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
Our goal in creating this guide is to provide practitioners, organizations, researchers, and others with a “one-stop shop” for measuring nature connections. The guide is for those interested in assessing and enhancing the connections their audiences have to nature; we use the term “audience” to refer broadly to your participants or to any group you are trying to assess. The guide can help you choose an appropriate tool (for example, a survey or activity) for your needs, whether you work with young children, teenagers, or adults (see the Decision Tree on p. 14). The guide also includes 11 tools
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TEAM MEMBERS:
Gabby SalazarKristen KunkleMartha Monroe
Background. STEM identity has emerged as an important research topic and a predictor of how youth engage with STEM inside and outside of school. Although there is a growing body of literature in this area, less work has been done specific to engineering, especially in out-of-school learning contexts.
Methods. To address this need, we conducted a qualitative investigation of five adolescent youth participating in a four-month afterschool engineering program. The study focused on how participants negotiated engineering-related identities through ongoing interactions with activities, peers
The visit to a science museum may be manifested through complex and dynamic motivations which, according to the literature, are under-investigated in a Brazilian context. In this study, an instrument has been modified and applied to 202 visitors up to 15 years in order to investigate motivation for visiting. Combined application of Exploratory Factor Analysis and the Information Bottleneck method revealed that 17 out of the 20 initial items in the questionnaire aligned with three dimensions of motivation. The main motivation was learning desire, while entertainment and interaction motivations
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TEAM MEMBERS:
Ana Cláudia KasseboehmerRosana de Fátima MartinhãoKenia Naara ParraDaniela Maria Lemos Barbato
This exploratory study aims to better understand how adults engage with science in the context of reallife socio-scientific issues (SSIs). Specifically, we examined how parents engage with the issue of radiation from Wi-Fi routers in schools, an issue encountered by parents across the world. Radiation from wireless internet connection (Wi-Fi) routers is a type of radio frequency electromagnetic radiation. Nowadays, exposure to RF radiation is widespread; from Wi-Fi routers in workplaces, homes, restaurants, and even buses and trains to cell phones and microwave ovens. The proliferation of
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