Abstract

Although the Internet is now the leading source of information on scientific issues, studies suggest that university faculty and researchers have been slow to adopt non-traditional forms of communication to engage in scientific conversations online. In this article we test our observation that university researchers are not widely engaged online, largely because of a lack of incentives within the traditional academic system. A textual discourse analysis of Canadian university policies reveals that faculty promotion and tenure policies rarely take into account new media practice or similar outreach activities. In addition, social media policies do not demonstrate the potential value-add or the proactive communications aspects of new media. As part of ‘issues management’ policy development, we suggest that new media practice and tools be considered in academic portfolios as presented for promotion and tenure. As well, social media policies should be more proactive and supportive of online outreach and communication.