1. Center for Information and Communication Studies Trust in Reading, Citing, and Publishing Carol Tenopir University of Tennessee, Knoxville, USA ctenopir@utk.edu NFAIS 2014

2. Center for Information and Communication Studies Trust and authority in scholarly communication project: Funding by the Alfred P. Sloan Foundation Research led by David Nicholas at CIBER Research Ltd. in the UK and Carol Tenopir at the Center for Information and Communication Studies (CICS), University of Tennessee September 2012-November 2013 Collaborators include Taylor & Francis, SAGE, PLoS, Biomedcentral, Wiley, and Elsevier CIBER Research Ltd.

3. Center for Information and Communication Studies Aims of project: Study how academics assign authority and trustworthiness to sources they read, cite, and publish in Examine behaviors and attitudes of academics in changing digital times

4. Center for Information and Communication Studies TRUST: Quality, Reliability, Trustworthiness All in all then, perceived quality/reliability/trustworthiness is the prime criterion scholars use in the discovery process (finding information), in the information management process (separating dispensable from indispensable relevant material), in the citation process (formally using information) and in the dissemination process (where and how researchers choose to have their work published).

5. Center for Information and Communication Studies Multiple Methods to Study Trust 14 focus groups of 66 academics in the UK & US In-depth interviews of 87 International survey of over 3800 researchers Surveys by Tenopir & King 1977-2013 provide some context

6. Center for Information and Communication Studies Mean amount of reading by academics in Australia, U.S. and U.K. n=2117, 6 UK institutions, June 2011 n=837, 5 US institutions, January 2013 n=133, 2 AU institutions, 2012 AU US UK

7. Center for Information and Communication Studies This represents a big investment in time. Academics report spending… 49 minutes per article 33 minutes per article 29 minutes per article 106 minutes per book 101 minutes per book ~100 minutes per book* 42 minutes per other 29 minutes per other 23 minutes per other *estimated

8. Center for Information and Communication Studies Traditional Indicators of TRUST in Journal Articles Journal Name Journal Reputation Author Expertise

9. Center for Information and Communication Studies The reality of trust (from focus groups): They read many things they “trust” but would never cite (e.g. Wikipedia) Politics influence citing and publishing Cite to protect yourself and add “trustworthiness” Publish to help your career Use different criteria for reading, citing, and publishing

10. Center for Information and Communication Studies Which is most important in your publications to help readers trust? 1. Metrics like journal impact factor 2. Our brand name is trusted 3. Article level metrics (Altmetrics) 4. Abstracts 5. Well respected authors

11. Center for Information and Communication Studies How trustworthiness is determined for reading Read abstract and methodology Check for credible data and sound logic Look at source’s references Colleague recommendations Familiarity with author or journal Peer-review linked to quality Impact factor a factor...

12. Center for Information and Communication Studies How trustworthiness is determined for citing 1.The author is known and trusted 2.The journal or conference is known and trusted 3.Seminal work in the field 4.Supports methodology 5.The research group/institution is known and trusted

13. Center for Information and Communication Studies How trustworthiness is determined when deciding where to publish Traditional metrics (e.g., impact factor) still important Influenced by tenure Institutional research policies Audience of a journal Likelihood of getting published

14. Center for Information and Communication Studies How trustworthiness is determined by different disciplines Life Scientists More likely to use article content to determine trustworthiness for reading Rely more heavily on peer review for reading More willing to cite & publish in peer-reviewed open access journals Humanities Researchers Read the entire information source More likely to use authority to determine trustworthiness for reading Feel most pressure to publish in traditional scholarly sources Photos from www.freedigitalphotos.net Alfred P. Sloan Foundation International Survey May – July 2013 (n=3,650) Significant differences based on mean score

15. Center for Information and Communication Studies How trustworthiness is determined by different age groups for reading Read abstract Rely on colleagues opinion Check if index by authoritative indexing body Look at number of downloads Check for sound logic Is it peer- reviewed? Check the name of the author Younger Researchers are more likely to… Older Researchers are more likely to… Photos from www.freedigitalphotos.net Alfred P. Sloan Foundation International Survey May – July 2013 (n=3,650) Significant differences based on mean score

16. Center for Information and Communication Studies How trustworthiness is determined by different age groups for publishing and citing Younger researchers more likely to… trust nontraditional methods of dissemination feel pressure to publish in highly ranked journals to obtain research grants cite people they know because they trust them cite open access journals if properly peer-reviewed Alfred P. Sloan Foundation International Survey May – July 2013 (n=3,650) Significant differences based on mean score

17. Center for Information and Communication Studies Peer Review Across the board, researchers use the peer review process to determine trustworthiness in what they read, what they cite and where they publish. But…

18. Center for Information and Communication Studies Comments on Peer Review “Whilst peer review is essential it sometimes worries me that reviewers' opinions can be skewed by their own personal and professional prejudices…” “I think it is difficult to publish data which goes against current trends in high impact peer review journals.” “I am sure the fame of the author has an influence on accepting the paper for publishing.”

