During the course of our ongoing collaboration with KQED, my fellow academic researchers and I have learned that science media professionals are especially interested in improving strategies for headline design, with the goal of increasing audience engagement. Their intuitions about the importance of headlines are supported by research findings. At least when browsing on social media platforms, media consumers often make decisions about whether to engage with stories based only off of the headline. Moreover, headlines influence the way people interpret the story and the impressions they form
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
The KQED digital video team explored why they have gender disparity in viewership of their YouTube series Deep Look. For almost every one of our episodes, the percentage of women who watch is considerably lower than the percentage of men, a disparity that also happens on other science shows distributed by PBSDS. On average, about 70% of Deep Look’s YouTube audience is male and only 30% is female. Our audience’s disparity is even more pronounced than that of YouTube’s average audience, which is 60% male.
Below is a summary of the survey’s findings. You can read the full report, called “A
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
As part of its overall strategy to enhance learning in informal environments, the Advancing Informal STEM Learning (AISL) program 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 would expand the informal STEM learning field's understanding of how to use digital science media to increase STEM educational experiences and opportunities for English language learners. Across the U.S. there are significant STEM opportunity and achievement gaps for English learners with varying levels of English proficiency. This is at a time when the U.S. is facing a shortage of STEM professionals in the workforce including the life and physical science fields. This project aims to close these gaps and improve English learners' STEM learning outcomes using digital media. Within community colleges, there are multiple site-based programs to provide content to help English learners to learn English and to improve their math and literacy skills. Involving the state community college networks is a critical strategy for gathering important feedback for the pedagogical approach as well as for recruiting English learner research participants. The team will initially study an existing YouTube chemistry series produced by Complexly then produce and test new videos in Spanish using culturally relevant instructional strategies. The target audience is 18-34-year-old English learners. Project partners are Complexly, a producer of digital STEM media and EDC, a research organization with experience in studying informal STEM learning.
The project has the potential to advance knowledge about the use of culturally relevant media to improve STEM opportunities and success for English language learners. Using a Design-Based Implementation Research framework the research questions include: 1) what are the effective production and instructional strategies for creating digital media to teach science to English learners whose native language is Spanish? 2) what science content knowledge do English learners gain when the project's approach is applied to a widely available set of YouTube videos? and 3) how might the findings from the research be applied to future efforts targeting English learners? The project has the potential to significantly broaden participation in science and engineering. Phase 1 of the research will be an exploration of how to apply strategic pedagogical approaches to digital media content development. Interviews will be conducted with educators in 3 focal states with high numbers of English language learners (NY, CA, TX) to reflect on pedagogical foundations for teaching science to English learners. A survey of 30 English learners will provide feedback on the perceived strengths and weaknesses of a selection of existing YouTube chemistry videos. Phase 2 will create/test prototypes of 6 adapted chemistry videos. Forty students (ages 18-34) will be recruited and participate in cognitive interviews with researchers after viewing these videos. Based on this input additional videos will be produced with revised instructional strategies for further testing. Additional rounds of production and testing will be conducted to develop an English learners mini chemistry series. Phase 3 will be a pilot study to gauge the science learning of 75 English learners who will view an 11-episode chemistry miniseries. It will also identify gaps in expected learning to determine whether any further adjustments are necessary to the instructional approach.
This Innovations in Development 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:
Kelsey SavageCeridwen RileyStan MullerHeather LavigneCaroline ParkerKatrina Bledsoe
This RAPID was submitted in response to the NSF Dear Colleague letter related to the COVID-19 pandemic. This award is made by the AISL program in the Division of Research on Learning, using funds from the Coronavirus Aid, Relief, and Economic Security (CARES) Act. The major public policy of social distancing relies, in part, on the cooperation of younger and healthier people who may not experience symptoms and can spread the virus unknowingly to more vulnerable populations. Science journalists, who are on the front lines of covering the pandemic, can play an important role in educating millennial audiences about the science behind the virus, how it is transmitted and effective ways to prevent the virus from spreading. This award will help the STEM field better understand how to engage millennial audiences with effective COVID-19 media content and to urgently capture professional knowledge on crisis reporting. KQED and Texas Tech University are suited to rapidly implement a science media informal science learning project targeting millennials and younger audiences in light of their current NSF-funded "Cracking the Code: Influencing Millennial Science Engagement" collaborative research and evaluation project (DRL 1810990 and 1811091). The project team has built a functional research protocol for its media practitioner and academic researcher collaboration, and will apply these new RAPID funds to complement on-going efforts, mobilize the existing team, research protocol, and research tools to respond to the communication challenge of reaching younger adults posed by COVID-19. Content to be created includes: 1) Radio broadcasts - daily news coverage, live talks; 2) A real-time blog - live Coronavirus updates and 3) Social media content on Facebook, Instagram and Twitter.
The project team will explore the following research questions:
How could COVID-19 coverage be designed to best inform, engage and educate millennials and younger audiences about the science of virus transmission and prevention?
