KQED’s science engagement team is on the front lines of making sure our overall science content, which includes science news and our Deep Look videos, are shared and engaged with on our various social media platforms. One of the platforms we use daily to disseminate our science content is Facebook. To better understand the success of our efforts beyond the usual metrics we track, the science engagement team tested a few Deep Look grant-related research questions using Facebook as a parallel research tool to our grant’s more traditional survey related research.
More specifically, Facebook’s
For an award-winning, public media YouTube science and nature series like KQED’s Deep Look, which delights its audiences by exploring unusual, tiny animals and plants up-close in ultra-high definition, how do you quantify and assess the value of different kinds of behind-the-scenes content when your original short videos are so fantastic at engaging your target audience?
Below is a summary of the key findings of the behind-the-scenes survey. Attached is the full report.
1. The measurable benefits of appending a fully produced behind-the-scenes video to a Deep Look episode appear to
Science writers, science producers, and science engagement specialists from KQED Science Deep Look joined a team of researchers from the University of Connecticut, Missouri State University, and Texas Tech University to focus on women’s preferences and identities as related to their science engagement intentions. Findings from this most recent study of the gender disparity in Deep Look viewership suggests that one key piece of the puzzle is related to women’s preferences for images and another key piece of the puzzle is related to the identities that women report as most important to them.
The KQED science digital media team continue their research on gender disparity of their YouTube series Deep Look.
Can videos with titles that pertained to health/home and sex/mating, on average, attach a higher proportion of female viewers?
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TEAM MEMBERS:
Sue Ellen McCannSevda ErisAsheley LandrumSarah MohamadOthello RichardsKristina JanétKelsi OpatSarah MohamadGabriela Quiros
The KQED science digital video team continue their study of gender disparity in viewership for the YouTube series Deep Look.
Below is a summary of the study’s key findings and you can read the complete study attached below.
1. Science curiosity is a key motivator of viewing Deep Look videos; science comprehension is not. You don’t need a Ph.D. in chemistry, just a dash of curiosity to have a look at, and maybe even get hooked on, science videos.
2. Diverging from previous findings — and researchers’ expectations — the gender disparity previously found in Deep Look viewership was not
This Innovations in Development project is funded by the Advancing Informal STEM Learning (AISL) program, which seeks to (a) advance new approaches to and evidence-based understanding of the design and development of STEM learning in informal environments; (b) provide multiple pathways for broadening access to and engagement in STEM learning experiences; (c) advance innovative research on and assessment of STEM learning in informal environments; and (d) engage the public of all ages in learning STEM in informal environments.
Increasing greater diversity, equity, and inclusion in science not only presents a social justice goal, but is also vital to the financial and social success of the nation. The stereotype of the older white male scientist has obscured the contributions of women and people of color. This project seeks to remedy these perceptions which are barriers to entry into STEM fields. The project will create a large-scale hub for STEM themed video content on YouTube and other social media platforms, featuring 100+ original STEM videos produced by PBS partners. This hub and accompanying research seeks to identify the characteristics of online STEM content that attract (or fail to attract) underrepresented groups, specifically Black and Hispanic communities as well as women of all races. The objectives of this project are to 1) provide a unified online science-themed hub, PBS Terra, on YouTube and other platforms for hosting, sharing, and distributing digital STEM series from diverse producers from across the PBS system; 2) conduct surveys and focus groups to examine and understand the needs and expectations of women, Black and Hispanic communities and their consumption of STEM video content online and 3) test hypotheses about the communicative strategies of STEM videos that feature Black and Hispanic female scientists. Project collaborators include PBS, researchers at the University of Utah and the University of Georgia, and consultants and advisors with expertise in broadening participation and inclusion in STEM.
Little is known about how or why adult Americans seek science content on YouTube, especially the motivations of adults from underrepresented minorities and females. The key research questions in this project are: 1) Why do Black and Hispanic audiences and women of all races seek science video content online? 2) How does showing Black and Hispanic female scientists in science video content on YouTube impact viewers’ identification with and sense of belonging in STEM? 3) How does the use of humor by Black and Hispanic scientists in YouTube science content affect viewers’ perceptions of the communicator and their engagement with STEM content? 4) How does the appearance and manner of dress of Black and Hispanic scientists in YouTube science content affect viewers’ perceptions in the aforementioned areas? A nationally representative baseline survey will be conducted. A probability sample of 2000 respondents will be obtained including oversampling of Black and Hispanic audiences. To complement findings from the survey, focus groups will be conducted in eight different regions of the country to learn why these targeted audiences do or do not seek science content on YouTube and what motivates them to share the content with their social media network. In addition, an experiment embedded in an online survey will test the hypothesis that greater on-screen representation of women and scientists of color will broaden existing perceptions about scientists. The experiment will consist of a 3 (scientist’s race: Black/Hispanic/White) × 2 (science issue: controversial/non-controversial) × 2 (style: casual/professional) between-subjects design. Survey participants will be randomly assigned to the experimental conditions. These factors (science issue and host appearance) can be altered by content producers to better reach and engage the targeted audiences. The project not only investigates theoretical questions at the intersection of STEM stereotypes and race, but findings related to these experimental conditions will offer practical insight into strategies that can be used by science communication practitioners.
