«There is clearly a strategic intent not only to spread knowledge about STEM and related careers but also to offer a privileged perspective and establish a more personal connection with the audience, seeking to promote authenticity, connection, and engagement with a very broad and diverse public,» said Jocelyn Steinke, co-author of the study and a professor in the Department of Communication at the University of Connecticut. «By sharing their experiences with the public, they can truly serve as influential role models for future generations and inspire girls to consider becoming astronauts in the future.»
The study highlights how these astronauts navigate multiple facets of their identity. Kellie Gerardi, for instance, shared on Instagram a question from her daughter about why her astronaut jacket couldn't be pink or purple, an episode that sparked a broader conversation about femininity in space. Gerardi wore a pink jacket during a television interview and later posted about it, writing: «If you've followed my career, you know how much I've always cared about not dampening my many facets or my femininity. I want my daughters to understand that I refuse to shrink myself to fit someone else's image of me — instead, I wanted to force that image to expand to include me.»
Shawna Pandya discusses space health and medicine, including the intimate topic of intrauterine device insertion in microgravity conditions. Norah Patten shares experiences from parabolic flights and recalls her first visit to the Kennedy Space Center at age 15. These posts demonstrate how professional expertise and personal narrative can coexist, offering a template for science communication that resonates with diverse audiences.
The research also references Italian astronaut Samantha Cristoforetti, known as AstroSamantha, who has made space life accessible through images, videos, and mission updates, and was dubbed the first space TikToker when she opened her social media channel. While the study does not evaluate the effectiveness of these communication strategies, it provides a framework for understanding how science communication intersects with the construction of a public presence. The findings suggest that female astronauts can be feminine, speak about their families, and still be recognized for their scientific competence — a message that may encourage more girls to pursue careers in space and STEM fields.
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