IEEE Technology and Society Magazine - March 2018 - 80

Purposes, End-User
Trustworthiness, and
Framing, but not
Terminology, Affect Public
Support for Drones

Figure 1. Photograph of the water sampling UAV in the field (not shown to participants).

A Drone
by Any Other Name

P

rojections indicate that, as an industry, unmanned aerial vehicles (UAVs,
commonly known as drones) could
bring more than 100  000 jobs and
$80 billion in economic growth to
the U.S. by 2025 [1]. However, these
promising projections do not account
for how various publics may perceive such technologies. Understanding public perceptions is important
because the attitudes of different groups can have
large effects on the trajectory of a technology, strongly

Digital Object Identifier 10.1109/MTS.2018.2795121
Date of publication: 2 March 2018

80

1932-4529/18©2018IEEE

facilitating or hindering technology acceptance and
uptake [2].
To advance understanding of U.S. public perceptions
of UAV technologies, we conducted a nationwide survey
of a convenience sample of 877 Americans recruited
from Amazon's pool of Mechanical Turk (MTurk) workers. In our surveys, we used short scenarios to experimentally vary UAV characteristics, the end-users of the
technology, and certain communication factors (terminology and framing). This allowed us to investigate the
impacts of these factors alone and in combination.

Lisa M. PytlikZillig, Brittany Duncan,
Sebastian Elbaum, and Carrick Detweiler
IEEE Technology and Society Magazine

∕

march 2018



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