What are some best practices for crisis reporting, as journalists respond to both constantly updated information and changing audience needs, that can be used by media outlets (such as advisors PBS Digital Studios, PBS NewsHour, NOVA, NPR Science, and more)?
The research protocol centers around "media testing cycles," which are time-bounded studies (5 months long) exploring a subset of research questions about the effectiveness of KQED's science content (articles, videos, social media posts and radio reporting) at reaching younger audiences. Steps include identifying problems that are suited for empirical examination; formulating plausible competing hypotheses on the nature of those problems and their potential solutions; and crafting study designs calculated to support valid, realistic inferences on the relative strength of those hypotheses. Data will be gathered from COVID-19 audience "chatter" from Twitter and Facebook through Crimson Hexagon, a social media listening platform. In addition to the social media listening, researchers will conduct a thematic analysis of the questions currently being collected through the audience engagement platform Hearken, where KQED has gathered nearly 2,000 questions to date about the virus and lifestyle changes. This data will also help the project team understand knowledge gaps about prevention and transmission of the virus. These two qualitative studies will be conducted concurrently and reported to KQED journalists quickly to inform reporting.
Texas Tech researchers will create a virus transmission and prevention knowledge assessment. This assessment will be validated using a national online survey. The project will examine knowledge differences based on, for example, generation and gender. TTU will examine relationships between performance on this assessment and two relevant measures: science curiosity and ordinary science intelligence. The national survey will help identify what knowledge gaps are present in which audiences. Using this information, KQED journalists will develop "explainers" and other news content, to meet audience needs and to fill knowledge gaps.
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.
We found that the learners seeking out resources to teach themselves to code were generally college educated women who were motived either by the desire to be able to read and understand the code written by hired developers or the desire to become developers themselves. The importance of a female-focused learning setting was mixed; while most women acknowledged a more comfortable atmosphere created by such a setting, very few cited that as a primary reason for joining the group.
All learner participants in this study persisted through the ten weeks of the Women’s Coaching and Learning
In 2016, ETR received a National Science Foundation grant to study, under Principal Investigator Louise Ann (“Lou Ann”) Lyon, PhD, a newly formed, real-world organization dedicated to helping women in the workforce learn to write computer code. This project formed a partnership between a research team with experience in computer science (CS) education and learning sciences research and a newly fashioned practitioner team focused on building a grassroots, informal, volunteer group created to help women help themselves and others learn to write computer code. This research-practitioner
The National Academy of Sciences’ LabX program came into existence in 2017 with a directive to develop programming meant to engage with a young-adult (18-37 years old) target audience who are active decision-makers and whose actions impact current and future policies. While conducting preliminary research, the LabX staff and advisory board discovered that available research on young adults’ relationship with science was sadly lacking in detail, beyond obvious conclusions about high levels of interest in technology and social experiences.
To fill these knowledge gaps, gain a deeper
This project will research and develop the Circuit, a mobile phone and web-based application that will empower families and the general public to discover the broad spectrum of informal Science, Technology, Engineering and Mathematics (STEM) opportunities that exist in most communities. These informal STEM resources include science and children's museums, science and computer camps, maker spaces, afterschool programs, citizen science and much more. There is currently no "one-stop" searching for these resources. Instead, participants must conduct multiple, inefficient Internet searches to find the sought for STEM resources. The Circuit will enable users to efficiently search a rich informal STEM database, identifying resources by location, geography, age levels, science discipline, type of program and other factors. The Circuit builds on SciStarter, an existing online platform that connects thousands of prospective and active citizen scientists to citizen science projects. SciStarter has made possible the collection and organization of several thousand citizen science projects that would otherwise be scattered across the web. The Circuit will build on SciStarter's technical achievements in the citizen science sector, while systematically encompassing the offerings of established national networks. By integrating existing networks of informal STEM resources, the app will afford the public with unrivaled access to informal STEM opportunities, while collecting data that reveals patterns of engagement towards understanding factors of influence between different types of STEM experiences.
The app will provide researchers with new opportunities for researching how families and adults participate in the ecosystem of informal STEM resources in their communities. The Circuit will develop web tools to aggregate and organize digital content from trusted, currently siloed, informal STEM networks of content providers. These include science festivals, science and children's museums, the American Association for the Advancement of Science (AAAS), and Discover Magazine (3 million readers), the largest general interest science publication. Each content partner will feed the app with information directly or through their membership and encourage adoption of The Circuit within their respective communities. The project will design digital tools, including APIs (application program interfaces) to acquire and share digital content, embeddable tools to record and analyze data about movement, engagement, and persistence across domains, and social media tools and related APIs to distribute, track, and analyze content, engagement and demographics. (An API is a code that allows two software programs to communicate with each other.) The project will conduct small-scale, proof-of-conduct studies, to test the viability of the platform to support future, independent full-scale research. An analytics dashboard will be designed and tested with partners, researchers, and evaluators to ensure access to data on patterns of visits, clicks, referrals, searches, "joins," bookmarks, shares, contributions, user-locations, persistence, and more, within and across domains. Because each partner will feed their analytics into the shared dashboard, this will provide unprecedented and much-needed data to advance research in informal STEM learning. The Circuit will allow the tracking of patterns of engagement across networks and programs. Anonymized analytics of behavioral data from end users of The Circuit will support new approaches to advance evidence-based understanding of connected informal STEM learning by exhibiting engagement patterns across informal STEM domains. Through volunteer participation by the public, the Circuit will explore the geographic and demographic patterns of participants in the system, and derive important design lessons for its own and future efforts to create curated systems of connected learning across STEM education in informal settings.
