This Broad Implementation media project (building upon prior NSF award 0639001) will address science literacy among Latinos via mass media, increasing the amount of Spanish-language science content available in the U.S., increasing the representation of Latino scientists in mainstream media, and expanding the knowledge base about Latino's interest and engagement in science. The STEM content will be based on the research conducted by the Hispanic scientists being interviewed and therefore includes a wide range of topics including astronomy, biology, physics, earth sciences, and engineering. The criteria for selecting the Hispanic researchers and the content is based on the importance of the research, how it is immediately relevant to a Latino audience, and how it draws on the indigenous knowledge system or ethnic pride for U.S. Latinos. Project deliverables include 150 audio-video interviews with Hispanic scientists distributed on both commercial Hispanic radio and TV stations, as well as public broadcasting and online. In addition to the broadcasts, social media tools such as Facebook and Twitter will be used to reach out and engage Hispanics. It is estimated that 300 Spanish-language radio stations will air the programs, resulting in 3 million radio impressions for each daily 60-second broadcast. Television broadcasts are estimated to result in another 2 million impressions per program. Project partners include the Society for the Advancement of Chicanos and Native Americans in Science (SACNAS); V-Me, a national Hispanic educational channel; KLRN, the San Antonio, Texas public television station that will provide the national PBS distribution; and DaGama Web Studio that will develop and implement the social media marketing plan to attract and engage Latinos online. Comprehensive evaluations of project deliverables and impact will be conducted by Informal Learning Solutions (video-audio formative evaluations), and Knight-Williams Research (summative evaluation of project impact). The Summative Evaluation Plan will focus on the programs\' overall appeal, clarity, and effectiveness in meeting the two key audience objectives in the proposal: (1) increasing familiarity with and understanding of science concepts among U.S. Latinos, and (2) demonstrating engagement activities such as talking with friends/family about the presented topics, and/or seeking out additional information. It will furthermore assess the extent to which listeners and viewers find the Hispanic researchers featured in the programs to be effective communicators and the importance they assign to hearing from Hispanic researchers themselves. It will look at whether and how the programs are effective selecting topics with immediate relevance to listeners'/viewers' everyday lives. Finally, the evaluation will gather information about listeners'/viewers' demographic and background characteristics, including their country of origin, degree of fluency in Spanish, reasons for preferring Spanish media, number of generations in the U.S., reasons for tuning into the programming, efforts to recommend the programs to others, and the likelihood of continuing to listen to or view the programs in the future.
This proposed Communicating Research to Public Audiences (CRPA) project outlines a pathway for communicating how climate change can affect a watershed area that supplies water for a specific region. The educational platforms will address the geology of the Caldera along with meteorology, ecology and hydrology. The project will focus on the ongoing scientific research processes and the impact of climate change to the physical system as well as to the citizens who depend on this resource. Partners in this endeavor include New Mexico EPSCOR, the University of New Mexico, the Valles Caldera National Preserve, the New Mexico Museum of Natural History and Science, Santa Fe Productions and Tim Aydelott Productions. The project team will create a PBS television documentary in English and Spanish, including a Native American Jemez Pueblo storyteller who will describe the natural environment of the Caldera. The team will also create a YouTube channel with updatable clips, a Facebook fan page, and a climate change exhibit. The evaluation will include front-end and summative components, and will be conducted by Minnick & Associates and Elsa Bailey Consulting. The intended impact of this CRPA is to educate the public about the importance of the Caldera in securing the region's water supply and how climate changes could impact their lives. Further, aspects of the multidisciplinary science used in this research will be described with the goal of encouraging more young people from the region to choose STEM careers.
Summary of Findings Summative Evaluation Cielo y Tierra Noticias del Mundo Robert L. Russell, Ph.D. Learning Experience Design October 2011 Learning Experience Design conducted summative evaluation of the project entitled: Cielo y Tierra Noticias del Mundo (Sky & Earth News of the World). A series of three evaluation sessions were conducted with radio listeners to look at the impacts of the programs on their interest in the topics presented, their understanding of the content presented, and their motivation to take further action. The first two studies used focus group sessions. The third and
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TEAM MEMBERS:
Robert RussellEarthSky Communications, Inc.Malu Jimenez
WNET is producing "The Human Spark," a multimedia project that includes a four-part television series (4 x 60 min) for national primetime broadcast on PBS, innovative outreach partnerships with museums, an extensive Web site and outreach activities, including a Spanish-language version and companion book. Hosted by Alan Alda, "The Human Spark" will explore the intriguing questions: What makes us human? Can the human spark be found in the differences between us and our closest genetic relative -- the great apes? Is there some place or process unique to the human brain where the human spark resides? And if we can identify it, could we transfer it to machines? The programs will explore these questions through presenting cutting-edge research in a number of scientific disciplines including evolution, genetics, cognitive neuroscience, behavioral science, anthropology, linguistics, AI, robotics and computing. The series will highlight opposing views within each field, and the interdisciplinary nature of science, including its intersection with the humanities. The series will develop a new innovative format, the "muse concept", which involves pairing the host with a different scientific expert throughout each program. The outreach plan is being developed with a consortium of four leading science museums, American Museum of Natural History in New York, Museum of Science in Boston, The Exploratorium in San Francisco, and the Fort Worth Museum of Science and History, paired with their respective local public television stations. An additional six museums and local broadcasters will be chosen through an RFP process to develop local initiatives around the series. Multimedia Research and Leflein Associates will conduct formative as well as summative evaluations of the series and web.