19. Center for Information and Communication Studies Trust and Impact Factor More important for deciding where to publish than what to read or cite Recognize that low-quality articles could be published in high IF journals High IF journals may lack innovative and fresh papers On the whole, younger academics trust impact factor for reading and citing more than older faculty do

20. Center for Information and Communication Studies Comments on Impact Factor “It’s good because you want people to pay attention to your work BUT high impact factors do not always have the right audience for those who would use your work.” “It’s an imperfect method but it’s the only one we have.” “My tenure committee cares [about impact factor] but no one else does.” “…I have found that impact factor and reputation are reasonably good indicators of overall empirical quality, they are insufficient by themselves to judge the quality of the findings of any given study…”

21. Center for Information and Communication Studies Trust and Altmetrics Most participants in were unfamiliar with concept. Others were skeptical of what the various altmetrics actually meant. Participants do like metrics that can be quickly understood. Authors like being able to see the number of people who have viewed or downloaded their article. Although they didn’t use the term, some alternative metrics were mentioned...

22. Center for Information and Communication Studies I think it is “connectiveness” through name of friend who sent the link. You need to connect to a source to have trust. If information is isolated, just floating out there, I don’t trust it, but if it is connected to others then I trust it. What is Trust in online environment?

23. Center for Information and Communication Studies Have digital communications changed how trust is determined? “There is no one way to share or spread information, but do I want to trust all these new things?” “Can no longer just say “only peer reviewed”. I’m unlearning what I used to do. I have to re- assess reliability when everything already digital. I used to be comfortable with print.” “I’ve broadened what I consider a reliable source. It is easier to verify a source and I am less tentative.” “We are better researchers in the digital era because we can look at research in more modalities.”

24. Center for Information and Communication Studies Open Access A lot of confusion PLoS One considered trustworthy Common thoughts: –Too expensive –Lower quality –Quick publication time –No review system –Suspicious of journal’s motives

25. Center for Information and Communication Studies Use of Social Media Image from: shopforfollowers.com

26. Center for Information and Communication Studies Which type of social media is used for “work related purposes” by most US faculty? 1. Blogs 2. YouTube videos 3. RSS feeds 4. Twitter 5. Comments on articles 6. Social Networking

27. Center for Information and Communication Studies Academics use a variety of social media for work related purposes US n=579 Percent

28. Center for Information and Communication Studies Top 3 social media used occasionally (U.S. 2012) N=579 Percent 100%

29. Center for Information and Communication Studies Feelings about Social Media Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree Average Ranking

30. Center for Information and Communication Studies Comments on social media “Same issues with social media as with art. We may pretend to know what is “good art” but often we don’t really know, so how can you judge quality with no basis?” “I use Wikipedia to remind myself what I once knew.” “There are different levels of quality of tweets. I don’t cite Twitter but I may use report linked via Twitter.” “Social media can make top-tiered research more accessible.”

31. Center for Information and Communication Studies Influence of trust on use of social media Most are engaged at least occasionally. More critical and hesitant about trusting. Use many of the same standards to judge quality of social media as they use for traditional sources. Less trusting because no standard to judge quality. Less likely to create because not rewarded by university or tenure committee.

32. Center for Information and Communication Studies Overall findings: ?

33. Center for Information and Communication Studies Trust and Authority in digital environment Phase 1: Scholarly communication Phase 2: Communication outside academia Phase 3: Communication in other countries Phase 4: Mobile communication Academic researchers UK & US Government researchers Lab researchers Corporate researchers

34. Center for Information and Communication Studies Thanks! For more information: http://cics.cci.utk.edu/cicsprojects/Sloan Carol Tenopir ctenopir@utk.edu http://cics.cci.utk.edu/cicsprojects/Sloan