This project is funded by the National Science Foundation's (NSF's) Advancing Informal STEM Learning (AISL) program, which supports innovative research, approaches, and resources for use in a variety of learning settings.
Familiarity with statistical and data literacy is important in many areas of modern life, but there is little research on how adults continue to build mathematical literacy beyond formal schooling. Mass media science news stories contain much data, assuming that adults will understand the content.This 4-year project will first map the landscape of adult statistical literacy in the US, particularly as it relates to news consumption. The second phase will build on results from the first phase through a longitudinal study. In the third phase, the project will develop a range of experiments to manipulate mathematical explainers embedded in STEM news stories and test techniques with adult audiences, with the goal of identifying the attributes and affordances that best improve confidence and competence in the underlying math principles and their meaning to news stories. in addition to the research, project components include 12 broadcast video and social media pieces each year that will form the basis for testing with audiences, a one-day symposium for professional science journalists, and a written best practice guide that summarizes key findings and implications for practitioners.
Critical research questions are: How do mathematical competence and confidence differ among different segments of the adult population? How can STEM journalists improve adult mathematical competence and confidence through their reporting techniques? Phase 1 of the research will be a landscape review of mathematical content in the news including a baseline study of adult statistical literacy. Phase 2 will be a longitudinal study with news audiences recruited to participate in a panel study. Phase 3 will be iterative testing of the digital content based on the findings from Phases 1 and 2 and will use both focus groups and online testing. External evaluation will be conducted by TERC including an evaluation of the symposium for professional journalists.
The broader impacts of this project are twofold: the science videos created will be broadcast and made available free to a national audience including those in rural areas; and the training of science journalists has the potential for multiple, long term impact by increasing their ability to communicate statistics meaningfully to their readers/viewers.
This project is funded by the National Science Foundation's (NSF's) Advancing Informal STEM Learning (AISL) program, which supports innovative research, approaches, and resources for use in a variety of learning settings.
This project aims to broaden participation in STEM education among underserved populations through innovative and inclusive approaches to technology education. The project is designed to enhance knowledge and comfort with technology and develop computational thinking among women who were formerly incarcerated and are now seeking to reenter the workforce or adjust to their lives outside the criminal justice system ("women in transition") in the Midwest. While women have become the fastest growing segment of the incarcerated population, prison education and reentry programs are not well prepared to respond to this influx. Women in transition are rarely exposed to STEM education and they are generally isolated from the digital world while in prison. Consequently, they face post-incarceration challenges in accessing and using rapidly changing digital technologies. Against this backdrop, this three-year technology education project will aim to help women in transition in Kansas and Missouri develop STEM skills relevant to job applications and post-incarceration adjustments. The project may serve as a template for building evidence-based workforce preparation efforts in informal settings, and the concurrent online peer networking and app development may also facilitate adaptation for and scaling to other regions and other similarly digitally disadvantaged populations. This project is funded by the 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.
The project design is informed by the research team's past experiences offering technology education to women in transition and other underserved populations in the Midwest. The design includes three interrelated aspects: (1) technology education, (2) web/mobile app development, and (3) original empirical research. The research team will offer hybrid (online and offline) technology training programs to 300 women in transition in Kansas and Missouri. Learners will attend weekly face-to-face technology classes at different levels (introductory, intermediate, and advanced) at public libraries. A member-only online site and an accompanying mobile application for online tutorials and virtual meet-ups will enhance exposure to different types of technologies. Starting with interest-based technology topics including online resume building, information verification, and identity protection, the team will introduce women to deeper STEM topics including elementary coding skills and computational thinking. Empirical research will examine how different modalities of offering technology education are associated with learning outcomes for women participating in the program and the association of increasing knowledge and skills in digital technologies with self-efficacy, perceived social support, employment, and reduced recidivism.
This project is funded by the National Science Foundation's (NSF's) Advancing Informal STEM Learning (AISL) program, which supports innovative research, approaches, and resources for use in a variety of learning settings.
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TEAM MEMBERS:
Hyunjin SeoHannah BrittonMegha RamaswamyBaek-Young ChoiSejun Song