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TEAM MEMBERS:
William GrantJared LipworthGraham CheddBarbara Flagg
The goal of this project is to extend the impact of the nationally broadcast weekly radio program, Science Friday to a new, young audience through the various new cyber-space platforms and interactive tools such as Facebook, Twitter, and Second Life as well as new emerging social networking tools. The STEM content over the course of the two year project will include a wide variety of topics in all disciplines. The relationship between art and science will also be a focus. The NPR radio broadcasts currently reach 1.3 million listeners every week, and that audience is expected to increase. In addition to that audience, this project will target a new audience of adults under the age of 35 using various cyber platforms and new social networking tools such as Second Life, Facebook, YouTube and Twitter. Audiences will also be reached through remote broadcasts from science centers and art centers around the country. Over 30 science centers will use this project's web content on their own web sites, reaching their audiences as well. The web content will be translated into Spanish and widely disseminated to Hispanic audiences. Each Friday afternoon, Ira Flatow, the PI will produce and host the nationally broadcast Science Friday radio program interviewing scientists and engineers in a lively engaging format. In addition, the Science Friday digital media team will be producing and inviting others to create and post digital content and commentary on the Science Friday web site for further dissemination through Second Life, Facebook, as well as other emerging networking platforms. The evaluation will use a quasi-experimental design to study the appeal of both the radio broadcasts and the cyber-platforms with both older and younger audiences. Proposed audience impacts include increased STEM knowledge, interest, and behaviors. Partner organizations include the Self Reliance Foundation, the New York Hall of Science, LA Theatreworks, and Tribeca Film Festival.
This full-scale development project would use a multi-platform approach (TV, Field School, and Web site) to engage public audiences and underserved youth in archaeology research and discovery. The project will advance knowledge and practice in the field of ISE by establishing the utility of archaeology as an entry point to multiple STEM fields showing how it answers important questions about human origins-culture, history, and the natural environment. The target audience includes a broad demographic of viewers who will watch the PBS broadcasts. The other key audience is underserved youth who will participate in the archeology digs and be featured in the national broadcast. They will engage other underserved youth who will have the opportunity to participate in the interactive online virtual field school. Primary organizational partners include the Crow Canyon Archaeology Center in Colorado and other archeology organizations at the 4 field sites. Deliverables include four hours of PBS programming filmed at four archaeological sites telling the stories of diverse cultures (Native American, African American, Hispanic); field schools designed for underrepresented youth both onsite and online; blogs, online discussions, and user-generated videos. The evaluation will determine the impact of the television series, online content, and the on-site Field School on audiences' understanding of, interest in, and interactions around STEM topics within the context of archaeology. Formative evaluation will provide input and help refine the television programs, web site, and field school. The summative evaluation will use a variety of methods and artifacts to determine the degree to which the process of the TV series, web site, and Field School was successful. The television programs are expected to reach 13 million viewers via broadcast, 300,000 via streaming video and 50,000 unique web site visitors. The lessons learned from this project will be disseminated to other media and ISE organizations.
'TV411 What's Cooking?' provides adults with low levels of literacy and numeracy with access to a free multi-media resource which delivers mathematics and science content in the form of an online cooking show. This series builds on a prior NSF planning grant (DRL 07-75623) and the research-based design of the TV411 educational materials while addressing biochemical, physical, and mathematical processes that occur in cooking and daily life. The project will be managed by the Education Development Center's Adult Literacy Media Alliance (ALMA) project, in partnership with the Public Internet Channel, a New York-based Head Start Program, and formal education partners. The project's goals are to raise awareness of math and science content in daily life, overcome negative attitudes and behaviors related to science learning, and increase knowledge, vocabulary, and skills related to science and math while building capacity to use informal science education resources. Additional goals are to increase the capacity level of adult educators and informal workshop facilitators to teach basic math and science concepts. Finally, the project is designed to research strategies in which low-literacy adult learners utilize informal math and science resources in a Web 2.0 environment. Deliverables include six video segments that embed basic literacy and numeracy concepts in a cooking show format, 12 interactive web activities including games and simulations, and a reconstructed TV411 Online website with Web 2.0 features. In year 2, Spanish language videos and web lessons, customized toolkits for The Public Internet Channel, workshop materials for parents, and articles and reports for dissemination to education and informal learning networks nationwide are produced. The videos will be distributed on TV411 Online and the Public Internet Channel (pic.tv). The mixed-methods evaluation addresses four impact categories (awareness, engagement, attitudes, and behavior). An embedded evaluation approach will be used to determine knowledge gains, while behavioral and attitudinal questions will be asked separately in two web surveys given to random sample of 500 website visitors. Interviews are used to determine teacher perceptions of usability and effectiveness of materials. 'TV411 What's Cooking?' is projected to attract 1.5 million website visitors in the first year and an additional 500,000 each subsequent year. This well-researched project advances adult literacy and numeracy, while providing students participating in GED, adult basic education, and informal community-based programs with engaging STEM content.
