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Peer-reviewed article

Are Women a Missing Audience for Science on YouTube

June 14, 2021 | Media and Technology

Educational programming on digital video platforms such as YouTube wrestle with gender disparities in viewership. When men engage with science and technology content on digital platforms more than women, gender gaps in the understanding of, engagement with, and interest in STEM may intensify. Therefore, there is a critical need for more research aiming to aid in our understanding of these gender differences. This study provides evidence that the gender gaps may exist not in the use of YouTube itself, but with the engagement with science and technology content on the platform. Furthermore, there are gender differences in the reasons for engaging with such content, with women, perhaps, more motivated by instrumental purposes than their science curiosity.


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    Texas Tech University
  • Citation

    DOI : 20.3389/fcomm.2021.610920
    Publication Name: Frontiers in Communication
    Number: 610920


    Funding Program: AISL
    Award Number: 1810990
    Funding Program: AISL
    Award Number: 1811019
    Resource Type: Research Products
    Discipline: General STEM
    Audience: Adults | Museum/ISE Professionals
    Environment Type: Media and Technology | Websites, Mobile Apps, and Online Media
    Access and Inclusion: Women and Girls

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