Rosetta & Philae: Captivating the Hearts and Minds of a Global Audience
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Transcript of Rosetta & Philae: Captivating the Hearts and Minds of a Global Audience
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Sebastian D. Marcu & Ryan Laird IAC 2015 | 15.10.2015
Rosetta & Philae
captivating the and of a global audience
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Once upon a time… October 2013
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ROSETTA CARTOON!
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20. January 2014
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#RosettaAreWeThereYet
© Mathilde Faure
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#CometLanding
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#WakeUpRose,a!#Rose,aAreWeThereYet!
#CometLanding!
Twi,er!follower!growth!count!@ESA_Rose,a.!Credit:!ESA.!!
Social Media Growth
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Anthropomorphism
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I'm in interstellar space & you make me feel like a star. Thanks for the #launchiversary wishes! I left Earth 37 years ago today. — NASA Voyager (@NASAVoyager)
September 5, 2014!
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Oh No!! I'm going to be creating a new crater on Mercury? Hum.. This should be interesting. — MESSENGER (@MESSENGER2011)
April 16, 2015
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“The sun has fallen, and the temperature is dropping so quickly...to tell you all a secret, I don't feel that sad. I was just in my own adventure story - and like every hero, I encountered a small problem." "Goodnight, Earth. Goodnight, humanity.” — Yutu rover (“Jade Rabbit”) on Weibo
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"Tiangong, my lover, for the arrival of this moment -- wait for me. I'm coming.” — “Lovers’ Talk”, Tianfu Zaobao, a Sichuan-based daily.
"If we compare the space docking mission with the pact of a pair of lovers deeply in love, it will be the most romantic story of the season.” — Xinhua (Chinese News)
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Storytelling
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Transmedia Storytelling
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ROSETTA: “OK @Philae2014, I’m getting lined up
with #67P, are you ready to jump? #CometLanding”
PHILAE: “Ready when you are, @ESA_Rosetta.
Give me a little nudge? #cometlanding”
ROSETTA: “Standby for separation @philae2014…
#CometLanding”
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ROSETTA: “How are you feeling @philae2014?
#CometLanding”
PHILAE: “.@ESA_Rosetta WOW! I feel like I’m floating! And #67P is closer and closer…. #CometLanding”
ROSETTA: “@Philae2014 :) My back is chilly now you’ve left, but I’m in a better position to watch you now. Send me a postcard! #CometLanding”
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Empathy
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Fantasy Scale (FS): fantasy element of the fictional characters
Empathic Concern (EC): concern for wellbeing of the spacecraft
Perspective Taking (PT): perspective of our audience relating to the spacecraft
Personal Distress (PD): feeling of distress for the Philae lander
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• A total of 321 respondents • 53% male, 47% female • A mix of all ages • Bias towards science-related/
space background
How did the public perceive the Rosetta cartoon characters?
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Recommendations • Mission planning with storytelling • Empathy throug anthropomorphism • Engagement through transmedia
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Sebastian D. Marcu & Ryan Laird IAC 2015 | 15.10.2015