This planning activity will produce a prototype film on Spanish horses and conduct 10 focus group discussions to determine: audience interest, background knowledge, what viewers would like to see in this documentary, language barriers, cultural barriers, and how the film could be structured to help the public and teachers interact with children. The focus groups will target the follow groups: (1) middle school teachers, (2) elementary school teachers, (3) families with young children, (4) Hispanic families, (5) American Indian families, (6) youth ages 13-19, (7) horse lovers and those involved in horse activities, (8) senior citizens and individuals with disabilities, (9) documentary, museum exhibit and website production professionals, and (10) media and museum marketing professionals. The effort is intended to guide development of a PBS documentary, an interactive website, a companion book, and a museum exhibit on the origins, evolution, migration and impact of Spanish horses. STEM content in mathematics, genetics, paleontology, chemistry, evolution, and animal behavior, integrated with history, will be incorporated into the scripts for this diverse array of media platforms. The project also presents an opportunity to present in a very interesting and real sense the scientific process used for discovery. In addition to producing the prototype film and conducting focus group discussions, this planning grant will help to: clarify the responsibilities of all of the participants, especially the international participants; clarify the contributions from each discipline and scientist; plan in detail ways to achieve the greatest understanding with the anticipated diverse audiences; select the best geographic region, graphics, media, and animation; and establish realistic budgets and elements for production and post-production. Collaborators include: New Mexican Horse Project, New Mexico Museum of Natural History and Science, Habitat Media, University of New Mexico and Institute for Social Research, Cambridge University, Texas A &M University, Universidad Nacional Autonoma de Mexico, Selinda Research Associates, and PBS.
To address a lack of informal science education opportunities and to increase community capacity to support STEM education for their children, Washington State University's Yakima Valley/Tri Cities MESA program, the Pacific Science Center, and KDNA Educational Radio have developed a set of informal science initiatives that offer complementary learning opportunities for rural Latino families. The goal of this four-year program is to create a sustainable informal science infrastructure in southeastern Washington State to serve families, increase parental awareness, support and involvement in science education and ultimately increase the numbers of rural Latino youth pursuing STEM-related under graduate studies. This program is presented in English and Spanish languages in all of its interconnected deliverables: Two mobile exhibits, beginning with one focused on agricultural and environmental science developed by The Pacific Science (PCS) Center; Curriculum and training in agriculture, life sciences and facilitating learning; Curriculum and training for community members to provide support to parents in encouraging the academic aspirations of their children developed by PSC and MESA; 420 Youth and parents from the MESA program trained to interpret exhibits and run workshops, community festivals, family science workshops and Saturday programs throughout the community; Four annual community festivals, quarterly Family Saturday events, and Family Science Workshops reaching 20,000 people over the four-year project; Take home activities, science assemblies, a website and CDs with music and science programming for community events; A large media initiative including monthly one hour call-in radio programs featuring science experts, teachers, professionals, students and parents, 60-second messages promoting science concepts and resources and a publicity campaign in print, radio and TV to promote community festivals. These venues reach 12,500-25,000 people each; A program manual that includes training, curriculum and collaborative strategies used by the project team. Overall Accesso la Ciencia connects parents and children through fun community activities to Pasco School District's current LASER science education reform effort. This project complements the school districts effort by providing a strong community support initiative in informal science education. Each activity done in the community combines topics of interest to rural Latinos (agriculture for instance) to concepts being taught in the schools, while also providing tools and support to parents that increases their awareness of opportunities for their children in STEM education.
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TEAM MEMBERS:
James PrattD. Janae' LandisDonald LynchMichael Trevisan
This project reached the underserved Hispanic audience with 200 ninety-second Earth and Sky programs in Spanish for broadcast on commercial and public radio stations, and longer programs (8-15 min.) with interviews with Hispanic scientists, teachers and writers who serve as role models for Hispanic young people. Programs were on the cieloytierra.org web site ith Spanish language science blogs, daily sky charts and links to other relevant Spanish and scientific web sites. Project partners included The Society of Mexican American Engineers and Scientists and the Society for the Advancement of Chicanos and Native Americans in Science.