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TEAM MEMBERS:
Adam DylewskiSara YeoMichael Cacciatore
On October 1, 2015, Oregon Public Broadcasting (OPB) was awarded a 3‑year grant of 2.7 million dollars from the National Science Foundation (NSF) to fund the project Hacking Your Mind (award number 1515520). A major public and social media project, Hacking Your Mind (HYM) planned to engage Americans with the new discoveries being made in the social, behavioral, and economic sciences and the remarkable insights these discoveries offer into how individuals make numerous daily decisions and judgments, as well as the broader impact of this highly personal phenomenon on nearly every aspect of
This NOVA multiplatform media initiative consisted of a 2-hour nationally broadcast PBS documentary, Polar Extremes; a 10-part original digital series, Antarctic Extremes; an interactive game, Polar Lab; accompanying polar-themed digital shorts, radio stories, text reporting, and social media content; a collection of educational resources on PBS LearningMedia; and community screening events and virtual field trips for science classrooms. Across multiple media platforms the project’s video content had nearly 13 million views.
The research explored the potential for informal STEM learning
The SciGirls in Space Front End Evaluation included surveys with project advisors, girls and families about the nature and extent of partner program offerings to help inform production of media and use of media in outreach. Question 1: To what extent do advisors, girls and their family members find the girls and professionals featured in the (existing) episodes and role model videos to be effective role models? Question 2: To what extent do they find episode topics and stories relevant to their everyday lives?
This comment discusses feminization of science communication as a process that is related to the professionalization of the field, but also with the subordination of its practices to certain ideas of science that have described as androcentric. It argues that science communication can play an important role in questioning this subordination and contributing to democratizing science bringing gender diversity into it. For this, the comment presents the case of a Colombian transgender scientist whose public presence in media has being important to destabilize scientific subjectivities in the
Science television shows are an important source of informal learning and enrichment for preschool-aged children. However, one limitation of television programming is that it is largely a one-way, non-interactive medium. Research suggests that children learn best through active engagement with content, and that parents can make TV watching more interactive by co-viewing and talking with their children. However, many parents and other adults may lack the time or experience and comfort with science language and content to provide critcial just-in-time support for their children. This study seeks to take advantage of recent advances in artificial intelligence that now allow children to enjoyably interact with automated conversational agents. The research team will explore whether such conversational agents, embedded as an on-screen character in a science video, can meaningfully interact with children about the science content of the show by simulating the benefits of co-viewing with an adult. If successful, the project could lay the foundation for a new genre of science shows, helping transform video watching into more interactive and engaging learning experiences. This project is funded by the Advancing Informal STEM Learning (AISL) program, which seeks to advance new approaches to, and evidence-based understanding of, the design and development of STEM learning in informal environments. This includes providing multiple pathways for broadening access to and engagement in STEM learning experiences, advancing innovative research on and assessment of STEM learning in informal environments, and developing understandings of deeper learning by participants.
This project will develop interactive videos incorporating a conversational agent in three 11-minute episodes of a future children's animated television program. The videos will enable children to speak with the main character of the show as the character solves everyday science mysteries, thus priming children to engage in observation, prediction, pattern finding, and problem solving through scaffolded conversation. This study will be carried out in two iterative cycles with the goal of developing and testing the embedded conversational function for each episode. In each cycle, the project team, which includes experts in children's TV production, as well as educational and HCI researchers will develop the storyboard and conversation prompts and follow-ups, create animated videos based on the revised script, and create a mobile application of the interactive video integrated with the conversational agent. Field testing with 10 children will be conducted to iteratively improve the embedded conversational function. In the pilot testing stage, a controlled study will be conducted with 30 children in each group (N=120): 1) watching the episode with the embedded conversational function; 2) watching the episode with a human partner carrying out the dialogue in the script rather than the virtual character; 3) watching the episode with pseudo-interaction, in which the animated character asks questions but does not attempt to understand or personally respond to children's answers; and 4) watching the episode with no dialogue. Data collected from the experiments will be used to examine whether and in what ways use of a conversational agent affects children's engagement, attention, communication strategies, perceptions, and science learning, and whether these effects vary by children's age, gender, socioeconomic status, language background, and oral language proficiency in English. The project will provide a comprehensive evaluation of the feasibility and potential of incorporating conversational agents into screen media to foster young children's STEM learning and engagement.
This award reflects NSF's statutory mission and has been deemed worthy of support through evaluation using the Foundation's intellectual merit and broader impacts review criteria.
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TEAM MEMBERS:
Mark WarschauerDaniel WhitesonSara DeWittAndres BustamanteAbby Jenkins